diff --git a/docs/company/operations/WEBSITE_ANALYTICS_CLEANUP_2026-09-24.md b/docs/company/operations/WEBSITE_ANALYTICS_CLEANUP_2026-09-24.md
new file mode 100644
index 00000000..95ef497c
--- /dev/null
+++ b/docs/company/operations/WEBSITE_ANALYTICS_CLEANUP_2026-09-24.md
@@ -0,0 +1,57 @@
+# Website-only analytics cleanup — 24 September 2026
+
+Kevin approved this phase explicitly: “Approved website-only analytics cleanup.”
+
+## Scope and boundary
+
+This phase measures the public website only: visits, broad arrival source, website Play/share buttons, and native trailer viewing. It does **not** measure a game start, hatch, level completion or ending. A Play click is not proof of playing. No game implementation, gameplay test journey, retention setting, reporting identity, active filter, account permission, product link or external post is changed by this phase.
+
+This is a new change record, not a rewrite of the historical August/September evidence in `docs/company/automation/website-analytics-tag.json`.
+
+## Website implementation
+
+- Basic consent gate: no Google script or request is initiated until consent is granted. Stored allow/deny and the existing owner exclusion are respected. Storage failure uses a current-page choice rather than silently granting consent.
+- One explicit `page_view` per permitted document; automatic page views disabled in tag configuration. Only fixed public path categories, a fixed page title, blank referrer and allowlisted campaign values are sent. No arbitrary URL query, fragment, custom title or unknown path is passed through.
+- The footer has “Analytics choices”. Withdrawal disables collection, clears first-party GA cookies and reloads the page to remove Google's listeners. The owner exclusion overrides consent, including a cross-tab opt-out.
+- `entry_source`: direct_or_private, owned_site, search, game_shelf, youtube, linkedin, social_or_creator, other_site. Missing referrers remain unknown/direct; do not invent attribution.
+- `source_area`: fixed website button/section categories. `source_page`: fixed public route categories, otherwise `/other/`.
+- Native film events: `trailer_start` only after actual advancing playback, `trailer_progress` at unique watched coverage 25/50/75/90 percent, `trailer_complete` only at the end after at least 90 percent actual coverage. Parameter `watch_bucket` is one of `25`, `50`, `75`, `90`. Hidden, paused, seeking and pre-consent time are not counted; replay does not add duplicate coverage.
+- One source template is embedded synchronously in the homepage and discovery script. Run `node scripts/company/sync-website-analytics-core.cjs` after changing it; `npm run test:website-analytics` checks parity and consent behaviour without sending requests.
+
+## Approved property changes
+
+Account 404372787 / property 549579406 / stream 15420950256 / measurement G-FTM4W73ECQ.
+
+Verified in the signed-in Google interface on 24 September:
+
+- Enhanced measurement: scrolls, outbound clicks, site search, forms, video engagement and file downloads OFF; browser-history page views OFF. The mandatory page-load category remains shown, while website configuration suppresses its automatic page view and sends the explicit event.
+- Granular location and device data collection OFF.
+- Ads personalisation allowed in **0 of 307 regions** (previously 307 of 307).
+- Google signals and user-provided data remain OFF.
+
+The following four Event-scoped custom dimensions were saved and verified in the table (4 of 4): Website entry source (`entry_source`), Website button area (`source_area`), Website page category (`source_page`), Trailer watched coverage (`watch_bucket`). Retention, internal-traffic filter state, reporting identity and historical data are unchanged.
+
+## Verification before release
+
+- Full `npm run build` completed successfully; the final Vite build also passed after the last source adjustment.
+- Website consent runtime: 29 offline cases; legacy analytics contract: 33; owner opt-out: 28; owned discovery: 26; Play-intent website checks: 32; website Jest suites: 19 tests. No gameplay browser journey was run locally.
+- Browser review used a temporary localhost server with third-party scripts/connections blocked by CSP and game routes disabled. Verified fresh refusal, remembered refusal, reopening choices, one page-view/arrival queue after allowing, and withdrawal returning to zero Google scripts/events after reload. Discovery pages also retain refusal and expose the choice control. This checks browser behaviour without sending synthetic events into the live property; it does not prove Google receipt.
+- Release through protected-main PR #331; deployment and organic event receipt must be verified separately. Existing build-generated external-platform measurement files are not included in the website change.
+
+## Clean campaign links (prepared, not posted)
+
+YouTube description:
+`https://mythicalvoid.com/?utm_source=youtube&utm_medium=organic_video&utm_campaign=through_the_void_launch&utm_content=trailer_description`
+
+LinkedIn founder post:
+`https://mythicalvoid.com/?utm_source=linkedin&utm_medium=organic_social&utm_campaign=through_the_void_launch&utm_content=founder_post`
+
+The site accepts only these complete known conventions; arbitrary values are ignored. Referrer-only YouTube/LinkedIn arrivals also receive their broad source classification. No internal link gets campaign tags. No previously published YouTube/LinkedIn link has been edited by this cleanup.
+
+## Interpretation and remaining work
+
+Reports cover only visitors who consent and whose browsers deliver analytics. They are not a census of people. Historical missing page views and missing attribution cannot be reconstructed. New custom dimensions are prospective and can take 24–48 hours to appear. Automated checks prove implementation behaviour, not human engagement or business growth.
+
+Gameplay milestones remain a separate privacy/design decision because the game intentionally includes a young audience. Do not turn on game Google tracking under this website-only approval. A durable reporting connector is also not established merely because the signed-in Analytics interface is available.
+
+Reference: [Google tag configuration](https://developers.google.com/analytics/devguides/collection/ga4/reference/config), [enhanced measurement](https://support.google.com/analytics/answer/9216061), [custom dimensions](https://support.google.com/analytics/answer/14240153).
diff --git a/index.html b/index.html
index 36588208..58312f9c 100644
--- a/index.html
+++ b/index.html
@@ -182,124 +182,162 @@
     </style>
     <!-- Google tag: public shop window only; analytics stays off until a visitor allows it. -->
     <script>
-    (function () {
-        var path = window.location.pathname.replace(/\/+$/, '') || '/';
-        var params = new URLSearchParams(window.location.search);
-        var isPortalBuild = document.documentElement.dataset.distributionTarget === 'itch';
-        var isGameRoute = isPortalBuild || path === '/play' || path === '/game' || params.has('testBoss');
-        document.documentElement.dataset.initialRoute = isGameRoute ? 'game' : 'site';
-        if (isGameRoute) return;
+/* WEBSITE ANALYTICS CORE START */
+(function () {
+    var path = window.location.pathname.replace(/\/+$/, '') || '/';
+    var params = new URLSearchParams(window.location.search);
+    var isPortalBuild = document.documentElement.dataset.distributionTarget === 'itch';
+    var isGameRoute = isPortalBuild || path === '/play' || path === '/game' || params.has('testBoss');
+    document.documentElement.dataset.initialRoute = isGameRoute ? 'game' : 'site';
+    if (isGameRoute) return;
+    if (window.MythicalAnalytics) return;
 
-        window.dataLayer = window.dataLayer || [];
-        function gtag() { window.dataLayer.push(arguments); }
-        window.gtag = window.gtag || gtag;
-        window.MYTHICAL_GOOGLE_TAG_ID = 'G-FTM4W73ECQ';
-        var analyticsExclusionKey = 'mythical-analytics-owner-excluded';
-        var analyticsExcluded = false;
-        try { analyticsExcluded = window.localStorage.getItem(analyticsExclusionKey) === 'true'; } catch (error) { /* Storage can be unavailable. */ }
-        if (analyticsExcluded) window['ga-disable-' + window.MYTHICAL_GOOGLE_TAG_ID] = true;
-        var allowedEvents = ['discovery_arrival', 'play_selected', 'share_completed', 'share_link_copied'];
-        var allowedAreas = ['header', 'hero', 'content', 'share_section', 'final_cta', 'footer', 'intent_wonder', 'intent_create', 'intent_challenge', 'intent_story'];
-        var allowedEntrySources = ['direct_or_private', 'owned_site', 'search', 'game_shelf', 'social_or_creator', 'other_site'];
-        var searchDomains = ['google.com', 'google.ie', 'bing.com', 'duckduckgo.com', 'search.yahoo.com', 'ecosia.org'];
-        var gameShelfDomains = ['itch.io', 'poki.com', 'crazygames.com'];
-        var socialDomains = ['youtube.com', 'youtu.be', 'tiktok.com', 'instagram.com', 'facebook.com', 'x.com', 'twitter.com', 'linkedin.com', 'reddit.com'];
-        var arrivalEventSent = false;
-
-        function hostMatches(hostname, domains) {
-            return domains.some(function (domain) {
-                return hostname === domain || hostname.endsWith('.' + domain);
-            });
-        }
-
-        function classifyEntrySource(referrer) {
-            if (!referrer) return 'direct_or_private';
-            try {
-                var referrerUrl = new URL(referrer);
-                var hostname = referrerUrl.hostname.toLowerCase();
-                if (hostname === window.location.hostname.toLowerCase()) return 'owned_site';
-                if (hostMatches(hostname, searchDomains)) return 'search';
-                if (hostMatches(hostname, gameShelfDomains)) return 'game_shelf';
-                if (hostMatches(hostname, socialDomains)) return 'social_or_creator';
-            } catch (error) {
-                return 'other_site';
-            }
+    var tagId = 'G-FTM4W73ECQ';
+    var storageKey = 'mythical-analytics-consent';
+    var exclusionKey = 'mythical-analytics-owner-excluded';
+    var analyticsExcluded = false;
+    var choice = null;
+    try {
+        analyticsExcluded = window.localStorage.getItem(exclusionKey) === 'true';
+        choice = window.localStorage.getItem(storageKey);
+    } catch (error) { /* A choice still works in memory when storage is blocked. */ }
+    if (choice !== 'granted' && choice !== 'denied') choice = null;
+    if (analyticsExcluded) choice = 'denied';
+    window['ga-disable-' + tagId] = choice !== 'granted';
+    window.MYTHICAL_GOOGLE_TAG_ID = tagId;
+    window.dataLayer = window.dataLayer || [];
+    function gtag() { window.dataLayer.push(arguments); }
+    window.gtag = gtag;
+    var started = false;
+    var allowedEvents = ['discovery_arrival', 'play_selected', 'share_completed', 'share_link_copied', 'trailer_start', 'trailer_progress', 'trailer_complete'];
+    var allowedAreas = ['header', 'hero', 'content', 'share_section', 'final_cta', 'footer', 'intent_wonder', 'intent_create', 'intent_challenge', 'intent_story', 'trailer'];
+    // Only fixed public paths: never include arbitrary paths, titles, query strings or fragments.
