Detailed Website Analytics. Your Data. Your Website.

TW Analytics is a powerful, self-hosted WordPress analytics solution from Thinker Works that gives you detailed insight into how visitors find, use, and interact with your website.

Track page views, visitors, sessions, browsers, devices, countries, states and provinces, traffic sources, conversions, engagement, site performance, visitor flow, retention, and much more—all from a graphical dashboard inside WordPress.

Understand your visitors without giving control of your analytics data to a third-party platform.

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Know What Is Happening on Your Website

Basic visitor counters only tell you how many people arrived.

TW Analytics helps answer the questions that matter:

Which pages receive the most traffic?
Where are visitors coming from?
What countries, states, and provinces are they visiting from?
Which browsers, operating systems, and devices are they using?
Which pages keep visitors engaged?
Where do visitors enter and leave?
Which paths do visitors follow through your site?
Which campaigns generate conversions?
Which searches return no results?
Which pages generate 404 errors?
How quickly are your pages loading?
Are traffic or conversion levels changing unexpectedly?
Which visitors return over time?

TW Analytics brings these answers together in one WordPress administration interface.

A Complete Analytics Dashboard

TW Analytics provides graphical reports designed to make site performance understandable at a glance.

Monitor:

Page views
Unique visitors
Sessions
New visitors
Returning visitors
Active visitors
Pages per session
Bounce rate
Engagement rate
Average engaged time
Scroll depth
Conversion rate
Conversion value

Choose reporting periods ranging from today through the previous year and drill down into individual pages, visitors, acquisition channels, events, and conversions.

Real-Time Visitor Analytics

See what is happening on your website right now.

The Real-Time dashboard shows:

Active visitors
Active sessions
Recent page activity
Current pages
Visitor locations
Browsers
Devices
Traffic sources

Configurable activity windows allow you to determine what TW Analytics considers an active visitor.

Geographic Analytics

Understand where your audience is located.

TW Analytics can report visitors by:

Country
State
Province
Region
City

Geographic information can be collected while still allowing administrators to minimize or completely disable storage of IP-derived identifiers.

Browser, Device, and Technology Reports

Learn how visitors access your site.

Analyze:

Browser
Browser version
Operating system
Desktop devices
Mobile devices
Tablets
Screen resolution
Visitor language

Use these reports to identify compatibility issues and make better design decisions.

Traffic Sources and Campaign Tracking

See exactly how visitors discover your website.

TW Analytics classifies traffic into channels including:

Direct
Organic Search
Paid Search
Organic Social
Paid Social
Email
Affiliate
Display
Referral
Campaign
Internal

Complete UTM campaign tracking includes:

Source
Medium
Campaign
Term
Content

Measure campaign traffic and follow it through to conversions.

Goals and Conversion Tracking

Traffic matters more when it produces results.

Create conversion goals based on:

Page visits
Events
Exact matches
Contains rules
Starts-with rules

Choose whether a conversion should count once per session or every time it occurs.

Goals can also include an optional monetary or business value, allowing TW Analytics to report:

Total conversions
Conversion rate
Conversion value
Conversion channel
Campaign attribution

Event Tracking

Automatically capture important visitor interactions.

TW Analytics can track:

Outbound link clicks
File downloads
Custom events

Developers can also create their own events using the TW Analytics JavaScript API.

This makes it possible to measure actions such as:

Form starts
Form completions
Button clicks
Product interactions
Membership actions
Video interactions
Custom application activity

Conversion Funnels

See exactly where visitors leave a multi-step process.

Create funnels containing page views, events, or a combination of both.

Funnels can show:

Visitors entering each step
Step-to-step conversion rate
Overall completion rate
Drop-off totals

Funnels are useful for analyzing:

Checkout processes
Registrations
Membership signups
Contact forms
Lead generation
Course enrollment
Multi-page workflows

Visitor Flow and Path Analysis

Understand how people actually move through your website.

TW Analytics reconstructs ordered session journeys and reports:

Entry pages
Exit pages
Page-to-page transitions
Common visitor journeys
Average path depth
Maximum path depth
Multi-page session rate

The Path Explorer lets you select a specific page and see where visitors commonly go next.

Content Engagement Analytics

Page views alone do not tell you whether visitors are actually reading your content.

TW Analytics measures:

Active engagement time
Maximum scroll depth
Engaged views
Deep-scroll rate
Engagement rate

Scroll-depth reporting includes:

0–24{a172b5cd1bb4975ccb89fe7254d7f9e347120fd281e3135eac4f3d1293c97987}
25–49{a172b5cd1bb4975ccb89fe7254d7f9e347120fd281e3135eac4f3d1293c97987}
50–74{a172b5cd1bb4975ccb89fe7254d7f9e347120fd281e3135eac4f3d1293c97987}
75–89{a172b5cd1bb4975ccb89fe7254d7f9e347120fd281e3135eac4f3d1293c97987}
90–100{a172b5cd1bb4975ccb89fe7254d7f9e347120fd281e3135eac4f3d1293c97987}

Engagement thresholds can be configured to match the needs of your website.

Content Performance

Compare performance across different types of WordPress content.

TW Analytics recognizes:

Posts
Pages
Custom post types
Categories
Taxonomies
Front page
Blog index
Archives
Search pages
404 pages

Content groups make it easier to compare sections of large websites.

