Use Site analytics to understand how people find your site, what they read, and which actions they take. Start with the overall trend, then follow a specific question into a more detailed report: “Which campaign brought visits?” or “Where are readers getting stuck?”
Open analytics and choose a period
- Open Dashboard and find Insights.
- Select View full analytics to open Site analytics. You can also open
/admin/dashboard/analyticson your site while signed in. - Choose Last 7 days, Last 30 days, Last 90 days, Last 12 months, or All time from the period selector. The initial selection is Last 30 days.
- Start on Overview, then select a report tab for the question you want to answer.
The selected period applies across the hub. When you change it, wait for Updating… to finish before comparing figures or exporting a report. Back to dashboard returns you to your dashboard.
The day ranges are rolling windows ending now. Last 12 months uses the previous 365 days. Percentage changes compare the selected window with the equal-length period immediately before it. All time has no previous-period comparison, and a percentage change is omitted when the previous value was zero.
Daily charts use UTC calendar days, including the current, unfinished day. Their date boundaries differ from the rolling headline totals. A partial day should not be compared as though it were a finished day. In All time, headline totals cover the available history, while daily trends show the most recent 366 days.
Read the Overview numbers
The headline figures answer different questions:
- Visitors counts distinct tracked visitors who viewed pages in the selected period. It is a measure of recorded visitor identities, not a verified count of individual people. One person using different browsers or devices may appear more than once.
- Visits counts recorded sessions. A returning visitor can have several visits.
- Page views counts recorded page views, including repeat views. The accompanying per-visit figure shows average page depth.
- Active attention is the average recorded active time per visit. On the website, it measures time while the page is visible and focused; it does not prove that someone was reading. The smaller average-visit duration describes elapsed time between recorded events.
- CTA clicks counts tracked calls-to-action. Its click-through percentage compares those clicks with tracked CTA impressions, rather than all page views. A click is not the same as a completed purchase or enquiry.
- Site searches counts searches within your site. “Found nothing” identifies searches that returned no results; these are useful clues about missing content or unfamiliar wording.
- Revenue appears when purchase revenue is recorded. Check the currency and purchase count before interpreting it. If several currencies are present, the headline shows the currency with the highest recorded gross amount; it does not convert and combine them.
The Audience chart shows daily page views and visitors. Intent signals shows daily CTA clicks and site searches. Follow the shape over several days rather than drawing a conclusion from one spike.
Do not add daily visitor counts to calculate unique visitors for the whole period: the same visitor can appear on several days. Likewise, visitors in separate source or page rows can overlap.
Below the charts, Search coverage, Page depth, Consent, and Last activity provide context. Last activity means the most recent recorded analytics event, not the time someone last edited your website.
Find where visits come from
Open Traffic sources and start with Channel mix. It groups entry visits into Direct, Search engines, Social, Referring sites, Paid & campaigns, and Other.
Direct can include visits without a usable external source. Do not assume every direct visitor typed your address. Paid & campaigns includes tagged campaign traffic as well as recognized paid sources; a tagged newsletter link can appear here without any advertising spend.
Use the supporting lists to investigate:
- Landing pages shows where visits began. It is different from a list of every page viewed during those visits.
- Top referrers identifies referring websites.
- Campaigns groups tagged visits by campaign source. Campaign terms adds term information when it was supplied with the visit.
- Who visited → Show breakdown opens device, browser, and location details. These breakdowns use page views, so their totals and percentages answer a different question from entry visits.
Use Show … more when a list offers additional rows. These are ranked summaries, not a complete event log. Location information can be incomplete or approximate.
Known crawler activity appears separately under Automated traffic and is excluded from visitor counts. Show crawlers reveals the available detail; this does not mean every automated visit can be identified.
For clearer campaign sources, use consistently tagged links. Creating tracked links and QR codes explains how to prepare links for different placements.
Connect traffic with useful activity
Open Content & engagement to see which pages earned attention and what got in the way. Review reported problems alongside the page rankings, reading depth, and speed measurements. A page with many views may still need work if readers encounter errors or cannot find their next step.
Open Search to investigate on-site searches and terms that found nothing. These are separate from search-engine performance data. The Search Console status on Overview indicates whether that connection is enabled; it does not by itself confirm that a successful import has supplied data.
Journeys helps you follow recorded visits and actions. Revenue gives more detail about purchase outcomes and available Cedros Pay figures. Those reports depend on the activity and access available to your account. A missing revenue figure is not proof that your business earned nothing.
Choose one useful follow-up: improve a frequently visited page, clarify an unclear call-to-action, or add information people repeatedly search for. Compare the same reporting window after the change, allowing enough visits to judge whether the pattern holds.
Export the figures you are reviewing
Select Export in the header and choose Daily trends (CSV), Traffic sources (CSV), Top pages (CSV), Revenue & conversions (CSV), or Search terms (CSV).
The download contains the selected report from the currently loaded analytics results. Choose the period and wait for it to load first. A CSV is a snapshot you can keep or open in a spreadsheet; it does not refresh itself later.
Exports reflect the available report summaries and their limits. They are not a download of every raw event. Daily visitor figures still need to be interpreted per day, and monetary columns should be read with their currency and units.
Understand gaps and recover from errors
Built-in off means built-in collection is disabled. Previously collected figures can remain visible, but they stop where collection did. Use Open analytics settings, or go to Settings → Analytics, to review setup with someone who has permission to change it.
No visits in this window means there is no recorded traffic for that period. Try a longer period and check Last activity. A new site needs real visits before trends become useful.
Analytics data is unavailable means the report could not load; it is not a zero-traffic result. Select Retry analytics. If you see Showing the last successful results, the visible figures may be out of date until a refresh succeeds.
Consent choices, browser privacy controls, blocked requests, and missing tracking can leave gaps. Source information can also be absent. Expect differences from another analytics service if it uses different identity rules, filters, dates, or time zones. Treat these reports as evidence of recorded activity, rather than a complete account of everyone who visited.
You cannot open the report. Ask the site owner to check your analytics/settings access. See feature access.