+    var publicPaths = ['/', '/privacy', '/terms', '/playable-now', '/press', '/hatch-challenge', '/creature-genetics', '/creature-field-guide', '/nasa-space-science', '/space-discovery', '/parents', '/help', '/educators', '/studio', '/story', '/updates'];
+    var safePath = publicPaths.indexOf(path) !== -1 ? (path === '/' ? '/' : path + '/') : '/other/';
+    function hostMatches(host, domains) {
+        return domains.some(function (domain) { return host === domain || host.endsWith('.' + domain); });
+    }
+    function classifyEntrySource() {
+        try {
+            var host = new URL(document.referrer).hostname.toLowerCase();
+            if (host === window.location.hostname.toLowerCase() || hostMatches(host, ['mythicalvoid.com'])) return 'owned_site';
+            if (hostMatches(host, ['youtube.com', 'youtu.be'])) return 'youtube';
+            if (hostMatches(host, ['linkedin.com', 'lnkd.in'])) return 'linkedin';
+            if (hostMatches(host, ['google.com', 'google.ie', 'bing.com', 'duckduckgo.com', 'search.yahoo.com', 'ecosia.org'])) return 'search';
+            if (hostMatches(host, ['itch.io', 'poki.com', 'crazygames.com'])) return 'game_shelf';
+            if (hostMatches(host, ['tiktok.com', 'instagram.com', 'facebook.com', 'x.com', 'twitter.com', 'reddit.com'])) return 'social_or_creator';
             return 'other_site';
-        }
-
-        var entrySource = classifyEntrySource(document.referrer);
-        gtag('consent', 'default', {
-            analytics_storage: 'denied',
-            ad_storage: 'denied',
-            ad_user_data: 'denied',
-            ad_personalization: 'denied',
-            wait_for_update: 500
+        } catch (error) { return document.referrer ? 'other_site' : 'direct_or_private'; }
+    }
+    var entrySource = classifyEntrySource();
+    // Accept only these complete, published-link conventions. Untrusted UTMs are ignored.
+    var source = params.get('utm_source');
+    var medium = source === 'youtube' ? 'organic_video' : 'organic_social';
+    var content = source === 'youtube' ? 'trailer_description' : 'founder_post';
+    var campaign = (source === 'youtube' || source === 'linkedin') &&
+        params.get('utm_medium') === medium && params.get('utm_campaign') === 'through_the_void_launch' &&
+        params.get('utm_content') === content;
+    if (campaign) entrySource = source;
+    function getConsent() {
+        if (analyticsExcluded) return 'denied';
+        return choice;
+    }
+    function clearCookies() {
+        document.cookie.split(';').forEach(function (part) {
+            var name = part.trim().split('=')[0];
+            if (!/^_ga(?:_|$)/.test(name)) return;
+            var expired = name + '=; Max-Age=0; path=/; SameSite=Lax';
+            document.cookie = expired;
+            document.cookie = expired + '; domain=' + window.location.hostname;
+            document.cookie = expired + '; domain=.mythicalvoid.com';
         });
+    }
+    function start() {
+        if (started || getConsent() !== 'granted') return;
+        started = true;
+        window['ga-disable-' + tagId] = false;
+        gtag('consent', 'default', { analytics_storage: 'denied', ad_storage: 'denied', ad_user_data: 'denied', ad_personalization: 'denied' });
+        gtag('consent', 'update', { analytics_storage: 'granted', ad_storage: 'denied', ad_user_data: 'denied', ad_personalization: 'denied' });
+        gtag('set', 'ads_data_redaction', true);
+        gtag('set', 'url_passthrough', false);
         gtag('js', new Date());
-        gtag('config', window.MYTHICAL_GOOGLE_TAG_ID, {
+        var config = {
             send_page_view: false,
             allow_google_signals: false,
             allow_ad_personalization_signals: false,
-            page_location: window.location.origin + path,
-            page_path: path,
-            page_referrer: ''
-        });
+            page_location: window.location.origin + safePath,
+            page_path: safePath,
+            page_title: 'Mythical Void website',
+            page_referrer: '',
+            campaign_id: '', campaign_source: '', campaign_medium: '',
+            campaign_name: '', campaign_content: '', campaign_term: ''
+        };
+        if (entrySource === 'youtube' || entrySource === 'linkedin') {
+            config.campaign_source = entrySource;
+            config.campaign_medium = entrySource === 'youtube' ? 'organic_video' : 'organic_social';
+            if (campaign) {
+                config.campaign_name = 'through_the_void_launch';
+                config.campaign_content = content;
+            }
+        }
+        gtag('config', tagId, config);
+        gtag('event', 'page_view', { source_page: safePath, entry_source: entrySource });
+        if (path === '/' || path === '/playable-now') window.MythicalAnalytics.track('discovery_arrival', { source_area: 'hero' });
         if (!analyticsExcluded) {
             var tag = document.createElement('script');
             tag.async = true;
-            tag.src = 'https://www.googletagmanager.com/gtag/js?id=' + window.MYTHICAL_GOOGLE_TAG_ID;
+            tag.dataset.websiteAnalytics = '';
+            tag.src = 'https://www.googletagmanager.com/gtag/js?id=' + tagId;
             document.head.appendChild(tag);
         }
-        window.MythicalAnalytics = {
-            getConsent: function () {
-                if (analyticsExcluded) return 'denied';
-                try { return window.localStorage.getItem('mythical-analytics-consent'); } catch (error) { return null; }
-            },
-            setConsent: function (value) {
-                if (value !== 'granted' && value !== 'denied') return;
-                if (analyticsExcluded) value = 'denied';
-                try { window.localStorage.setItem('mythical-analytics-consent', value); } catch (error) { /* private browsing can refuse storage */ }
-                window.gtag('consent', 'update', {
-                    analytics_storage: value,
-                    ad_storage: 'denied',
-                    ad_user_data: 'denied',
-                    ad_personalization: 'denied'
-                });
-                if (value === 'granted') {
-                    window.gtag('config', window.MYTHICAL_GOOGLE_TAG_ID, {
-                        send_page_view: true,
-                        allow_google_signals: false,
-                        allow_ad_personalization_signals: false,
-                        page_location: window.location.origin + path,
-                        page_path: path,
-                        page_referrer: ''
-                    });
-                    if (path === '/' && !arrivalEventSent) {
-                        arrivalEventSent = true;
-                        this.track('discovery_arrival', { source_area: 'hero' });
-                    }
-                }
-                window.dispatchEvent(new CustomEvent('mythical:analytics-consent', { detail: { value: value } }));
-            },
-            track: function (eventName, details) {
-                if (this.getConsent() !== 'granted' || allowedEvents.indexOf(eventName) === -1) return false;
-                details = details || {};
-                var sourceArea = allowedAreas.indexOf(details.source_area) === -1 ? 'content' : details.source_area;
-                window.gtag('event', eventName, {
-                    source_page: path,
-                    source_area: sourceArea,
-                    entry_source: allowedEntrySources.indexOf(entrySource) === -1 ? 'other_site' : entrySource,
-                    transport_type: 'beacon'
-                });
-                return true;
+    }
+    window.MythicalAnalytics = {
+        getConsent: getConsent,
+        setConsent: function (value) {
+            if (value !== 'granted' && value !== 'denied') return;
+            if (analyticsExcluded) value = 'denied';
+            choice = value;
+            try { window.localStorage.setItem(storageKey, value); } catch (error) { /* In-memory fallback. */ }
+            if (value === 'granted') start();
+            else {
+                // Disable first; do not send a denied-consent ping. A reload removes Google's listeners.
