Website Analytics

Every published Landingsite website collects its own traffic statistics. There is nothing to install, no tracking script to paste, and no third-party account to connect.

The analytics are privacy-friendly by design: no cookies are set, and no personal data about your visitors is stored. That is also why you do not need to add a cookie banner for them.

Where to Find Your Analytics

Open the website in the Landingsite editor and switch to the Analytics view.

Statistics begin accumulating from the moment your site is first published. A brand-new site will show an empty panel until it has its first visitor.

The Six Numbers at the Top

The tiles across the top are the summary of the period you have selected. Click any tile to draw that metric on the graph below it.

Metric	What it counts
Unique visitors	How many different people came to your site. One person who returns three times in a day is counted once.
Total visits	How many separate browsing sessions happened. That same person returning three times is counted three times.
Total pageviews	How many pages were loaded in total, including repeat views of the same page.
Views per visit	Pageviews divided by visits — how deep into your site a typical session goes.
Bounce rate	The share of visits where someone looked at one page, did nothing else, and left.
Visit duration	How long an average visit lasted.

The distinction people most often get wrong is the first three. Visitors counts people, visits counts sessions, and pageviews counts page loads. For the same traffic, visitors is always the smallest of the three and pageviews the largest.

Each tile also shows how the period compares with the period before it, so you can see whether a number is moving.

Choosing a Time Period

Use the period buttons to switch between Last 7 days, Last 30 days, and Last 90 days. Everything on the page — the tiles, the graph, and every report — updates together.

Days are counted in your website’s own time zone, not in UTC, so “today” means today where your business is.

Current Visitors

The panel shows how many people are on your site right now — anyone active in the last five minutes. This number updates on its own while the panel is open.

It is a live count, not a period total, so it does not change when you switch between 7, 30, and 90 days.

Conversions

Under the graph is Conversions — how many people did something on your site rather than just looked at it.

Six goals are there from the start. There is nothing to switch on, nothing to tag, and no code to add.

Goal	What counts as a conversion
Form: Submission	Someone submitted a form.
Form: Received	A form submission actually reached you.
Contact	Someone tapped a phone number or an email address.
Outbound Link: Click	Someone clicked a link to another site.
File Download	Someone downloaded a file.
Purchase	Someone completed an order.

Every goal is listed whether or not it has happened, so a goal you have no use for reads zero rather than disappearing. A site that does not sell anything shows Purchase at zero.

Each row carries three numbers: Visitors, how many different people converted; Total, how many times it happened altogether; and Rate.

Visitors and Total answer two different questions, which is why both are there. One person who submits the same form three times is one visitor and three submissions — “how many people enquired” and “how many enquiries do I have to answer” are both fair questions, and the answers are not the same number.

The rates do not add up to 100%

Rate is the share of all your visitors for the period. It is not a share of the row above it, and not a step in a sequence. Two goals can each be converted by most of your visitors, so the rates overlap and will not total 100%. The panel prints the number it divides by underneath the table for exactly this reason.

If 40% of visitors submitted a form and 35% tapped your phone number, that does not leave 25% who did nothing. Many of them did both.

Four of the six cover your whole history

These goals are worked out at the moment you ask for the report — nothing is recorded against them as traffic arrives. So Form: Submission, Contact, Outbound Link: Click and File Download reach back to your site’s first visitor, including months before conversions appeared in the panel at all.

Purchase and Form: Received are the exception, because they are the two we record on our side rather than measure in the visitor’s browser. They exist only from 30 September 2026, the day we started writing them — a day later in time zones far enough east, since the date is resolved in your website’s own time zone like every other day on this page. Ask for a period that begins earlier and those two rows count from that date rather than from the start of your period.

Nothing on the screen points that out yet, and neither does the chat, so it is worth remembering whenever you compare these two goals against the other four: ask for “last quarter” and the four above cover all three months, while Purchase and Form: Received cover only the days since 30 September. Their numbers are not low because fewer people converted; they are low because they are counting a shorter period.

Submissions and receipts are two counts, not two ends of a funnel

Form: Submission is counted in the visitor’s browser the moment they submit. Form: Received is counted on our side when a submission actually arrives.

It is tempting to subtract one from the other and call the difference lost messages. Do not. Across live sites neither number is reliably the larger: receipts can exceed submissions, and plenty of sites record submissions with no receipts at all. A form can post somewhere we never see, and a receipt can arrive from a submission the browser never got the chance to report.

They are two counts of two different things. Read them side by side, never as a subtraction.

The Reports

Below the graph are four cards, each with tabs.

Acquisition — where your traffic came from

Channels — traffic grouped into broad marketing categories, such as Organic Search, Paid Search, Organic Social, Paid Social, Email, Referral, Direct, Affiliates, and AI Assistants. This is the report to start with when you want to know which kind of marketing is working.
Sources — the specific site someone arrived from, such as Google, Facebook, or ChatGPT. Related addresses are grouped together, so google.com, www.google.com, and mail.google.com all appear as one Google row rather than three.
Campaigns — traffic tagged with your own campaign names. See Tracking campaigns below.

Direct means no source was available — someone typed your address, used a bookmark, or came from an app that strips this information. It is normal for Direct to be a large share of your traffic.

A visit’s source is recorded once, when the visit starts, and does not change if the person navigates around your site afterwards. So a visit that arrives from Google and later clicks a link in your newsletter is still credited to Google.

