Analytics overview

Use the main dashboard to understand traffic volume, quality, acquisition and audience behaviour over time.

Choose the reporting context first

Select the site and date range before reading any result. Quick ranges support routine checks, while a custom range is better for a campaign, release or content change. All dashboard cards use that same selected context.

Compare against a meaningful baseline

Use the comparison selector to put the chosen period beside an earlier or custom period. A change is more useful when the periods have comparable length and purpose, such as this campaign week versus the previous campaign week.

Move from overview to evidence

Start with the headline trend and KPIs, then investigate the pages, referrers, countries and platforms responsible for a material change. Avoid treating an isolated small movement as a conclusion.

Use the site timezone

Daily and hourly views follow the active site's timezone. Use that timezone when matching traffic changes to publishing, email, advertising or deployment times.