+                window['ga-disable-' + tagId] = true;
+                clearCookies();
+                document.querySelectorAll('script[data-website-analytics]').forEach(function (tag) { tag.remove(); });
             }
-        };
-        var savedChoice = window.MythicalAnalytics.getConsent();
-        if (savedChoice === 'granted' || savedChoice === 'denied') {
-            window.MythicalAnalytics.setConsent(savedChoice);
+            window.dispatchEvent(new CustomEvent('mythical:analytics-consent', { detail: { value: value } }));
+            if (value === 'denied' && started) window.location.reload();
+        },
+        track: function (eventName, details) {
+            if (getConsent() !== 'granted' || allowedEvents.indexOf(eventName) === -1) return false;
+            details = details || {};
+            var data = {
+                source_page: safePath,
+                source_area: allowedAreas.indexOf(details.source_area) !== -1 ? details.source_area : 'content',
+                entry_source: entrySource,
+                transport_type: 'beacon'
+            };
+            if (eventName === 'trailer_progress') {
+                if (['25', '50', '75', '90'].indexOf(details.watch_bucket) === -1) return false;
+                data.watch_bucket = details.watch_bucket;
+            }
+            gtag('event', eventName, data);
+            return true;
         }
-    }());
-    </script>
+    };
+    window.addEventListener('storage', function (event) {
+        if (event.key === exclusionKey && event.newValue === 'true') {
+            analyticsExcluded = true;
+            window.MythicalAnalytics.setConsent('denied');
+        } else if (event.key === storageKey || event.key === null) {
+            if (event.newValue !== 'granted') window.MythicalAnalytics.setConsent('denied');
+        }
+    });
+    if (choice === 'granted') start();
+    else clearCookies();
+}());
+/* WEBSITE ANALYTICS CORE END */
+</script>
     <script defer src="/returning-player.js?v=20260826-return-doorway"></script>
     <script type="application/ld+json">
     {
diff --git a/package.json b/package.json
index f4bbb810..8b6a7edd 100644
--- a/package.json
+++ b/package.json
@@ -165,7 +165,7 @@
     "validate:owned-attention": "node scripts/company/validate-owned-channel-attention.cjs",
     "test:owned-attention": "node scripts/company/test-owned-channel-attention.cjs",
     "validate:website-analytics": "node scripts/company/validate-website-analytics-tag.cjs",
-    "test:website-analytics": "node scripts/company/test-website-analytics-tag.cjs",
+    "test:website-analytics": "node scripts/company/test-website-analytics-tag.cjs && node scripts/company/test-website-analytics-runtime.cjs --check",
     "test:analytics-owner-opt-out": "node scripts/company/test-analytics-owner-opt-out.cjs",
     "smoke:analytics-owner-opt-out": "ANALYTICS_SMOKE_MODE=owner-opt-out node scripts/company/smoke-website-analytics-consent.cjs",
     "smoke:website-analytics-consent": "node scripts/company/smoke-website-analytics-consent.cjs",
diff --git a/public/discovery.js b/public/discovery.js
index 790970c1..c939f5a6 100644
--- a/public/discovery.js
+++ b/public/discovery.js
@@ -1,18 +1,160 @@
+/* WEBSITE ANALYTICS CORE START */
 (function () {
+    var path = window.location.pathname.replace(/\/+$/, '') || '/';
+    var params = new URLSearchParams(window.location.search);
+    var isPortalBuild = document.documentElement.dataset.distributionTarget === 'itch';
+    var isGameRoute = isPortalBuild || path === '/play' || path === '/game' || params.has('testBoss');
+    document.documentElement.dataset.initialRoute = isGameRoute ? 'game' : 'site';
+    if (isGameRoute) return;
+    if (window.MythicalAnalytics) return;
+
+    var tagId = 'G-FTM4W73ECQ';
     var storageKey = 'mythical-analytics-consent';
     var exclusionKey = 'mythical-analytics-owner-excluded';
-    var tagId = 'G-FTM4W73ECQ';
     var analyticsExcluded = false;
-    try { analyticsExcluded = window.localStorage.getItem(exclusionKey) === 'true'; } catch (error) { /* Storage can be unavailable. */ }
-    if (analyticsExcluded) window['ga-disable-' + tagId] = true;
-    var currentPath = window.location.pathname;
-    var allowedEvents = ['discovery_arrival', 'play_selected', 'share_completed', 'share_link_copied'];
+    var choice = null;
+    try {
+        analyticsExcluded = window.localStorage.getItem(exclusionKey) === 'true';
+        choice = window.localStorage.getItem(storageKey);
+    } catch (error) { /* A choice still works in memory when storage is blocked. */ }
+    if (choice !== 'granted' && choice !== 'denied') choice = null;
+    if (analyticsExcluded) choice = 'denied';
+    window['ga-disable-' + tagId] = choice !== 'granted';
+    window.MYTHICAL_GOOGLE_TAG_ID = tagId;
+    window.dataLayer = window.dataLayer || [];
+    function gtag() { window.dataLayer.push(arguments); }
+    window.gtag = gtag;
+    var started = false;
+    var allowedEvents = ['discovery_arrival', 'play_selected', 'share_completed', 'share_link_copied', 'trailer_start', 'trailer_progress', 'trailer_complete'];
+    var allowedAreas = ['header', 'hero', 'content', 'share_section', 'final_cta', 'footer', 'intent_wonder', 'intent_create', 'intent_challenge', 'intent_story', 'trailer'];
+    // Only fixed public paths: never include arbitrary paths, titles, query strings or fragments.
+    var publicPaths = ['/', '/privacy', '/terms', '/playable-now', '/press', '/hatch-challenge', '/creature-genetics', '/creature-field-guide', '/nasa-space-science', '/space-discovery', '/parents', '/help', '/educators', '/studio', '/story', '/updates'];
+    var safePath = publicPaths.indexOf(path) !== -1 ? (path === '/' ? '/' : path + '/') : '/other/';
+    function hostMatches(host, domains) {
+        return domains.some(function (domain) { return host === domain || host.endsWith('.' + domain); });
+    }
+    function classifyEntrySource() {
+        try {
+            var host = new URL(document.referrer).hostname.toLowerCase();
+            if (host === window.location.hostname.toLowerCase() || hostMatches(host, ['mythicalvoid.com'])) return 'owned_site';
+            if (hostMatches(host, ['youtube.com', 'youtu.be'])) return 'youtube';
+            if (hostMatches(host, ['linkedin.com', 'lnkd.in'])) return 'linkedin';
+            if (hostMatches(host, ['google.com', 'google.ie', 'bing.com', 'duckduckgo.com', 'search.yahoo.com', 'ecosia.org'])) return 'search';
+            if (hostMatches(host, ['itch.io', 'poki.com', 'crazygames.com'])) return 'game_shelf';
+            if (hostMatches(host, ['tiktok.com', 'instagram.com', 'facebook.com', 'x.com', 'twitter.com', 'reddit.com'])) return 'social_or_creator';
+            return 'other_site';
+        } catch (error) { return document.referrer ? 'other_site' : 'direct_or_private'; }
+    }
+    var entrySource = classifyEntrySource();
+    // Accept only these complete, published-link conventions. Untrusted UTMs are ignored.
+    var source = params.get('utm_source');
+    var medium = source === 'youtube' ? 'organic_video' : 'organic_social';
+    var content = source === 'youtube' ? 'trailer_description' : 'founder_post';
+    var campaign = (source === 'youtube' || source === 'linkedin') &&
+        params.get('utm_medium') === medium && params.get('utm_campaign') === 'through_the_void_launch' &&
+        params.get('utm_content') === content;
+    if (campaign) entrySource = source;
+    function getConsent() {
+        if (analyticsExcluded) return 'denied';
+        return choice;
+    }
+    function clearCookies() {
+        document.cookie.split(';').forEach(function (part) {
+            var name = part.trim().split('=')[0];
+            if (!/^_ga(?:_|$)/.test(name)) return;
+            var expired = name + '=; Max-Age=0; path=/; SameSite=Lax';
+            document.cookie = expired;
+            document.cookie = expired + '; domain=' + window.location.hostname;
+            document.cookie = expired + '; domain=.mythicalvoid.com';
+        });
+    }
+    function start() {
+        if (started || getConsent() !== 'granted') return;
+        started = true;
+        window['ga-disable-' + tagId] = false;
+        gtag('consent', 'default', { analytics_storage: 'denied', ad_storage: 'denied', ad_user_data: 'denied', ad_personalization: 'denied' });
+        gtag('consent', 'update', { analytics_storage: 'granted', ad_storage: 'denied', ad_user_data: 'denied', ad_personalization: 'denied' });
+        gtag('set', 'ads_data_redaction', true);
+        gtag('set', 'url_passthrough', false);
+        gtag('js', new Date());
+        var config = {
+            send_page_view: false,
+            allow_google_signals: false,
+            allow_ad_personalization_signals: false,
+            page_location: window.location.origin + safePath,
+            page_path: safePath,
+            page_title: 'Mythical Void website',
+            page_referrer: '',
+            campaign_id: '', campaign_source: '', campaign_medium: '',
+            campaign_name: '', campaign_content: '', campaign_term: ''
+        };
+        if (entrySource === 'youtube' || entrySource === 'linkedin') {
+            config.campaign_source = entrySource;
+            config.campaign_medium = entrySource === 'youtube' ? 'organic_video' : 'organic_social';
+            if (campaign) {
+                config.campaign_name = 'through_the_void_launch';
+                config.campaign_content = content;
+            }
+        }
+        gtag('config', tagId, config);
+        gtag('event', 'page_view', { source_page: safePath, entry_source: entrySource });
+        if (path === '/' || path === '/playable-now') window.MythicalAnalytics.track('discovery_arrival', { source_area: 'hero' });
+        if (!analyticsExcluded) {
+            var tag = document.createElement('script');
+            tag.async = true;
+            tag.dataset.websiteAnalytics = '';
+            tag.src = 'https://www.googletagmanager.com/gtag/js?id=' + tagId;
+            document.head.appendChild(tag);
+        }
+    }
+    window.MythicalAnalytics = {
+        getConsent: getConsent,
+        setConsent: function (value) {
+            if (value !== 'granted' && value !== 'denied') return;
+            if (analyticsExcluded) value = 'denied';
+            choice = value;
+            try { window.localStorage.setItem(storageKey, value); } catch (error) { /* In-memory fallback. */ }
+            if (value === 'granted') start();
+            else {
+                // Disable first; do not send a denied-consent ping. A reload removes Google's listeners.
