Source: https://docs.amadalis.ai/insights/analytics/

# Analytics: visits, visitor sources and finished forms

Checked against the product’s code on 7 November 2026.

Open **Insights** > **Analytics** to see how busy your site was, measured by recorded visits. Use **Period** for yesterday or another range. Use **Sources** to see where visitors come from and **Funnels** to review what they did next, such as submitting a form. These reports use recorded activity, so [consent](https://docs.amadalis.ai/reference/glossary/#consent) can leave visits out.

Set **Period** before reading a result. It applies across the tabs and is kept in the page address, so a link can reopen that view.

## Start with Overview

Read the headline and the **People**, **Visits** and **Pages read** tiles. The [goal](https://docs.amadalis.ai/reference/glossary/#goal) tile depends on the site’s configured goal and measure. A missing or unavailable measure is different from a measured zero.

Open **How these numbers are made** to see where the records came from, who was counted, how much history is kept and what is missing. Use **Measures** to look up what a measure counts. See [event retention](https://docs.amadalis.ai/privacy/consent-and-visitor-data/#event-retention) for how a saved period affects the available history.

| Count | Meaning |
| --- | --- |
| **People** | Distinct recorded visitors in the period. |
| **Visits** | Recorded sessions. A new session starts on first activity, after 30 minutes of inactivity or after 24 hours in one session. |
| **Pages read** | Recorded page views. Opening the same page again counts again. |
| **Revenue** | Recorded purchases less refunds, in their recorded currency. A refund counts in the period when it occurred. |

Under opt-in consent, visitors who have not accepted analytics are absent from these traffic counts. Under opt-out, analytics can start before a choice unless the visitor refuses it. Global Privacy Control prevents that visitor tracking. Missing traffic is not estimated into the answer.

An order can contribute revenue without a visitor identity when the shopper has refused analytics. Revenue and identified people therefore count different groups. Questions that combine different currencies are refused; money is not converted for you.

[![Demo-store Analytics Overview with a date range, people, visits, pages read, a goal card and traffic sources.](https://docs.amadalis.ai/images/owners/measure-01-analytics-overview.png)](https://docs.amadalis.ai/images/owners/measure-01-analytics-overview.png)

Demo-store traffic in Overview. The values belong to this capture and its selected period. [Open full size](https://docs.amadalis.ai/images/owners/measure-01-analytics-overview.png).

## Choose what Analytics shows and counts

### Leave known bots out of the numbers

Editors and Admins can change whether supported reports count visitors marked as known crawlers or monitors. They are counted by default.

1.  Open **Measures**.
2.  Choose the switch **Leave out visitors marked as bots**.
3.  Read **Change how this site counts bots?**, including the named standing alerts.
4.  Choose **Approve & change counting** if the effect is intended.
5.  Read the receipt.

Analytics queries, funnel step counts, retention, campaign numbers and standing-alert checks follow this setting. Content performance, capture counts and experiment results keep their own counting.

An alert can start or stop firing because of this change. Emails already sent cannot be recalled. The receipt’s **Undo** restores the previous setting; switching it back also asks for approval. The copilot can make the same change; see [Analytics configuration requests](https://docs.amadalis.ai/reference/copilot/analytics-and-events/#analytics-reports-and-configuration).

### Choose the goal Analytics shows

Editors and Admins can choose one active [goal](https://docs.amadalis.ai/reference/glossary/#goal) for the site’s Overview tile and **Sources** > **Converting on**.

#### Use the screen chooser

When a goal is in view and the site has more than one active goal, **Overview** and **Sources** offer **Showing: \[goal\]**.

1.  Open **Overview**.
2.  Open **Showing: \[goal\]**.
3.  Choose the active goal you want to show.
4.  Read the receipt. The choice needs no approval card.
5.  If you want to put back the earlier choice, use the receipt’s **Undo** before leaving **Overview**.
6.  Open **Sources** and check **Converting on**.

