What OmniLab measures
Understand the main data OmniLab captures across campaigns, touchpoints, Smart Links, events, and exports.
In this article, you'll see the main data families OmniLab tracks, where they appear in the product, and when to move from a dashboard view to an export.
The measurement model at a glance
The main measurement families
OmniLab does not show one single metric set for every campaign. What you can monitor depends on which app features your campaign uses.
| Family | Typical metrics in OmniLab | Why it matters |
|---|---|---|
| Acquisition | Identified Visitors, Acquired Visitors, Returning Visitors | Understand reach, account creation, and whether traffic is new or already known. |
| Participation and engagement | Total Participants, Active Participants, Active Participants by Touchpoint, Total Collectibles Unlocked, Avg. Collectibles Per Participant, Clicks by CTA Label, Feedbacks | See how deeply people move through the experience once they arrive. |
| Conversion and reward outcomes | Total Rewards Won, Total Winners, Total Non Winners, Total Eligibles | Measure reward performance and who actually reached an outcome. |
| Traffic attribution | Participants Per UTM Source, Participants Per UTM Medium, Participants Per UTM Campaign, Participants Per OS, Participants Per Platform | Compare channels, placements, and device mix. |
| Events | Total Bookings, Checked In Tickets, Confirmed Tickets, Waitlisted Tickets, Canceled Tickets | Follow booking demand and on-the-day attendance. |
| Smart Links and distribution | scans, variants, referrers, and QR-code placements | Understand how distribution entry points perform before users even reach the full experience. |
| Operational exports | participant lists, participation form submissions, booking files, rankings, and dashboard snapshots | Move from monitoring to working data you can share, reconcile, or analyze elsewhere. |
Where analytics appear in OmniLab
Analytics is spread across several operator surfaces:
Analyticsinside a campaign gives you the main dashboard blocks plusEmail Notifications.Participantsgives you participant-level records, reward states, and participation-form downloads.Bookingsgives you booking lists plus KPI reporting for bookable touchpoints.Leaderboardgives you ranked outputs for supported games and touchpoint-based rankings.- Published Smart Links expose their own
Analyticsentry from the Smart Link details page.
For app-specific analysis, continue into Games, Events, Smart Links, or Transactions. Those sections carry the deeper reporting detail that this foundational page intentionally does not repeat.
What OmniLab does not try to do
Operational analytics first
OmniLab is designed to help operators monitor live performance, follow participant activity, and export working datasets. For advanced BI, cross-system modeling, or executive reporting, export the relevant data and continue analysis in your spreadsheet, warehouse, CRM, or reporting tool.
Related
Real-time dashboards
Run the current campaign dashboard and understand what each analytics block is for.
Exports & reports
Choose the right export surface for PDFs, CSVs, and operational reporting.
Games
Go deeper into game-specific participation, reward, and ranking analysis.
Events
Follow booking, check-in, no-show, and event-export workflows.
Smart Links
Measure scans, variants, referrers, and distribution performance.