Visits to your website

Visits are different from visitors

First, we need to distinguish visits from visitors.

  • A visit is effectively a session on your website which happened during a specific time range. 
  • A visitor or user is the person behind the visit.

What counts as a ‘visit’ 

A visit is counted and closed when there is a 30-minute timeout from the last activity on the website or from the last time the visitor/user was active on the site. 

A visit is active if the user has shown any activity on the website, or any of the events mentioned below have occurred, in the past 30 minutes.

If it has been 30 minutes since a page view, abandoned basket, identify, checkout, etc., the visit session ends. See more info here on the different events tracked by Ometria.

We don’t associate all visits to contacts. However, we do collect events for ALL visitors. They are reflected in the 'visits' KPIs in the Overview dashboard as well as 'page views' which we count for all visitors including un-identified contacts. 

If a user visits the website from one source, then revisits the website from a different source while the first visit is still active, Ometria still counts it as one visit from the original source (or attributes the visit to the original source) rather than two. Read more about this is in How do we attribute orders in Ometria?

Note: Also, Ometria does not expire sessions at midnight. If a visit starts at 23:50 and the visitor browses for 20 minutes crossing over to the next day, Ometria will still count their visit as one visit. 

Important: We don’t attribute a visit to a contact or known user if there is only a one-page view.

Where can you find visits in Ometria? 

  • Overall Visits can be found in the Overview dashboard > Ecommerce KPIs
  • Number of visits by a particular contact can be found in the Segment Explorer > Contact Details pop-up window
  • Number of active visitors can be found in the Real-Time dashboard

Read above What counts as a visit to find out how the above are calculated or defined.

  • You can trigger on visits
  • You can use visits as Exit condition for an automation flow
  • You can segment contacts on visit source, visit medium and number of visits

How does Ometria identify contacts


If a visitor enters their email address to be identified (e.g. if they log in, signup), from whichever device, they are identified.


If the visitor clicks on a link with link tracking parameters that have auto-identification enabled, (e.g. they are redirected through email), they are identified.

Ometria can also use other custom methods for visit identification, at your request. 

For example, you can add a form field on your website that prompts an end-customer to fill with their email address. And if they enter their email address in the form you can call the ometria.identify function to identify the customer in Ometria.

Read more about how Ometria identifies contacts here

How does Ometria identify visitors from a guest checkout?

If you require an email address during checkout, the buyer will be saved as a contact record in Ometria with an order attributed to the customer’s email address. However, note that if they have not opted-in for marketing emails, they would not be able to receive any marketing emails from Ometria. 

Ometria does not attribute any visit information with a contact unless they identify themselves using one of the scenarios above

Can you backdate visits after identification?

Not entirely.

As previously mentioned, if a visitor has not been identified, none of their visit information (page views, orders, abandoned basket, etc.) is recorded against the visitor’s contact record, because the visitor hasn’t been identified yet. 

However, the visitor’s browser would contain cookies recording the number of visits to the website and the source of the original visit.

So when Ometria does "identify" a visitor that previously had no email address, it will record: 

  • the source of the first visit and
  • the number of visits to the website, 

associated with that visitor via their cookies. 

Other than this visit data listed above, Ometria does not retrospectively associate any visit information with the visitor after they are identified.

For example, if a visitor comes from, visits 5 times and then identifies themselves, Ometria WILL store the acquiring ‘source’ as, and number of visits as ‘5’, (information retracted from the cookies) but will not record the products viewed or events etc. before the user was identified

How does identification work across devices?

Identification of contacts, and their traffic source works the same way across all devices. See How does Ometria identify contacts. Also see this information on how are visit traffic sources are identified.

If a user identifies themselves on two devices, or clicks an email link with an identification parameter in, a cookie is dropped on both devices and both are associated with that contact.

How long do we store browsing data?

All browsing data is stored indefinitely in Ometria's databases. However, browser sessions are only made available to the platform when they are "identified", meaning we have an email address to associate with the browser.

Note that we do not backdate or back-match any browsing data/sessions to contacts after identification except for the contact’s source of first visit to site and number of visits to site. See Can you backdate visits after identification?

Cookies renew each time the user visits. Meaning their values are retained and their lifetimes are extended each time the user visits