Web analytics
Visitors, sources, pages, devices and countries for your site — what each number means and how to filter.
Web analytics answers the questions a marketing site or web app asks every day: how many visitors, from where, landing on which pages, on which devices, and how that compares to last period. It works as soon as the browser SDK is installed. There's nothing to set up.
The page
- Overview: visitors, pageviews, sessions, views per session, bounce rate and session duration, each compared with the previous period of the same length.
- Trend: visitors and pageviews over time.
- Pages: top pages, entry pages and exit pages.
- Sources: channel, referrer, and UTM source, medium and campaign.
- Devices: device type, browser and OS.
- Geography: countries.
The default range is the last 7 days.
What the numbers mean
| Metric | Meaning |
|---|---|
| Visitors | Unique people. A visitor who later signs up isn't counted twice. |
| Pageviews | Pages viewed. |
| Sessions | Visits. A session ends after 30 minutes without activity. |
| Views per session | Pageviews ÷ sessions. |
| Bounce rate | Share of sessions with one pageview that lasted under 10 seconds. Someone who reads one article for two minutes isn't a bounce. |
| Session duration | Average time from the first to the last activity in a session, including time on the last page. |
Events sent from your server don't count as visits.
Channels
Each session gets one channel, based on where the visit came from. The first matching rule wins:
| Channel | When |
|---|---|
| Paid | utm_medium is cpc, ppc, paid, paid_search, paid_social, display or cpm (and similar spellings) |
utm_medium is email or newsletter, or utm_source is email or newsletter | |
| Social | utm_medium is social, or the visitor came from a social site (X, Facebook, Instagram, LinkedIn, Reddit, YouTube, TikTok, Hacker News, Product Hunt, Threads, Bluesky, Discord, Pinterest, Mastodon) |
| Organic search | The visitor came from a search engine (Google, Bing, DuckDuckGo, Yahoo, Baidu, Yandex, Ecosia, Brave, Kagi) |
| Affiliate | utm_medium is affiliate |
| Direct | No referrer and no utm_source |
| Referral | Everything else |
UTM tags are checked first, so tag your campaigns. A Facebook ad tagged utm_medium=paid_social counts as Paid, not Social.
Filter by clicking
Click any row to filter the whole page by it. Click /pricing in Top pages to see only traffic to that page, then click Germany to narrow it to German visitors. Active filters show as chips under the header. Remove one with its ×.
- Clicking another row in the same table replaces that table's filter.
- (none) and Direct rows filter on "not set".
- Channel rows can't be clicked.
Country is detected automatically for browser visits. Events from your server have no country unless you send $geoip_country_code.
Beyond web analytics
Web analytics is built for traffic. For anything else on the same pageviews, use insights: a funnel from landing page to sign-up, retention of visitors, or traffic broken down by plan. Agents can read web analytics too, for example "Which sources brought the visitors who went on to buy?".