Reading your dashboard numbers

The Analytics Overview pulls your site, sales and email numbers onto one page.

Where to find it. Open Analytics, then Overview.

The date range control

Every analytics screen shares the same control in the top right: 7 days, 30 days, 90 days, and Custom. The default is 30 days.

The three presets always end today, so the numbers are live. Custom opens a small From and To picker with an Apply button. Custom windows are capped at 366 days, and if you enter the dates the wrong way round they are swapped for you.

One difference worth knowing: a preset window can show real-time figures like live visitors, because it ends now. A custom historical window cannot, so those live figures read zero.

The four top tiles

• Revenue, the money collected across the window.
• Unique visitors, with total views underneath.
• New contacts, with new customers underneath.
• Email open rate, with the number of emails sent underneath.

The three section cards

Each card has a small daily chart, four key numbers and a View full report link.

Site shows daily page views, then Views, Unique visitors, Bounce rate and how many Top pages were recorded.

Sales shows daily revenue, then Revenue, Orders, Avg. order value and Conversion.

Email shows emails sent per day, then Sent, Delivered, Open rate and Click rate.

What the numbers actually count

Revenue is money that genuinely moved, counted on paid orders and on ended subscriptions whose payments were kept. Refunds are excluded. If you sell in more than one currency, the headline figure uses your primary currency, which is simply the currency you took the most in.

Unique visitors counts distinct visitors on your published public pages. Views inside the member area are recorded separately and never mixed into site figures.

New contacts counts contacts created inside the window, from any source.

Open rate is opens divided by delivered, not divided by sent.

For the detail behind each card, see Site analytics and Sales analytics. For fixed tables you can export, see The report catalogue.