KPIs

The Overview summarizes the selected website, period and filters.

Unfiltered rolling intervals reuse their analysis state as activity enters or leaves the interval: their first calculation keeps each visit’s session state so a later refresh can subtract expired visits exactly, whereas historical and filtered requests keep less working state and finish sooner. The updated result still counts the exact selected activity, including interval boundaries and refunds. Filtered and historical requests calculate their selected dataset separately. The computed time identifies the result currently displayed.

Metric definitions

Visitors and sessions

The current tracker uses a daily, website-scoped server hash without default persistent browser measurement storage. A new session starts after 30 minutes of inactivity, a backwards timestamp, a new UTC-day identity or a changed tagged campaign. Returning on a different UTC day counts as another visitor in a multi-day report. Shared IP/user-agent combinations may merge visitors; network changes may split them. Older source events retain their original identifiers. See technical privacy.

These numbers count observed activity; they are not a census of people. A visitor who blocks collection is not included.

Interpret time and bounce

A session with one pageview has zero measured duration. Seean cannot determine how long someone stayed after their final pageview. Custom events do not extend measured duration or add pageviews.

For example, one pageview at 10:00 and a signup event at 10:02 count as one visit, one view, zero measured session time and one bounce. A second pageview at 10:03 makes the duration 180 seconds and removes the bounce. A custom-event-only session counts as a visit with zero duration and no bounce.

Sessions and durations use activity inside the selected report window. A visit spanning the date boundary can have only part of its activity represented. With no visits, calculated bounce rate and session time are zero. These definitions apply to newly calculated analyses; previously saved results retain their original values.

Unfiltered live Overview and KPI reports reuse their calculation state as the date window moves. After a calculation update, completed older windows keep their existing result and expandable breakdowns until the normal analysis expiry; unused temporary calculation records are removed automatically. Your next refresh uses the current calculation. This cleanup does not delete tracked events, orders, performance measurements or saved report files.

Chart each metric

Select Visitors, Visits, Views, Bounce rate, Session time or Net in the KPI strip (one row on wide screens, three cells per row on tablets, two on phones; each small chart sits under its value except on the widest screens). The main chart, heading and tooltip use the selected metric. Each small chart uses its own KPI. Bounce rate uses percentages; session time uses measured durations. Net is labeled Net revenue on the chart. The secondary line shows net revenue, or visitors when Net is selected.

Visits belong to the time bucket containing their first recorded activity inside the selected report. A visit crossing several buckets is counted once. Each bucket’s bounce rate and session time use those visits and all their selected activity, including activity in later buckets. Bucket visit counts sum to the report’s visits. To reconcile rates and durations with the top KPI, weight each bucket by its visits; do not take an unweighted average. Visitors are distinct within each bucket and may appear in several buckets.

Buckets are calendar days in the display time zone above two days, otherwise hours; rolling windows refresh the day buckets incrementally in that zone. Buckets with no visits show zero bounce rate and duration.

The revenue KPI shows Net (amount minus refunds, refunds counted in their order’s period) or Gross, as chosen under Revenue → Overview: net / gross for the website; without a comparison its aside shows the order count and the refunded amount. The chart series is always net revenue. Revenue in the Sources and Entry pages breakdowns follows the website’s saved attribution model and lookback: the credited source or landing page receives the order’s net amount (a share of it under Linear) when that source or page appears in the period; otherwise the buyer’s first visit in the period keeps the credit. Countries, devices, browsers and operating systems credit the buyer’s first visit in the period, and Pages credit the converting page. Changing the website default or an attribution path rule starts a new Overview calculation; saved results keep their earlier credit. Unfiltered analyses include accepted complete imported days in KPIs, charts and available breakdowns. Historical visitors are daily source sums, not deduplicated people across days; source metric definitions apply. Aggregates are placed on their own calendar date in the display time zone and do not reconstruct hourly activity; an imported day that only partly overlaps the selected period is left out. Session filters exclude imported aggregates. If any imported day lacks visits, bounce or duration, that full-period KPI shows - and its chart explains the missing source data. Other metrics remain available. Saved analyses can also lack newer series; refresh to calculate a compatible result.

Compare results

Choose the preceding period, a fixed 7/30/90/365-day shift or a custom comparison. The selected KPI’s dashed comparison line shares the main chart, pairing buckets by position; unequal series only show positions present in both. Percentage changes use full period totals, not per-day normalization or only the chart’s visible positions. New positive activity against zero displays +100% as a new-activity indicator; zero against zero shows 0%. See date ranges and filters for date labels, calendar selection and all-time behavior. Revenue setup is required before Net can represent your orders.

Something unclear? Contact support.