+                window['ga-disable-' + tagId] = true;
+                clearCookies();
+                document.querySelectorAll('script[data-website-analytics]').forEach(function (tag) { tag.remove(); });
+            }
+            window.dispatchEvent(new CustomEvent('mythical:analytics-consent', { detail: { value: value } }));
+            if (value === 'denied' && started) window.location.reload();
+        },
+        track: function (eventName, details) {
+            if (getConsent() !== 'granted' || allowedEvents.indexOf(eventName) === -1) return false;
+            details = details || {};
+            var data = {
+                source_page: safePath,
+                source_area: allowedAreas.indexOf(details.source_area) !== -1 ? details.source_area : 'content',
+                entry_source: entrySource,
+                transport_type: 'beacon'
+            };
+            if (eventName === 'trailer_progress') {
+                if (['25', '50', '75', '90'].indexOf(details.watch_bucket) === -1) return false;
+                data.watch_bucket = details.watch_bucket;
+            }
+            gtag('event', eventName, data);
+            return true;
+        }
+    };
+    window.addEventListener('storage', function (event) {
+        if (event.key === exclusionKey && event.newValue === 'true') {
+            analyticsExcluded = true;
+            window.MythicalAnalytics.setConsent('denied');
+        } else if (event.key === storageKey || event.key === null) {
+            if (event.newValue !== 'granted') window.MythicalAnalytics.setConsent('denied');
+        }
+    });
+    if (choice === 'granted') start();
+    else clearCookies();
+}());
+/* WEBSITE ANALYTICS CORE END */
+(function () {
     var allowedAreas = ['header', 'hero', 'content', 'share_section', 'final_cta', 'footer', 'intent_wonder', 'intent_create', 'intent_challenge', 'intent_story'];
-    var allowedEntrySources = ['direct_or_private', 'owned_site', 'search', 'game_shelf', 'social_or_creator', 'other_site'];
-    var searchDomains = ['google.com', 'google.ie', 'bing.com', 'duckduckgo.com', 'search.yahoo.com', 'ecosia.org'];
-    var gameShelfDomains = ['itch.io', 'poki.com', 'crazygames.com'];
-    var socialDomains = ['youtube.com', 'youtu.be', 'tiktok.com', 'instagram.com', 'facebook.com', 'x.com', 'twitter.com', 'linkedin.com', 'reddit.com'];
-    var arrivalEventSent = false;
     var intentMessages = {
         wonder: {
             title: 'Follow the mystery into six impossible realms.',
@@ -105,39 +247,8 @@
         return 'content';
     }
 
-    function hostMatches(hostname, domains) {
-        return domains.some(function (domain) {
-            return hostname === domain || hostname.endsWith('.' + domain);
-        });
-    }
-
-    function classifyEntrySource(referrer) {
-        if (!referrer) return 'direct_or_private';
-        try {
-            var referrerUrl = new URL(referrer);
-            var hostname = referrerUrl.hostname.toLowerCase();
-            if (hostname === window.location.hostname.toLowerCase()) return 'owned_site';
-            if (hostMatches(hostname, searchDomains)) return 'search';
-            if (hostMatches(hostname, gameShelfDomains)) return 'game_shelf';
-            if (hostMatches(hostname, socialDomains)) return 'social_or_creator';
-        } catch (error) {
-            return 'other_site';
-        }
-        return 'other_site';
-    }
-
-    var entrySource = classifyEntrySource(document.referrer);
-
     function track(eventName, sourceArea) {
-        if (readChoice() !== 'granted' || allowedEvents.indexOf(eventName) === -1) return false;
-        var safeArea = allowedAreas.indexOf(sourceArea) === -1 ? 'content' : sourceArea;
-        window.gtag('event', eventName, {
-            source_page: currentPath,
-            source_area: safeArea,
-            entry_source: allowedEntrySources.indexOf(entrySource) === -1 ? 'other_site' : entrySource,
-            transport_type: 'beacon'
-        });
-        return true;
+        return window.MythicalAnalytics.track(eventName, { source_area: sourceArea });
     }
 
     function readableShareAddress() {
@@ -371,90 +482,13 @@
         }
     }
 
-    window.dataLayer = window.dataLayer || [];
-    function gtag() { window.dataLayer.push(arguments); }
-    window.gtag = window.gtag || gtag;
-
-    function readChoice() {
-        if (analyticsExcluded) return 'denied';
-        try { return window.localStorage.getItem(storageKey); } catch (error) { return null; }
-    }
-
-    function rememberChoice(value) {
-        try { window.localStorage.setItem(storageKey, value); } catch (error) { /* Storage can be unavailable. */ }
-    }
-
-    function applyChoice(value) {
-        if (analyticsExcluded) value = 'denied';
-        window.gtag('consent', 'update', {
-            analytics_storage: value,
-            ad_storage: 'denied',
-            ad_user_data: 'denied',
-            ad_personalization: 'denied'
-        });
-        if (value === 'granted') {
-            window.gtag('config', tagId, {
-                send_page_view: true,
-                allow_google_signals: false,
-                allow_ad_personalization_signals: false,
-                page_location: window.location.origin + currentPath,
-                page_path: currentPath,
-                page_referrer: ''
-            });
-            if (currentPath === '/playable-now/' && !arrivalEventSent) {
-                arrivalEventSent = true;
-                track('discovery_arrival', 'hero');
-            }
-        }
-    }
-
-    window.MythicalAnalytics = {
-        getConsent: readChoice,
-        setConsent: function (value) {
-            if (value !== 'granted' && value !== 'denied') return;
-            rememberChoice(value);
-            applyChoice(value);
-        },
-        track: function (eventName, details) {
-            return track(eventName, details && details.source_area);
-        }
-    };
-
     document.addEventListener('click', function (event) {
         var link = event.target.closest && event.target.closest('a[href="/play/"]');
         if (link) track('play_selected', sourceAreaFor(link));
     });
 
-    window.gtag('consent', 'default', {
-        analytics_storage: 'denied',
-        ad_storage: 'denied',
-        ad_user_data: 'denied',
-        ad_personalization: 'denied',
-        wait_for_update: 500
-    });
-    window.gtag('js', new Date());
-    window.gtag('config', tagId, {
-        send_page_view: false,
-        allow_google_signals: false,
-        allow_ad_personalization_signals: false,
-        page_location: window.location.origin + currentPath,
-        page_path: currentPath,
-        page_referrer: ''
-    });
-
-    if (!analyticsExcluded) {
-        var tag = document.createElement('script');
-        tag.async = true;
-        tag.src = 'https://www.googletagmanager.com/gtag/js?id=' + tagId;
-        document.head.appendChild(tag);
-    }
-
-    var savedChoice = readChoice();
-    if (savedChoice === 'granted' || savedChoice === 'denied') {
-        applyChoice(savedChoice);
-        return;
-    }
-
+    function showAnalyticsChoice() {
+    if (document.querySelector('.analytics-choice')) return;
     var notice = document.createElement('aside');
     notice.className = 'analytics-choice';
     notice.setAttribute('aria-label', 'Optional website analytics');
@@ -469,4 +503,11 @@
         window.MythicalAnalytics.setConsent('denied');
         notice.remove();
     });
+    }
+    var settings = document.createElement('button');
+    settings.type = 'button';
+    settings.textContent = 'Analytics choices';
+    settings.addEventListener('click', showAnalyticsChoice);
+    (document.querySelector('footer') || document.body).appendChild(settings);
+    if (!window.MythicalAnalytics.getConsent()) showAnalyticsChoice();
 }());
diff --git a/scripts/company/sync-website-analytics-core.cjs b/scripts/company/sync-website-analytics-core.cjs
new file mode 100644
index 00000000..76f2c320
--- /dev/null
+++ b/scripts/company/sync-website-analytics-core.cjs
@@ -0,0 +1,14 @@
+// Inline the same audited, synchronous gate on both entry surfaces. No extra request before consent.
