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Uberflip Analytics Release Notes

Here you can find our full list of product updates that have been made in Uberflip Analytics (UFA). These release notes are continuously updated with every addition, enhancement, or fix that is made.

This article provides a high level overview of UFA's latest features, why these features are important, and how they can be used. If you have any additional questions on features or functions not referenced in this article, please visit the help page or contact your customer success manager. 

New Enhancements

Count of Distinct URLs

It is now possible to see a summary count of distinct URLs for viewed content. This is effective in understanding where content lives/is viewed. The count displayed is drillable, and by clicking into that number, users can view the URL address(es) that the item is currently living on.

Complete URL Paramaters Available

It is now possible to view the entire URL parameters in Uberflip Analytics. Any non-standard (custom) parameter can be added, and tracked equivalently in UFA.

September's Wrap-Up


Flipbook Details 📖

We have made additional Flipbook data available to help align analytics with how Flipbooks are organized.

The Flipbook Performance Dashboard has been updated to include these additional attributes:

  • Flipbook ID
  • Flipbook Folder
  • Flipbook Creation Date
  • Flipbook Publish Date
  • Flipbook Total Pages
  • Is Flipbook Deleted
  • Flipbook Title

May + June's Wrap-Up


New Filters on Item Report

It's now easier to understand the status of an item with the addition of new filters and columns on the Item Report.


  1. Item Is Deleted (Yes/No)
  2. Item is Hidden (Yes/No)

Flipbook Performance Dashboard 

This dashboard highlights a user's total Flipbook performances with detailed information on individual PDFs. 

Two KPIs are being tracked in this dashboard. 

  1. Number of Pages Viewed in a PDF
  2. PDF Downloads

These metrics provide insights into how much of a Flipbook a has been consumed, and if that PDF is being downloaded for offline reading. 


The KPI summary table provides users with a holistic view of everything UFA measures. Four new KPI’s regarding session information (insight into whether traffic is organic, direct, referral, or coming from other sources) have been added to this list.

Standard Reports Naming Conventions

Within the filters added to standard and custom reports is the option to filter by date. Thus, we’ve eliminated mandatory date ranges on these reports. Default date ranges will be the old mandatory date ranges, and nothing will change in the actual reports. 

Dashboard Update - Geographic Performance

Two minor changes have been made to the Geographic Performance dashboard. Firstly, top line KPIs have been removed as they didn’t provide actionable insights related to visitor location. Secondly, a couple new columns have been added to the details chart, mainly regarding Link CTAs. In coordination, a minor bug that caused users to have to horizontally scroll on the details chart has been corrected.

New View:

Old View:

Filter Standard Reports 

All standard and custom reports can now be filtered. This makes it easier to manage large sets of data by only looking at what’s relevant directly in Uberflip Analytics vs. having to download &  filter.

About this Feature:

  • Specifically in Standard Reports, the filter drop down will appear slightly different compared to the other dashboards

  • This filter is not compatible with saved dashboard/persistent filters

Dashboard Update - Entry Page Performance 

Previously known as Visitor Journey, this dashboard has been replaced based on customer feedback. 

The older version was built to showcase an entire content journey which would hopefully result in a CTA conversion. To help marketers better understand why certain sessions lead to better engagement, we now look at the journey from where it starts. This enables marketers to visualize which assets promote content consumption and accelerate the buyer's journey.

In this new dashboard, it is clear how many initial starting points (entry pages) you’re leveraging to kickoff a content consumption journey. Use the top entry graphs for insight into which sets/pieces of content are facilitating the most engagement. Additional session based analytics with insight into each possible entry page are listed in the details chart. 

New View: 

Dashboard Update - Session Overview

Previously known as Recent Visitors, this dashboard has been improved  to increase information quality. 

Here you can find detailed breakdowns of your visitors engagement on a per session basis. KPI’s no longer focus on the number of visitors, but instead shed light on how engaged a visitor is (“Session Duration'', “Items per Session”). Users can also now see specific items and streams viewed during that visitors session. 

UTM Content Parameters

UTM Parameters provide marketers with information about the performance of campaigns, and help them gauge which campaigns are most effective. When campaigns are being advertised on multiple channels, insight into which of them is sending you the most customers is vital. 

In UFA, a user can now easily filter by a marketing channel (Marketo, Google, ad partner) and see what content that channel is driving traffic to, and how many customers are being directed there.

UTM Sources List: 

Traffic UTM Sources for Specific Channel:

Dashboard Update - Form CTA / Link CTA Performance

One minor enhancement can be found in these two dashboards - the inclusion of embedded CTAs into overall CTA performance analysis.

