Analytics

The Analytics page shows the last 30 days for your product: traffic, signups, subscriptions and revenue, and what each reply and piece you posted through Startica brought in. Numbers come from your web analytics (GA4 or Umami), Stripe and your product database, plus anything you enter by hand. Startica only reads these sources; it never changes them.

Data sources

Source	What Startica reads	Set it up
Google Analytics 4 (GA4)	Sessions, users, key events, traffic sources, key events by event name, and visits per tracking link	Google Analytics
Umami	The same as GA4: visits, visitors, custom events, sources from the referrer, and visits per tracking link	Umami
Stripe	Active subscriptions, MRR, new subscriptions and cancellations per day	Stripe
Product database	Any daily metrics your view returns, such as signups	Product database
Manual entry	Any number you type in	On the Analytics page

You connect these in Settings. Each one is optional. Sections that need a missing connection say so and link to Settings.

Web analytics: GA4 or Umami

Traffic numbers come from one web analytics connection per product: GA4 or Umami. Connect either one. When both are connected and working, Startica shows GA4; when only one of them works, it shows that one. The cards name the source, for example “All traffic, from Umami.” See Both GA4 and Umami.

Below, “sessions” and “key events” mean GA4’s sessions and key events, or Umami’s visits and the custom events you chose as key events.

GA4

Startica reads your GA4 property with a read-only service account key that you add to the property as a Viewer. It pulls the last 30 days of:

• sessions, users and key_events per day;
• sessions by source / medium;
• sessions and key events per utm_content value (this is how posts are matched; see Attribution);
• key events per event name.

Umami

Startica reads your Umami website (Umami Cloud or your own server) with an API key. It pulls the same last 30 days, one day at a time: visits (as sessions), visitors (as users), visits by referrer (search engines as organic), visits per page and per utm_content, custom events per name, and the key events you chose. See Umami.

Stripe

Startica reads all your subscriptions with a restricted key and works out:

Metric	How it’s calculated
active_subscriptions	Subscriptions with status active, trialing or past due, as of today.
mrr	The monthly value of those subscriptions’ recurring prices. Yearly and weekly prices are converted to a monthly amount.
new_subscriptions	Subscriptions created, per day, last 30 days.
cancellations	Subscriptions canceled, per day, last 30 days.

Active subscriptions and MRR are recorded for the day of each sync, so their history builds up one day at a time from when you connect.

Product database

Startica reads a view in your product’s Postgres database (Supabase or any other) through a read-only login. Set up on the Product database card writes a SQL script that creates both; you run it in your SQL editor and paste the connection string. The view must return three columns, one row per day per metric:

-- startica.daily_metrics (the default view name)
-- day date, metric text, value numeric
select '2026-10-08'::date as day, 'signups' as metric, 4::numeric as value;

Startica reads the last 30 days. Two metric names have a place on the page: signups and active_users. All metrics are stored and passed to the roadmap re-plan. See Product database for setting up the view and read-only login.

What the page shows

Tiles

Tile	Source	Shows
Sessions (30d)	GA4 or Umami	Total sessions (Umami: visits)
Key events (30d)	GA4 or Umami	Total key events
Signups (30d)	Product database	Total of the signups metric
Active users	Product database	Latest value of active_users
Subscriptions	Stripe	Latest active subscriptions
MRR	Stripe	Latest monthly recurring revenue

A tile with no data shows a dash and why:

• Needs GA4 or Umami (or product DB, or Stripe): that connection isn’t set up and working for this product yet.
• No active_users metric yet: add it (or signups): the product database is connected, but its view doesn’t define that metric. Add a metric with exactly that name in the database’s Change setup dialog (Settings → Products → Connections → Product database).
• No data in the last 30 days: connected and defined, but nothing to show yet.

Charts

Chart	Data
Sessions per day	All traffic, from GA4 or Umami (“All traffic, from Google Analytics.” or “All traffic, from Umami.”).
Signups per day	signups from the product database. Without it, this chart shows Key events per day from GA4 or Umami instead.

Hover a chart to see the exact value for a day. Days are your computer’s local days. Days with no data are shown as 0.

Click Show as table under a chart to see every day’s value as a table.

Search and AI assistants

Shown once GA4 or Umami has traffic-source data for the last 30 days. “Sessions from search engines’ results and from AI assistants that linked to the site, last 30 days.”

Part	Shows
Organic search	Sessions with the medium organic, from any search engine. Umami visits get it when the referrer is a search engine.
AI assistants	Sessions from AI assistants’ links, such as ChatGPT, Perplexity or Claude: sources on Startica’s list of assistant addresses, and sessions GA4 tagged with the medium ai-assistant (GA4 only). With Umami, only the referrer counts: a visit tagged only utm_source=chatgpt.com with no referrer is direct.
The top 4 assistants	Sessions per assistant, or “No visits from AI assistants yet.”

