Tools and techniques are provided to support presentation analytics, such as Flash or Flex analytics, independently of embedded JavaScript web analytics code used in web pages. A presentation analytics engine, which may be implemented in ActionScript, includes code for capturing information about user interaction with a multimedia presentation, code for dynamically generating a string or other data structure reflecting such captured information, and code for sending the data structure to an analytics server without using a getURL( ) call or embedded JavaScript. Functionality is also provided for tracking objects without object-specific code, for dynamically sending such tracking information, and for supporting a visual presentation analytics overlay report illustrating such information. The Flash presentation analytics may use the same visitor ID as standard JavaScript analytics, without synchronizing the two analytics codes.