Where do my wardrobe configurator visitors come from, and do I need Google Analytics?
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Closetforge is a white-label 3D wardrobe configurator and quoting tool for fitted-wardrobe makers. Your site counts its own visits, designs and enquiries without cookies, and shows them in your back office. This page explains what you can read there, where your visitors come from, and when Google Analytics is worth adding.
The Analytics page
Open Analytics (/admin/analytics) and choose the period at the top. Every number is compared with the period before. The page has these sections:
- Business overview: visitors, designs started, enquiries, confirmed enquiries, quotes sent, and the share of visitors who sent a confirmed enquiry.
- Where customers come from: see below.
- Configurator journey: how far visitors get through the configurator steps, and where they leave. Filter it by how they started and by device.
- What customers want: every real design started on your site, not only those that became enquiries: sizes, shapes, doors, decors, interiors, and how the AI assistant was used.
- Quote pipeline & speed: quotes sent and not yet decided, how long it takes you to send a first quote and to act on a confirmed enquiry, what customers did after a reminder, and the towns enquiries come from.
- Shared designs: design links customers created, how often they were opened, and which never became a quote.
Under Settings → Quotes & documents (/admin/settings) you can switch on a Weekly analytics digest: last week's numbers by email every Monday morning. It is off until you switch it on.
Where your visitors come from
When a visit starts, your site works out once how it arrived and keeps only the result, never the full page address or an advertising click ID. Where customers come from then shows visitors, enquiries, quotes sent and won jobs for each source:
- Google Ads and Facebook / Instagram ads;
- Facebook / Instagram and Other social networks without paid tags;
- Search engines, Other websites and Campaign links (your own tagged links);
- Direct, for visits with no trace of where they came from.
Below it are your top campaigns, referring websites and your own "how did you hear about us" tags.
Visits sent by AI assistants (ChatGPT, Perplexity, Copilot, Gemini and Claude) appear as an indented AI assistants line under the source that already counts them. It tells you how many visits and enquiries started from an assistant's answer, without counting them twice.
Adding Google Analytics 4
You do not need Google Analytics to see your numbers. Add it if you already use it alongside your ads.
- In Google Analytics, open Admin → Data streams → your website and copy the Measurement ID. It starts with
G-. - In Settings → SEO & advertising, under Advertising & measurement, paste it into Google Analytics 4 measurement ID and save.
- In the same data stream in Google Analytics, open the settings for enhanced measurement and switch off Page changes based on browser history events. Your site sends its own page views, and leaving this on counts them twice.
Google Analytics then receives page views, the configurator steps and each enquiry confirmed with the SMS code. It never receives a customer's name, email, phone, what they typed or the price of their design. The same card takes a Google Ads tag and an enquiry conversion label.
What the cookie banner does
With no tag entered, your site loads nothing from Google and shows no cookie banner. Entering any ID switches the banner on:
- Nothing from Google loads until the visitor answers.
- Accept all and Reject sit side by side and are equally easy. Settings lists only the categories your site uses, none ticked in advance.
- A visitor can change their answer at any time from Cookie settings in your site's footer.
- The banner is a bar at the foot of the page, not a wall that blocks the site.
The counts on your Analytics page use no cookies and do not depend on what a visitor answers.