Later, choose the earlier goal in the same chooser. You can also use that chooser on **Sources**.

#### Ask the copilot

1.  Open [Goals](https://docs.amadalis.ai/insights/goals/) and find the active goal you want to show.
2.  Ask the copilot: “Show \[goal name\] as the goal in Analytics.”
3.  Read the receipt. This choice needs no approval card.
4.  Return to **Overview** to check its goal tile.
5.  Open **Sources** and check **Converting on**.

This is one shared choice for the site. It changes neither a goal or measure nor the events collected. If the goal is not counted yet, choosing it does not count it; use **Count this goal**. Use the receipt’s **Undo** to put back the previous choice. See [Choose the goal shown in Analytics](https://docs.amadalis.ai/reference/copilot/analytics-and-events/#analytics-reports-and-configuration).

## Find where traffic came from

1.  Open **Sources**.
    
2.  Use **By** to choose a level such as **Channel** or **Source**. A level with no recorded data is unavailable and explains why.
    
3.  Open a row to narrow the result. Check the filter sentence as you go.
    
    [![Sources opened on Referral: Showing people who arrived via Referral in the last 28 days, with Show everyone, and the sources demo-data and docs-walk-test with people, times reached and rate.](https://docs.amadalis.ai/images/steps/S072-analytics-sources-referral-detail.png)](https://docs.amadalis.ai/images/steps/S072-analytics-sources-referral-detail.png "Open full-size image")
    
    Open a row to see its sources and the filter in plain words.
    
4.  Read **Converting on** to see which goal the conversion result uses.
    
    [![Analytics Sources by Channel, converting on Demo data: reached the shop: Direct, Referral, Email and Paid social with share, sources, people and rate.](https://docs.amadalis.ai/images/steps/S072-analytics-sources-by-channel.png)](https://docs.amadalis.ai/images/steps/S072-analytics-sources-by-channel.png "Open full-size image")
    
    Where visitors came from over 28 days.
    

This view uses the visitor’s first arrival. Other measures can use the most recent arrival, so check the measure definition before comparing reports. The **Group by** control applies your channel grouping only at the channel level.

If your own test visit is absent, read the browser notice. Check the site’s **Privacy choices**, when offered, and any browser privacy signal before expecting that browser to appear.

## Ask a report question

1.  Open **Reports**.
2.  Choose a question under **What do you want to know?**
3.  Read the answer.
4.  Expand **Change what this counts** if you want to adjust it.
5.  Change **Count** as needed.
6.  Change **Split by** as needed.
7.  Change **Then by** as needed.
8.  Change the filters as needed.

**Compare with** is available when the report supports an audience comparison.

[![Report Where do people come from? split by channel then visitor type, five rows with share and visitors, and the summary Visitors by channel then visitor type, top 25.](https://docs.amadalis.ai/images/steps/S073-analytics-report-cut-channel-then-visitor-type.png)](https://docs.amadalis.ai/images/steps/S073-analytics-report-cut-channel-then-visitor-type.png "Open full-size image")

A report question, cut two ways.

The report groups visitors first by channel and then by visitor type, with each row’s share and visitor count shown together.

The view’s people links open the visitors counted with those filters. A difference between two report values is not an experiment verdict. Use [Experiments](https://docs.amadalis.ai/optimization/experiments/) to test a change.

## Build a funnel

To inspect how many people finished a form, build a [funnel](https://docs.amadalis.ai/reference/glossary/#funnel) whose last step is that form’s recorded submission [event](https://docs.amadalis.ai/reference/glossary/#event). Choose **visitors** under **Count** when you want people rather than sessions. A funnel compares the recorded steps you chose, such as opening a page and then submitting the form. Read the example’s count mismatch below before relying on its totals.