If a user is hosting their content outside of Uberflip, embedded CTA’s can still attract and convert leads - and with this enhancement, all of this is now trackable in UFA. 

New View (Form CTA):

New View (Link CTA):


Dashboard Update - Single Visitor History

Top line KPI’s have been removed, as summaries were found to be less useful when analyzing individual engagement journeys. 

Three new sections have been added. The first is a graph tracking a visitor's sessions over time. The second and third additions are detailed charts which track form and link CTA interactions. 

Finally, the items viewed and session details fields have been updated to align with the updated style of all dashboards.

New View:

April's Wrap-Up


Dashboard Update - Item Performance / Stream Performance

Several additions were made to these dashboards to improve the way data is being presented to the user.

We have improved the clarity of top line KPIs. For example, ‘Total Item Views’ has been added as a top line KPI to go along with ‘Items with Views’ and ‘Tags’ to give users a more complete picture of performance. 

Customer feedback let us know the ‘Engagement by Content Type’ was a confusing element of this dashboard. Thus, it has been replaced with a ‘Top 5’ chart which tracks a user's best performing items/streams of content. 

Lastly, additional KPI’s have been added to the ‘Details’ charts, such as ‘Average Scroll Depth’ and ‘Total Included Streams’ for items, and ‘Stream Hidden Y/N’ for streams. 

Old View (Item Performance): 

Old View (Stream Performance): 

New View (Item Performance):

New Item Performance

New View (Stream Performance):

New Stream Performance

Dashboard Update - Single Item Performance / Single Stream Performance

Several additions were made to these dashboards to improve the way data is being presented to the user.

Top line KPI’s have been altered to provide users with data better indicative of item/stream performance, replacing sections such as ‘Link CTA Conversion Rate’ with ‘CTA Submissions’. 

A new chart has been added to these dashboards. On the single item dashboard, it is titled ‘Streams with Item’, and provides a list of streams containing that individual item and the corresponding page views the item has. 

Lastly, the tracking of a customer's interaction with an item/stream has been revamped in the bottom ‘Visitor Session’ chart, making it a much easier journey to follow. 

Old View (Single Item Performance):

Old View (Single Stream Performance):

Old Single Stream

New View (Single Item Performance):

New View (Single Stream Performance):

Stream Owners 🖋

New: A development has been made to this feature which enables users to filter by stream owner in  any dashboard within UFA. 

Stream owners will now be listed in conjunction with the stream name and type across Uberflip Analytics. This data can be used to compare the performance of different streams based on who created them. 

About this Feature:

  • Stream owners will be listed wherever streams are mentioned throughout Uberflip Analytics
  • Be on the lookout for a dedicated Stream Owner dashboard.

Visitor ID- Filter 

Data can now be excluded based on visitor ID to accommodate employees working from home with dynamic IP addresses. This enables you to enable you to accurately track interactions without any internal employees impacting analytics.

Here is a step by step process you can follow to filter out internal employees actions from Uberflip Analytics:

  1. Filter by content you know ONLY internal visitors will access
  2. Download a CSV of all visitors who viewed that content
  3. Copy and Paste all the Visitor IDs into the Visitor ID column
  4. Paste the visitor IDs in as a Filter and click “Does Not Contain”
  5. Now all analytics should have internal traffic filtered out

Standard Reports Upgrade

Standard Reports have been enhanced to present users with an increased amount of actionable data. Changes were made to all six categories in Standard Reports (Item Views (1+), Item Views (0), KPI Summary, Traffic Report, Tag Report, Stream Report). 

We’ll look at the KPI Summary dashboard as an example for upgrades across Standard Reports. This dashboard went from 19 to 27 KPI’s, with additions made to enhance the ability to analyze the customer journey. For example, knowing both item views, and items with views, helps users see what content is contributing to overall performance. Here’s a full list of changes to this dashboard.


  • Sessions

  • Item Views

  • Stream Views

  • Avg Session Duration

  • Pagers per visitor

  • Average scroll depth

  • Count CTA Form Activations

  • Count CTA Form Submissions

  • Gated Form CTA Conversion Rate

  • Stream Owners with Views


  • Form CTA Conversions

  • Countries

We also improved report loading and downloading performance as a result of this update.  

Old View (KPI Summary): 

New View (KPI Summary): 

Dashboard Update - Home Dashboard

We have made a change to the home dashboard which enhances its appearance and readability. 

