Explore your traffic
Choose any period, compare it, save segments, and dig into paths, retention and sales.
1Pick a period
On the Analytics overview, choose a preset or set From and To dates, and compare with the previous period, the same period last year, or nothing.
2Filter and save
Click any page, channel, country, city, browser or campaign to filter by it, then save the filters as a view (a segment) to come back to.
3Explore
Analytics → Explore has Insights (the biggest changes), Paths (where people came from and went next), Properties, Items (e-commerce), Attribution, Clicks, Forms, Experiments and Retention.
4A/B tests
Start an experiment in Explore → Experiments with a key, its variants (the control first) and a goal. On the page, buildpusher.variant('key', ['control', 'b']) returns the variant to show and keeps it the same for the whole visit. Results show each variant’s conversion rate, lift over the control and whether it’s significant (p below 0.05); wait for a few hundred visitors per variant before deciding.
5Ad spend
On Analytics → Campaigns, choose Import ad spend and import a daily campaign report exported from Google Ads, Meta, LinkedIn or any ad platform as CSV (date, campaign and cost; source, currency, clicks and impressions if it has them). Each campaign then shows its cost, cost per conversion and return on ad spend. Campaign and source are matched to utm_campaign and utm_source, ignoring case; importing a day again replaces it.
6Straight from Google Ads and Meta
On Analytics → Campaigns, choose Connect Google Ads or Connect Meta Ads, sign in, and pick the ad account. Its last 30 days of spend per campaign are read straight away and again every morning, filed under the google or facebook source; Read now reads them at once. It only reads reporting, never changes your ads. Disconnecting keeps the spend already read.
7Attribution
Attribution credits goals and revenue to the channel or campaign that brought the converting visit (last touch) and that first brought the visitor (first touch; needs data-retention to look past one visit).
8Clicks and forms
Add data-clicks to the snippet for click maps, and data-forms for where people give up on forms. Only element descriptions, positions and field names are kept, never what people type.
9Retention
Add data-retention to the script to recognise returning browsers. It keeps a random ID in the browser, so ask for consent where the law requires it.
10Notes
Choose Add a note on the overview to mark a launch or outage on the chart.