feat(analytics): typed Umami event taxonomy across the funnel

Add lib/analytics.ts with a single typed track() wrapper. SSR-safe,
never throws, no-ops when Umami isn't loaded. Event names form a
fixed union so refactors stay safe.

14 events wired:

  Discovery (3)
    search_submitted          FilterBar submit + near_me path
    near_me_used              all geolocation outcomes
    empty_results             search returns 0 schools

  Engagement (5)
    school_viewed             SchoolDetail + Secondary on mount, with
                              urn / phase / local_authority / from
    section_nav_used          section-nav links on both detail views
    chart_metric_changed      mobile chart chip switch
    metric_compared_in_rankings rankings metric dropdown
    external_link_clicked     Ofsted / school website / DfE (declarative
                              data-umami-event attributes)

  Conversion (5)
    compare_school_added      search/rankings/detail/compare sources
    compare_school_removed    detail toggle and compare page
    compare_viewed            once per session when there's a selection
                              (school_count, phase_mix)
    compare_metric_changed    compare page metric dropdown
    compare_shared            native sheet vs clipboard distinguished

  Operational (1)
    api_error                 caught in handleResponse, includes
                              endpoint / status / route

Suggested Goals to configure in the Umami dashboard for the funnel
report: search_submitted → school_viewed → compare_school_added →
compare_viewed → compare_shared.

Co-Authored-By: Claude Opus 4.7 <noreply@anthropic.com>

nextjs-app/components/ComparisonView.tsx

@@ -15,6 +15,7 @@ import { LoadingSkeleton } from './LoadingSkeleton';
 import type { ComparisonData, MetricDefinition, School } from '@/lib/types';
 import { formatPercentage, formatProgress, formatAcademicYear, CHART_COLORS, schoolUrl } from '@/lib/utils';
 import { fetchComparison } from '@/lib/api';
+import { track } from '@/lib/analytics';
 import styles from './ComparisonView.module.css';
 
 const PRIMARY_CATEGORIES = ['expected', 'higher', 'progress', 'average', 'gender', 'equity', 'context', 'absence', 'trends'];
@@ -148,12 +149,28 @@ export function ComparisonView({
     setSelectedMetric(defaultMetric);
   };
 
+  // compare_viewed: fire once after the page has its first selection.
+  // We watch `selectedSchools.length` going from 0 → ≥1 so the event is
+  // sent only when there's actual content to view, not for empty arrivals.
+  const compareViewedRef = useRef(false);
+  useEffect(() => {
+    if (compareViewedRef.current) return;
+    if (selectedSchools.length === 0) return;
+    compareViewedRef.current = true;
+    const primaryCount = selectedSchools.filter(s => s.phase?.toLowerCase().includes('primary')).length;
+    const secondaryCount = selectedSchools.length - primaryCount;
+    const phaseMix = primaryCount === 0 ? 'all_secondary' : secondaryCount === 0 ? 'all_primary' : 'mixed';
+    track('compare_viewed', { school_count: selectedSchools.length, phase_mix: phaseMix });
+  }, [selectedSchools]);
+
   const handleMetricChange = (metric: string) => {
+    track('compare_metric_changed', { metric, phase: comparePhase });
     setSelectedMetric(metric);
   };
 
   const handleRemoveSchool = (urn: number) => {
     removeSchool(urn);
+    track('compare_school_removed', { urn, from: 'compare' });
   };
 
   const handleShare = async () => {
@@ -172,6 +189,7 @@ export function ComparisonView({
     if (typeof navigator !== 'undefined' && navigator.share && (!navigator.canShare || navigator.canShare(shareData))) {
       try {
         await navigator.share(shareData);
+        track('compare_shared', { method: 'native', school_count: count });
         return;
       } catch (err) {
         // User cancelled — bail silently. Any other error falls through to clipboard.
@@ -180,6 +198,7 @@ export function ComparisonView({
     }
     try {
       await navigator.clipboard.writeText(url);
+      track('compare_shared', { method: 'clipboard', school_count: count });
       setShareConfirm(true);
       setTimeout(() => setShareConfirm(false), 2000);
     } catch { /* fallback: do nothing */ }

nextjs-app/components/FilterBar.tsx

@@ -3,6 +3,7 @@
 import { useState, useCallback, useTransition, useRef, useEffect } from "react";
 import { useRouter, useSearchParams, usePathname } from "next/navigation";
 import { isValidPostcode } from "@/lib/utils";
+import { track } from "@/lib/analytics";
 import type { Filters, ResultFilters } from "@/lib/types";
 import styles from "./FilterBar.module.css";
 