1.  Open **Funnels**.
    
2.  Choose a starting question, or **build a funnel step by step**.
    
3.  Choose the recorded event for a step.
    
4.  Use **\+ Add step** for a longer journey, then repeat the event choice for each added step.
    
5.  Choose **ordered**, **strict** or **any** under **Order**. Ordered allows other events between steps. Strict allows no other funnel step between them. Any counts each step independently.
    
6.  Set **Convert within** in days, counted from entry into the first step.
    
7.  Under **Count**, choose **visitors** or **sessions**.
    
8.  Set an **Excluding** event only if it should disqualify the journey.
    
    [![Funnel builder: step 1 Page view, step 2 Content click, order ordered, convert within 7 days, count visitors, and Run funnel.](https://docs.amadalis.ai/images/steps/S074-analytics-funnel-steps-and-window.png)](https://docs.amadalis.ai/images/steps/S074-analytics-funnel-steps-and-window.png "Open full-size image")
    
    Choose the steps, order and window.
    
9.  Choose **Run funnel**. After a result, the controls are under **Change this funnel**.
    
    [![Result 11%, 130 entered and 14 completed end to end, the counting rules, the biggest drop, and what hurts and helps most.](https://docs.amadalis.ai/images/steps/S074-analytics-funnel-run-result.png)](https://docs.amadalis.ai/images/steps/S074-analytics-funnel-run-result.png "Open full-size image")
    
    The answer states exactly how it was counted.
    
    The headline reports 130 entrants and 14 completions, but the example’s step table reported 130 at the final step.
    

Read the drop between steps and open the people behind it. The explanation of possible drivers describes correlation, not proof that one action caused the result.

To keep the definition:

1.  Choose **Save as a funnel**.
2.  Enter a descriptive name such as “Checkout journey”.
3.  Choose **Save funnel**.

Changing a saved definition uses **Update the saved funnel**. Running a funnel or choosing a starting question does not save it.

[![Receipt Docs Walk Funnel is saved with Undo, the result at a 14 day window, and the name field with Update funnel.](https://docs.amadalis.ai/images/steps/S074-analytics-funnel-saved-and-update-form.png)](https://docs.amadalis.ai/images/steps/S074-analytics-funnel-saved-and-update-form.png "Open full-size image")

Save it, then update it when you change it.

[![Receipt Docs Walk Funnel is saved (updated to v2) with Undo, and Update the saved funnel and Archive.](https://docs.amadalis.ai/images/steps/S074-analytics-funnel-updated-to-v2.png)](https://docs.amadalis.ai/images/steps/S074-analytics-funnel-updated-to-v2.png "Open full-size image")

Each update is a new version.

To archive a saved funnel:

1.  Choose **Archive**.
2.  Read **Really archive?**
3.  Confirm only if you want to archive it.

Its receipt’s **Undo** can restore it. If the restored funnel is not selected immediately, choose it again from the saved list and verify its steps and window.

[![The Archive control armed as Really archive? beside Update the saved funnel.](https://docs.amadalis.ai/images/steps/S074-analytics-funnel-really-archive.png)](https://docs.amadalis.ai/images/steps/S074-analytics-funnel-really-archive.png "Open full-size image")

Archive asks once more.

[![Receipt The Docs Walk Funnel funnel is archived, it leaves the list, and undo restores it, with Undo.](https://docs.amadalis.ai/images/steps/S074-analytics-funnel-archived-receipt-with-undo.png)](https://docs.amadalis.ai/images/steps/S074-analytics-funnel-archived-receipt-with-undo.png "Open full-size image")

Archived, with Undo.

[![After Undo, Docs Walk Funnel is chosen again in Saved with its steps and the 14 day window.](https://docs.amadalis.ai/images/steps/S074-analytics-funnel-restored-after-undo.png)](https://docs.amadalis.ai/images/steps/S074-analytics-funnel-restored-after-undo.png "Open full-size image")

Undo brings the funnel back.

## Your next step

Choose the result you want to measure next. Use [Goals](https://docs.amadalis.ai/insights/goals/) to define it, then return to the report and check what it counts.