Overview

The Visits & Visitors dashboard provides a comprehensive overview of website traffic, visitor behavior, visitor identification, and traffic source performance.

It helps businesses understand:

• Website traffic trends

• Visitor engagement patterns

• Known vs unknown visitor activity

• Returning visitor behavior

• Traffic source performance

• Historical traffic trends

This dashboard is designed to provide visibility into audience growth, engagement quality, and website performance over time.

Accessing Visits & Visitors

To access the dashboard:

1. Navigate to Web Analytics

2. Click Visits & Visitors

The Visits & Visitors dashboard will open.

The selected date range is displayed at the top-right corner of the page.

Changing the date range updates all analytics and visualizations across the dashboard.

Dashboard KPI Overview

The top section displays key website traffic metrics. These KPI cards provide a high-level summary of website activity during the selected period.

Total Visitors

The Total Visitors card displays the total number of unique visitors recorded during the selected date range. This metric represents distinct individuals visiting the website.

High visitor counts may indicate:

• Strong marketing performance

• Increased audience reach

• Effective acquisition campaigns

• Seasonal traffic growth

Clicking the metric opens detailed visitor records.

Known Visitors

The Known Visitors card displays the number of identified visitors. Known visitors are users whose identities have been recognized through:

• Email capture

• Form submissions

• Customer matching

• CRM enrichment

• User authentication

The percentage shown beside the metric indicates the ratio of known visitors compared to total visitors. Known visitor tracking helps businesses:

• Build customer profiles

• Create targeted audiences

• Improve personalization

• Analyze customer behavior

Clicking the metric opens detailed known visitor records.

Returning Visitors

The Returning Visitors card displays the number of visitors who returned to the website during the selected period. This metric helps measure:

• Customer retention

• Repeat engagement

• Brand loyalty

• Ongoing audience interest

The displayed percentage represents returning visitors relative to total visitors. Clicking the metric opens detailed returning visitor records.

Visits

The Visits card displays the total number of website visits during the selected period. Unlike visitors, this metric includes repeated sessions from the same individual. High visit counts may indicate:

• Strong engagement

• Repeat browsing behavior

• Active campaign traffic

• High content consumption

Known Visits

The Known Visits card displays visits associated with identified users. This helps businesses analyze:

• Authenticated user activity

• Customer engagement levels

• Returning customer behavior

• CRM-linked sessions

The percentage shown represents known visits relative to total visits.

Returning Visits

The Returning Visits card displays repeat website visits from returning users. This helps measure:

• Repeat engagement frequency

• Retention strength

• Customer revisit behavior

• Long-term audience engagement

The percentage shown represents returning visits relative to total visits.

Visits by Media Source

The Visits by Media Source chart displays how different traffic channels contribute website visits over time. The chart visualizes daily traffic trends across multiple acquisition sources. Examples of media sources include:

• Direct

• Google Ads

• SMS

• Email

• Facebook Ads

• Google Shopping

• Bing Ads

• Affiliate platforms

• Organic search

• External referral platforms

This visualization helps businesses understand:

• Channel performance trends

• Traffic acquisition distribution

• Source-specific spikes

• Campaign-driven traffic increases

Visits by Media Source Table View

The table view icon in the chart header opens a detailed tabular breakdown of traffic source activity.

The table includes:

This helps users analyze:

• Daily traffic patterns

• Channel contribution

• Traffic consistency

• Source-specific engagement

Page Views & Visits

The Page Views & Visits chart compares total page views against total visits over time. This helps businesses understand:

• Visitor browsing depth

• Session activity

• Content engagement

• Website consumption patterns

The chart visualizes:

• Views

• Visits

Higher page views relative to visits may indicate deeper user engagement and longer browsing sessions.

Page Views & Visits Table View

The table view option opens a detailed daily breakdown. The table contains:

This helps identify:

• Traffic spikes

• High engagement days

• Campaign-driven browsing increases

• Seasonal activity patterns

Visit Trends

The Visit Trends chart displays historical visit performance across monthly periods. The chart compares:

• Total Visits

• TTM Average Visits (Trailing Twelve Month Average)

This helps businesses evaluate:

• Long-term growth

• Seasonal trends

• Traffic stability

• Historical performance patterns

The visualization allows users to compare current traffic performance against rolling historical averages.

Daily Visit Drilldown

Clicking a month within the Visit Trends chart opens a detailed daily breakdown for that month.

The drilldown chart displays:

• Daily visit counts

• Daily traffic fluctuations

• Individual day performance

This helps businesses identify:

• High-performing days

• Campaign impact periods

• Promotional traffic spikes

• Seasonal traffic fluctuations

Visit Trends Full-Screen & Export Options

The chart menu provides multiple actions:

• View in full screen

• Print chart

• Download PNG image

• Download JPEG image

• Download PDF document

• Download SVG vector image

• Download CSV

• Download XLS

These export options help support:

• Reporting

• Stakeholder presentations

• Data analysis

• Marketing reviews

Visitor Trends

The Visitor Trends chart visualizes unique visitor activity across different visitor categories. The chart compares:

• Known Individuals

• Unknown Individuals

• Returning Individuals

• Total Individuals

This helps businesses analyze audience composition and identification performance.

Known Individuals

Known individuals represent visitors who have been successfully identified through available customer data.

Unknown Individuals

Unknown individuals represent anonymous website visitors without identifiable customer information.

Returning Individuals

Returning individuals represent visitors who revisited the website during the selected period.

Total Individuals

Total individuals represent the combined unique audience interacting with the website.

This metric provides an overall view of audience reach and traffic scale.

Use Cases

The Visits & Visitors dashboard supports multiple business functions.

Marketing Teams

• Measure traffic acquisition performance

• Analyze source-specific traffic trends

• Monitor campaign impact

E-commerce Teams

• Understand browsing behavior

• Track returning customer activity

• Analyze visitor engagement

CRM & Retention Teams

• Identify known visitors

• Create segmented audiences

• Improve customer retention analysis

Leadership Teams

• Monitor website growth

• Review historical performance

• Evaluate long-term traffic trends

Best Practices

To maximize the value of Visits & Visitors analytics:

• Monitor traffic trends regularly

• Compare visitor growth across periods

• Analyze returning visitor behavior

• Review source-specific traffic quality

• Track known visitor growth

• Use audience segmentation for retargeting

• Investigate major traffic spikes or drops

Regular analysis helps improve acquisition efficiency, retention strategies, and overall website performance.