Main
Main is the first screen you land on. Everything on it respects the date range and filters at the top, so the whole view reflects whatever period you pick.
Set this up with AI
Copy this prompt into ChatGPT, Claude or whichever AI you use. It carries this whole guide, the pages it depends on, and a link to every video, so it can walk you through it one step at a time.
The overview cards
The row of cards at the top is your headline summary for the selected period. Each card shows the metric, its percent change versus the previous period of equal length (green means it moved the good way, red means worse), and a small sparkline of the trend.
Unique Users
Visits
Pageviews
Pages per visit
Bounce Rate
Visit duration
Purchases
Revenue
AOV
Conversion Rate
New Buyers
Returning Buyers
The traffic cards:
- Unique Users - how many distinct people visited.
- Visits - how many visits (a visit ends after 30 minutes of inactivity).
- Pageviews - total pages loaded across all visits.
- Pages per visit - average number of pages viewed per visit.
- Bounce Rate - share of visits that left after a single page.
- Visit duration - average length of a visit, counting the time pages were actually on screen, not just the time between the first and last event (see how visit duration is measured). The info icon explains a 0s reading: the visitor left within about 5 seconds, or their browser did not report the time.
The commerce cards:
- Purchases - number of completed purchase events.
- Revenue - total sales value in the period.
- AOV - average order value (revenue divided by purchases).
- Conversion Rate - share of visits that ended in a purchase.
- New Buyers - buyers making their first-ever purchase.
- Returning Buyers - buyers who had purchased before.
The trend chart
The chart plots one metric over time. The solid line is the selected period and the grey line is the previous period of equal length, so you can see whether you are up or down. Use the Day control to change the grain (hour, day, week, month), and hover any point to read the exact value.
Likely bots
When the dates you picked contain visits that look automated, a yellow banner above the cards says how many, for example "4 of 43 visits today look like bots". They are still counted, so the Unique Users, Visits and Pageviews cards show a yellow line such as "incl. 4 likely bots", and the chart adds a dashed yellow Likely bots line for those three metrics.
Turn on Hide likely bots in the banner to remove them from every card and the chart. A "Likely bots: hidden" chip appears in the filter bar; remove it to bring them back. How a visit is marked, and why nothing is deleted, is explained in Likely bots.
Referrers and Pages
These two panels sit side by side and answer "where did traffic come from" and "what did it land on."
Referrers ranks the sites that sent you traffic. The Channels tab groups those sources (Paid Social, Organic Search, Direct, and so on), and the UTM tab breaks traffic down by your campaign tags.
Pages ranks your most-visited URLs. The Titles tab lists the same visits by page title instead of path, and Entries and Exits show which pages visits start and end on.
Browsers and Countries
Browsers shows what your visitors browse with. The Devices, Operating Systems, and Screen Dimensions tabs answer the same "what are they using" question for hardware and software.
Countries shows where your visitors are. The Regions, Cities, Languages, Map, and Timezones tabs zoom in on the same geography from different angles.
Events and Weekly Trends
Events counts how often each tracked action fired - Lead, Purchase, View Product, and any other event you send. The Outbound Links tab counts clicks that left your site.
Weekly Trends is a heatmap of activity by hour and day of week - darker cells are busier times. Switch the metric in the selector to find when your audience is most active.
Frequently asked questions
What time period does the percent change on each card compare against?
Each card compares the selected period against the previous period of equal length. Green means the metric moved the good way, red means it moved worse.
When does a visit end?
A visit ends after 30 minutes of inactivity. The next time the same person comes back starts a new visit.
Why did Visit duration go up from 2026-09-26?
From 2026-09-26 a visit's duration also counts the time its pages were on screen, so a one-page visit where someone read for a minute no longer reads 0s. Visits before that date keep their old duration, so expect a step up in the chart on that day.
What is the grey line on the trend chart?
The solid line is the selected period and the grey line is the previous period of equal length, so you can see whether you are up or down.