Analytics
that actually makes sense

Source-level attribution in real time. See where your sales really come from.

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Stop guessing where your traffic comes from

Dava Zmysel bypasses broken UTMs, lost referrers and privacy blockers by creating ad-specific unique landing pages that reveal the true source of every visit, live.

Step 1

Generate and assign unique landing pages

Create ad specific landing pages for all of your traffic sources with a just a few clicks.

Step 2

Collect and analyse real-time data

Monitor traffic numbers and ROI through the live dashboard & ad spend calculator.

Step 3

Optimise your marketing strategies

Make informed decisions to optimise campaigns by focusing on the ads and sources that deliver best results.

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Why do we use Unique Landing Pages for tracking?

Unique Landing Pages give each campaign or ad its own dedicated URL, making it easy to track exactly where traffic comes from, how it performs, and what converts. This leads to clear insights and better optimisation.

There are two key types of landing pages

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1. Gateway Pages

A simple entry page used to log where traffic is coming from before giving users access to the main site. These are often used for compliance, like verification, without influencing conversion paths.

Example Use:
Age verification page for alcohol brands

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2. Unique Landing Pages

A fully designed page tailored to a specific campaign, tracking traffic origin while delivering a targeted message to increase relevance and drive higher conversion. Ideal when you want fewer barriers and more impact.

Example Use:
An ad campaign taking visitors to a specific offer with an aligned message from each source

Unique Landing Page vs Traditional Setup

Let’s say you’re running a paid search campaign for pet insurance, targeting dog owners and cat owners separately. Only Unique Landing Pages informs you accurately where traffic came from.

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The traditional setup:

  • Both campaigns might send users to the same generic landing page for pet insurance.
  • You’d have to rely on UTM parameters to figure out which visitors came from the dog vs. cat campaign, and hope the UTMs don’t get stripped along the way.

  • If any of that data gets lost, you’re left with incomplete insights and visitors ending up in the direct traffic pool.
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Unique landing pages:

  • The dog insurance ads would send users to landing pages specifically for dog owners, with messaging, offers, and visuals tailored to their needs.
  • The cat insurance ads would send users to a completely different page designed for cat owners.
  • Each page would clearly show you exactly which ad and campaign brought the visitor, eliminating any tracking errors.

How long would it take your dev team to make 10 unique landing pages?

With Dava Zmysel, by the time you’ve read this far you could have already generated:

115 pages

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Testimonials

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logo of petsy the pet people

“It makes sense.”

Monica Limanto ceo of petsy

Monica Limanto

Co-Founder & CEO

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“It makes total sense.”

Tiaan Dreyer ceo of knose

Tiaan Dreyer

CEO

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“Yep, it really does make sense.”

Nathan Harris ceo of the pet insurance company

Nathan Harris

CEO

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Dáva Zmysel vs
traditional tracking methods

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Tracking Method

Advantages

Disadvantages

How Dáva Zmysel Solves This

UTM Parameters
  • Simple to implement.
  • Works across multiple platforms.
  • Prone to being stripped by privacy settings, HTTPS/HTTP issues, or ad blockers.
  • Human error in managing UTM links.
  • By creating unique landing pages for every source/medium, you don’t need to rely on UTMs that can be lost or stripped.

Click Tags
  • Quick tracking method for basic ads.
  • Easily blocked by ad blockers.
  • Cannot capture user journey.
  • No insights into conversion after the click.
  • A unique landing page ensures the full journey is tracked, not just the initial click, when added with first party IDs.

Third-Party Cookies
  • Provides cross-site tracking for remarketing.
  • Increasingly blocked by browsers.
  • Users distrust third-party cookies.
  • Being phased out (e.g., Google).
  • First-party data through unique landing pages avoids reliance on third-party cookies. Stop relying on others.

JavaScript Tracking
  • Can capture detailed user behaviour (scroll depth, clicks).
  • Blocked by some user privacy settings.
  • Slower to load.
  • May not trigger if the user exits the page quickly.
  • With a unique landing page, server-side events can still capture key actions, reducing dependency on client-side JavaScript.

Referrer Data
  • Provides basic info on where traffic comes from (previous site).
  • Often blocked by browsers.
  • Lacks detail about specific ad campaigns.
  • Unique landing pages ensure that each visitor’s source is clear without relying on referrer data.

Pixel Tracking
  • Useful for tracking email opens or specific page views.
  • Increasingly blocked by email clients and browsers.
  • Limited to knowing the visit happened, but not the full journey.
  • Full user journey is captured through unique landing pages, without relying on email or browser-based pixel tracking.

Server-Side Tracking
  • More reliable than client-side tracking.
  • Bypasses browser restrictions and ad blockers.
  • More complex and costly to implement.
  • Can lack granular user interactions (e.g., detailed behaviour).
  • A combination of server-side tracking + unique landing pages means more accuracy while keeping the setup relatively simple.

Session-Based Tracking
  • Helps understand user sessions in analytics.
  • Doesn't track users across devices.
  • Limited insight into the source of traffic.
  • Each unique landing page is linked directly to a source or ad variation, enabling more detailed multi-device user tracking.

IP Address Tracking
  • Provides a rough idea of user location.
  • Unreliable, especially with VPNs or dynamic IPs.
  • Cannot capture user behaviour.
  • Unique landing pages focus on user intent (via ads or sources) rather than IP-based tracking, making it more reliable and detailed.

Ad Impression Counting
  • Helps measure reach.
  • Does not indicate user engagement or actual clicks.
  • Can lead to overvaluing ads with low engagement.
  • Each ad impression would be tied to a specific landing page, providing insight into engagement and conversion, not just views.

Form Submission Tracking
  • Clear metric for leads and conversions.
  • Misses the rest of the user's journey.
  • Doesn't track non-converting visitors.
  • Unique landing pages allow tracking of the entire user journey, not just form completions.

Email Open Rate Tracking
  • Provides basic engagement data.
  • Blocked by privacy-focused email clients.
  • Can be misleading due to automatic image loads.
  • Landing pages tied to specific email campaigns would allow you to track engagement beyond just open rates (e.g., clicks and actions).

Device-Based Targeting
  • Segments users by device for targeting.
  • Cannot track users across multiple devices.
  • Often leads to incomplete data on user behaviour.
  • Unique landing pages can adapt based on the device and ensure more consistent tracking across sessions and devices.
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The Hidden Flaws in Traditional Tracking

What many are doing for tracking today here is a list of all the outdated an inferiority tracking methods that are either inefficient or unreliable in today’s digital landscape:

1. UTM Parameters

Problem: While still used, UTM parameters often get stripped away or broken. They can also be blocked by privacy settings, browsers, or ad blockers, leaving you with incomplete data. Furthermore, managing UTM links at scale can be cumbersome and prone to human error.

2. Click Tags (Banner Ad Tracking)

Problem: Click tags were heavily used in older banner ads to track interactions. However, they’re often inaccurate due to ad-blockers, or users may click by accident. The rise of programmatic advertising and more complex tracking methods have made click tags less relevant.

3. JavaScript-based Tracking

Problem: Relying solely on JavaScript can be problematic because many users disable JavaScript or use privacy tools that block it. Additionally, JavaScript trackers are slower to load and can lead to incomplete data if users navigate away from the page before the script is fully executed.

VIEW FULL LIST

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