Two KPI’s were moved to the second row so users will no longer have to zoom out to read text clearly. 

Old View:

New View:

Dashboard Update - Visitor Acquisition / Campaign Performance

Several additions were made to these dashboards to improve access to information and user experience. 

Top line KPI’s have been altered to remove statistical anomalies, such as listing ‘100% form CTA conversion’, but that specific CTA only has two (2/2) total conversions. 

We have also introduced a timeline graph, which users can leverage to analyze web traffic and campaign performance over time. 

Visitor Acquisition:

This dashboard now collects data on all traffic types and buckets them into one aggregate percentage. Instead of having to manually add traffic coming from different search engines (Google, Yahoo, Bing, etc), Uberflip Analytics does this for you, and will label buckets accordingly (Organic, Referral). 

Campaign Performance: 

The rows and columns within the ‘Campaign Detail’ table have been updated to align with what users can see in other tables across Uberflip Analytics. 

Old View (Visitor Acquisition):

New View (Visitor Acquisition):

Old View (Campaign Performance):

New View (Campaign Performance):

Dashboard Update - Sales/Stream Owner

Several changes have been made to enhance the visibility and insight into sales activities.

Two new additions to this dashboard can be found with the ‘Sales Stream Over Time’ graph and the ‘Stream Owner’ chart. These elements make it very easy to observe the sales departments activity as a group, along with which users are creating the highest converting sales streams. 

A column titled ‘Items with Page Views’ has been added  into the ‘Sales Streams by Visitors’ table. This is a drillable count that provides data on which content is performing best in sales streams by tracking the views of all items within those sales streams. 

Lastly, top line KPIs have been altered to present users with higher value data.

Old View:

New View:

March's Wrap-Up


Block Analytics Collection on a Hub 🙅‍♂️ 

Sometimes we don’t want or need our data collected and analyzed - and Uberflip Analytics gets this. This feature will allow our users to specify which hubs they wish to have data collection disabled on.

In addition, this feature can be used for hubs in development, or those being tested, where any data collected would be non-valuable and confusing. 

About this Feature: 
  • This feature can be found in the ‘advanced’ section of the ‘hub options’ form.

Saved Dashboard Filter ⏺

To further enhance “Persistent Filters”, we’ve introduced a “Saved Dashboard Filter’, allowing users to save specific search settings for specific dashboards. 

Users no longer need to set filters anytime they switch dashboards they’re viewing. Once set up and toggled on, this provides a much more seamless workflow in Uberflip Analytics.

About this Feature:

  • Simple operators such as view dates can be toggled.
  • Complex operators such as “does not include” or “equal to” can be set to streams and tags respectively.
  • When enabled, this setting will override any persistent filters you may have set.

For more information on this feature, check out our help page here.

February’s Wrap-Up


Track Visitor Scroll Depth 🕹

A key aspect of facilitating an accelerated buyers journey is enabling customers to easily binge your content. You can gauge how many pages a customer is visiting, but just how much content on those pages are they consuming? 

Scroll depth allows users to track how much (as a percentage) of a page a visitor views. Users can see how much of an item a visitor has scrolled through on average. 

About this Feature:

  • This is an engagement KPI which you can view on the home page, inside the ‘Top Performing Items’ chart.
  • 100% scroll depth means a visitor went all the way down to the footer of the page, not just to the end of the item.
  • Note: Customers with custom coding on their items could have inaccurate percentages being returned to them.
  • This feature is only available for items, not streams.

Search Medium 💻

When looking at traffic, it’s important to segment by what comes in from search engines vs. other referral traffic for an accurate analysis. With the introduction of search medium, you can easily see this information without the need for additional filters or custom reports.

See which mediums are bringing the most visitors to your content to give a better understanding of what is working best for your business. 

About this Feature: 

  • Organic traffic is from search engine.
  • Referral traffic is from other company pages or paid advertisements.


1. Changed the Home Dashboard Timeline

We made it easier to analyze traffic trends on the Home Dashboard by reducing the number of KPIs presented. These metrics are easier to interpret for our customers and enable the dashboard to load more quickly. 

Previous KPIs:

  • Unique Visitors
  • Pages per Session
  • Bounce Rate
  • Form CTA Conversions
  • Link CTA Conversions
  • Avg. Time on Page

New KPIs:

  • Sessions
  • Form CTA Submits
  • Link CTA Submits

Old View:

New View:

2. Set the Default time-scale Set to 30 Days Across all Dashboards

We changed the default time scale from 7 days to 30 days to increase visibility of long term trends.

