Averi + Fathom Analytics: Privacy-First Content Tracking

Fathom Analytics has earned a dedicated following among businesses that care about user privacy, GDPR compliance, and clean, simple analytics — without sacrificing the content performance data you need to make smart decisions.

The Averi + Fathom integration connects your privacy-first analytics layer to your content workflow. Track how your content performs in Fathom, and bring those insights directly into your Averi content strategy — so every piece you create benefits from what you've learned from everything you've already published.

Why Privacy-First Analytics Matter for Content Teams

Before we get into the integration setup, it's worth understanding why a growing number of content-focused companies are choosing Fathom over Google Analytics — and what it means for your data strategy.

No cookie banners: Fathom doesn't use cookies for tracking, so you don't need cookie consent banners on your site. This isn't just a legal convenience — it means your analytics data includes visitors who would have declined cookies in GA4, making your data more complete, not less.

GDPR, CCPA, and ePrivacy compliant by design: For companies serving European audiences or operating in regulated industries, Fathom's compliance-by-design approach is a genuine business advantage.

No data sampling: Google Analytics 4 samples data for large sites (showing you a representative sample rather than all data). Fathom shows you all your data, every time.

Simple, fast reporting: Fathom's interface is deliberately minimal — one dashboard, clear metrics, no learning curve. You spend time on decisions, not on navigating analytics.

No data sharing: Your site analytics aren't used to train Google's advertising models or shared with third parties.

For content marketing teams, the practical impact is better data reliability, simpler reporting, and no compliance complexity. The trade-off is fewer advanced attribution features compared to GA4.

Setting Up the Averi + Fathom Integration

Prerequisites

• Averi account (https://app.averi.ai/sign-up)
• Fathom Analytics account with your site set up
• Your Fathom site ID and API token

Step 1: Get Your Fathom API Token

1. Log in to Fathom at app.usefathom.com
2. Go to Account Settings → API Token
3. Click "Generate API Token"
4. Name it "Averi Integration"
5. Copy the token

Step 2: Find Your Fathom Site ID

1. In Fathom, go to Sites
2. Click on your site
3. Find the Site ID in the URL or in your script tag (format: ABCDEFGH — 8 characters)

Step 3: Connect in Averi

1. In Averi, go to Settings → Integrations → Analytics
2. Select Fathom Analytics
3. Enter your Fathom API token and Site ID
4. Click Connect — Averi verifies and pulls your site structure
5. Configure the date range for initial data import and which metrics to surface

Step 4: URL Mapping

Averi needs to connect your content pieces to their live URLs in Fathom. If your URL structure is consistent (e.g., yourdomain.com/blog/[slug]), the mapping is automatic. Configure your URL pattern in Averi's integration settings to match how your CMS builds URLs.

What Fathom Tracks and What Averi Uses

Fathom provides a focused set of high-quality metrics. Here's what Averi imports and how it's used:

Page views and unique visitors: The primary traffic metric for each content piece. Averi shows this in your Library alongside each post, giving you quick visibility into which content is getting traffic.

Bounce rate: Visitors who viewed one page and left. For content, this is a quality signal — if your bounce rate is high on a specific post, it may be mismatching the search intent that brought visitors in, or the content itself isn't holding attention.

Average time on page: Another quality signal. Longer time typically indicates engaged reading. For 1,500-word posts, a 4-6 minute average time on page is a healthy signal.

Referrers: Where your traffic is coming from — direct, search, social, other sites. This tells you which distribution channels are working for your content.

Top pages: Fathom's summary view of your highest-traffic pages, which Averi surfaces in your content performance dashboard.

Goal completions: If you've set up Fathom goals (conversions), Averi imports goal completion data for each content page — telling you which posts are driving your target actions.

UTM campaign data: If you're using UTM parameters in your content promotion links, Fathom tracks this and Averi can use it to evaluate specific distribution efforts.

Setting Up Fathom Goals for Content Conversion Tracking

For content teams, Fathom goals are essential — they're the connection between your content traffic and your business outcomes.

Goals worth setting up for content:

Email signup clicks: If you have email capture on your blog (inline forms, popups, or sidebar CTAs), track clicks on the signup submit button as a Fathom goal. This tells you which posts are driving email list growth.

Demo or trial request clicks: For B2B content, track clicks on your primary CTA buttons from blog pages. This tells you which content is driving pipeline.

Resource downloads: If you gate resources (ebooks, templates, guides), track download completions. High-download content is your best lead generation content.

Product page visits from blog: A custom event that fires when a visitor navigates from a blog post to your pricing or product page — an intent signal that a piece of top-of-funnel content is creating product awareness.

Scroll depth markers: Track when readers reach 50% and 90% of a post. High scroll-to-bottom rates signal content that keeps attention; low rates signal content that's losing readers early.

To set these up in Fathom:

1. Go to Goals in your Fathom dashboard
2. Create a new goal for each conversion action
3. Define the trigger (page view of a specific URL, click on a specific element, custom event)
4. Name your goals in a way that makes them identifiable in Averi's reporting

Content Performance Workflows With Fathom + Averi

Workflow 1: Content Performance Dashboard

In Averi, create a content performance view that shows your Fathom data alongside your editorial calendar and Library.

