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Traffic Analytics

The Traffic panel in Analytics shows a summary of traffic and engagement on your site. This panel's data helps you track your audience’s growth over time by focusing on three KPIs for measuring your site’s traffic: Visits, Pageviews, and Unique Visitors.

The Traffic panel is available in all plans.

Review the Traffic panel

  1. In the Home Menu, click Analytics, and then click Traffic.
  2. Click the drop-down menu to filter results by time (from 2014 to today). You can also select a custom date range.
  3. Click Unique Visitors, Visits, or Pageviews to filter data by that KPI.
  4. Click ! icons to see details for traffic alerts.
Tip: Use menu shortcuts to add a link to this panel to your Home Menu.

traffic.pngUnique Visitors

Note: Previously called Audience Size

Unique Visitors is an estimate of the total number of actual visitors that reached your site in the selected time period. We track this number with a browser cookie created when someone first visits your site. This cookie lasts for two years. Unique Visitors is a good measure of your loyal audience and readership.

Every time a visitor clears their cookies or opens your site from a different browser, Analytics counts their first new visit toward Unique Visitors.


A visit is a single browsing session, and can encompass multiple pageviews.

We track visits with a browser cookie that expires after 30 minutes. Any hits from a single user within that 30-minute browsing session count as one visit.

This means that one person can register multiple visits a day if they close their browser and return to your site at least 30 minutes later.

Visits are a good measure of attention on your site because they correlate with a single browsing session and are frequently used in marketing applications.


Pageviews tracks how many actual page requests your site saw in the selected time period. Requests for specific image URLs or other scripts don’t count toward this number—only full page loads do. For password-protected pages, a visitor must enter the password to count as a pageview.

Percent changes

After selecting a date range filter, a percent change compared the previous period will display under each KPI. Percent change is calculated using one of the following date comparisons, depending on the selected time filter:

  • DoD - Day-over-day
  • WoW - Week-over-week
  • MoM - Month-over-month
  • YoY - Year-over-year

Positive changes display in green, while negative changes display in red. If there isn’t sufficient historical data to calculate a change, a percent change and date comparison won’t display.

To show a direct comparison, percent changes are based on the same days of the week, rather than the same dates. For example, looking at the week Sunday, July 31 to Saturday, August 6, the WoW comparison would be to the previous Sunday, July 24 to Saturday, July 30.


Line graph

The line graph near the top of the panel shows trends over time for the selected KPI and time. Hover over any point on the graph for a specific date.

Click the Daily drop-down menu to change the time scale. Time scale options depend on the number of available data points.


Pie charts (Visits only)

When viewing the Visits KPI, the pie charts below the line graph show visits by Device Type, Source, Browsers, and Operating System.

  • By Device Type - Visits by device: mobile, desktop, and tablet. This is useful for seeing a breakdown of mobile vs. desktop traffic.
  • By Source - Visits by top traffic sources, or where visitors came from before landing on your site
  • By Browser - Visits by top browsers, like Chrome or Firefox
  • By Operating System - Visits by operating system


Potential discrepancies

  • In rare cases, Unique Visitors, which is typically lower than Visits, might be greater than Visits when viewing shorter date ranges. This could happen because only the first pageview of a new browsing session counts toward a visit. So, a visit that straddles the midnight boundary might contribute to the next day’s Unique Visitors, but not Visits.
  • Squarespace Analytics doesn't capture traffic on AMP enabled Blog Pages. To capture that data, use our Google Analytics integration
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