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Traffic dashboard

The Traffic dashboard provides a high-level view of inbound traffic and visitor activity. It highlights trends across visits, sessions, page views, bounce rates, and when available, Urchin Traffic Monitor (UTM) attribution.

The dashboard helps you understand how visitors reach your site, which pages they engage with, and how traffic patterns change over time.

How traffic analytics are generated

The Traffic dashboard analytics are generated from the session and event data sent from your website to SitecoreAI.

When a visitor arrives, a session begins and metrics such as visits, page views, time on site, and bounce behavior are recorded. If your site uses UTM tags, UTM data is captured directly from the URL to identify campaign, source, medium, and related attribution values.

This data is aggregated over the selected period to produce the metrics displayed in the Traffic dashboard.

Open the dashboard

To open the Traffic dashboard, in the navigation menu, click Performance. Then, select Traffic.

The Traffic dashboard provides a high-level view of website traffic and inbound channel performance.

Filter traffic data

Use filters to narrow down the data displayed on the Traffic dashboard:

Site - select a specific site from the All sites drop-down list to view traffic data for that site. By default, data from all sites is shown.
Time - choose a time frame such as such as 1 hour, 1 day, 1 week, 1 month, or specify a custom date range up to the previous two months. The default view shows data from the previous week.

Traffic metrics

The Traffic dashboard summarizes site traffic, visitor behavior, and attribution data for the selected period.

Tip

The dashboard displays totals and trends so you can compare results with the previous period. Trend indicators help highlight these changes.

A green upward arrow represents an increase.
A red downward arrow represents a decrease.

For example, a red value under Visitors means a decrease in website visits.

Key performance indicators - These are the primary metrics used to measure inbound traffic and visitor activity:
- Customers - the number of guests with a Customer type who visited the site during the selected period.
- Visitors - the number of guests with a Visitor type who visited the site during the selected period.
- Average time on site - the average time guests spent on the site (in mm:ss) during the selected period.
- Sessions - the total number of sessions during the selected period, based on VIEW events.
- Bounce rate - the percentage of sessions in which guests viewed only one page before leaving the site.
Visitors vs. Views (graph) - shows the number of visitors and page views during the selected period.
- Hover over any point in the chart to see specific values.
- The y-axis displays the number of visitors and views, and the x-axis displays the time period.
- Click an item in the legend to show or hide it. Hidden items appear with a strikethrough label.
Page engagement (tables) - shows how visitors move through your site, including where they enter, where they exit, and which pages receive the most traffic. It includes session counts for the current and previous periods and the resulting trend:
- First page - lists the top ten first pages viewed in a session. This is the initial page visited in each unique session. For example: Home page.
- Last page - lists the top ten last page viewed in a session. This is the final page visited in each unique session. For example: FAQ page.
- Top page - lists the top ten most visited pages across all sessions. For example: Home page.
Top events (table) - shows the events that occurred most frequently during the selected period, such as VIEW, SEARCH, CHECKOUT. It includes event counts for current and previous periods and the resulting trend.
Operating system (table) - lists the top operating systems used in sessions during the selected period, such as Windows, Linux, Mac OS.
User agent (table) - lists the top browsers or user agents detected in sessions during the selected period, such as Safari, Chrome, Firefox.
UTMs (tables) - if your site uses Urchin Traffic Monitor (UTM) attribution, these tables show UTM parameters parsed directly from guests' URLs. Each table includes the UTM value and session count for the selected period:
- Campaign - lists the top UTM campaigns. A UTM campaign identifies a specific promotion or marketing effort. For example: utm_campaign=spring_sale.
- Source - lists the top UTM sources. A UTM source identifies which site sent the traffic. For example: utm_source=google.
- Medium - lists the top UTM mediums. A UTM medium identifies the type of channel or link used. For example: utm_medium=ppc.
Term (table) - lists the top UTM terms. A UTM term identifies search terms associated with the visit. For example: utm_term=running+shoes.

Note

To sort a column in any of the Traffic dashboard tables, click the arrows in the column heading.

Interpreting dashboard values

Traffic metrics gain value when viewed as patterns over time or compared across related metrics. The table below outlines signals that could indicate areas worth investigating and suggested next steps.

Metric	Signals to investigate	Recommended steps
Customers	A low ratio of customers compared to visitors could indicate challenges converting interest into action.	Review sign-up flows, forms, value propositions, or incentives.
Visitors	A decline could indicate reduced awareness, fewer return visits, or seasonal variation.	Review campaign coverage, referral channels, and brand awareness activity.
Average time on site	Short time on site could indicate low content relevance or limited engagement.	Improve content clarity, add next-step guidance, or expand high-interest pages.
Sessions	Fewer sessions may indicate fewer returning visitors or less frequent use.	Plan remarketing campaigns, newsletters, or returning-user journeys.
Bounce rate	High bounce rate could indicate the landing page did not meet expectations.	Revisit headlines, imagery, first-screen messaging, or page load performance.
Visitors vs Views (graph)	Large gaps could indicate bot traffic, low engagement pages, or rapid exits.	Validate bot filtering and review top entry page relevance.
Page engagement (tables)	Unexpected entry or exit pages may indicate confusing navigation or content gaps.	Add clear CTAs, improve internal linking, or update page content sequencing.
Top events (table)	Low interaction for expected tasks could indicate features are overlooked or unclear.	Highlight key actions with clearer messaging or visual emphasis.
Operating system (table)	Performance issues on specific devices could impact large user groups.	Test priority combinations like iOS + Safari or Android + Chrome.
User agent (table)	High exits or low engagement on certain browsers could indicate compatibility or layout issues.	Validate responsive behavior and cross-browser display.
UTMs (tables)	Low session counts could indicate poor campaign performance or incorrect tracking.	Review audience targeting, campaign messaging, and UTM link accuracy.
Term (table)	Low performance or unexpected terms could indicate misalignment with search intent.	Refine landing page copy, relevance, and paid keyword targeting.

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