Framer Analytics: Built-In Dashboard, GA4 Setup and Conversions

Framer analytics is the cookieless dashboard built into every published Framer site. It shows visitors, pageviews, bounce rate, traffic sources, UTM tags and top pages without a script or a cookie banner, and with tracking IDs it counts link clicks and form submissions. For campaign attribution, key events and ad platforms, most teams add Google Analytics 4 by pasting a Measurement ID into Site Settings.

This guide covers what the built-in tool measures and costs, how to add GA4 and other tools, and the parts the plugin listings and setup snippets skip: sending Framer form submissions to GA4 as key events, the one-day visitor window that changes how you read funnels, why the two tools disagree, and how to turn visits into a dollar value per landing page.

Your Framer Analytics Options at a Glance

What Framer Analytics Tracks

According to Framer’s help article on its built-in analytics, the dashboard reports:

• Live visitors: people active on the site in the last 5 minutes.
• Unique visitors, total pageviews, bounce rate and an estimated average session duration.
• Sources: the top 20 referring websites.
• UTM tags: the top 20 campaign parameters, so tagged email, social and ad links show up by name.
• Pages, entry pages and exit pages: the top 20 of each, plus a list of 404 pages that people hit.
• Countries, devices, browsers and operating systems: the top 20 in each. Framer notes that country and device are estimates from browser information.
• Tracking: the top 20 tracked link clicks and form submissions, once you add tracking IDs (covered below).

Framer’s product page adds that you can filter by page, country, device, source and UTM, and stack filters to narrow a view. That is enough to answer most day-to-day questions: did the launch post bring traffic, which referrer is growing, which page sends people away.

Limits that change how you read the numbers

• Unique visitors reset every day. Framer identifies visitors without cookies, using an anonymous hash that rotates daily. The same person on Monday and Tuesday counts as two unique visitors, and so does one person on a phone and a laptop. Cookie-based tools remember people for much longer, so Framer’s unique visitor count runs higher over long date ranges.
• Conversions are measured within the same day. Framer’s A/B testing help says that because the identifier resets daily, conversions can only be measured within the same day. A visitor who reads your pricing page today and books a demo tomorrow does not complete the test or funnel as one person.
• Breakdowns stop at the top 20. A blog with hundreds of posts will not see its long tail in the Pages list.
• History is capped by plan (next section). Export or screenshot baselines before they roll off.
• Referrers can be missing. Framer notes that browsers limit referrer data and ad blockers affect counts, so some visits land without a source.

Plans, History and the Convert Add-on

A forum thread that ranks for this query asks the obvious question: what is the difference between analytics on Basic and Pro? On Framer’s pricing page (checked October 2026, yearly billing selected), the answer is mostly history and add-ons:

Convert is billed on the analytics events your site generates each month, where an event is a pageview, a click on a tracked link or a submission of a tracked form. That makes the cost easy to estimate from your current dashboard.

The numbers in that card are an example, not a benchmark. Run the same sum with your own pageviews, and recheck the pricing page before you budget, since plan details change.

Tracking Clicks, Forms and Funnels in Framer

Framer does not count a click or a form submit until you tell it which one matters. You do that with a tracking ID, set in the link settings or when you select a form on the canvas. Use one unique, lowercase, hyphenated ID per element, such as pricing-demo-cta or contact-form. Framer’s custom events article warns that IDs not in that format are not captured, and reusing an ID mixes two elements into one number.

1. Links and forms: add the tracking ID in the element’s settings and publish. Results appear in the Tracking section of the Analytics overview.
2. Custom events: for interactions that are not a link or a native form, a code override or code component can call the track() function from Framer’s useTracking() hook with your tracking ID.
3. Funnels (Convert): in Analytics, open Funnels, add a funnel and build steps from pageviews, tracked link clicks, tracked form submissions or custom events. Each step shows its conversion rate, and you can filter by device or country.
4. A/B tests (Convert): right-click a page, create a test, and use a tracked link or form that exists in every variant as the conversion. Framer picks a winner with a Bayesian “probability of being best” score.

How to Add Google Analytics 4 to Framer

Framer has a dedicated field for the GA4 Measurement ID, so you do not need custom code for a basic install:

1. Create a GA4 property and web data stream. In Google Analytics, create a property and add a Web data stream for your published domain.
2. Copy the Measurement ID. It starts with G- and sits in the data stream details.
3. Paste it into Framer Site Settings. Open Site Settings in your project and paste the ID into the Google Analytics Measurement ID field.
4. Publish the site. Nothing is sent from the editor preview.
5. Check GA4 Realtime. Open the live site in another tab and look for your visit in the Realtime report. Standard reports take longer to fill in.

