Features
Dates, filters & segments
On this page
Pick a period, narrow it to a group of visitors, and save that group as a segment. Dates, currency and filters stay in the URL, so you can bookmark or reload a view.
Choose dates
Pick a reporting period
In Traffic, choose a period. Choose Custom dates in the period menu for a calendar; both dates are included.
Set the reporting timezone
Open the globe button in the toolbar (Timezone and currency) → Reporting timezone and search for a city or IANA zone, such as
Europe/Copenhagen. The default is UTC. Calendar dates, today and yesterday, week and month starts, charts and heatmaps follow it, including in shared links and embeds.Use All time for full history
All time covers all retained history, from the earliest event, payment or crawler request through now. Open History coverage to see when each source starts.
Save a favorite period
Click the star beside the period to save it in this browser. Favorites appear first in the period menu; select one and click its star again to remove it. You can keep up to 20.
Filter visitors
Start a filter
Click a breakdown row, or choose Filter in the toolbar and pick a dimension with is, is not, contains or does not contain.
Select values
Search the available values and select one or more. Search covers every value in the period, including values outside the first 50 rows. For contains filters you can type your own text.
Apply it
Choose Apply filter. Active chips stay visible as you scroll. Click a chip to edit it, use its × to remove it, or choose Clear filters.
Verify it works
Apply Country is US or GB and check that the Traffic overview and its Goal and Funnel tabs use that visitor group. Remove the chip to restore the full period.
How filters combine
- Values in one filter use OR: Country is US or GB includes visitors from either country.
- Separate filters use AND: adding Browser is Safari narrows that group to Safari visitors.
- Exact matches are case-sensitive. Contains ignores letter case and treats characters such as
.*literally. - Filters select visitors, then include all their activity in the period. A negative filter excludes anyone who matched any selected value, even if they also had a nonmatching pageview.
- Traffic, goals, funnels and journeys share these filters. Revenue, Search Console, crawler and live reports are not narrowed by them.
Save a segment
Apply the filters you want to reuse
Then choose Save segment next to the active filters.
Name it and save
Give it a unique name and review the filters before saving.
Apply a saved segment
Choose Segments to search and apply one. It replaces your current filters; dates, currency and report tab stay the same.
Rename or update it
Use the pencil to rename. To change its filters, first adjust your report filters, edit the segment and select Replace saved filters with the current report filters. Review the preview, then choose Save changes.
Segments belong to a site and are available to all its members: up to 50 per site, with names up to 64 characters.
Read the traffic chart
- Click a headline metric in Traffic overview to chart it; the colored underline marks selected metrics.
- Open More metrics & chart options for pageviews, new or returning visitors, payments and paying customers.
- Click a figure in the top row (or use Chart options) to chart purchase and bounce rates, revenue per visitor or session time; click it again to return to visitors and revenue.
- Choose Monthly in the chart interval dropdown for calendar months. Auto uses monthly buckets for long ranges such as Last year.
- Open View chart data and metric definitions for exact values.
Explore breakdowns
- Choose Details · view all beneath a breakdown to search its complete list. Switch between visitors (pageviews for Top pages) and revenue, and use Load more. Details keeps all active filters; country search accepts names such as Denmark as well as codes.
- Traffic → Pages → Hostnames compares the domains and subdomains where pageviews were recorded. Choose a row to filter visitors who viewed that hostname.
- In Traffic → Geography → Map, hover or focus a country to see its located visitors, then select it to filter. Country shows the ranked list, including small territories absent from the map.
- For UTM combinations, see Campaign & referral links.
Details
- Daylight-saving days can be 23 or 25 hours; repeated hourly groups show their UTC offsets separately. Half-hour timezone changes can create partial hourly groups. Rolling periods such as Last 24 hours keep their exact elapsed duration. Previous-period KPI comparisons use an equal elapsed duration, which can cross different local clock times around DST. Event storage and collection timestamps remain UTC.
- Imported payments can predate visitor tracking; missing historical visits cannot be reconstructed. All time has no previous-period comparison. Long custom ranges are supported; the chart uses coarser intervals when needed to stay readable.
- Preset favorites such as Last 7 days follow today and reset the previous-period offset. Custom favorites save the displayed reporting-zone dates, including any previous-period shift. Applying a favorite keeps your filters, currency and chart interval.
- Unknown values are included by negative filters. Channel and entry page use the visitor's first pageview in the selected period; new/returning uses their first-ever tracked pageview.
- Deleting a segment (the trash button asks first) removes it for everyone but keeps the filters already applied to your report. If another window or teammate changed a segment, reload it before editing to avoid overwriting their changes.
- Shared and embedded dashboards can use report filters but cannot read or manage saved segments. A copied report URL includes the applied filters, so it keeps working if a segment is renamed or deleted.
- New visitors have no retained pageview before the selected period; returning visitors do, even if that earlier visit had a different country or source. These cohorts stay fixed across the period. Changed or anonymous visitor IDs and expired history can make someone appear new.
- Each chart bucket counts distinct visitors and customers, so adding daily counts can count the same person more than once. Monthly buckets are not sums of daily unique counts; the first and last months can be partial, and empty months stay on the axis.
- Purchase rate uses only period visitors with a linked positive payment, divided by period visitors, matching Buyers in Insights. A customer who pays without a recorded pageview in these dates still counts toward revenue and customers, but not this rate. Payments exclude trials and full refunds; revenue is net of partial refunds in your selected currency.
- A visit (session) is a visitor's activity split after 30 minutes without any event, and counts in the bucket where it starts. Bounce rate is visits with a single pageview divided by visits; session time is the longer of a visit's first-to-last event span and its recorded visible time. Purchase rate needs both a pageview and a linked positive payment in the bucket. Percentages, currency per visitor and seconds use separate scales; these ratios can't be added or averaged without their denominators. Buckets with no visitors show a gap and a dash in the data table, even if a payment or engagement event was recorded there.
- Breakdown revenue credits the customer's first tracked visit, which may be before the selected dates. A row can have revenue and zero visitors in this period; those rows can't be used as visitor filters. Outbound links report clicks and visitors; they don't attribute revenue to the destination.
- Hostname filters keep the visitor's pageviews on other hostnames in the report. Negative hostname filters exclude anyone who viewed a matching host. Unknown hostnames remain in overall totals. Older records may combine www with the root domain; new collection records them separately while keeping the anonymous daily visitor ID consistent.
- Locations are approximate; visits without a known location are omitted from geography breakdowns. Earlier visits recorded without a location may remain unknown.