Website stats and traffic reference
You can see where visitors come from, which pages they visit, and where they convert. Here's how the dates, filters, and counts work.
Updated
View as MarkdownUse the reports under More detail on the dashboard to find out who converts, where your traffic comes from, and which pages lead to form submissions or offer clicks. You'll find Audience, Website stats, and Conversions by page there.
Tabs and date ranges
Audience is the default tab. It starts with a 30-day range that's independent of the other reports. Website stats and Conversions by page share the dashboard's 7 days, 14 days, or 30 days selection, initially 7 days.
A report link can carry its own range and override your saved selection. If the available history doesn't cover the full range, use the covered dates printed in the report. Reports use your browser's timezone. Website stats hides previous-period comparisons when you select 30 days.
Audience conversion differences
Audience summarizes segment groups and their measured conversion differences. It also separates groups with too little data and groups with no visitors. Rank by offers Conversion difference or Visitors, and Filter groups searches group names. The first two ranked groups start expanded.
Biggest differences compares eligible segments with their own group's average. It's labeled Observation, not a test. Groups without enough data don't get invented rates. See audience reporting for how to read these comparisons.
Website summary
Website stats shows Visitors, Identified subscribers, Suspected bots, On mobile, and What changed.
Where bot scoring is available, suspected bots are excluded from visitors. Older snippets can leave traffic unscored. If this applies, the report explains that visitor counts may run high until your next publish. Missing measurements stay unavailable rather than showing zero.
Where visitors come from
The channel table can include Direct, Organic search, Referral, Social, Paid, Email, and AI assistants. Each row shows visitors, share of all visitors, opt-in rate, and a period comparison when available.
Channel opt-in rate is opt-ins divided by visitors from that channel. Someone who arrives through several channels can count in each one. That's why shares can add up to more than 100% and channel counts can exceed the total number of visitors.
Low data means there isn't enough data for a useful rate comparison. It doesn't mean the rate is zero. Opt-ins without an attributed source appear separately when applicable.
Referring sites
Related domains appear as one site. Expand a group with several domains to see them individually.
Visits counts recorded arrivals, not analytics sessions. Share is a share of arrivals with a referring site, not all website visitors. A referral share and a channel share therefore use different totals.
Landing pages and most-viewed pages
Landing pages, the default view, shows the first recorded page of an arrival from outside your site. Most viewed shows unique visitors for each page.
The table shows up to six leading pages, with visitor counts, shares, and available comparisons. Hostnames appear when needed to distinguish multiple hosts. Conversions by page opens the conversion report.
Both page views can contain overlapping visitors. Someone can arrive on several pages or view several pages. Landing pages describe recorded arrivals, not sessions.
Campaign tracking
Campaign tracking (UTM) lets you switch between Source, Medium, and Campaign. It shows up to six values plus Other. Shares use UTM-tagged arrivals, not all visitors.
The report can show up to three tracking-quality warnings, including Unfilled template tag and ID only, no readable name. These describe the values RightMessage captured. You'll need to fix the links themselves.
For example, WorkForge (opens in a new tab) could use team-guide as a readable campaign value instead of a raw campaign ID. Set that value in the links you send, then check the visits they bring in.
Location and technology
Location & technology includes Devices, Countries, Browsers, Operating systems, and Languages. Smaller groups can be combined into Other.
Other contains measured groups. Don't calculate it by subtracting the visible shares from 100%, because visitor groups can overlap.
Conversions by page
The summary shows Form views, Conversions, Conversion rate, and Pages with a conversion. Conversion rate is conversions as a share of form views.
Form-selection chips filter the table only. The summary still covers all forms and offers, as the page explains when you select a chip. A single-form table and the all-form headline won't necessarily have the same total.
Rows group hosts, page paths, and per-form details. Expand a group to see what's inside. The table lets you compare rates and counts, keeps low-data and zero-conversion groups, and has no pagination.
RightMessage removes duplicates when calculating page totals instead of adding every form's count. When conversions overlap across pages, a note explains why the row sum differs from the distinct total. A higher rate on one page is an observation, not proof that the page caused the difference.
When a measurement isn't available
Loading, no arrivals, low data, and a failed measurement mean different things. Keep those distinctions when you share the report. If it asks for a narrower range, reduce the dates. Check the published snippet before expecting newly supported tracking to appear.
For a walkthrough, follow See how your flow is doing. To compare tested versions, use split-test reporting or campaign experiment decisions, rather than a traffic-table comparison.