Traffic Overview 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, Page Views, and Unique Visitors.
In this panel, you’ll also find a breakdown of traffic by device and operating system (OS). This can be useful for identifying mobile browsing trends and issues isolated to specific browsers.
Availability by plan
Traffic Overview is available on all Squarespace plans.
Review the Traffic Overview panel
- In the Home Menu, click Analytics, and then click Traffic Overview.
- Click the drop-down menus to filter results by time (from 2014 to today) or device (Mobile, Tablet, Desktop, or Unknown). You can also select a custom date range.
- Click Unique Visitors, Visits, or Page Views to filter data by that KPI.
Tip: 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 page views.
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.
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.
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.
The line graph near the top of the panel shows trends over time for the selected KPI, time, and device. Hover over any point on the graph for a specific date.
Click the date filter to change the time scale. Time scale options depend on the number of available data points.
Bottom 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
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 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 Unique Visitors, but not Visits.