Understand Your Analytics
What your page's numbers mean, which two panels are worth acting on, and what to change when the funnel says people are dropping out.
Part of: Know your audience
Prefer to read? The full guide is below. Every video in the series is on the video tutorials page.
Analytics tells you what visitors did on your page: how many arrived, what they touched, how far they got, and where they gave up. Most of it is interesting. Two panels are genuinely worth acting on, and this page says which.
Analytics is a Pro feature.
Opening Analytics
Go to Analytics in your admin. The range picker at the top-right offers Last 24 hours, Last 7 days and Last 30 days; everything on the page moves with it. It opens on the last 24 hours.
The four numbers
| Card | What it measures |
|---|---|
| Visits | How many people opened your page |
| Clicks | How many times a visitor touched a block |
| Median time | How long a typical visit lasts |
| Conversion | The share of visits that finished something: a form, a booking, an order |
Each card carries a badge comparing it against the previous equivalent period.
Median time is a median, not an average, and that is deliberate: one person who leaves your page open in a background tab all afternoon would drag an average upwards and tell you nothing. The median is what a typical visit actually looked like.
Conversion shows a dash when there is nothing to work it out from yet.
Visits over time
A line across the selected range. Mostly useful for spotting the days something you posted actually landed, match a spike against what you put out that day.
The two panels that are worth acting on
These sit side by side, and the pairing is the point.
- Most clicked blocks: usually confirms what you expected.
- Blocks nobody clicked: the one to act on. Something on your page is taking up space and earning nothing. Move it down, change what it says, or take it off.
A page gets longer over time and almost nobody audits it. This panel does that for you.
Where people drop out
One funnel per flow (Forms, Bookings, Checkout) each shown as steps with the biggest fall called out.
The stages are the real actions a visitor took, so they read plainly: Opened, Picked a time, Entered details, Pressed confirm, Submitted, Entered the code.
The last stage says what actually finished:
- A form is Completed.
- A booking is Booked.
- An order is Reached checkout: not “paid”. At that point the visitor is handed to Stripe, and this page never sees whether the payment went through. Your purchases ledger is the answer to that question.
Healthy clicks with a big fall at the last step usually is not your page. It is what you are asking for at the end. Too many form fields, or a price nobody was expecting.
The rest
Below the funnels, in order:
- Where visitors came from: the sites sending you traffic. Worth knowing when you post in more than one place.
- Countries
- How far people scrolled: if nobody reaches the bottom, what is down there is not working, however good it is.
- Links out: which links took people off your page.
- When people visit: visits by hour of day.
- Devices
Each says so plainly when there is nothing to show yet, rather than drawing an empty chart.
A weekly check that takes two minutes
- Blocks nobody clicked. Change or remove one thing from that list.
- Where people drop out. Find the biggest fall and ask what you are demanding at that step.
- Read the trend badges period against period rather than chasing single-day swings.
Everything else on the page is context. Those two panels are the ones that change what you do.