Website analytics
Read who is visiting your website, where they came from, which pages they read and whether they come back.
Where to find it
Your website analytics are on the Website overview page. Click Website in the main menu. Old links to the separate analytics page now open the overview, with the matching section already expanded.
Visits are counted for you as soon as your site is live. You don't need to install anything. Tracking pixels you add in the builder's settings send data to those other services and don't change these numbers.
The period toggle at the top right sets the range for everything below it: 7 days, 28 days, 90 days or 12 months.
Right now
The live strip shows Visitors in the last 30 minutes, with a small bar for each minute. The newest minute is on the right. Beside it:
- Active pages: the pages those visitors are on.
- Active sources: where they came from.
When nothing has happened, each list says "Nothing in the last 30 minutes." The count is up to date to within a few seconds.
Headline numbers
| Number | What it counts |
|---|---|
| Unique visitors | People who viewed at least one page, counted once each. |
| Sessions | Visits. One person can start several. |
| Page views | Every page load, including repeat views in one visit. |
| Bounce rate | Visits that viewed a single page and left. Lower is better. |
| Pages per session | How far into the site a typical visit goes. |
| New visitors | People first seen in this range, with their share of all visitors. |
The first three show a small trend line and the change against the period before. When the period before had nothing to compare against, no change is shown rather than a misleading percentage.
A "new" visitor is judged by their very first visit to your site, not their first visit inside the range you picked.
Snapshot
Two short tables sit under the headline numbers:
- Where visitors come from: your top channels by sessions, with each one's share.
- Pages doing the work: the pages visits most often start on, with their bounce rate.
See all opens the matching deep dive.
Analytics deep dives
Under Analytics deep dives are four sections. They start collapsed. Click one to open it. The page address remembers which ones are open, so you can bookmark or share the view.
Traffic trends
Traffic trend shows daily Sessions, Visitors or Page views for the range, with the previous period drawn behind as a dashed line. Below it are New visitors, Returning visitors, Bounce rate and Pages per session.
Acquisition
- Sessions by channel: visits grouped by where they came from, based on the first page of each visit.
- Channel quality: for each channel, Sessions, Share, Bounce and Pages/session, so you can see not just how many arrived but whether they stayed.
- Campaigns: visits whose first page carried a
utm_campaigntag, with sessions and visitors for each.
The channels are:
| Channel | Means |
|---|---|
| Direct | No referring site: typed in, bookmarked, or the browser didn't say. |
| Organic Search | A search engine. |
| Paid Search | A paid ad, tagged as paid in its link. |
| Social | A social network. |
| A link tagged as email or newsletter. | |
| Referral | Any other website. |
| Internal | A reader moving between your own pages. |
| Other | Anything that doesn't fit the above. |
To see a campaign or newsletter link counted correctly, add utm_source, utm_medium and utm_campaign tags to the links you share.
Content
- Pages: every page by Views, with the Visitors behind them.
- Landing pages: where visits begin, with Sessions and Bounce. Bounce here is the share of visits that started on that page and viewed nothing else.
- Exit pages: where visits end, with Exits and Exit rate. The exit rate is exits as a share of that page's own views.
Audience
- Countries, Devices, Browsers and Operating systems: unique visitors in each, by share.
- Returning-visitor cohorts: of the visitors who first arrived in each month, the share who came back in later months. Month 0 is always 100%, because it's the month they arrived. This chart always covers the last six months, whatever range you pick.
Troubleshooting
Sections say there's nothing in this range: each section words it a little differently, for example "No sessions in this range.", "No visits recorded in this range.", "No page views in this range." or "No visitors in this range." Your site may not be published yet, or nobody has visited in the range you picked. Try a longer range. "No tagged campaigns in this range." only means none of your visits came from links with UTM tags.
Most of my traffic is Direct: many apps and browsers don't say where a visitor came from. Adding UTM tags to the links you share moves those visits into the right channel.
A chart shows an error instead of data: click Retry. The other sections keep working while one is unavailable.