@@ -93,14 +94,36 @@ export function FilterBar({ filters, isHero, resultFilters }: FilterBarProps) {
       return;
     }
 
-    if (isValidPostcode(omniValue)) {
+    const isPostcode = isValidPostcode(omniValue);
+    const cleaned = omniValue.trim();
+
+    // Build a comma-separated active-filter list so a single search event
+    // captures the whole intent (vs firing N events as filters are picked).
+    const filters_active = [
+      currentPhase && `phase=${currentPhase}`,
+      currentLA && `la=${currentLA}`,
+      currentType && `type=${currentType}`,
+      currentGender && `gender=${currentGender}`,
+      currentAdmissionsPolicy && `admissions=${currentAdmissionsPolicy}`,
+      currentHasSixthForm && `sixth_form=${currentHasSixthForm}`,
+    ].filter(Boolean).join(',');
+
+    track('search_submitted', {
+      query: isPostcode ? cleaned.toUpperCase() : cleaned.toLowerCase(),
+      via: 'input',
+      has_postcode: isPostcode,
+      filters_active,
+      filters_count: filters_active ? filters_active.split(',').length : 0,
+    });
+
+    if (isPostcode) {
       updateURL({
-        postcode: omniValue.trim().toUpperCase(),
+        postcode: cleaned.toUpperCase(),
         radius: currentRadius || "1",
         search: "",
       });
     } else {
-      updateURL({ search: omniValue.trim(), postcode: "", radius: "" });
+      updateURL({ search: cleaned, postcode: "", radius: "" });
     }
   };
 

nextjs-app/components/Footer.tsx

@@ -38,6 +38,8 @@ export function Footer() {
                   target="_blank"
                   rel="noopener noreferrer"
                   className={styles.link}
+                  data-umami-event="external_link_clicked"
+                  data-umami-event-target="dfe"
                 >
                   School Performance Tables
                 </a>
@@ -48,6 +50,8 @@ export function Footer() {
                   target="_blank"
                   rel="noopener noreferrer"
                   className={styles.link}
+                  data-umami-event="external_link_clicked"
+                  data-umami-event-target="ofsted"
                 >
                   Ofsted reports
                 </a>

nextjs-app/components/HomeView.tsx

@@ -16,6 +16,7 @@ import { useComparisonContext } from '@/context/ComparisonContext';
 import { fetchSchools, fetchLAaverages, fetchNationalAverages } from '@/lib/api';
 import type { SchoolsResponse, Filters, School } from '@/lib/types';
 import { schoolUrl, buildOfstedListBadge } from '@/lib/utils';
+import { track } from '@/lib/analytics';
 import styles from './HomeView.module.css';
 
 interface HomeViewProps {
@@ -151,6 +152,7 @@ export function HomeView({ initialSchools, filters, totalSchools }: HomeViewProp
 
   const handleLoadMore = async () => {
     if (isLoadingMore || !hasMore) return;
+    track('results_load_more', { next_page: currentPage + 1 });
     setIsLoadingMore(true);
     try {
       const params: Record<string, any> = {};
@@ -170,6 +172,7 @@ export function HomeView({ initialSchools, filters, totalSchools }: HomeViewProp
 
