Read the Overview
What each number on the Overview means, and how to change the period, compare, and filter.
The Overview is the first screen of Analytics. It answers three questions for one brand: how many people came, where they came from, and what they paid.
Analytics → OverviewBefore any event arrives, the Overview shows Set up the Events SDK. See Getting started.
The six numbers
| Tile | What it counts |
|---|---|
| Visitors | Different people who came in the period |
| Revenue | New revenue plus renewals, minus refunds |
| Conversion rate | New customers, as a share of the visitors who were not paying yet |
| Revenue/visitor | New revenue divided by visitors. Renewals and refunds are left out. |
| Bounce rate | The share of visits with at most one page and under 10 seconds of attention |
| Session time | The average length of a visit |
Each tile shows the change against the period just before, of the same length. Click a tile to draw that number on the chart, with the earlier period as a quieter line.
Visitors who have not agreed to cookies are counted once per day, so a returning one may be counted on several days. The Overview says so under the chart when it applies.
The chart
The chart starts with visitors as a line and revenue as bars, split into New revenue, Renewals, and Refunds. Hover a point to read its numbers. Drag across the chart to zoom in on those days.
Change the period
The period picker starts at Last 30 days. It offers from Today to All data, plus Custom. The arrows beside it step to the previous or the next period.
The interval picker sets how the chart is grouped: by hour, day, week, or month.
The four breakdowns
Under the chart, four cards split the same visitors. Each has tabs.
| Card | Tabs |
|---|---|
| Where they came from | Channel, Referrer, Campaign, Keyword |
| Where they are | Country, Region, City |
| What they saw | Domain, Page, Entry page, Exit link |
| What they used | Browser, OS, Device |
Rank a card by Visitors or by Revenue. Hover a row to see its revenue per visitor and its conversion rate. Open the full list to search it.
Channels
A channel is the kind of place a visit came from.
| Channel | A visit that came from |
|---|---|
| Direct | A typed address or a bookmark: no referrer and no campaign |
| Organic search | A search engine |
| Organic social | A social network |
| Referral | A link on another site |
| An email or a newsletter | |
| Paid | An ad |
| AI assistants | An AI assistant, such as ChatGPT |
The Referrer tab names the site inside a channel, such as
google.com.
Filter
Click a row in a breakdown to keep only those visits. Every number on the page then follows. Click it again to remove it.
Filter in the toolbar offers every dimension, and two switches:
- Hide internal users leaves out your team and test accounts. It is on to start with. You say who they are in Analytics settings.
- Hide existing customers leaves out people who pay you now, so you see only prospects.
Two values of one dimension widen the result: France or Germany. Two dimensions narrow it: France and mobile.
AI and crawlers
The AI and crawlers card shows visits by machines, which never count as visitors. See AI visibility.
Search data from Google
Change the source at the left of the toolbar from FounderHQ to Google Search Console to see the searches and pages that bring people from Google. Connect it in Analytics settings.