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The Mumm tag

Count AI-referred visits and supported browser activity on your website with the Mumm tag. Connect the script and review reporting coverage.

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  1. The whole install
  2. What it reports
  3. What it deliberately does not collect
  4. Reporting coverage

The whole install#

The Mumm tag is a first-party script you paste into your own site. It is dependency-free, it is served from rebilder.com, and the install is complete when this one line is in your HTML:

Anywhere in your page HTML
<script defer src="https://rebilder.com/tag.js" data-rebilder-store="STORE_ID"></script>

Replace STORE_ID with the store id shown on Connections in the Mumm for Business console. The tag works on any platform that lets you add a script tag; there is no build step and no package to keep current.

The tag records browser activity. Add the gateway for source-backed serving and server-side request reporting. Both feed the Console.

What it reports#

One beacon per initial pageview, sent with navigator.sendBeacon to the endpoint below, and nothing else. The payload is three fields:

FieldWhat it carries
pathlocation.pathname only. A query string never leaves the page, and the stored column refuses a value containing ?.
refThe referrer, only when it comes from another origin. A same-origin referrer is dropped at the endpoint and never stored.
wdnavigator.webdriver, verbatim. true means an automated browser declared itself; false or absent means nothing.

The server supplies the timestamp from its own clock, because the tag sends none, and classifies the cross-origin referrer into a platform (chatgpt, perplexity and the rest) with the same classifier the gateway events path uses. A route change in a single-page app does not fire another beacon; the count is initial pageviews.

What it deliberately does not collect#

  • No query strings, ever. The beacon sends location.pathname only, the endpoint strips any query that reaches it anyway, and the database refuses a path that carries one. Search terms, tokens and tracking parameters never reach the table.
  • Pageview records exclude IP addresses. The endpoint uses separate, temporary rate-limit records; the console privacy policy covers processing details.
  • No raw User-Agent. The endpoint classifies server-side, and only the classification lands.
  • No cookies, no storage, no identifiers, no fingerprinting. The tag sets nothing and reads nothing beyond the three fields above. Rows are pageviews, not people, so any visitor count derived from them is an estimate and is labelled as one wherever it renders.
  • Honors Do Not Track and Global Privacy Control. When navigator.doNotTrack is 1 or globalPrivacyControl is set, the tag sends nothing at all.
  • The Mumm tag measures activity on the website where you install it. The console privacy policy explains how tag data is processed.
  • Tag events are sent to https://api.rebilder.com/v1/client-events.

Reporting coverage#

The tag sees traffic that executes JavaScript in a browser: human visitors, including the ones AI assistants refer, and browser-driving agents that declare themselves through navigator.webdriver. It also gives WordPress-sourced and self-hosted stores the human-pageview denominator their agent numbers were missing.

Read the two instruments together: the tag carries the human-pageview denominator and the AI-referred half, and the gateway carries agent fetches, the answer rate and the miss log.