Details that save a support ticket later:

• Install GA4 once. Use the Site Settings field or a Google tag in Custom Code (or a GA4 tag inside Google Tag Manager), never two of them, or every pageview is counted twice.
• Google Tag Manager goes in Custom Code. In Project Settings, open Custom Code, add a script, choose its placement and the pages it runs on, and paste the container snippet. Framer’s GTM help shows click triggers sending a GA4 event, tested in Preview mode and GA4 DebugView. Our GA4 DebugView guide covers that last check.
• Ecommerce on Framer. Stores built with the Framer Commerce plugin on Shopify send view_item, add_to_cart, begin_checkout and similar events through the plugin, and its docs say purchase tracking needs a custom pixel in Shopify, because the order completes on Shopify’s checkout.

Send Framer Form Submissions to GA4 as Key Events

GA4 does not know your Framer form exists. Its automatic form events may not fire reliably on forms that submit in the background, so test before you trust them, and a native Framer form has no thank-you URL unless you add a redirect. Framer solves this with browser events. Per Framer’s link and form tracking docs, a published site dispatches:

Framer’s example forwards clicks only. For lead generation the form is the event that matters, so add this script in Custom Code, placed at the end of the body, set to run once (Framer recommends “Once” for event listeners):

1. Give each form a tracking ID so form_id tells you which form converted.
2. Submit a test entry on the live site and look for generate_lead in GA4 Realtime or DebugView.
3. Mark generate_lead as a key event in GA4 Admin, under Events, once it has appeared.
4. Register form_id as a custom dimension if you want to split key events by form in standard reports.
5. Compare counts weekly with the Tracking section in Framer and the submissions in your form destination. The destination (inbox, CRM or sheet) is the ground truth.

If you use Google Tag Manager rather than gtag, push to the dataLayer instead (dataLayer.push({ event: 'framer_form_submit', form_id: event.detail.trackingId })) and build a GA4 event tag on a custom event trigger. The pattern is the same as the one in our guide to conversion events.

Framer Analytics vs Google Analytics 4

Keep Framer’s dashboard for quick checks and for the people who build pages. It needs no consent, so it counts visitors that GA4 misses when they decline cookies.

Add GA4 when you run paid campaigns, need conversions with values, or report on channels over months. Decide which tool owns which metric, for example Framer for traffic trends and GA4 for leads by channel, so two numbers do not compete in the same meeting.

Privacy, Cookies and Consent

Framer’s help center states that its built-in analytics hashes IP addresses with secrets that rotate daily and needs no cookie consent. It also says that once you add third-party services that set non-essential cookies, such as Google Analytics, HubSpot or YouTube embeds, you must ask permission first, with accept and deny buttons, blocking until consent, granular settings and a link to a cookie policy.

Framer also notes that compliance is your responsibility as the controller of your visitors’ data. Some plugin listings describe their tools as GDPR compliant; treat that as the vendor’s claim and check it with whoever owns privacy for your site. Our guide to cookieless tracking explains what you can and cannot measure without cookies.

Other Analytics Tools and Plugins for Framer

Two routes exist. Marketplace plugins (Fathom, Simple Analytics and others listed in plugin directories) add the vendor’s script without you touching head code; you still need that vendor’s subscription. Anything without a plugin, such as Mixpanel, Segment, Microsoft Clarity or a Meta Pixel, goes into Custom Code, where you choose placement, specific pages and whether it runs once or on every page visit.

• Privacy-first dashboards (Fathom, Simple Analytics): longer history than Framer’s lower plans, simple goals, cookieless.
• Product analytics (Mixpanel, Segment as a router): useful when the Framer site feeds an app signup. Forward framer:click and framer:formsubmit to them the same way as the GA4 script above.
• Behavior tools (Clarity, Hotjar): recordings and heatmaps. They show how a page is used, not where visitors came from.

Why Framer Analytics and GA4 Numbers Don’t Match

Expect a gap. Work through these causes in order before deciding either tool is broken:

From Visits to Revenue: Value by Landing Page and Channel

Framer tells you a page is visited and, with Convert, how a funnel converts. None of its documented events carry a value. To see whether a page pays for itself, give each conversion a value and report value by landing page and channel. An illustrative example for a B2B site on Framer whose conversion is a demo request:

The arithmetic: value is demo requests × $1,200 (27 × $1,200 = $32,400), and value per visit is value ÷ visits ($32,400 ÷ 900 = $36). The blog post wins on traffic and loses on value per visit; Framer’s Pages list would rank it first. The AI assistant row is small, with only 5 conversions, so watch it for a few months before acting on it.

To build this in GA4, send the value with the generate_lead event (add value: 1200, currency: 'USD' to the script above), then report key event value by landing page and session channel. Our guide on how to calculate conversion value shows how to set the number, and the SEO conversion tracking guide covers the organic side. Visits from ChatGPT or Perplexity usually arrive with the assistant as referrer, which GA4 files under Referral; the AI conversion tracking guide shows how to split them out.

If you would rather skip the scripts, SEOConversion installs with one snippet in Framer’s Custom Code, captures form submits and high-intent clicks automatically, and reports conversions and value from Google, Bing and AI assistants by landing page, without cookies.

Which Framer Analytics Setup to Choose

Set it up before a redesign or migration to Framer. Every tool counts from the day it is switched on, and on Basic the built-in history only reaches back 30 days, so a baseline you do not save is gone.

FAQ