Your analytics dashboard
Analytics shows how many people visited your site, who they are and where they came from.
Choosing what you are looking at
Pick a project or All Projects, then a period - Today, a Custom range, or All Time.
Nothing in analytics means much on its own. A number is only useful next to the same number from last month, so change the period and compare before drawing any conclusion.
What is shown
| Panel | What it tells you |
|---|---|
| Page Views | How much traffic you are getting, over time. |
| Referrer Sources | Which sites sent people to you. |
| UTM Sources | Traffic from campaigns you tagged - see below. |
| Countries | Where visitors are. |
| Devices, Browsers, Operating Systems | What they are using. Mostly this tells you how much of your audience is on a phone. |
| Bookings | Booking activity over the period. |
| Message status | What is happening to enquiries that came in. |
Referrers, and what "direct" means
A referrer is the site someone was on before yours. Direct means there was no referrer - typed the address, used a bookmark, or clicked a link in an email or a messaging app. A large direct share is normal and is not a measurement fault.
UTM campaigns
To find out which advert, post or email brought someone in, add UTM tags to the link you share:
https://yoursite.com/offer?utm_source=facebook&utm_medium=social&utm_campaign=spring
Those visits then appear grouped under UTM Sources. Without tags, everything from that platform is lumped in together and you cannot tell which post worked.
Use a consistent naming convention - facebook and Facebook count as two different sources.
Reading it honestly
- Traffic is not the goal. A hundred visitors who enquire beat a thousand who bounce. Look at Conversion funnels for what people actually did.
- Watch trends, not days. Single days swing wildly for reasons that have nothing to do with you.
- Your own visits are noise. Small sites often measure their owner most of all.