The view you want:

• Post title and publish date
• Unique visitors (last 30 days and all-time)
• Average time on page
• Bounce rate
• Goal completions (email signups, CTAs)
• Referrer breakdown (search vs. social vs. direct)

Review this view weekly or monthly to understand what's working.

Workflow 2: Top-Performer Analysis for Content Replication

Monthly, sort your content Library by total unique visitors and by goal completion rate. Analyze what your top performers have in common:

• Topic area
• Content format (how-to, list, deep dive, case study)
• Approximate length
• Source of traffic (search, social, direct)
• Time to traction (how quickly did they pick up traffic?)

These patterns are your content strategy feedback loop. If your top 10 content pieces by goal completions are all practical how-to guides over 1,500 words, you have a clear signal to invest more in that format and length.

Workflow 3: Underperformer Triage

Sort your Library by lowest unique visitors for posts older than 3 months (enough time for search indexing to kick in). For underperformers:

• Traffic = 0: Is the page indexed? Is the topic relevant to your ICP? Does the title match any search intent?
• Traffic exists but no goal completions: The content is attracting visitors but not converting. Review the CTAs, the relevance of the offer to the post topic, the placement.
• High bounce rate: Search intent mismatch — visitors found your post but it didn't match what they were looking for.

Each diagnosis suggests a specific fix you can brief and execute in Averi.

Workflow 4: Distribution Effectiveness Analysis

Fathom's referrer data tells you where your traffic is coming from. Use this in Averi's content planning to understand which distribution channels are actually working for your content.

If most of your social promotion is on LinkedIn but Fathom shows that LinkedIn is generating less than 10% of your referral traffic, while your email list drives 60% — that's a distribution allocation insight. Double down on what's working (email in this case) and reevaluate channels that aren't pulling their weight.

Fathom vs. GA4: Using Both Together

Some teams use both Fathom and GA4, and this is a legitimate choice:

• Fathom for primary analytics: Your reliable, privacy-compliant traffic data
• GA4 for Search Console integration: GA4's connection to Google Search Console provides keyword ranking data and search performance insights that Fathom doesn't replicate

If you're using both, connect both to Averi. This gives you Fathom's reliable traffic data alongside GA4/Search Console's SEO keyword data — a complete picture of content performance without relying entirely on Google's ecosystem.

Privacy Considerations for Your Analytics Setup

If you've chosen Fathom, you care about privacy — so a few considerations for your overall analytics configuration:

Be clear about what you track: If you're tracking user behavior (scroll depth, click events), mention this in your privacy policy. Fathom-based tracking is cookie-free and privacy-friendly, but transparency with users is still best practice.

Don't add GA4 if you've committed to privacy-first: Adding both GA4 (with its data sharing with Google) and Fathom somewhat undermines the privacy argument. If privacy compliance is your primary reason for using Fathom, consider whether GA4's additional capabilities are worth the trade-off.

Use Fathom's data retention settings: Fathom lets you configure data retention periods to align with your GDPR obligations. Configure this in your Fathom settings before connecting to Averi.

Further Reading

• the most important marketing KPIs and metrics to track
• real content marketing ROI numbers for startups
• Averi's Strategy Map to connect your Fathom analytics to strategic content decisions

Frequently Asked Questions

Is Fathom accurate enough for content marketing decisions?

Yes. Fathom's primary advantage over sampled analytics (like GA4 for large sites) is that it shows you all your data — no sampling. For most content marketing decisions (which topics are getting traffic, which posts are converting, which distribution channels are working), Fathom's data is more reliable than GA4 for the content performance metrics that matter.

What does Fathom not track that might matter for content strategy?

Fathom doesn't provide keyword-level search data (which specific Google search terms are driving traffic to each page). For this, you need Google Search Console, which you can connect to Averi separately. Fathom also has more limited multi-touch attribution compared to GA4. For most content teams, these gaps are acceptable trade-offs for Fathom's privacy, simplicity, and data reliability.

How do I track email subscription from content pages in Fathom?

Set up a Fathom goal triggered by a specific URL visit (your thank-you-for-subscribing page) or a click event on your email capture form's submit button. The exact setup depends on your email platform and form technology. Fathom's documentation has step-by-step guides for the most common form platforms (ConvertKit, Mailchimp, Beehiiv, etc.).

Can I use the Averi + Fathom integration without any custom goal setup?

Yes. Even without custom goals, the basic Fathom metrics (pageviews, unique visitors, time on page, bounce rate, referrers) connected to your Averi Library provide useful content performance data. Custom goals add the conversion dimension — understanding which content drives business outcomes, not just traffic. Start with basic metrics and add goals as you identify the specific conversions you want to track.

Does Fathom work for sites with multiple domains?

Fathom supports multiple sites, and each site is tracked separately. If your company has multiple domains (e.g., your main site and a separate resources/blog domain), connect each Fathom site to the appropriate Averi workspace. Fathom's "Shared Dashboards" feature lets you aggregate data across sites if you need a unified view.