# Read the Overview (https://www.getfounderhq.com/docs/analytics/guides/read-the-overview)

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 → Overview](https://app.getfounderhq.com/analytics)

Before any event arrives, the Overview shows **Set up the Events SDK**.
See [Getting started](/analytics/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 |
| **Email** | 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](/analytics/guides/analytics-settings#leave-your-team-out).
- **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](/analytics/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](/analytics/guides/analytics-settings).