Analytics reports

Find the right report

Summary

Traffic trends, period comparisons, contact intent, conversion and country coverage. The chart starts with all four metrics. Click a legend item to hide or show it, or select one metric. Enquiry records count saved entries; the reach-out funnel counts distinct visitors who submitted a form or clicked a contact link. Focus the chart and use the arrow keys to inspect dates.

Acquisition

Compare channels, referring websites and tagged campaigns. Sort by visits or conversion, or search for a source.

Pages

See pageviews, entry pages, final recorded pages and visits that included a page and converted.

Audience

Countries, devices, browsers, visits from new and existing visitors, and a weekday/hour activity heatmap.

Conversions

Form starts and submissions, tracked enquiries, script errors and interaction counts.

Use the date selector to change the reporting period. Open “View daily data” under the traffic chart to read the totals for each day.

How the numbers work

Visit

Events for one browser identifier, split when the gap between events exceeds 30 minutes. A visit with activity in the selected range retains its full recorded start, end, arrival source, and landing/exit pages. Events and enquiries are counted only inside the range. A visit spanning two days can appear in both daily reports, so those visit totals do not necessarily add up.

Unique visitors

Distinct tracked browser identifiers with activity in the selected period. Repeat visits count once. Each day counts identifiers active that day, so adding daily counts can exceed the period total. Different browsers or cleared storage can count separately; these are not verified unique people.

Visit frequency

Groups unique visitors by visits in the selected period: once, twice, three times or four-plus. A visitor with visits before this range can still belong to the once group. Repeat-visitor share uses visitors, not visits. Group conversion is the share of visitors with at least one attributed enquiry; multiple enquiries count once. The typical return interval is the median gap between consecutive visit starts within the period.

Pageviews

Only pageview events. Scrolling, clicks and other interactions do not increase pageviews.

Enquiries

Measured website leads, including supported contact-action leads. Manual entries and imports stay in the CRM but are excluded here. A form event alone is not a saved enquiry.

Visit conversion

Visits with at least one attributed enquiry divided by all visits. Multiple enquiries from one visit count as one converted visit.

Attribution

A lead is associated with the latest visit that started at or before the lead timestamp for the same browser identifier within the selected period. It can be linked after the final recorded event. Missing matches remain unattributed. Source, campaign, device and country use the first recorded event of the visit.

Contact intent

Visits containing a form start, form submission, phone/email click or tracked enquiry. These are signals, not proof of a conversation or a sale.

Median recorded visit

The median span from the first to the last recorded event in each visit. A single event has zero duration; this is not a measurement of time spent paying attention.

Single-page visits

Visits with exactly one pageview, even when other interactions were recorded. This is not a bounce rate.

Visits from existing visitors

A visit from a browser with a previous recorded visit, including history before the selected period. New visitor means the first recorded visit from that browser. These visit counts do not link different browsers or devices. The Audience visitor-type chart instead counts each browser once: first recorded during this period, seen before this period, or recognition unavailable when storage was blocked.

Assisted conversions

Converted visits that viewed a particular page. A visit can count against several pages, so these figures must not be added together.

Form completion

Visits with both a start and submission for the same form name divided by visits that started that form. Repeated events in one visit count once. Forms with the same name are grouped; unnamed forms are grouped by page. Submissions without a start do not increase the completion percentage.

Dates and comparisons

First-party reports, daily buckets and the activity heatmap use the reporting time zone saved in Site settings → General. Existing sites default to UTC. Country selects available time zones; daylight-saving changes are handled automatically. The comparison period starts immediately before the selected range and has the same number of calendar days. When the range includes today, both periods stop at the same local clock time, so an incomplete current day is not compared with a full final day. A percentage-point change compares two rates; other changes are relative to the previous total.

New activity means the previous value was zero, so a relative percentage change is not defined. Source observations require at least five visits but are descriptive, not statistically significant conclusions.

Enable location data

The map uses an optional country code attached to new events by the collector. Old events without a country remain unknown. No country is inferred from a language, domain or browser. The dashboard always shows how many visits have location coverage.

For a deployment behind Cloudflare, configure country headers at the edge, restrict the origin so requests cannot bypass that trusted edge, and ensure the edge overwrites incoming CF-IPCountry values. Then set TRUST_COUNTRY_HEADER=true in the API environment and restart the API. The default is false. Leave it off for a directly exposed collector or an untrusted proxy.

For state/region, city and time zone in visit details, enable Cloudflare’s Add visitor location headers managed transform, configure your origin to accept and overwrite CF-Region, CF-Region-Code, CF-IPCity and CF-Timezone only from trusted Cloudflare connections, then set TRUST_LOCATION_HEADERS=true alongside TRUST_COUNTRY_HEADER. New direct-collected events store these approximate values. Historical events are not backfilled. Same-origin collection omits location because it would describe the proxy server. No IP addresses, coordinates or postal codes are stored for this feature.

See Cloudflare’s IP geolocation documentation. This is country-level location supplied by the edge; it is not a precise visitor position. Zowar stores the country code with the event, not the IP address. Review infrastructure logs separately. Precise GPS tracking is not part of this feature.

Local preview sites may contain explicitly synthetic countries for demonstration. They are not real visitor locations. Country collection does not require Google Analytics.

Understand the limits

Reports only include events that reached the collector. Missing consent, blockers, offline visits and missing campaign tags affect coverage. A final pageview is the last page observed, not proof a visitor closed the website. Contact actions are not revenue; Zowar does not estimate sales values, demographics or cross-device identities.

Reports exceeding 100,000 events across the selected and comparison periods ask you to choose a shorter range. Results are never silently sampled. Missing data and a genuinely empty period are shown explicitly.

Google reporting remains an optional, separate integration. Its figures use different definitions and are not added to first-party visit totals. See data and privacy and Google reporting.

Traffic channels

Zowar classifies new visits from campaign tags and the landing referrer. Direct, Organic Search, Paid Search and Referral are supported, together with AI Assistant and Cross-network. Other supported categories include paid and organic social, video and shopping, Email, Display, Affiliates, Audio, SMS and tagged push notifications.

AI Assistant recognises known hosts such as ChatGPT, Gemini, Claude, Perplexity, Copilot, DeepSeek and Grok, or utm_medium=ai-assistant. If an app strips both its referrer and campaign tags, its origin cannot be recovered. Google search results, including AI Overviews, remain Organic Search.

For cross-network ads, add cross-network to utm_campaign or use utm_medium=cross-network. Explicit pmax and performance-max mediums are also supported. A Google click ID alone cannot reveal the ad network and is classified as Paid Other unless tags identify it. This works without enabling the Google integration.

Channel comparisons use the same preceding period as the rest of the report. “New” means the earlier count was zero; no percentage is invented. Existing stored classifications are preserved. Updated tracker rules apply as new traffic is collected; cached scripts refresh within five minutes.

Attribution is carried through internal pages and uses the last known non-direct source for up to 30 days. Counts reflect recorded browser visits and can differ from Google Analytics. Unknown campaign tags appear as Unassigned.

Google’s channel definitions explain the reference categories; Zowar uses its own first-party rules and available signals.