Understanding site insights

XM Cloud Pages Analyze gives insights on traffic to your entire website or to a specific page by displaying the following data (absolute values and trends):

Visitors - the count of individuals who have one or more visits to a site or page during the selected time period.
Average time on site - the average amount of time in minutes:seconds spent on the site or page by visitors.
Visits - total number of active visits to the website or page in the time period. A visit encompasses all the pages viewed and the actions a visitor takes from the moment they enter a website until the moment they leave. Over time, a visitor can make many visits to a website.
Bounce rate - the proportion of visits that only had a single page view.
Visits/Visitors - the count of active and closed visits or visitors that occurred on your website or page in the time period, with a trend comparing this count to the one from the previous period. You can view the data as a line or as a column chart. Hover the mouse over data points to show the individual values.

Note

This time series reports on active and closed visits over the time period, so it is not possible to sum these values to get a total number of active visits, because the visits that were active for over an hour would be double-counted.
Visits by time of day - the sum of closed visits (no longer active) to the website or page, for each hour and day of the week shown as a heatmap. The darker the color gradient, the higher the count. Hover over a square to see the data that the square represents.

Note

The heatmap only reports on sessions that closed during the time period.
Top pages or Top variants - the name of the top ten pages or variants that were visited across visits during the time period. You can view the data as a bar chart or as a scatter plot.
Top countries - the name of the top five countries from which a visit originated. You can view the data as a bar chart or as a scatter plot.

Note

Country data relies on IP addresses and the data can be misleading when visitors use a VPN to access your site.
First page - the name of the five top pages that were the first page of a visit, for this period and the previous one, as well as how these pages trended between these time periods.
Source - the count of visits by source, where the source is derived from referrer data.
Browser - the top five device types that were used to access your site. You can view the data as a bar chart or as a scatter plot.
Operating system - the top five browsers that were used to access your site. You can view the data as a bar chart or as a scatter plot.

In addition to absolute values, Analyze provides trends data, comparing data from the current time period to the one from the previous period.