Contemporary swarm indicators are often used in isolation, focused on extracting information at the individual or collective levels. These are seldom integrated to infer a top-level operating picture of the swarm, its individual members, and its overall collective dynamics. The primary contribution of this paper is to organise a suite of indicators about swarms into an ontologically-arranged collection of information markers to characterise the swarm from the perspective of an external observer-, a recognition agent. Our contribution shows the foundations for a new area of research that we title \emph{swarm analytics}, which its primary concern is with the design and organisation of collections of swarm markers to understand, detect, recognise, track, and learn a particular insight about a swarm system. We present our designed framework of information markers presents a new avenue for swarm research, especially for heterogeneous and cognitive swarms that may require more advanced capabilities to detect agencies and categorise agent influences and responses.