Analytics, heatmap and tracking
A locator is a stream of first-party demand data: what visitors search, where, and what they do next. Here is what StoreLo captures and how to plug it into your marketing stack.
By Robin, who builds and runs StoreLo · Updated 2026-07-30
What gets measured
The widget records searches (with the searched area), store clicks, direction requests and website clicks. Coordinates of searches are rounded to roughly 110 metres before storage, deliberately: you learn the neighbourhood demand comes from without storing anyone’s doorstep, and no personal data is kept.
The search heatmap (Starter and up)
The Analytics page draws every search on a heatmap over your market. Hot areas with stores confirm coverage; hot areas without stores are your expansion shortlist, whether that means a new stockist, dealer or your next opening. The heatmap uses your own Google Maps key and frames itself on your locator’s country.
The funnel, split by traffic source
The dashboard shows the path from search to store click to directions or website click, compared against the previous period. A source filter splits it into paid versus organic visitors (based on ad click IDs and UTM tags on the page the widget sits on), so you can see whether the traffic you pay for actually reaches a store.
Push events into GA4, GTM and Meta (Pro)
On Pro the widget pushes its events into your site’s dataLayer (storelo_search, storelo_location_click, storelo_directions_click and friends), where GTM or GA4 picks them up. You can rename events or switch individual ones off. A Meta Pixel ID per locator maps the same actions to Meta standard events (Search, ViewContent, FindLocation), which turns direction requests into an audience you can retarget. Configure both under Settings → Tracking.
A/B testing (Business)
Business plans can run one live experiment per locator: two variants of an accent colour, label, layout or popup, sticky per visitor, evaluated on clicks per load. When the test period and minimum sample are reached, the dashboard shows the winner and can promote it to all traffic.