+const fs = require('fs');
+const path = require('path');
+const root = path.resolve(__dirname, '../..');
+const core = fs.readFileSync(path.join(__dirname, 'website-analytics-core.txt'), 'utf8').trim();
+for (const file of ['index.html', 'public/discovery.js']) {
+    const filename = path.join(root, file);
+    const original = fs.readFileSync(filename, 'utf8');
+    const updated = original.replace(/\/\* WEBSITE ANALYTICS CORE START \*\/[\s\S]*?\/\* WEBSITE ANALYTICS CORE END \*\//, `/* WEBSITE ANALYTICS CORE START */\n${core}\n/* WEBSITE ANALYTICS CORE END */`);
+    if (!original.includes('/* WEBSITE ANALYTICS CORE START */')) throw new Error(`Missing core boundary: ${file}`);
+    if (process.argv.includes('--check')) {
+        if (updated !== original) throw new Error(`Stale embedded analytics: ${file}`);
+    } else fs.writeFileSync(filename, updated);
+}
diff --git a/scripts/company/test-owned-discovery-release.cjs b/scripts/company/test-owned-discovery-release.cjs
index e8a37f58..b25184a0 100644
--- a/scripts/company/test-owned-discovery-release.cjs
+++ b/scripts/company/test-owned-discovery-release.cjs
@@ -74,7 +74,7 @@ try {
 }
 
 invalid('index.html', source => source.replace('G-FTM4W73ECQ', 'G-FTM4W73EQC'), 'swapped Google tag ID remains');
-invalid('public/discovery.js', source => source.replace("readChoice() !== 'granted'", 'false'), 'events are not stopped before consent');
+invalid('public/discovery.js', source => source.replaceAll("getConsent() !== 'granted'", 'false'), 'events are not stopped before consent');
 invalid('index.html', source => source.replace("if (isGameRoute) return", '// removed'), 'game-route stop is missing');
 invalid('src/site/storefront.js', source => source.replace('does not send Google the full page you came from, a message recipient, contact detail, creature detail, game activity', 'sends Google sharing details'), 'sharing measurement excludes');
 invalid('scripts/company/submit-indexnow.cjs', source => source.replace("const submit = process.argv.includes('--submit')", 'const submit = true'), 'not behind an explicit flag');
@@ -113,7 +113,7 @@ cases += 1;
 assert.strictEqual(measurementFixture('denied').some(entry => entry[0] === 'event'), false, 'denied consent must send no event');
 cases += 1;
 const grantedEvents = measurementFixture('granted').filter(entry => entry[0] === 'event');
-assert.deepStrictEqual(JSON.parse(JSON.stringify(grantedEvents.map(entry => entry[1]))), ['discovery_arrival', 'play_selected']);
+assert.deepStrictEqual(JSON.parse(JSON.stringify(grantedEvents.map(entry => entry[1]))), ['page_view', 'discovery_arrival', 'play_selected']);
 const playSelected = grantedEvents.find(entry => entry[1] === 'play_selected');
 assert.deepStrictEqual(JSON.parse(JSON.stringify(playSelected[2])), {
     source_page: '/playable-now/',
diff --git a/scripts/company/test-play-intent-doorway.cjs b/scripts/company/test-play-intent-doorway.cjs
index d80e6dcf..e4eefebc 100644
--- a/scripts/company/test-play-intent-doorway.cjs
+++ b/scripts/company/test-play-intent-doorway.cjs
@@ -64,7 +64,7 @@ invalid('public/playable-now/index.html', source => source.replace('data-intent-
 invalid('public/playable-now/index.html', source => source.replace('class="play-intent-direct"', 'class="play-intent-delayed"'), 'first-screen direct Play choice is missing');
 invalid('public/playable-now/index.html', source => source.replace('First-time players choose an age range, then begin.', 'Start instantly.'), 'honest first-screen direct Play choice is missing');
 invalid('public/playable-now/index.html', source => source.replace('data-play-link data-source-area="hero"', 'data-play-link data-source-area="unknown"'), 'first-screen direct Play source is missing');
-invalid('public/discovery.js', source => source.replace("readChoice() !== 'granted'", 'false'), 'measurement is not stopped before consent');
+invalid('public/discovery.js', source => source.replaceAll("getConsent() !== 'granted'", 'false'), 'measurement is not stopped before consent');
 invalid('public/discovery.js', source => source.replace('/^#find-your-way\\/(wonder|create|challenge|story)$/', '/^#find-your-way\\/(.*)$/'), 'shared intent routes are not restricted');
 invalid('public/discovery.js', source => source.replace('missionTitle:', 'missingMissionTitle:'), 'each reason to play needs one concrete starter mission');
 invalid('public/discovery.css', source => source.replace('.play-intent-section {\n    scroll-margin-top: 82px', '.play-intent-section {\n    scroll-margin-top: 0'), 'does not preserve the 82px site header');
@@ -106,7 +106,7 @@ function interactiveResult(consent, choice, url = 'https://mythicalvoid.com/play
         answerAfterSelectedChoice: selected?.nextElementSibling?.matches('[data-intent-answer]') === true,
         selected: selected?.dataset.intentChoice || null,
         hash: dom.window.location.hash,
-        events: dom.window.dataLayer.map(entry => Array.from(entry)).filter(entry => entry[0] === 'event')
+        events: dom.window.dataLayer.map(entry => Array.from(entry)).filter(entry => entry[0] === 'event' && entry[1] !== 'page_view')
     };
 }
 
@@ -123,7 +123,7 @@ function directPlayResult(consent, referrer = '') {
     play.addEventListener('click', event => event.preventDefault());
     dom.window.eval(fs.readFileSync(path.join(root, 'public/discovery.js'), 'utf8'));
     play.click();
-    return dom.window.dataLayer.map(entry => Array.from(entry)).filter(entry => entry[0] === 'event');
+    return dom.window.dataLayer.map(entry => Array.from(entry)).filter(entry => entry[0] === 'event' && entry[1] !== 'page_view');
 }
 
 function homepageResult(consent, referrer = '', grantAfterLoad = false) {
@@ -138,7 +138,7 @@ function homepageResult(consent, referrer = '', grantAfterLoad = false) {
     if (consent) dom.window.localStorage.setItem('mythical-analytics-consent', consent);
     dom.window.eval(script);
     if (grantAfterLoad) dom.window.MythicalAnalytics.setConsent('granted');
-    return dom.window.dataLayer.map(entry => Array.from(entry)).filter(entry => entry[0] === 'event');
+    return dom.window.dataLayer.map(entry => Array.from(entry)).filter(entry => entry[0] === 'event' && entry[1] !== 'page_view');
 }
 
 cases += 1;
@@ -197,7 +197,7 @@ assert.strictEqual(directDenied.length, 0);
 for (const [label, referrer, expected] of [
     ['search', 'https://www.google.com/search?q=free+creature+game', 'search'],
     ['game shelf', 'https://itch.io/games/html5', 'game_shelf'],
-    ['social or creator', 'https://www.youtube.com/watch?v=example', 'social_or_creator'],
+    ['social or creator', 'https://www.youtube.com/watch?v=example', 'youtube'],
     ['owned site', 'https://mythicalvoid.com/creature-genetics/', 'owned_site']
 ]) {
     cases += 1;
diff --git a/scripts/company/test-website-analytics-runtime.cjs b/scripts/company/test-website-analytics-runtime.cjs
new file mode 100644
index 00000000..c52b72b8
--- /dev/null
+++ b/scripts/company/test-website-analytics-runtime.cjs
@@ -0,0 +1,59 @@
+const assert = require('node:assert/strict');
+const fs = require('node:fs');
+const { JSDOM, VirtualConsole } = require('jsdom');
+require('./sync-website-analytics-core.cjs');
+const sources = [fs.readFileSync('index.html', 'utf8').match(/<!-- Google tag:[\s\S]*?<script>([\s\S]*?)<\/script>/)[1], fs.readFileSync('public/discovery.js', 'utf8')];
+let checks = 0;
+function fixture(code, { choice, owner, url = 'https://mythicalvoid.com/', referrer, blocked } = {}) {
+    const dom = new JSDOM('<!doctype html><footer></footer>', { url, referrer: referrer || undefined, runScripts: 'outside-only', virtualConsole: new VirtualConsole() });
+    const w = dom.window;
+    if (choice) w.localStorage.setItem('mythical-analytics-consent', choice);
+    if (owner) w.localStorage.setItem('mythical-analytics-owner-excluded', 'true');
+    if (blocked) Object.defineProperty(w, 'localStorage', { get() { throw new Error('unavailable'); } });
+    w.eval(code);
+    return { w, api: w.MythicalAnalytics, scripts: () => w.document.querySelectorAll('script[src*="googletagmanager"]').length,
+        events: () => (w.dataLayer || []).map(a => Array.from(a)).filter(a => a[0] === 'event') };
+}
+function check(fn) { fn(); checks++; }
+for (const code of sources) {
+    for (const choice of [undefined, 'denied', 'invalid']) check(() => {
+        const f = fixture(code, { choice }); assert.equal(f.scripts(), 0); assert.equal(f.events().length, 0);
+        assert.equal(f.api.track('play_selected'), false); f.w.close();
+    });
+    check(() => { const f = fixture(code, { choice: 'granted', owner: true }); f.api.setConsent('granted'); assert.equal(f.api.getConsent(), 'denied'); assert.equal(f.scripts(), 0); assert.equal(f.events().length, 0); f.w.close(); });
+    for (const blocked of [false, true]) check(() => {
+        const f = fixture(code, { blocked }); f.api.setConsent('granted'); f.api.setConsent('granted');
+        assert.equal(f.scripts(), 1); assert.equal(f.events().filter(e => e[1] === 'page_view').length, 1);
+        assert.equal(f.events().filter(e => e[1] === 'discovery_arrival').length, 1);
+        f.w.document.cookie = '_ga=testing; path=/'; f.api.setConsent('denied');