   const handleNearMe = useCallback(() => {
     if (!navigator.geolocation) {
+      track('near_me_used', { outcome: 'unsupported' });
       setGeoState('error');
       setGeoError('Geolocation is not supported by your browser. Enter a postcode instead.');
       return;
@@ -187,12 +190,16 @@ export function HomeView({ initialSchools, filters, totalSchools }: HomeViewProp
           if (data.result && data.result.length > 0) {
             const postcode = data.result[0].postcode as string;
             setGeoState('idle');
+            track('near_me_used', { outcome: 'granted' });
+            track('search_submitted', { query: postcode, via: 'near_me', has_postcode: true, filters_active: '', filters_count: 0 });
             router.push(`/?postcode=${encodeURIComponent(postcode)}&radius=1`);
           } else {
+            track('near_me_used', { outcome: 'no_postcode' });
             setGeoState('error');
             setGeoError('No postcode found near your location. Try entering one above.');
           }
         } catch {
+          track('near_me_used', { outcome: 'lookup_error' });
           setGeoState('error');
           setGeoError('Could not look up your location. Please try again.');
         }
@@ -200,8 +207,10 @@ export function HomeView({ initialSchools, filters, totalSchools }: HomeViewProp
       (err) => {
         setGeoState('error');
         if (err.code === err.PERMISSION_DENIED) {
+          track('near_me_used', { outcome: 'denied' });
           setGeoError('Location access was denied. Enter a postcode above to find nearby schools.');
         } else {
+          track('near_me_used', { outcome: 'error' });
           setGeoError('Could not get your location. Please try again or enter a postcode.');
         }
       },
@@ -219,6 +228,27 @@ export function HomeView({ initialSchools, filters, totalSchools }: HomeViewProp
     return 0;
   });
 
+  // Empty-results sentinel: track when a search returns nothing.
+  useEffect(() => {
+    if (!isSearchActive) return;
+    if (initialSchools.total !== 0) return;
+    track('empty_results', {
+      query_length: (searchParams.get('search') || '').length,
+      has_postcode: !!searchParams.get('postcode'),
+    });
+  }, [initialSchools.total, isSearchActive, searchParams]);
+
+  // Wrap addSchool with `from: 'search'` attribution so funnel reports can
+  // split which surface drives compare adds.
+  const addSchoolFromSearch = useCallback((school: School) => {
+    addSchool(school);
+    track('compare_school_added', {
+      urn: school.urn,
+      from: 'search',
+      selection_count_after: selectedSchools.length + 1,
+    });
+  }, [addSchool, selectedSchools.length]);
+
   return (
     <div className={styles.homeView}>
       {/* Combined Hero + Search and Filters */}
@@ -620,7 +650,7 @@ export function HomeView({ initialSchools, filters, totalSchools }: HomeViewProp
                 >
                   <CompactSchoolItem
                     school={school}
-                    onAddToCompare={addSchool}
+                    onAddToCompare={addSchoolFromSearch}
                     isInCompare={selectedSchools.some(s => s.urn === school.urn)}
                     nationalAvgRwm={nationalAvgRwm}
                   />
@@ -635,7 +665,7 @@ export function HomeView({ initialSchools, filters, totalSchools }: HomeViewProp
                   <button className={styles.closeSheetBtn} onClick={() => setSelectedMapSchool(null)}>×</button>
                   <CompactSchoolItem
                     school={selectedMapSchool}
-                    onAddToCompare={addSchool}
+                    onAddToCompare={addSchoolFromSearch}
                     isInCompare={selectedSchools.some(s => s.urn === selectedMapSchool.urn)}
                     nationalAvgRwm={nationalAvgRwm}
                   />
@@ -653,7 +683,7 @@ export function HomeView({ initialSchools, filters, totalSchools }: HomeViewProp
                     key={school.urn}
                     school={school}
                     isLocationSearch={isLocationSearch}
-                    onAddToCompare={addSchool}
+                    onAddToCompare={addSchoolFromSearch}
                     onRemoveFromCompare={removeSchool}
                     isInCompare={selectedSchools.some(s => s.urn === school.urn)}
                     laAvgAttainment8={school.local_authority ? laAverages[school.local_authority] ?? null : null}
@@ -663,7 +693,7 @@ export function HomeView({ initialSchools, filters, totalSchools }: HomeViewProp
                     key={school.urn}
                     school={school}
                     isLocationSearch={isLocationSearch}
-                    onAddToCompare={addSchool}
+                    onAddToCompare={addSchoolFromSearch}
                     onRemoveFromCompare={removeSchool}
                     isInCompare={selectedSchools.some(s => s.urn === school.urn)}
                     nationalAvgRwm={nationalAvgRwm}

nextjs-app/components/PerformanceChart.tsx

@@ -16,6 +16,7 @@ import { ChartOptions, ChartDataset } from 'chart.js';
 import '@/lib/chartSetup';
 import type { SchoolResult } from '@/lib/types';
 import { formatAcademicYear } from '@/lib/utils';
+import { track } from '@/lib/analytics';
 import styles from './PerformanceChart.module.css';
 
