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Traffic Overview Analytics

Traffic Overview in Analytics shows an overall view of traffic and engagement on your site. This panel's data helps you track your audience’s growth over time by focusing on three important statistics for measuring your site’s traffic: Visits, Page Views, and Audience Size.

This panel is available in the Cover Page and Website plans. For an overview of site traffic in the Commerce plans, see Commerce Overview.

Review the Traffic Overview panel

Open Traffic Overview

  • In the Home Menu, click Analytics, and then click Traffic Overview.
  • Click the tabs at the top of the panel to filter results by Hourly, Daily, Weekly, and Monthly.

Graphs and tables

You may need to scroll down to see all of the data.

  • The top graph shows changes to Visits, Page Views, and Audience Size over time, represented by three lines. Hover over any dot to see data for that specific time.

  • The table below the graph shows the traffic filtered by the interval you selected. For example, if you selected Hourly, each hour will have its own row. There are three columns: Visits, Page Views, and Audience Size. Every column has a bar to help you visualize growth in these three areas.

  • The Browsers section shows the different browsers use to view your site, broken down by percentage.
  • The Operating Systems section shows which operating systems visitors are using to view your site, by percentage. Mobile browsers are included in this section. For a more detailed report on mobile browsing, try the Mobile Usage panel.


A visit is a single browsing session by the same visitor. A visit can encompass multiple page views. Visits are a good measure of attention on your site, as they correlate with a single browsing session and are frequently used in marketing applications.

We track visits with a browser cookie that expires after 30 minutes. Any hits within that 30-minute browsing session count as one visit. This means that one person can count as multiple visits in a day if they come to your site more than once.

Page View

Page Views 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.

Audience Size

Audience Size, previously called Unique Visitors, is an estimate of the total number of visitors that reached your site in the selected time period. We track this number with a browser cookie created when a visitor first visits your site. This cookie lasts for two years. Audience Size 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 Audience Size.

Potential discrepancies

In rare cases, Audience Size, which is typically lower than Visits, might be greater than Visits under granular time filters like Hourly or Daily.

This could happen because only the first page view of a new browsing session counts toward a visit. So, a visit that straddles the midnight boundary might contribute to the next day’s Audience Size, but not Visits.

For example, a visitor visits your site at 11:30pm and continues browsing until 1:30am the next day.

In the Hourly view, the visit counts for 11pm and not 12am or 1am. However, in Audience Size, that visitor counts in all three timeframes. This leads to the following Hourly metrics:

  • 11pm - 1 Visit, 1 Audience Size
  • 12am - 0 Visit, 1 Audience Size
  • 1am - 0 Visit, 1 Audience Size

In Daily view, the Visit counts on the first day, but not the second day, while the Audience Size counts for both days. The Daily metrics look like this:

  • First day - 1 Visit, 1 Audience Size
  • Second day - : 0 Visit, 1 Audience Size
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Traffic Overview Analytics