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Staminads collects data into two tables, each with its own set of metrics and dimensions.

Sessions

Session-level aggregated data. One row per visitor session. Use for traffic analysis, channel comparison, and engagement metrics.

Pages

Per-page view data with duration tracking. One row per page viewed. Use for content performance and exit analysis.

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Metrics

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Session Metrics

The primary engagement metric in Staminads. Represents the median time users spend actively engaged in a session.Why median? Medians are resistant to outliers. A single visitor leaving a tab open for hours won’t skew your data.Example: If sessions have durations [10, 20, 30, 120, 300], the median is 30s (not 96s average).
Sessions shorter than the bounce threshold (default: 10 seconds) are considered “bounces.”The threshold is configurable in workspace settings. Lower bounce rate is generally better.
Session-weighted: Each session contributes equally regardless of page count.Useful for comparing engagement quality across traffic sources. Different from page_duration (pages table) which is page-weighted.

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Page Metrics

Exit rate context matters:
  • High exit rate on checkout page = problem
  • High exit rate on “thank you” page = expected

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Dimensions

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Traffic Source

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UTM Parameters

utm_id_from is useful for identifying paid traffic from specific ad networks. See Traffic Categorization for the full list of supported click IDs.

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Channel

Channels are set via Traffic Categorization filters. Common channel values:
  • Direct — No referrer, typed URL
  • Organic Search — Google, Bing, etc. without ads
  • Paid Search — Google Ads, Bing Ads
  • Social — Facebook, Twitter, LinkedIn, etc.
  • Referral — Links from other websites
  • Email — Email campaigns
  • Display — Display advertising

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Landing & Exit Pages

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Page (Pages Table)

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Device

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Geographic

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Time

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Session

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Custom Dimensions

10 custom dimension slots are available for your own data. Set via filters or the SDK. Setting via SDK:
Setting via Filters: See Traffic Categorization for rule-based dimension assignment.

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Quick Reference

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Which metric for which question?

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Metrics We Don’t Support

Staminads is built on a fundamental principle: we won’t show you data we can’t measure accurately. Some metrics that other analytics tools display are technically impossible to track reliably in a cookieless, privacy-first world. Rather than showing you misleading numbers, we don’t include them at all.
Why we don’t support it: Counting unique users requires identifying the same person across multiple sessions. Without cookies or persistent identifiers, this is technically impossible.A person visiting from their phone, then their laptop, then their work computer appears as three separate visitors. There’s no privacy-respecting way to link these sessions.What to use instead: sessions — the number of sessions is accurate and meaningful. Focus on session quality (TimeScore) rather than trying to count people you can’t identify.
Why we don’t support it: Identifying returning visitors requires recognizing someone who visited before. Without cookies, we can’t know if a session is from a new or returning visitor.What to use instead: Focus on engagement metrics. A highly engaged session (high TimeScore) often indicates familiarity with your content, regardless of whether we can technically label it as “returning.”
Why we don’t support it: Return on Ad Spend requires tracking conversions back to the ad click that caused them. This is broken for multiple reasons:
  • Cross-device journeys — Someone clicks an ad on mobile, converts on desktop
  • Multi-touch attribution — Multiple channels contribute to a conversion
  • Cookie restrictions — Safari limits cookies to 7 days, adblockers delete them
  • Consent requirements — Users who decline tracking can’t be attributed
Your ROAS numbers in other tools are incomplete — they only count conversions they can track, which is a shrinking percentage of actual conversions.What to use instead: TimeScore and engagement metrics. Measure whether your ads bring engaged visitors. Engagement is measurable on every session, not just the ones that happen to convert within a trackable window.
This isn’t a limitation of Staminads — it’s a limitation of the modern web. Any tool claiming to accurately count unique users or attribute conversions without cookies is either using fingerprinting (privacy-invasive) or showing you incomplete data. We choose transparency over false precision.