Search details opens SEO & GEO → Search, which has the same counts for any range, the top search engines, and clicks and queries from Search Console and Bing. Visits from Google’s AI Overviews and AI Mode arrive as organic search from google, not as AI assistants. See Visits from search and AI assistants.

Posted by Startica

A table of the latest 50 Inbox replies and Content Studio pieces you posted (with Post… or Mark as posted), newest first:

Column	Meaning
Posted	The date you marked it posted.
Where	The subreddit, community or channel, linked to the post if you gave a link.
Post	The text. Badges show Content (a Content Studio piece), Removed (removed by moderators or deleted) and Links product (it carries a tracking link).
Replies	Replies on the post, from the latest check.
Visits	Sessions (GA4) or visits (Umami) that arrived through its tracking link.
Key events	Key events from those sessions. With Umami, only for the key events you listed, by first-click attribution.

Replies are checked every 6 hours for two weeks after posting, for Reddit, Hacker News, Bluesky, Mastodon and Discourse links, and for X links if you’ve added an X API token. LinkedIn, Facebook and other links aren’t checked. Visits and key events need GA4 or Umami; without either, those columns show a dash. Only posts that link to the product can bring tracked visits.

Top traffic sources

The top 10 source / medium pairs by sessions over the last 30 days, from GA4 or Umami. With Umami, the source is the referrer’s domain, such as news.ycombinator.com / referral. With GA4, visits through Startica’s tracking links show as, for example, reddit / community, or other / email for an email campaign. Visits from ads show as google / paid, meta / paid or reddit / paid.

Numbers you entered

Your manual numbers, newest first. See Manual metrics.

Manual metrics

Use manual entry for anything Startica can’t read, such as waitlist signups or newsletter subscribers.

1. In the Numbers you entered card, click Add a number.
2. In Record a number, enter a Date, a Metric name (for example waitlist_signups) and a Value.
3. Save.

Metric names are stored in lowercase with underscores, so “Waitlist Signups” becomes waitlist_signups. Entering the same metric for the same date again replaces the earlier value. Delete a row with its trash icon.

Manual numbers are listed in the table but not charted. The roadmap re-plan reads them along with your other metrics.

Sync schedule

When	What happens
When you connect	Startica syncs that connection right away, which also tests it.
Every day at 08:15	Startica syncs every connection, in your computer’s local time.
Sync now	In Settings, under the connections, syncs all of the product’s connections.

Each sync re-reads the full last 30 days and overwrites what was stored, so late-arriving data gets corrected. Search Console and Bing, which also sync here, work differently: see How syncing works.

Scheduled syncs only run while Startica is open. If the app is closed at 08:15, that day’s scheduled sync is skipped; click Sync now. See Background jobs.

Each connection in Settings → Products → Connections shows when it last synced. If a sync fails, the connection shows the error and the other connections still sync.

Lag

Expect Analytics to trail reality by up to a day, since it syncs once a day. GA4 itself can also take time to process recent data, so today’s and yesterday’s numbers may change on later syncs.

Attribution

Startica tags every product link it writes, in Inbox replies and in Content Studio pieces, with UTM parameters. GA4 and Umami record them with each visit, and Startica matches the visits back to the exact reply or piece.

Parameter	Value
utm_source	The channel, such as reddit, hackernews or bluesky. Content Studio pieces use their channel too, including blog, newsletter and email.
utm_medium	community for Inbox replies, content for Content Studio pieces, or email for Email and Newsletter pieces (email campaigns)
utm_campaign	Where it was posted plus the date, for example r-fieldwork-2026-10-09
utm_content	A unique id for that reply or piece version

For example, a reply in r/fieldwork that mentions Fieldnote links to:

https://fieldnote.example/?utm_source=reddit&utm_medium=community&utm_campaign=r-fieldwork-2026-10-09&utm_content=3f2c9a1e-...

Ads are tagged the same way, with utm_medium=paid and the ad’s id in utm_content. Their visits and key events per ad are shown on each campaign’s Results tab, not on this page.

The match uses utm_content. Keep the link exactly as written when you post. If you edit the link or remove the query string, visits can’t be attributed.

How Startica uses these numbers

Besides this page, your metrics feed:

• the weekly roadmap re-plan, which reads 30-day totals for every metric;
• each posted piece’s results in Content Studio.

Related

• Google Analytics
• Umami
• Search performance
• Stripe credentials
• Product database (Supabase or Postgres)
• Privacy and security