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Analytics overview

The analytics overview helps you understand what is happening across your website or product. Use it to establish a baseline, spot changes, and decide which questions need deeper investigation.

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Start with a specific question

Analytics is most useful when it answers a decision-oriented question. For example:
  • Did qualified traffic increase this week?
  • Which landing pages bring visitors who continue to signup?
  • Where does the signup flow lose the most people?
  • Did a release change how users move through the product?
  • Which acquisition sources are associated with valuable outcomes?
Write down the question and the time period before exploring reports. This keeps the investigation focused and makes comparisons more consistent.

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A practical reading workflow

1

Choose the right project and date range

Confirm that you’re viewing the intended website or product and select a time period that matches your question. For trend analysis, compare equivalent periods when possible.
2

Establish the baseline

Review the available traffic and engagement metrics first. Check whether the current result is unusual relative to the previous period rather than judging a number in isolation.
3

Break down the change

Where the report supports it, segment by relevant dimensions such as source, landing page, device, geography, or campaign. Avoid applying many filters at once; change one dimension at a time so the reason for a difference remains understandable.
4

Connect metrics to behavior

Use user journeys, funnels, and session replay to investigate what users did after arriving.
5

Record the conclusion

Note the period, filters, relevant findings, and the next action. A screenshot or shared embedded dashboard can help teammates review the same evidence.

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How to interpret a metric responsibly

A change in a metric is evidence of a change in recorded data, not automatically proof of what caused it. Before drawing a conclusion, check whether the tracking implementation, campaign tagging, site releases, consent behavior, or data imports changed during the period. Keep these distinctions in mind:
  • Counts tell you how much activity was recorded.
  • Rates relate one event or stage to another; always understand the denominator.
  • Trends show how a metric changes over time, but can be affected by seasonality and traffic mix.
  • Segments help explain where a result is concentrated, but small sample sizes can be misleading.
  • Attribution reports describe how recorded acquisition context is associated with outcomes; they do not, by themselves, prove causation.

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Troubleshooting unexpected numbers

If a report is empty or a value looks implausible, verify the date range, selected project, hostname, filters, and event collection first. Check for duplicate trackers, test traffic, blocked requests, and delayed imports. See Troubleshooting for a structured checklist.

Build a funnel

Measure conversion through a multi-step flow.

Define a goal

Give an important user action a clear definition.

Inspect session replay

Add qualitative context to aggregate trends.

Connect revenue data

Investigate the relationship between acquisition and revenue.