The Traffic Dashboard helps you find out who is coming to your website, where they are coming from, and what they’re doing on your website. You can also see traffic trends over time, which channels are having the greatest impact, and more. Let’s take a look at every aspect of the traffic dashboard and how you can use it to get the big picture.
At the top of the Traffic Dashboard, you will see key information about your website traffic for the specified time period.
The information available in the main view includes:
- Total Visitor Traffic – The number of times your website was visited during the specified time period.
- Unique Visits – The number of distinct individuals who visited your website during the specified time period.
- Avg. Time On Site – The average amount of time visitors spent on your website during the specified time period.
- Bounce Rate – The percentage of visitors who came to your website during the specified time period who navigated away from the website after viewing only one page.
- Traffic Evolution – An overview of your traffic over the specified period of time, including which channels visitors came from.
Adjusting the reporting timeframe
You can adjust the reporting timeframe by clicking on the calendar dates in the upper right hand corner to view your traffic data over the last 30 days, 6 months, year, or custom timeframe.
Viewing information for specific channels
To view details for specific channels, filter which channels you want to see information about by clicking on the data indicators below the main chart.
Traffic data can be sorted by the following channel types:
- Organic Traffic – Visitors who came to your website as a result of unpaid search results.
- Direct Traffic – Visitors who came to your website by typing a URL directly into their browser. This filter also includes site visitors who arrived at your website from unspecified sources.
- Referral Traffic – Visitors who came to your website from direct links on other websites (not from search engines).
- Email Traffic – Visitors who came to your website from email marketing campaigns and email referrals.
- Paid Search Traffic – Visitors who came to your website via pay-per-click ads on search engines
- Other Traffic – Visitors who came to your website from a traffic source that doesn’t fit into any other channel.
Change view type of the main chart
You can also view your Traffic Evolution chart as an area chart or a bar chart, whichever helps visualize your data best.
Below the main view on your Traffic Dashboard are four additional views that give you further details about your website traffic. Let’s take a look at each view in more detail.
New vs Returning Visitors
The New vs Returning Visitors view separates your total visitors during the specified time period into two categories. ‘New’ visitors visited your website for the first time, based on cookie tracking. If visitors delete their cookies and returns to the site, they will be counted as new visitors. ‘Returning’ visitors have made a previous visit to your website, based on cookie tracking. You can move your mouse over a specific category to see the exact number of visitors.
Top Organic Keywords
Organic keywords are search keywords your website is listing outside of the context of paid advertisements. The Top Organic Keywords view displays the keywords that resulted in site visitors during the specified time period. Please note that a large number of visitors may be listed under “not provided,” which happens as a result of SSL searches.
Top Referrers shows you all referrers that sent traffic to your site, ranked in order of popularity, for the specified time period.
Top Pages shows you the pages that were visited the most on your website. Please note that the top result is often just a forward slash, which represents your homepage.