+        assert.equal(f.scripts(), 0); assert.equal(f.w['ga-disable-' + f.w.MYTHICAL_GOOGLE_TAG_ID], true);
+        assert(!f.w.document.cookie.includes('_ga=')); assert.equal(f.api.track('play_selected'), false); f.w.close();
+    });
+    for (const [referrer, expected] of [['https://www.youtube.com/watch?v=canary123', 'youtube'], ['https://www.linkedin.com/posts/canary123','linkedin'], ['https://youtube.com.evil.test/canary123','other_site'], ['', 'direct_or_private']]) check(() => {
+        const f = fixture(code, { choice:'granted', referrer, url:'https://mythicalvoid.com/?email=canary123#secret' });
+        const data = JSON.stringify(f.w.dataLayer);
+        assert(!data.includes('canary123')); assert(!data.includes('secret')); assert.equal(f.events()[0][2].entry_source, expected); f.w.close();
+    });
+    check(() => {
+        const f = fixture(code, { choice:'granted', url:'https://mythicalvoid.com/?utm_source=youtube&utm_medium=organic_video&utm_campaign=through_the_void_launch&utm_content=trailer_description' });
+        assert.equal(f.events()[0][2].entry_source, 'youtube');
+        assert(JSON.stringify(f.w.dataLayer).includes('"campaign_name":"through_the_void_launch"')); f.w.close();
+    });
+    check(() => {
+        const f = fixture(code, { choice:'granted', url:'https://mythicalvoid.com/user/canary123?utm_source=youtube&utm_medium=wrong&utm_campaign=canary123' });
+        assert.equal(f.events()[0][2].source_page, '/other/'); assert.equal(f.events()[0][2].entry_source, 'direct_or_private');
+        assert(!JSON.stringify(f.w.dataLayer).includes('canary123'));
+        assert.equal(f.api.track('not_allowed', { email:'private' }), false);
+        assert.equal(f.api.track('trailer_progress', { watch_bucket:'private' }), false); f.w.close();
+    });
+    check(() => {
+        const f = fixture(code, { choice:'granted' });
+        f.w.dispatchEvent(new f.w.StorageEvent('storage', { key:'mythical-analytics-owner-excluded', newValue:'true' }));
+        assert.equal(f.api.getConsent(),'denied'); assert.equal(f.scripts(),0); f.w.close();
+    });
+}
+// Unit-only route guards; never open or test the game.
+for (const url of ['https://mythicalvoid.com/play/', 'https://mythicalvoid.com/game/', 'https://mythicalvoid.com/?testBoss=1']) check(() => {
+    const f = fixture(sources[0], { choice:'granted', url }); assert.equal(f.api,undefined); assert.equal(f.scripts(),0); f.w.close();
+});
+console.log(`Website analytics runtime: ${checks} checks passed; no network requests made.`);
diff --git a/scripts/company/validate-owned-discovery-release.cjs b/scripts/company/validate-owned-discovery-release.cjs
index 3f36ce69..d5623490 100644
--- a/scripts/company/validate-owned-discovery-release.cjs
+++ b/scripts/company/validate-owned-discovery-release.cjs
@@ -126,9 +126,7 @@ for (const [label, source] of [['index.html', index], ['public/discovery.js', di
     if (!source.includes(correctId)) failures.push(`${label}: user-supplied Google tag ID is missing`);
     if (source.includes(incorrectId)) failures.push(`${label}: swapped Google tag ID remains`);
     for (const eventName of eventNames) if (!source.includes(eventName)) failures.push(`${label}: ${eventName} is missing`);
-    const consentGate = label === 'index.html'
-        ? "this.getConsent() !== 'granted' || allowedEvents.indexOf(eventName) === -1"
-        : "readChoice() !== 'granted' || allowedEvents.indexOf(eventName) === -1";
+    const consentGate = "getConsent() !== 'granted' || allowedEvents.indexOf(eventName) === -1";
     if (!source.includes(consentGate)) failures.push(`${label}: events are not stopped before consent`);
     for (const property of ['source_page', 'source_area', 'transport_type']) {
         if (!source.includes(property)) failures.push(`${label}: safe event property ${property} is missing`);
diff --git a/scripts/company/validate-play-intent-doorway.cjs b/scripts/company/validate-play-intent-doorway.cjs
index 94f40cbc..cd3e1d99 100644
--- a/scripts/company/validate-play-intent-doorway.cjs
+++ b/scripts/company/validate-play-intent-doorway.cjs
@@ -65,7 +65,7 @@ requireValue(discovery.includes("shareUrl = 'https://mythicalvoid.com/playable-n
 requireValue(discovery.includes('selectIntent(intentRoot.querySelector') && discovery.includes('sharedIntentId'), 'a shared route does not reopen its selected answer');
 requireValue(discoveryCss.includes('.play-intent-section {\n    scroll-margin-top: 82px'), 'the doorway does not preserve the 82px site header on shared arrival');
 requireValue(discoveryCss.includes('.play-intent-mission { padding-top: 1.25rem; padding-left: 0; border-top: 1px solid rgba(118, 227, 207, 0.32); border-left: 0; }'), 'starter mission does not stack cleanly at phone width');
-requireValue(discovery.includes("readChoice() !== 'granted'"), 'measurement is not stopped before consent');
+requireValue(discovery.includes("getConsent() !== 'granted'"), 'measurement is not stopped before consent');
 requireValue(discovery.includes("track('play_selected'"), 'existing Play event is not connected');
 requireValue(!discovery.includes("track('intent_"), 'choice clicks must not create analytics events');
 requireValue(!discovery.includes("localStorage.setItem('play-intent"), 'the selected reason must not be stored');
diff --git a/scripts/company/validate-website-analytics-tag.cjs b/scripts/company/validate-website-analytics-tag.cjs
index 616e85d6..e8cbf5bc 100644
--- a/scripts/company/validate-website-analytics-tag.cjs
+++ b/scripts/company/validate-website-analytics-tag.cjs
@@ -109,7 +109,7 @@ for (const required of [
     "send_page_view: false", "allow_google_signals: false", "allow_ad_personalization_signals: false", "path === '/play'", "path === '/game'", "params.has('testBoss')", 'www.googletagmanager.com/gtag/js'
 ]) if (!indexText.includes(required)) failures.push(`index.html missing ${required}`);
 for (const required of ['Allow analytics', 'No thanks', 'mythical-analytics-consent', 'setConsent', 'analytics-consent', 'helps people reach Play', 'never run inside the game']) if (!consentText.includes(required)) failures.push(`analytics consent helper missing ${required}`);
-for (const required of ['mountAnalyticsConsent', 'Optional website analytics', 'off by default', 'not used in the game', 'whether a visitor reaches a lower part of a public page', 'basic visit and session events after permission is given']) if (!storefrontText.includes(required)) failures.push(`storefront missing ${required}`);
+for (const required of ['mountAnalyticsConsent', 'Optional website analytics', 'off by default', 'not used in the game', 'how much of the website film is watched', 'basic visit and session events after permission is given']) if (!storefrontText.includes(required)) failures.push(`storefront missing ${required}`);
 for (const required of ['analytics-consent', 'analytics-consent-actions', 'analytics-consent-yes']) if (!storefrontCss.includes(required)) failures.push(`storefront style missing ${required}`);
 for (const policy of [netlifyText, vercelText]) {
     if (!policy.includes('https://www.googletagmanager.com')) failures.push('hosting policy must allow Google tag script');
diff --git a/scripts/company/website-analytics-core.txt b/scripts/company/website-analytics-core.txt
new file mode 100644
index 00000000..8dc784af
--- /dev/null
+++ b/scripts/company/website-analytics-core.txt
@@ -0,0 +1,153 @@
+(function () {
+    var path = window.location.pathname.replace(/\/+$/, '') || '/';
+    var params = new URLSearchParams(window.location.search);
+    var isPortalBuild = document.documentElement.dataset.distributionTarget === 'itch';
+    var isGameRoute = isPortalBuild || path === '/play' || path === '/game' || params.has('testBoss');
+    document.documentElement.dataset.initialRoute = isGameRoute ? 'game' : 'site';
+    if (isGameRoute) return;
+    if (window.MythicalAnalytics) return;
+
+    var tagId = 'G-FTM4W73ECQ';
+    var storageKey = 'mythical-analytics-consent';
+    var exclusionKey = 'mythical-analytics-owner-excluded';
+    var analyticsExcluded = false;
+    var choice = null;
+    try {
+        analyticsExcluded = window.localStorage.getItem(exclusionKey) === 'true';
+        choice = window.localStorage.getItem(storageKey);
+    } catch (error) { /* A choice still works in memory when storage is blocked. */ }
+    if (choice !== 'granted' && choice !== 'denied') choice = null;
+    if (analyticsExcluded) choice = 'denied';
+    window['ga-disable-' + tagId] = choice !== 'granted';
+    window.MYTHICAL_GOOGLE_TAG_ID = tagId;
+    window.dataLayer = window.dataLayer || [];
+    function gtag() { window.dataLayer.push(arguments); }
+    window.gtag = gtag;
+    var started = false;
+    var allowedEvents = ['discovery_arrival', 'play_selected', 'share_completed', 'share_link_copied', 'trailer_start', 'trailer_progress', 'trailer_complete'];
+    var allowedAreas = ['header', 'hero', 'content', 'share_section', 'final_cta', 'footer', 'intent_wonder', 'intent_create', 'intent_challenge', 'intent_story', 'trailer'];
+    // Only fixed public paths: never include arbitrary paths, titles, query strings or fragments.
