Screen layout
From top to bottom, you’ll find the following.
- Site header — the domain, ”● N now” (visitors in the last 5 minutes), the period and comparison pickers, and the Action list button.
- Filters — ”+ Filter” narrows the numbers down by device, source, page, and so on (Filters and segments).
- Tabs — Overview / Acquisition / Users / Pages / Revenue / Day × Hour / Realtime / Speed.
- The Today row — revenue, orders, and sessions so far today (provisional).
- KPI cards — sessions, users, new users, engagement rate, revenue, transactions, CVR, AOV. Press a card and the trend chart below switches to that metric.
- “Actions to grow revenue” on the right — the list of improvement cards (Action list and improvement cards).
Period and comparison
- Choose the period from presets (Today / Yesterday / Last 7, 14, 28, or 90 days / This month / Last month) or any custom range.
- When the period includes today, today’s numbers so far are included. The previous-period comparison uses a period of the same length, so because today isn’t over yet, the comparison comes out slightly conservative.
- Comparison can be “Previous period”, “Same period last year”, or “None”.
- Day boundaries are cut by the time zone set on the site (not the viewer’s location).
What each tab shows
| Tab | Main contents |
|---|---|
| Overview | KPIs, the trend chart, “Check first” (an automatic summary of large period-over-period changes and anomalies), and the purchase funnel |
| Acquisition | Sessions, revenue, and CVR by source (channel, source / medium, campaign) |
| Users | Device, country, region, new vs. returning |
| Pages | Numbers and revenue by landing page, viewed page, and exit page |
| Revenue | Revenue trend, per-product revenue, units sold, and views, and the breakdown of total paid (tax, shipping) |
| Day × Hour | A heatmap by day of week × hour (sessions, revenue, CVR). Useful for deciding send times and sale hours |
| Realtime | Visitors, pages, and ecommerce activity from the last 30 minutes. Also useful for checking tracking |
| Speed | Measures your key pages (those with the most revenue and traffic) with Google PageSpeed Insights and prioritizes the “slow × high revenue” ones. Re-measured automatically every 24 hours |
Where to look every morning
- Are there new cards in the actions on the right? (New arrivals are marked.)
- Does “Check first” show a large period-over-period change?
- If there’s a change, use the Acquisition and Pages tabs to find what moved.
Reading the cards and their evidence gets you to a conclusion faster than staring at the numbers.
CSV export
From the top right of the trend chart or any table, you can export the numbers in that view as CSV.
The ”?” on a number
Press the ”?” on a KPI card to see how that metric is counted. The full list is in Metric definitions.