Reports

Every report of a website reads the same events, so filters, goals and numbers agree between them. This page explains what each report counts and where its limits are. Which reports a project shows depends on its plan. The sections follow the menu of a website: Overview, Behaviour, Conversions, Explore, Performance and Settings.

Common to all reports:

• Range and comparison: pick a range and compare it with the period before.
• Time zone: the dashboard shows every moment in the time zone of your user profile. The time zone of the website (Settings › General) decides where a day begins — days and weeks are cut at midnight there — and applies to the weekly report, which names its zone. A new website starts with the time zone of the profile of the person who created it. The shared view has no signed-in user and shows everything in the time zone of the website, which it names. In time zones 30 or 45 minutes off the full hour, the aggregated statistics start a day up to 45 minutes after midnight.
• Filters narrow the sessions — by page, page pattern or page title, entry or exit page, source, referrer, UTM parameters, country, region, city, language, time zone, device and device model, browser and its version, operating system and its version, screen or window size, event or Sent from (browser or server).
• After a plan change: when the plan no longer includes funnels or Explore, existing funnels, insights and dashboards stay listed and can be deleted, but not created or changed, and their results stay locked until the plan includes the feature again. Nothing is deleted automatically.
• Raw data and statistics: reports that look at single sessions or events (sessions, paths, funnels, retention, Explore) read the raw data and reach back as far as the raw event retention; the overview and the breakdowns also use aggregated statistics, which are kept longer. See Settings › Retention & deletion.

Pageviews, sessions, visitors, bounce rate and engagement time over the range, pageviews by weekday and hour of day, and the top pages, page titles, entry and exit pages, sources, campaigns, countries, regions, cities, languages, time zones, devices, screens, browsers and operating systems. Each figure at the top shows its change against the previous period — green when it moved the good way, red otherwise (for the bounce rate, down is good). View all opens every value of a dimension, including browser and operating system versions, device models and window sizes.

PDF report downloads the overview of the range. With Settings › General › Weekly report, the members you choose receive the previous week as PDF every Monday, shortly after midnight in the website’s time zone (depending on your plan).

The page each active visitor is on right now.

Every visit, newest first. Open a session for its pages and events in order, its source, device and — if one exists — its replay. Filter by the user id you passed to identify or by visitor id, by any field the statistics know and by session duration. A field of the session itself — source, campaign, country, device, entry page — matches directly; a page or event field matches a session when one of its events does, and an excluding filter when none does. With a filter the list looks at a time range, the last 30 days unless you pick another. The replay list takes the same filters.

Many reports link into this list: an error group, a funnel step (n stopped here), a goal, a page or page pattern of a heatmap, a form people gave up, a product in Commerce, an endpoint in Network or a cell of the retention table opens exactly the sessions behind the number — the latest 1,000 at most — and from a session you jump to the replay at the moment it happened. The session shows device and model, screen and window size, language and time zone besides source and location.

Which page people open next, step by step — from the entry page of the session or from a page you name. Sessions that end on a page count as an exit.

Visitors grouped by the week or day of their first session in the selected range, and the share of them who came back in each of the next 12 periods. A visitor is the user id, else the visitor id, else the session.

How far “came back” reaches depends on visitor recognition: without a cookie or a user id, a visitor is only recognised within the window of the website, so returns after the window are not visible. The report shows which share of sessions had a user id, a cookie, a window key or none. Click the size of a cohort or one of its cells to open the sessions behind it.

A goal is reached by a pageview of a page, a custom event (optionally with a property value), a click on an element (named with data-track, otherwise by its id, link target or name attribute) or a purchase. Each session converts a goal at most once.

Goals work retroactively: a new or changed goal is counted over the data you already have, within the raw event retention. Outbound links, downloads and 404 pages are events too, so they can be goals.

A funnel is an ordered list of steps — pageviews, custom events, clicks or goals — that a session has to pass. Each step counts the sessions that reached it after all steps before, so every bar shows where people leave.

• Window: the time allowed from the first to the last step — 30 minutes, 1 hour, 1 day or 7 days.
• Scope: per session, or per visitor across sessions (the user id once known, else the visitor id, else the session).
• n stopped here opens the sessions that left at that step.

Funnels read raw sessions, so the range is limited to the raw data retention.

