How to read your analytics
The analytics overview brings your website, sales and email numbers together on one page.
Where to find it
Open Analytics, then Overview.
The date range control
Every analytics screen shares the same control in the top right corner: 7 days, 30 days, 90 days and Custom. The default range is 30 days.
The three preset ranges always end today, so the numbers are live. Custom opens a small From and To date picker with an Apply button. Custom windows are limited to 366 days, and if you enter the dates the wrong way round, they’re swapped for you.
One difference worth remembering: a preset range can show real-time numbers, such as current visitors, because it ends now. A historical custom window can’t, so those numbers will show zero.
The four top tiles
- Revenue: money collected in the window.
- Unique visitors, with total page views underneath.
- New contacts, with new customers underneath.
- Email open rate, with the number of emails sent underneath.
The three section cards
Each card has a small daily chart, four key numbers and a View full report link.
Website shows daily page views, then Page views, Unique visitors, Bounce rate and the number of top pages recorded.
Sales shows daily revenue, then Revenue, Orders, Average order value and Conversion.
Email shows emails sent per day, then Sent, Delivered, Open rate and Click rate.
What the numbers really count
Revenue is money that actually changed hands, counted on paid orders and on ended subscriptions whose payments were kept. Refunds are excluded. If you sell in more than one currency, the headline figure uses your main currency, which is simply the one you collected the most in.
Unique visitors are distinct visitors to your published public pages. Views inside the member area are recorded separately and never mix with your website numbers.
New contacts are contacts created in the window, from any source.
Open rate is opens divided by delivered, not by sent.
You’ll find the details of each card in the articles on website analytics and sales analytics, and fixed tables you can export in the report catalogue.
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