Internal Search Analytics

Find out what visitors are looking for.

TW Analytics automatically records WordPress site searches and reports:

Search terms
Search frequency
Visitors
Sessions
Number of results
Average result count
Zero-result searches

Zero-result reporting can reveal content visitors expect to find but your website does not currently provide.

404 Error Analytics

Broken and outdated links can cost traffic and conversions.

TW Analytics records:

Missing URLs
Number of 404 hits
Visitors
Sessions
Referring pages
Most recent occurrence

Use this information to create redirects, repair links, and recover lost traffic.

Website Performance and Core Web Vitals

TW Analytics includes first-party Real User Monitoring.

Measure actual visitor experiences using:

Largest Contentful Paint — LCP
Interaction to Next Paint — INP
Cumulative Layout Shift — CLS
First Contentful Paint — FCP
Time to First Byte — TTFB
DOM-ready time
Full page-load time

Performance can be analyzed by page and device type.

Visitor Retention

Learn whether visitors come back.

Retention reporting includes:

New visitors
Returning visitors
Return rate
Sessions per visitor
Visitor frequency
Weekly retention cohorts

Cohort analysis shows how effectively your website retains audiences after their initial visit.

Audience Segmentation

Not every visitor behaves the same way.

Create reusable audience segments based on criteria such as:

Geography
Browser
Operating system
Device
Language
Acquisition channel
Referrer
UTM campaign
Content type
Content group
Visited pages

Compare multiple segments against all website traffic to identify meaningful differences in engagement and conversions.

Traffic Anomaly Detection

TW Analytics can automatically identify unusual changes in:

Page views
Visitors
Sessions
Conversions

Traffic is compared with previous matching weekdays so normal differences between weekdays and weekends are less likely to create false alerts.

Configurable sensitivity and minimum-volume settings let administrators control how aggressively anomalies are detected.

Traffic Diagnostics

TW Analytics can highlight sessions that deserve additional review, including:

Extremely high page volume
Very rapid navigation
High activity with no measured engagement
Detected crawler or bot activity

Diagnostic indicators are presented for investigation rather than automatically assuming every unusual visitor is malicious.

Custom Analytics Dashboards

Every website has different priorities.

Create a dashboard using the reports that matter most to you, including:

Traffic
Top pages
Acquisition
Geography
Devices
Conversions
Engagement
Events
Core Web Vitals

Your custom dashboard configuration can also be used to control the content included in scheduled reports.

Analytics Alerts

Do not wait until you manually open the dashboard to discover an important change.

Create alert rules for:

Page views
Visitors
Sessions
Conversions
Conversion rate
Bounce rate

Alerts can detect:

Metrics above a threshold
Metrics below a threshold
Percentage increases
Percentage decreases

Choose monitoring windows ranging from one hour to seven days and configure email recipients and cooldown periods.

Scheduled Analytics Reports

Receive analytics summaries automatically.

Schedule reports:

Daily
Weekly
Monthly

Reports can include:

Traffic
Visitors
Sessions
Engagement
Conversions
Top pages
Acquisition channels
Countries
Period-over-period comparisons

Administrators can also send a report immediately for testing.

Shareable Report Snapshots

Capture analytics at a specific point in time and share the results without giving someone access to WordPress administration.

Snapshots can include aggregate:

Traffic
Pages
Acquisition
Countries
Devices
Conversions

Reports can be exported as CSV or JSON.

Optional public report links use secure tokens and can automatically expire after a selected period.

Visitor IDs, session IDs, account IDs, IP hashes, user agents, and individual visitor histories are excluded from public snapshot reports.

Privacy and Data Governance

TW Analytics is designed to give site owners more control over their analytics data.

Privacy controls include:

Explicit analytics-consent mode
Visitor opt-out
Global Privacy Control support
Do Not Track support
Configurable consent retention
Salted one-way IP hashing
Option to store no IP-derived identifier
Configurable full user-agent storage
Optional WordPress-user linking
Historical-data minimization
Visitor data lookup
Selective analytics deletion
Privacy action logging

TW Analytics also integrates with WordPress’s personal-data export, erasure, and Privacy Policy tools.

First-Party, Self-Hosted Analytics

Your website activity is stored in your WordPress environment instead of requiring an external analytics account for core reporting.

This provides greater control over:

Data retention
Data deletion
Privacy settings
Visitor identification
Reporting
Historical records
Analytics configuration

TW Analytics can even operate in local WordPress development environments.

Built for WordPress

TW Analytics installs as a standard standalone WordPress plugin.

It does not require TW Core or another Thinker Works plugin to provide its primary analytics functionality.

The plugin is designed for:

Business websites
Blogs
Membership sites
Educational sites
Publishers
Community websites
E-commerce projects
Developers
Agencies
Client-managed WordPress sites

Turn Website Traffic Into Useful Information

Knowing that someone visited your website is only the beginning.

TW Analytics helps you understand:

Who visited.
Where they came from.
What they viewed.
What they searched for.
How they interacted.
How your pages performed.
Where they left.
Whether they returned.
And whether those visits produced results.

Get the information you need to improve your website while maintaining control of your analytics data.

TW Analytics

Detailed WordPress analytics from Thinker Works.