What OmniLab measures
Understand the main data OmniLab captures across campaigns, touchpoints, OmniLab Smart Links, events, and exports.
Know exactly which numbers OmniLab can show you for a campaign, where to find each one, and when a quick dashboard check should turn into a downloadable file.
The measurement model at a glance
OmniLab tracks activity across five areas, all of which feed into dashboards and exports:
- Traffic and visits — who reached the campaign and how.
- Participation and form actions — how far people moved through the experience.
- Rewards and outcomes — who won, who was eligible, who redeemed.
- Bookings and check-ins — reservation demand and on-the-day attendance.
- OmniLab Smart Link scans and variants — how distribution entry points performed.
The main measurement families
The numbers you can monitor depend on which features your campaign uses, so the metric set is not identical for every campaign.
| 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. |
| OmniLab Events | Total Bookings, Checked In Tickets, Confirmed Tickets, Waitlisted Tickets, Canceled Tickets | Follow booking demand and on-the-day attendance. |
| OmniLab Smart Links and distribution | scans, variants, referrers, and QR-code placements | Understand how distribution entry points perform before people 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 a few places in the back office:
- Analytics inside a campaign gives you the main dashboard blocks plus Email Notifications.
- Participants gives you participant-level records, reward states, and participation-form downloads.
- Bookings gives you booking lists plus performance reporting for bookable touchpoints.
- Leaderboard gives you ranked results for supported games and touchpoint-based rankings.
- Published OmniLab Smart Links open their own Analytics view from the OmniLab Smart Link details page.
For deeper, app-specific analysis, continue into OmniLab Games, OmniLab Events, OmniLab Smart Links, or OmniLab Transactions. Those sections carry reporting detail that this overview page 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 campaign dashboard and understand what each analytics block is for.
Exports & reports
Choose the right export surface for PDFs, CSVs, and operational reporting.
OmniLab Games
Go deeper into game-specific participation, reward, and ranking analysis.
OmniLab Events
Follow booking, check-in, no-show, and event-export workflows.
OmniLab Smart Links
Measure scans, variants, referrers, and distribution performance.