Every page granvl serves carries granvl's own first-party tracking, so you get visitors, leads and traffic sources without adding a third-party analytics tag. Ad pixels are separate: they send conversions to your ad platforms and don't feed granvl's numbers. See Configure pixels and conversion APIs.

What granvl records

Measure	What it counts
Visitors	Unique visitors in the selected period
Leads (conversions)	Form submits, and clicks on links marked as conversions, credited to the page that hosted them
Click-throughs	Visitors who moved on to the next page in the funnel, such as landing page to quiz
Sessions	One visit: where it came from, the pages and variant seen, device, scroll depth, how long it lasted, and whether it converted
Step drop-off	For quiz pages, how many visitors entered and continued at each step

Bot traffic is excluded. granvl recognizes search crawlers, AI agents, link previews and monitoring tools from their browser signature, and leaves them out of visitor, view and lead counts everywhere they're shown: Home, funnels, the ads pages, Ads Insights and Copywriting.

When a lead counts

Form submit: a lead counts when a form on the page submits, and it's credited to the page and variant that hosted the form. With SMS verification on, it counts on the submit that follows the verification step, not the first attempt.
Thank-you page: when the form sends the visitor to the funnel's thank-you page, granvl credits the lead to the page they came from. The same lead isn't counted twice within 24 hours.
Moving through the funnel: going from one page to the next (landing page to quiz, for example) is a click-through, not a lead. A landing page that leads to another step shows click-throughs in its row instead of conversions.
Conversion links: a link to another site counts as a lead when it carries the data-pages-convert attribute. Your agent adds it when you ask for a booking or checkout link to count.

<a href="https://calendly.com/you/intro-call" data-pages-convert>Book a call</a>

A conversion link measures the click. It doesn't prove the visitor booked or bought on the other site.

Embedded forms. If the form lives in an embed (an iframe from another tool), granvl can't see the submit. Open the funnel's Settings, go to Qualification, and turn on Count thank-you page views as conversions so the thank-you page view counts instead, credited to the page that hosted the embed.

Where traffic came from

granvl reads the UTM parameters and ad click IDs (such as gclid and fbclid) on the URL a visitor lands on.

Naming conventions are normalized. campaign, campaign_name and cmp all count as the campaign; ad_group, adgroup and adset all count as the ad set or ad group; utm_id counts as the campaign ID. The raw parameters are kept too.
Click IDs fill gaps. A visit with fbclid but no UTMs is still credited to Meta, and one with gclid to Google.
Sources are grouped by channel. facebook, fb, ig and meta all show as Meta Ads under Top sources. Top placements splits Meta traffic back out into Facebook, Instagram, Audience Network and Messenger.
IDs keep rows together. Campaigns, ad sets and ads are grouped by ID when the visit carries one, so a renamed campaign stays one row. When a visit carries only an ID (Google's tags carry IDs, not names), granvl looks the name up in your synced ad data. To tag your ads, see Connect ad accounts and read performance.

Read a funnel's Analytics tab

Open a funnel and click Analytics.

A funnel's Analytics tab with leads, conversion rate, visitors and the conversions chart

Pick a range: Past 24 hours, Last 7 days, Last 30 days, Last 90 days or Custom range…. Narrow it with All variants and All traffic if you want one variant or one source.
Read the cards: Leads, Conversion rate and Visitors, each compared with the previous period. Click a card to chart it.
Under Conversion journey, Quiz drop-off shows where visitors leave a quiz, and SMS verification / 2FA drop-off shows how many finish verifying.
Under Page engagement, Performance by page / variant shows each live variant's traffic share, visitors, conversions and conversion rate.
Under Acquisition & audience, the breakdowns show Top sources, Top placements, Top regions, Campaigns, Ad sets, Ads, Top devices and Top OS.

To see individual visits, open the Sessions tab. Each visitor has a consistent two-word nickname instead of a name. Search by visitor or ad group, filter by variant, device or outcome, and click a session to see its source, campaign, ad group, ad, placement, click ID and a timeline of what the visitor did. Export CSV downloads the list.

The Sessions tab with each visitor's variant, device, location, scroll depth, outcome and ad group

For a workspace-wide view, Home shows every funnel's performance at a glance.

Why granvl and your ad platform disagree

Expect the lead count in Meta or Google to differ from granvl's. They measure different things:

Different definitions. The platform counts the conversion events its pixel and conversions API receive, using its own attribution rules, which can include people who saw an ad and converted later. granvl counts leads on your pages from visits it tracked.
Which events count. Meta's count includes standard events plus any custom conversions you chose under Conversions counted on the Meta Ads page.
Withheld leads. If the funnel's qualification settings don't send unqualified conversions to ad platforms, those leads are in granvl's count but not the platform's. See Qualify leads and track what happens next.
Consent. When a visitor hasn't consented to ad measurement, the platform receives the conversion without identity details and may match fewer of them to ads.
Bots. granvl drops bot traffic; the platform may count clicks granvl never treats as visitors.
Missing UTMs. Clicks that arrive without UTMs or click IDs can't be tied to a campaign, so spend shows with no granvl leads beside it. Ask your agent to run get_tracking_health to find them.
Timing. Platform numbers are as fresh as the last sync, and platforms keep updating recent days for a while.

Compare the same date range, and use granvl's count to judge which pages and ads bring leads you can act on.

Ask your agent

Your agent reads the same data: get_funnel_stats and get_funnel_timeseries for totals and trends, get_segmented_stats to break results down by one dimension such as source or device, get_step_funnel for step drop-off, and list_session_journeys for individual visits.

Compare last week's leads by traffic source for my mortgage quiz funnel,
and tell me which quiz step loses the most visitors.

Understand first-party analytics and attribution