A 30 day timeline makes it easier for users to see trends in activity and traffic when conducting analysis. 

Use Case: A longer standard timeline makes it easy to see if dips in traffic are occurring on weekends or because of other problems. 

3. Home Dashboard: Top-Line KPI’s

To improve the usability of the home dashboard, we have replaced the main timeline KPIs with ones that are more functional, legible and consistent. 

All new top-line KPI’s are designed to provide actionable counts, rather than non-insightful averages. These numbers can be drilled into, giving visibility into the ‘proof’ behind each count. Comparative numbers below the KPI’s are now minor pieces of interesting information gathered on your content. 

Use Case: See a clear view of real activity with validating data behind top-line KPI’s that begin to depict just how bingeable your content is. 

Old View:

New View:

4. Removed “Items per Session” across UFA

This is a statistic we built which indicated how many pages were viewed on average with an item. Based on customer feedback, we didn’t feel this data point was telling the story we intended it too, so it has been removed. 

Eliminating all non-meaningful data points provides customers visibility into purely actionable numbers.

5. Top Tags converted to Data Table

An update has been made to the home dashboard to display tags as a data table instead of a word-cloud.

Utilizing various KPIs within the dashboard allows users to easily view how top tags are performing across several metrics. 

Use Case: This table filters and sorts tags attached to pieces of content to give actionable insights into what groups of content are performing best. 

January’s Wrap-Up


Exclude IP Addresses 🚫

Whether customers are testing stream functionality, utilizing published pieces of content, or anything else - they are using their own platform. 

This feature enables customers to proactively or retroactively enter and exclude specific IP addresses from impacting data within Uberflip Analytics. Easily exclude any traffic coming within an organization to test campaigns without worrying about the data being affected, and get an more accurate representation of your audiences engagement. 

About this Feature: 

  • This feature is now available under Analytics Settings.
  • We have created a new “Excluded Visitors” dashboard that allows users to see which IP’s have been excluded and their respective activity.

To learn more about excluding IP addresses, click here for in-depth instructions and explanations.

Introduced Device Type Analysis 🥧

To best understand how to effectively reach the customer, it is critical to know how they’re experiencing your content. Knowing this information helps build better customer experiences designed for platforms your customers use most. 

Users now have visibility into their hubs traffic split between desktop, mobile, and tablet. 

About this Feature: 

  • This feature is easily accessible on the home page.
  • Under any view you can filter by device type.

Introduced Universal Search Filters 🌍

To increase data consistency, we’ve changed filter options to be the same across every page. Some pages have additional filter options at the bottom, but will always show the following:

Universally Listed:

  • View Date
  • Hub
  • Tag
  • Stream Title
  • Stream Type
  • Item title
  • Campaign
  • Source/Medium
  • Country, Region, City
  • Device Type

Two new additions

1. Stream Type →  makes it easy to isolate performance metrics for only marketing or sales streams.

2. Item Title → makes: it easy to isolate performance metrics for a particular item based on title.


1. Improved Visibility of Page Views

Page views are now available in all dashboards, and can be drilled into for extended insights. This is a metric which a number of our customers are accustomed to using, so we wanted to align with their KPI’s. 

2. Standard Reports

Reports have been renamed to provide clarity on what the report contains as well as the time period the report is for. A number of customers we spoke too indicated they frequently use a certain timeline when analyzing a report, so we standardized our reports to those time frames. 

For example, “Month over Month KPIs” now reads “KPI Summary: 3 months”.  

Customers who need to see different periods can still use filters to adjust the date periods based on business requirements. 

December’s Wrap-Up


More Ways to Drill 🚧

Increased vision into your customers, whether it be their behaviour, location, or activities, is key in determining how to engage with them. It’s why we prioritize making our insights as trustworthy as possible. 

A key aspect of this is making our counts drillable. Drilling into these figures allows customers to see UTM campaign sources, see where visitors are coming from, and assess performance from an engagement and conversion. 

About this Feature: 

  • This feature is now available for all unique visitor counts.
  • This feature only applies to counts (not stats, i.e. percentages).



New Filter for Sending/Scheduling a Report 📃

Exporting and sending more relevant data from an Uberflip Analytics page is now possible with a newly introduced date range filter. 

About this Feature:

  • This is available in the filters section of the ‘Send Item Report’ pop-up menu.
  • The rest of the universal search filters can be found and used here as well. 


Bounce Rate

An adjustment to how we calculate bounce rates was made to better align our calculations with our customers KPIs. 