 interface NationalByYear {
@@ -389,7 +390,12 @@ export function PerformanceChart({
                 role="tab"
                 aria-selected={active}
                 disabled={!enabled}
-                onClick={() => setActiveChip(chip.id)}
+                onClick={() => {
+                  if (chip.id !== activeChip) {
+                    track('chart_metric_changed', { chip: chip.id, phase: isSecondary ? 'secondary' : 'primary', viewport: 'mobile' });
+                  }
+                  setActiveChip(chip.id);
+                }}
                 className={`${styles.chip}${active ? ` ${styles.chipActive}` : ''}`}
                 title={!enabled ? 'No data for this school' : undefined}
               >

nextjs-app/components/RankingsView.tsx

@@ -9,6 +9,7 @@ import { useRouter, usePathname, useSearchParams } from 'next/navigation';
 import { useComparison } from '@/hooks/useComparison';
 import type { RankingEntry, Filters, MetricDefinition } from '@/lib/types';
 import { formatPercentage, formatProgress, formatAcademicYear, schoolUrl } from '@/lib/utils';
+import { track } from '@/lib/analytics';
 import { EmptyState } from './EmptyState';
 import styles from './RankingsView.module.css';
 
@@ -79,6 +80,7 @@ export function RankingsView({
   };
 
   const handleMetricChange = (metric: string) => {
+    track('metric_compared_in_rankings', { metric, phase: selectedPhase });
     updateFilters({ metric });
   };
 
@@ -98,6 +100,7 @@ export function RankingsView({
       latitude: null,
       longitude: null,
     } as any);
+    track('compare_school_added', { urn: ranking.urn, from: 'rankings' });
   };
 
   // Get metric definition

nextjs-app/components/SchoolDetailView.tsx

@@ -23,6 +23,7 @@ import {
 } from '@/lib/utils';
 import { DeltaChip } from './DeltaChip';
 import SatsChart from './SatsChart';
+import { track, getNavigationSource } from '@/lib/analytics';
 import styles from './SchoolDetailView.module.css';
 
 const OFSTED_LABELS: Record<number, string> = {
@@ -121,11 +122,24 @@ export function SchoolDetailView({
   const handleComparisonToggle = () => {
     if (isInComparison) {
       removeSchool(schoolInfo.urn);
+      track('compare_school_removed', { urn: schoolInfo.urn, from: 'detail' });
     } else {
       addSchool(schoolInfo);
+      track('compare_school_added', { urn: schoolInfo.urn, from: 'detail' });
     }
   };
 
+  // Page-view event with funnel attribution. Fires once per mount.
+  useEffect(() => {
+    track('school_viewed', {
+      urn: schoolInfo.urn,
+      phase: phase || 'unknown',
+      local_authority: schoolInfo.local_authority || 'unknown',
+      from: getNavigationSource(),
+    });
+  // eslint-disable-next-line react-hooks/exhaustive-deps
+  }, [schoolInfo.urn]);
+
   const deprivationDesc = (decile: number) => {
     if (decile <= 3) return `This school is in one of England's most deprived areas (decile ${decile}/10). Many pupils may face additional challenges at home.`;
     if (decile <= 7) return `This school is in an area with average levels of deprivation (decile ${decile}/10).`;
@@ -261,7 +275,13 @@ export function SchoolDetailView({
               )}
               {schoolInfo.website && (
                 <span className={styles.headerDetail}>
-                  <a href={/^https?:\/\//i.test(schoolInfo.website) ? schoolInfo.website : `https://${schoolInfo.website}`} target="_blank" rel="noopener noreferrer">
+                  <a
+                    href={/^https?:\/\//i.test(schoolInfo.website) ? schoolInfo.website : `https://${schoolInfo.website}`}
+                    target="_blank"
+                    rel="noopener noreferrer"
+                    data-umami-event="external_link_clicked"
+                    data-umami-event-target="school_website"
+                  >
                     School website ↗
                   </a>
                 </span>
@@ -395,6 +415,7 @@ export function SchoolDetailView({
               key={id}
               href={`#${id}`}
               className={`${styles.sectionNavLink}${activeSection === id ? ` ${styles.sectionNavLinkActive}` : ''}`}
+              onClick={() => track('section_nav_used', { section: id })}
             >
               {label}
             </a>
@@ -417,6 +438,8 @@ export function SchoolDetailView({
               target="_blank"
               rel="noopener noreferrer"
               className={styles.ofstedReportLink}
+              data-umami-event="external_link_clicked"
+              data-umami-event-target="ofsted"
             >
               Full report ↗
             </a>

