Analytics and attribution guides | Orwel
Resources Updated October 21, 2026

Analytics and attribution guides

Orwel's guides explain how to measure where users come from and what they do once they arrive. Each one covers the concept, the steps to set it up in your own product and the mistakes that break the data, written for startups, developers and vibe coders.

Orwel is an event analytics SDK for startups, developers and vibe coders that maps feature adoption and conversion funnels, and feeds the results back to AI agents through MCP.

Guides

UTM tracking and attribution

UTM tracking and attribution follows a campaign link from the ad to the conversion. It covers how to tag links, how to keep UTMs across sessions, first touch and last touch attribution, ad click IDs like gclid and fbclid, single page app pitfalls and why personal data never belongs in a URL.

Tools to go with them

The guides link to free tools you can use right away. The UTM builder creates clean campaign URLs, and the customer acquisition cost calculator turns spend and customers into CAC and cost per lead.

When you want the data collected for you, marketing attribution in Orwel captures UTMs and click IDs and shows cost per qualified lead for Google Ads and Meta Ads.

In this section

UTM tracking: how to track UTMs from click to conversion How UTM tracking works end to end: tag links, capture UTMs on landing, keep them across sessions, attach them to conversions, and choose first or last touch.

Why Orwel

One plan

49 USD a month, 2 USD less every paid month down to 35 USD, or 420 USD a year

No caps

Unlimited leads and visitors under fair use

2-minute install

One script or npm package, or ask your coding agent to do it

MCP server

Claude, Cursor or your own agent read real usage before the next prompt

Semantic catalog

257 ready events, so tracking is named the same in every project

Dev mode

A live debugger and development keys that keep tests out of real data

Keep reading

UTM tracking: how to track UTMs from click to conversion UTM builder: free campaign URL builder with utm_id Marketing attribution from ad click to qualified lead

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