+    var publicPaths = ['/', '/privacy', '/terms', '/playable-now', '/press', '/hatch-challenge', '/creature-genetics', '/creature-field-guide', '/nasa-space-science', '/space-discovery', '/parents', '/help', '/educators', '/studio', '/story', '/updates'];
+    var safePath = publicPaths.indexOf(path) !== -1 ? (path === '/' ? '/' : path + '/') : '/other/';
+    function hostMatches(host, domains) {
+        return domains.some(function (domain) { return host === domain || host.endsWith('.' + domain); });
+    }
+    function classifyEntrySource() {
+        try {
+            var host = new URL(document.referrer).hostname.toLowerCase();
+            if (host === window.location.hostname.toLowerCase() || hostMatches(host, ['mythicalvoid.com'])) return 'owned_site';
+            if (hostMatches(host, ['youtube.com', 'youtu.be'])) return 'youtube';
+            if (hostMatches(host, ['linkedin.com', 'lnkd.in'])) return 'linkedin';
+            if (hostMatches(host, ['google.com', 'google.ie', 'bing.com', 'duckduckgo.com', 'search.yahoo.com', 'ecosia.org'])) return 'search';
+            if (hostMatches(host, ['itch.io', 'poki.com', 'crazygames.com'])) return 'game_shelf';
+            if (hostMatches(host, ['tiktok.com', 'instagram.com', 'facebook.com', 'x.com', 'twitter.com', 'reddit.com'])) return 'social_or_creator';
+            return 'other_site';
+        } catch (error) { return document.referrer ? 'other_site' : 'direct_or_private'; }
+    }
+    var entrySource = classifyEntrySource();
+    // Accept only these complete, published-link conventions. Untrusted UTMs are ignored.
+    var source = params.get('utm_source');
+    var medium = source === 'youtube' ? 'organic_video' : 'organic_social';
+    var content = source === 'youtube' ? 'trailer_description' : 'founder_post';
+    var campaign = (source === 'youtube' || source === 'linkedin') &&
+        params.get('utm_medium') === medium && params.get('utm_campaign') === 'through_the_void_launch' &&
+        params.get('utm_content') === content;
+    if (campaign) entrySource = source;
+    function getConsent() {
+        if (analyticsExcluded) return 'denied';
+        return choice;
+    }
+    function clearCookies() {
+        document.cookie.split(';').forEach(function (part) {
+            var name = part.trim().split('=')[0];
+            if (!/^_ga(?:_|$)/.test(name)) return;
+            var expired = name + '=; Max-Age=0; path=/; SameSite=Lax';
+            document.cookie = expired;
+            document.cookie = expired + '; domain=' + window.location.hostname;
+            document.cookie = expired + '; domain=.mythicalvoid.com';
+        });
+    }
+    function start() {
+        if (started || getConsent() !== 'granted') return;
+        started = true;
+        window['ga-disable-' + tagId] = false;
+        gtag('consent', 'default', { analytics_storage: 'denied', ad_storage: 'denied', ad_user_data: 'denied', ad_personalization: 'denied' });
+        gtag('consent', 'update', { analytics_storage: 'granted', ad_storage: 'denied', ad_user_data: 'denied', ad_personalization: 'denied' });
+        gtag('set', 'ads_data_redaction', true);
+        gtag('set', 'url_passthrough', false);
+        gtag('js', new Date());
+        var config = {
+            send_page_view: false,
+            allow_google_signals: false,
+            allow_ad_personalization_signals: false,
+            page_location: window.location.origin + safePath,
+            page_path: safePath,
+            page_title: 'Mythical Void website',
+            page_referrer: '',
+            campaign_id: '', campaign_source: '', campaign_medium: '',
+            campaign_name: '', campaign_content: '', campaign_term: ''
+        };
+        if (entrySource === 'youtube' || entrySource === 'linkedin') {
+            config.campaign_source = entrySource;
+            config.campaign_medium = entrySource === 'youtube' ? 'organic_video' : 'organic_social';
+            if (campaign) {
+                config.campaign_name = 'through_the_void_launch';
+                config.campaign_content = content;
+            }
+        }
+        gtag('config', tagId, config);
+        gtag('event', 'page_view', { source_page: safePath, entry_source: entrySource });
+        if (path === '/' || path === '/playable-now') window.MythicalAnalytics.track('discovery_arrival', { source_area: 'hero' });
+        if (!analyticsExcluded) {
+            var tag = document.createElement('script');
+            tag.async = true;
+            tag.dataset.websiteAnalytics = '';
+            tag.src = 'https://www.googletagmanager.com/gtag/js?id=' + tagId;
+            document.head.appendChild(tag);
+        }
+    }
+    window.MythicalAnalytics = {
+        getConsent: getConsent,
+        setConsent: function (value) {
+            if (value !== 'granted' && value !== 'denied') return;
+            if (analyticsExcluded) value = 'denied';
+            choice = value;
+            try { window.localStorage.setItem(storageKey, value); } catch (error) { /* In-memory fallback. */ }
+            if (value === 'granted') start();
+            else {
+                // Disable first; do not send a denied-consent ping. A reload removes Google's listeners.
+                window['ga-disable-' + tagId] = true;
+                clearCookies();
+                document.querySelectorAll('script[data-website-analytics]').forEach(function (tag) { tag.remove(); });
+            }
+            window.dispatchEvent(new CustomEvent('mythical:analytics-consent', { detail: { value: value } }));
+            if (value === 'denied' && started) window.location.reload();
+        },
+        track: function (eventName, details) {
+            if (getConsent() !== 'granted' || allowedEvents.indexOf(eventName) === -1) return false;
+            details = details || {};
+            var data = {
+                source_page: safePath,
+                source_area: allowedAreas.indexOf(details.source_area) !== -1 ? details.source_area : 'content',
+                entry_source: entrySource,
+                transport_type: 'beacon'
+            };
+            if (eventName === 'trailer_progress') {
+                if (['25', '50', '75', '90'].indexOf(details.watch_bucket) === -1) return false;
+                data.watch_bucket = details.watch_bucket;
+            }
+            gtag('event', eventName, data);
+            return true;
+        }
+    };
+    window.addEventListener('storage', function (event) {
+        if (event.key === exclusionKey && event.newValue === 'true') {
+            analyticsExcluded = true;
+            window.MythicalAnalytics.setConsent('denied');
+        } else if (event.key === storageKey || event.key === null) {
+            if (event.newValue !== 'granted') window.MythicalAnalytics.setConsent('denied');
+        }
+    });
+    if (choice === 'granted') start();
+    else clearCookies();
+}());
diff --git a/src/__tests__/WebsiteTrailerAnalytics.test.js b/src/__tests__/WebsiteTrailerAnalytics.test.js
new file mode 100644
index 00000000..c31afa8f
--- /dev/null
+++ b/src/__tests__/WebsiteTrailerAnalytics.test.js
@@ -0,0 +1,35 @@
+const fs = require('fs');
+const path = require('path');
+const source = fs.readFileSync(path.join(__dirname, '../site/trailer.js'), 'utf8');
+const { measureTrailer } = new Function(`${source.replaceAll('export ', '')}; return { measureTrailer };`)();
+
+describe('website-only film measurement', () => {
+    let player, now, choice, events;
+    beforeEach(() => {
+        now = 0; choice = 'granted'; events = [];
+        jest.spyOn(performance, 'now').mockImplementation(() => now);
+        Object.defineProperty(document, 'visibilityState', { configurable:true, value:'visible' });
+        window.MythicalAnalytics = { getConsent: () => choice, track: (name, data) => { events.push([name, data]); return true; } };
+        player = document.createElement('video');
+        Object.defineProperty(player, 'duration', { value:100 });
+        Object.defineProperty(player, 'paused', { value:false, configurable:true });
+        measureTrailer(player);
+    });
+    afterEach(() => { jest.restoreAllMocks(); delete window.MythicalAnalytics; });
+    const tick = time => { now += 1000; player.currentTime = time; player.dispatchEvent(new Event('timeupdate')); };
+    const end = () => player.dispatchEvent(new Event('ended'));
+    test('actual playback counts one start, bounded progress and one completion', () => {
+        for (let i=0;i<=100;i++) tick(i);
+        end(); end();
+        expect(events.map(e=>e[0])).toEqual(['trailer_start','trailer_progress','trailer_progress','trailer_progress','trailer_progress','trailer_complete']);
+        expect(events.filter(e=>e[0]==='trailer_progress').map(e=>e[1].watch_bucket)).toEqual(['25','50','75','90']);
+    });
+    test('seeking straight to the end never counts completion', () => { tick(0); player.dispatchEvent(new Event('seeking')); tick(99); tick(100); end(); expect(events.map(e=>e[0])).toEqual(['trailer_start']); });
+    test('same footage replayed cannot accumulate false coverage', () => { for(let repeat=0;repeat<5;repeat++) for(let i=0;i<=20;i++) tick(i); end(); expect(events.map(e=>e[0])).toEqual(['trailer_start']); });