nextjs-app/components/SchoolSearchModal.tsx

@@ -10,6 +10,7 @@ import { Modal } from "./Modal";
 import { useComparison } from "@/hooks/useComparison";
 import { debounce } from "@/lib/utils";
 import { fetchSchools } from "@/lib/api";
+import { track } from "@/lib/analytics";
 import type { School } from "@/lib/types";
 import styles from "./SchoolSearchModal.module.css";
 
@@ -60,6 +61,11 @@ export function SchoolSearchModal({ isOpen, onClose }: SchoolSearchModalProps) {
 
   const handleAddSchool = (school: School) => {
     addSchool(school);
+    track('compare_school_added', {
+      urn: school.urn,
+      from: 'compare',
+      selection_count_after: selectedSchools.length + 1,
+    });
     // Don't close modal, allow adding multiple schools
   };
 

nextjs-app/components/SecondarySchoolDetailView.tsx

@@ -20,6 +20,7 @@ import type {
 } from '@/lib/types';
 import { formatPercentage, formatProgress, formatAcademicYear, buildOfstedHeroChip } from '@/lib/utils';
 import { DeltaChip } from './DeltaChip';
+import { track, getNavigationSource } from '@/lib/analytics';
 import styles from './SecondarySchoolDetailView.module.css';
 
 const OFSTED_LABELS: Record<number, string> = {
@@ -111,11 +112,23 @@ export function SecondarySchoolDetailView({
   const handleComparisonToggle = () => {
     if (isInComparison) {
       removeSchool(schoolInfo.urn);
+      track('compare_school_removed', { urn: schoolInfo.urn, from: 'detail' });
     } else {
       addSchool(schoolInfo);
+      track('compare_school_added', { urn: schoolInfo.urn, from: 'detail' });
     }
   };
 
+  useEffect(() => {
+    track('school_viewed', {
+      urn: schoolInfo.urn,
+      phase: schoolInfo.phase || 'secondary',
+      local_authority: schoolInfo.local_authority || 'unknown',
+      from: getNavigationSource(),
+    });
+  // eslint-disable-next-line react-hooks/exhaustive-deps
+  }, [schoolInfo.urn]);
+
   // Build nav items dynamically based on available data
   const navItems: { id: string; label: string }[] = [];
   if (ofsted) navItems.push({ id: 'ofsted', label: 'Ofsted' });
@@ -210,7 +223,13 @@ export function SecondarySchoolDetailView({
               )}
               {schoolInfo.website && (
                 <span className={styles.headerDetail}>
-                  <a href={/^https?:\/\//i.test(schoolInfo.website) ? schoolInfo.website : `https://${schoolInfo.website}`} target="_blank" rel="noopener noreferrer">
+                  <a
+                    href={/^https?:\/\//i.test(schoolInfo.website) ? schoolInfo.website : `https://${schoolInfo.website}`}
+                    target="_blank"
+                    rel="noopener noreferrer"
+                    data-umami-event="external_link_clicked"
+                    data-umami-event-target="school_website"
+                  >
                     School website ↗
                   </a>
                 </span>
@@ -318,6 +337,7 @@ export function SecondarySchoolDetailView({
               key={id}
               href={`#${id}`}
               className={`${styles.tabBtn}${activeSection === id ? ` ${styles.tabBtnActive}` : ''}`}
+              onClick={() => track('section_nav_used', { section: id })}
             >
               {label}
             </a>
@@ -340,6 +360,8 @@ export function SecondarySchoolDetailView({
               target="_blank"
               rel="noopener noreferrer"
               className={styles.ofstedReportLink}
+              data-umami-event="external_link_clicked"
+              data-umami-event-target="ofsted"
             >
               Full report ↗
             </a>