Visits & Visitors
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:
| Column | Description | | ------------- | -------------------------------- | | Date | Daily traffic date | | Media
Sources | Visits generated by each source | | Total | Total visits across all channels |
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:
| Column | Description | | ---------- | -------------------- | | Date | Daily reporting date | | Views | Total page
views | | Visits | Total visits |
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.