Every session carries where it came from: entry page, referrer, source and the UTM parameters utm_source, utm_medium, utm_campaign, utm_content and utm_term.

Attribution is first touch per session: later pages of the same visit do not change the source. Conversions and revenue are credited to the session they happen in; there is no multi-touch attribution across sessions, and no attribution across devices without a user id.

The shop funnel from product views and cart adds through the checkout steps to purchases, with orders, units and revenue per product, and revenue by source, campaign and landing page (the first page of the session the purchase happened in).

Revenue is net of refunds. A repeated order id counts once; a server purchase replaces the browser purchase of the same order. Purchases without a session are unattributed.

• Forms: how often each form is started, sent and given up, at which field people stop, which steps they reach, where they spend the longest and which fields the browser refused.
• Content: views and reads of blocks marked with data-ta-content.
• Media: how often each video or audio was started and how far it was played; resumes after a pause do not count as a new start.
• Site search: what visitors search for, and which searches found nothing.

Compare the variants of an A/B test your site runs (see Experiments). For each variant against control:

• Goal conversions with a two-sided significance test and the 95 % interval of the uplift, plus a verdict on how certain the result is.
• Purchases, revenue and errors from the first exposure on, and speed as the 75th percentile of the web vitals.
• A sample ratio mismatch warning when the variants received noticeably different traffic. The check assumes an equal split — if you deliberately split 90/10, ignore it.

• Web vitals: the 75th percentile of LCP, INP, CLS, FCP, TTFB and TBT per page, device, browser, operating system, country or release, rated good / needs improvement / poor by the thresholds Google publishes. TBT is not a Core Web Vital. Scripts that blocked the page lists the scripts that kept long animation frames busy (Chromium only).
• Errors: occurrences grouped by type, message and first stack frame, with the affected sessions, pages, browsers and releases. Mark a group resolved or ignored to keep the list focused on what is open.
• Network: failed and slow requests grouped by endpoint. Open an endpoint for how long its requests took, which statuses it answered with, the pages it failed on and the sessions it affected.

Ask one question of the traffic: how a metric developed over time, or how it splits by a dimension. Filters narrow the sessions, a goal adds conversions.

Event values sums up the numeric properties of your events: count, sum, average, minimum and maximum of one property of one event, split by up to two dimensions, filtered by property values (plan = enterprise) — for example the average basket size per campaign. The SDK sends property values as text; a value that is a number can be summed and averaged here.

Save a question as an insight with its filters, goal and chart. Its range is relative — the same number of days, ending today, whenever it is opened.

• Dashboards arrange saved insights as tiles on a grid of three columns; every tile is evaluated live when the dashboard opens. Each insight keeps its own range, or you look at all tiles over 7, 30 or 90 days at once.
• CSV of a breakdown in every plan: open a breakdown with View all, then CSV downloads every value of the breakdown with the filters and the search on screen, up to 50,000 rows.
• CSV from Explore: the table or curve of the current question.
• Raw events as CSV under Settings › Data collection & privacy › Export events, from Team: the last 30 days, the last 90 days or everything kept, oldest first, up to 500,000 rows. The file is prepared in the background, usually within a minute, and stays ready for 24 hours, so a second download hands out the same file; an erasure discards it. It contains session, visitor and user ids — keep it as carefully as the dashboard.
• PDF report of the overview, see Overview.

Every export is written to the audit log with format and range, never with its content.

A shared view is a read-only link to the overview of one website — key figures, chart, map, traffic by weekday and hour, and the top pages, sources, campaigns, locations, devices, browsers and event names — for clients or colleagues without an account. Admins create it under Settings › General › Shared views, in every plan, up to 10 links per website.

• Password: optional, 8 to 128 characters. It is stored only as a hash and cannot be displayed again.
• What it shows: the overview figures for the last 24 hours, the last 7, 14, 30 or 90 days, this week, or any range the viewer picks; a click on a value filters the view. Sessions, replays, users, single events and settings stay private.
• Access: an opened view stays open in its browser tab for up to 8 hours. A new password, a removed password or revoking the link ends every open view at once.
• Limits: 10 access attempts and 300 requests per minute per link. Five wrong passwords lock nothing yet; the sixth locks the link for 30 seconds, every further wrong password doubles that, up to one hour, and the right password resets the count.

Creating, changing and revoking a link are written to the audit log, never the password.