Pages — what people looked at

Top pages — the most viewed pages.
Entry pages — the page a visit started on. Useful for seeing which pages people actually arrive on, which is often not your home page.
Exit pages — the last page of a visit. A high exit count is not automatically bad: someone leaving from your contact page may have found exactly what they needed.

Locations — where people are

Countries, Regions, and Cities, worked out from the visitor’s approximate network location. Nothing more precise than a city is ever recorded.

Technology — what they used

Browsers, Operating systems, and Devices (desktop, mobile, or tablet).

Filtering

Every report is also a filter. Click any row — a country, a page, a source — and the whole panel narrows to just that traffic. The tiles, the graph, and every other report all update together, so you can ask questions like “what do my mobile visitors from Germany actually read?”

Active filters appear as removable chips above the tiles. You can also build a filter directly with the Filter button, which lets you choose a dimension, search the available values, and pick several at once.

A few things worth knowing:

Filters can be is or is not.
Selecting several values for one filter means “any of these”.
You can combine up to three filters at once, and they all have to match.
Press Esc to clear everything and get back to the full picture.

The Current visitors count is deliberately left alone by filters — it always reports everyone on your site right now.

Longer Lists

Each report shows its top rows and a Show all link when there are more. Click it to expand the full list.

Asking the AI About Your Traffic

You can also ask the AI chat about your traffic instead of opening the Analytics view. Anyone who can edit the website can ask, and the answer comes back in the chat.

Chat is the faster way to get one specific number. The panel is still the better place to browse, because clicking a row to filter everything is quicker than describing the same thing in words.

Questions It Can Answer

Four kinds of question work.

A summary of a period. The same six numbers as the tiles: unique visitors, total visits, pageviews, views per visit, bounce rate, and visit duration. When there is enough history behind the period, the answer compares it with the period before it.

how did my site do last month?
how many visitors did I get in the last 7 days, and is that up or down?

A breakdown by one of the reports. Every report on this page: channels, sources, campaigns, top pages, entry pages, exit pages, countries, regions, cities, devices, browsers, and operating systems. Chat can also break traffic down by a single UTM tag, which no panel report does — see below.

where did my visitors come from last week?
which pages were viewed most in the last 30 days?
what devices are people using?

Who is on the site right now. The same live count as Current visitors in the panel.

how many people are on my site right now?

What visitors actually did. The conversions above, goal by goal, with the same three numbers the panel shows.

how many people filled in my contact form last month?
what did visitors actually do on my site in the last 30 days?
how many orders did I get in the last 7 days?

Three Things the Chat Can Do That the Panel Cannot

Any date range. The panel has 7, 30, and 90-day buttons and nothing in between. The chat takes whatever dates you give it, so you can ask about a launch week, a single day, or the month before last.

how did launch week go, September 1st to September 7th?

Two reports crossed in one question. The panel shows one report per card. The chat can combine two of them, which no card does. Two is the limit, because each row of the answer is a pair.

which pages did my search visitors read?
which countries did my mobile visitors come from?

One UTM tag on its own. The panel has no tab for these. Four of the five tags can be a breakdown of their own in chat: utm_source, utm_medium, utm_content, and utm_term.

which utm_medium brought the most visits last month?
which utm_content did people click?

The fifth, utm_campaign, is the panel’s Campaigns report, so ask for that by name.

Note that utm_source is not the Sources report. Sources is where someone actually arrived from, worked out from the referrer. utm_source is only what you typed into the link, and it exists only on traffic you tagged yourself.

Filters are not a third report

Filtering is separate from crossing, and the two are easy to confuse because both narrow an answer.

A crossing changes the shape of the answer: every row becomes a pair, which is why two reports is the ceiling. A filter leaves the shape alone and only decides which traffic is counted, so you can stack up to three of them on any question, crossed or not.

So what did my visitors from Canada look at on mobile? is one report with two filters, not three reports crossed. It is the pages report, counting only visitors who were in Canada and on a phone. That question is supported, and so is adding a third filter to it.

What It Will Not Tell You

No goals of your own. The six goals above are the ones there are; you cannot yet define a goal for a particular button or page.
No step-by-step funnels. You can ask how many people converted, but not how far people got through a sequence of pages before they gave up.
Conversions cannot be filtered or crossed. Unlike the traffic reports, a conversions question takes a period and nothing else — so “how many Canadian visitors converted” is not a question it can answer.
A day is the smallest unit. You can ask about any range of days, but not for a breakdown by hour, week, or month.
Reports cover whole days and stop at yesterday. Today’s traffic is not included in them. For today, ask for the live count instead.

Tracking Campaigns with UTM Tags

To measure a specific ad, email, or post, add UTM tags to the link you share. These are standard across analytics tools, so links you already tag for another tool will work here too.

https://yoursite.com/?utm_source=newsletter&utm_medium=email&utm_campaign=spring-sale

utm_source — where the link lives (newsletter, facebook)
utm_medium — the kind of marketing (email, cpc, social)
utm_campaign — your name for the campaign (spring-sale)

Tagged traffic then appears under Campaigns, and the tags also feed the Channels report — a link tagged utm_medium=cpc from Google is counted as Paid Search rather than Organic Search.

Only tag links that live on other sites and point at yours.

Tagging links between your own pages does not corrupt the visit in progress — a visit’s campaign is fixed at its first page, and nothing later in the same visit changes it. The problem arrives later: a tagged internal address can be bookmarked, shared, or simply returned to after a break, and then it becomes the first page of a new visit. That visit gets credited to the campaign, which never brought it.

Understanding your analytics numbers — what a visit is, how visitors are counted without cookies, and why these numbers differ from other tools.