Redirections to other pages or engagements with CTA forms negate a bounce from being recorded on a page. These are your visitors navigating their own buyer journeys, so we felt like forms of engagement shouldn’t count as bounces. 

Mobile Tracking

CTA activity from mobile devices is now being captured and surfaced within Uberflip Analytics. 

Previously, only data from desktops was being tracked. This fix improves overall data reliability.

Repeated CTAs

We are now tracking activity on each individual CTA view on a page as its own impression.

Prior to this fix, only the first CTA that appeared in a stream was being captured, so engagement with duplicate CTAs wasn’t accounted for. 

For more information on data collection start dates, visit our user help guide here.

November's Wrap-Up


Recent Visitor Dashboard ✈️

Knowing exactly what your visitors are doing when they’re using your hub gives valuable insight into understanding the overall buyer journey and what specific content they are engaging with. 

With the Recent Visitor Dashboard, users can easily see the number of visitors their hub has attracted over different periods of time, as well as respective individuals activities. Follow how often / what they view to better gauge what a visitor is searching for. 

About this Feature:

  • Metrics featured include bounce rate, pages per session, form CTA conversion, and link CTA conversion rate.

Month Over Month KPI’s 🗓

Organizations tend to look at past performance as an indicator of what’s to come. A primary way to inspect this is using analytics to compare KPI’s over time. 

UFA easily allows users to track the performance of their hubs over different sets of time periods. This includes taking a deeper dive into the number of visitors, average pages per session, CTA conversions and more KPI’s. 

About this Feature: 

  • KPI metrics are subject to be added or removed over time based on customer feedback.


Stream Performance

UFA has been made available for all stream types, including blogs, e-books, and slideshows. 

As part of this update, the “Marketing Stream Performance” has been renamed to simply “Stream Performance” to better reflect the inclusion of new stream types. 

Improved Report Access 

The left navigation bar will now contain a list of reports that users have access to. This provides users a direct link, instead of making users go through a multi-step process in the secret menu (top-right square) to access information. 

October's Wrap-Up


Geographical Performance Dashboard 🌐

Insight into where your visitors are coming from helps paint a picture of where your audience is located. This is critical information for any organization looking to run geo-targeted campaigns. 

This new dashboard displays where (geographically) in the world your visitors are coming from and how that relates to content engagement and conversions. Get a visual representation of locations that are getting the highest traffic with a colour-coded map with data that can be drilled into. 

  • Darker colours represent higher amounts of traffic, lighter colours being less traffic, greyscale being no traffic. 
  • Hover over countries for a snapshot on traffic with the ability to click into data and filter by country, region, and city. 

Single Visitor History Dashboard 🙋‍♀️

A detailed look into the activity of your audience on an individual level is the basis for implementing personalized strategies that help businesses achieve results.

This dashboard is designed to display a complete overview of a single visitor from a content, engagement, and journey perspective. Particularly when the account name or person is known, users can visit this dashboard to see how these visitors are consuming content, allowing marketers to craft personalized follow ups and better select content that is most likely to generate higher engagement.

About this Feature:

  • This is a drill dashboard, meaning it will not appear on the left sidebar. You will need to drill into it from a visitor ID. 

Item Report One+ Views 1️⃣

The reality of content is that some assets perform better than others. Assessing the difference in performance by measuring engagement and conversion across all your collateral is key to zeroing in on what works best for the future. 

This dashboard lists all of your items with at least one view. The data table is easily sortable so users can leverage this dashboard to discover which types of items, which sets of tags, and more, contribute to a top performing item. 

About this Feature:

  • Currently hidden items that were previously not hidden and generated page views will appear in this dashboard.

Item Report Zero Views 0️⃣

In the same way it is critical to know what content is performing best, it is also important to know what isn’t performing at all. 

This dashboard gives users into what content is going to waste because it has no page views. This is a great starting point for marketing teams to assess what assets are not resonating with visitors and investigate why this is occurring. Use this information to better inform future content strategy decisions.

About this Feature:

  • Assets that have both been hidden and are currently hidden will not have any page views. 

Further Back

Please note: Any work on Uberflip Analytics prior to October 2019 was a part of product alpha testing. This article only provides updates on developments from beta onwards.

About the Author

Ryan is a new addition to the Uberflip lineup, interning his way through life on the marketing team. As an aspiring marketer, he is eager to begin supporting a team delivering best in class content experiences. Fun fact: he also goes by "Bryan" with a silent B.

Profile Photo of Ryan Gerstein