+    test('does not backfill pre-consent watching', () => { choice='denied'; for(let i=0;i<80;i++)tick(i); choice='granted'; for(let i=80;i<=100;i++)tick(i); end(); expect(events.map(e=>e[0])).toEqual(['trailer_start']); });
+    test('no events while denied, paused or hidden', () => {
+        choice='denied'; tick(0); tick(1);
+        choice='granted'; Object.defineProperty(player,'paused',{value:true}); tick(2); tick(3);
+        Object.defineProperty(document,'visibilityState',{value:'hidden'}); tick(4); tick(5); end(); expect(events).toEqual([]);
+    });
+});
diff --git a/src/site/analytics-consent.js b/src/site/analytics-consent.js
index 3a64e368..274840b3 100644
--- a/src/site/analytics-consent.js
+++ b/src/site/analytics-consent.js
@@ -6,7 +6,19 @@ function readConsent() {
 }
 
 function mountAnalyticsConsent() {
-    if (document.querySelector('[data-analytics-consent]') || readConsent()) return;
+    if (!document.querySelector('[data-analytics-settings]')) {
+        const settings = document.createElement('button');
+        settings.type = 'button';
+        settings.dataset.analyticsSettings = '';
+        settings.textContent = 'Analytics choices';
+        settings.addEventListener('click', showAnalyticsChoice);
+        (document.querySelector('footer') || document.body).appendChild(settings);
+    }
+    if (!readConsent()) showAnalyticsChoice();
+}
+
+function showAnalyticsChoice() {
+    if (document.querySelector('[data-analytics-consent]')) return;
 
     const banner = document.createElement('aside');
     banner.className = 'analytics-consent';
@@ -15,7 +27,7 @@ function mountAnalyticsConsent() {
     banner.innerHTML = `
         <div class="analytics-consent-copy">
             <strong>Help us improve the website?</strong>
-            <p>Optional analytics show what helps people reach Play. They stay off unless you allow them and never run inside the game.</p>
+            <p>Optional analytics show what helps people reach Play and how much of the film is watched. They stay off unless you allow them and never run inside the game. Change your choice at any time using “Analytics choices” in the footer.</p>
             <a href="/privacy/">Privacy and safety</a>
         </div>
         <div class="analytics-consent-actions">
diff --git a/src/site/storefront.css b/src/site/storefront.css
index 5d7a246f..4efb8c35 100644
--- a/src/site/storefront.css
+++ b/src/site/storefront.css
@@ -219,6 +219,16 @@ body.site-mode h3 {
     color: var(--paper);
 }
 
+footer [data-analytics-settings] {
+    background: transparent;
+    border: 1px solid currentColor;
+    border-radius: 6px;
+    color: inherit;
+    padding: 0.5rem 0.75rem;
+    font: inherit;
+    cursor: pointer;
+}
+
 .analytics-consent {
     position: fixed;
     z-index: 90;
diff --git a/src/site/storefront.js b/src/site/storefront.js
index e2bcf5e1..3616f98d 100644
--- a/src/site/storefront.js
+++ b/src/site/storefront.js
@@ -257,7 +257,7 @@ function renderLegalPage(type) {
                     <h2>Online services</h2>
                     <p>Cloud Save uses Supabase. The game may also ask trusted outside services for public space-weather or game-help information. Like most online services, they may receive basic connection information such as an internet address.</p>
                     <h2>Optional website analytics</h2>
-                    <p>The public website may use Google Analytics to count visits, the general route people arrived from—such as search, a game shelf, social media, another Mythical Void page or a direct link—whether a visitor reaches a lower part of a public page, and whether website buttons lead to the game or sharing. It is off by default. If you choose “Allow analytics”, Google receives the public page, that broad arrival group, the general button area and the normal connection and device information used by web analytics. Google may also create basic visit and session events after permission is given. Mythical Void does not send Google the full page you came from, a message recipient, contact detail, creature detail, game activity, or the extra information after a question mark in a web address. It is not used in the game, and advertising features are switched off. You can choose “No thanks” instead.</p>
+                <p>The public website may use Google Analytics to count visits, the general route people arrived from—including YouTube, LinkedIn, search or a direct link—whether website buttons lead to the game or sharing, and how much of the website film is watched in broad progress bands. It is off by default: Google is not loaded before permission. If you choose “Allow analytics”, Google receives the public page category, that broad arrival group, the general button area, approved campaign labels and the normal connection and device information used by web analytics. Google may also create basic visit and session events after permission is given. Mythical Void does not send Google the full page you came from, a message recipient, contact detail, creature detail, game activity, or arbitrary information after a question mark in a web address. It is not used in the game, and advertising features are switched off. Choose “No thanks” instead, or use “Analytics choices” in the footer to withdraw permission. Withdrawal reloads this page to stop the Google tag.</p>
                     <h2>Playing now</h2>
                     <p>The small “playing now” display on the public website uses an approximate count of game tabs that have checked in during the previous 90 seconds. A game tab sends a temporary random code; the server immediately turns it into a one-way value and keeps only that value and its latest check-in time. It does not include a name, account, creature, game choices or Google Analytics data. A check-in stops counting after 90 seconds and is deleted during a later check. When nobody is playing, the display describes fictional creature activity inside the game world instead of inventing players.</p>
                     <h2>Children</h2>
diff --git a/src/site/trailer.js b/src/site/trailer.js
index 0eb751ac..c3e9f4c6 100644
--- a/src/site/trailer.js
+++ b/src/site/trailer.js
@@ -37,6 +37,7 @@ export function mountTrailer(root) {
         player.muted = true;
         player.defaultMuted = true;
         player.preload = 'none';
+        measureTrailer(player);
         player.poster = '/marketing/through-the-void-poster.jpg';
         player.src = '/cinematic/through-the-void-v4-720p.mp4';
         const captions = document.createElement('track');
@@ -55,3 +56,54 @@ export function mountTrailer(root) {
         if (note) note.textContent = 'Starts muted. Turn sound on in the player.';
     });
 }
+
+// Count unique watched intervals only while visible and permitted. Seeking and replaying
+// the same seconds cannot manufacture completion; no pre-consent history is backfilled.
+export function measureTrailer(player) {
+    let previous = null;
+    let ranges = [];
+    const sent = new Set();
+    let started = false;
+    let completed = false;
+    const resetPosition = () => { previous = null; };
+    const consent = () => window.MythicalAnalytics?.getConsent() === 'granted';
+    const send = (name, details = {}) => window.MythicalAnalytics?.track(name, { source_area: 'trailer', ...details });
+    player.addEventListener('seeking', resetPosition);
+    player.addEventListener('pause', resetPosition);
+    player.addEventListener('timeupdate', () => {
+        const now = performance.now();
+        const time = player.currentTime;
+        if (!consent()) { previous = null; ranges = []; return; }
+        if (document.visibilityState === 'hidden' || player.seeking || player.paused || !Number.isFinite(player.duration) || player.duration <= 0) {
+            resetPosition(); return;
+        }
+        if (previous) {
+            const delta = time - previous.time;
+            const maxDelta = Math.min(2, (now - previous.wall) / 1000 * player.playbackRate + 0.15);
+            if (delta > 0 && delta <= maxDelta) {
+                if (!started) started = send('trailer_start') === true;
+                ranges.push([previous.time, time]);
+                ranges.sort((a, b) => a[0] - b[0]);
+                const merged = [];
+                for (const range of ranges) {
+                    const last = merged[merged.length - 1];
+                    if (last && range[0] <= last[1]) last[1] = Math.max(last[1], range[1]);
+                    else merged.push(range.slice());
+                }
+                ranges = merged;
+                const coverage = ranges.reduce((sum, range) => sum + range[1] - range[0], 0) / player.duration;
+                for (const bucket of [25, 50, 75, 90]) {
+                    if (coverage >= bucket / 100 && !sent.has(bucket) && send('trailer_progress', { watch_bucket: String(bucket) })) sent.add(bucket);
+                }
+            }
+        }
+        previous = { time, wall: now };
+    });
+    player.addEventListener('ended', () => {
+        const watched = ranges.reduce((sum, range) => sum + range[1] - range[0], 0);
+        if (!completed && consent() && watched >= player.duration * 0.9) completed = send('trailer_complete') === true;
+        resetPosition();
+    });
+    window.addEventListener('mythical:analytics-consent', () => { previous = null; ranges = []; });
+    document.addEventListener('visibilitychange', resetPosition);
+}