Analytics Pro
Admin → Analytics answers two different questions about your traffic, and it is worth being clear which is which:
- Visitors — how many people.
- Page Views — how much they read.
Someone who opens six pages is one visitor and six page views. Every card that says "visitors" counts people; the traffic series and Page Views count reading.
Date range
Today · 7 days · 30 days · 90 days · 1 year
The page opens on Today 2.7.0, because that is what it is usually opened to find out. The range applies to every card on the page except the real-time panel, which always shows the last 30 minutes.
Days are your site's days, not the server's — the boundary is midnight in the timezone set in Settings → General. A site set to Asia/Dhaka gets a "today" that begins six hours before the server's own midnight.
How a visitor is counted
One visitor per day
Someone who comes back four times in an afternoon is one visitor that day. If they return tomorrow they are counted again, and from that second day on they are counted as returning.
Visitors are recognised by IP address. That is the honest limit of the figure: it counts devices on a network rather than named people, so an office behind one address reads as one visitor, and a phone moving between wi-fi and mobile data can read as two.
Numbers changed in 2.7.0
Before 2.7.0, a range counted distinct addresses across the whole period — so a reader who came back on ten different days was still a single visitor, and a month looked no busier than a day. The same stored data now reads higher on the longer ranges. Nothing was recorded differently; the counting was corrected. Today is unchanged.
New vs Returning
A day is returning when that address has been here on an earlier day — including earlier days inside the range being viewed. So a reader who first arrived on Monday and came back all week is one new visitor and four returns, and the two always add up to the headline figure.
Real-time panel
The last 30 minutes, refreshed every 12 seconds.
- Active Now — people seen in the last 5 minutes.
- Visitors per minute — people, not page views, so one reader opening four pages in a minute draws a bar of one.
- Active Pages — every page those active people have read in the window2.7.0, not only the page each of them is on at this instant.Each row counts people, so re-reading a page never counts twice. The column therefore adds up to more than the Active Now figure, which is correct: it counts pages read, not people.
- Live Visitors — one row per person, showing their most recent activity.
Web Vitals
Web Vitals is part of the free core: it needs no Pro licence.
Analytics → Web Vitals shows how fast your pages are for the people who actually open them, measured in their browsers:
| Metric | Measures | Good |
|---|---|---|
| LCP: Largest Contentful Paint | How long until the main content shows | ≤ 2.5 s |
| INP: Interaction to Next Paint | How fast the page answers a tap or click | ≤ 200 ms |
| CLS: Cumulative Layout Shift | How much the page jumps while loading | ≤ 0.1 |
| TTFB: Time to First Byte | How long the server takes to answer | ≤ 800 ms |
LCP, INP and CLS are the Core Web Vitals Google uses in ranking.
Each figure is the 75th percentile, as Google judges it, with the share of good, middling and poor visits. Pages are listed slowest first.
- Turn it on with Measure Real Visitor Speed under Customizer → Performance. It is off by default.
- Pick a range (today, 7, 28 or 90 days) and a device (mobile or desktop).
- Each figure is the 75th percentile: three in four visits were at least this fast.
- Pages, slowest first lists every page with at least three measured visits. Fix the red ones first.
How it works:
- The script: a few hundred bytes, using the browser's own measuring tools, with no outside service. It sends its numbers once, as the visitor leaves the page, so it never slows the page down.
- What is stored: only the page address, mobile or desktop, and the four figures. No IP, no cookie, nothing personal.
- What is left out: bots and admin pages are not measured. At most 20,000 visits a day are kept, and data older than 90 days is removed.
Google's own field data in Search Console runs 28 days behind and often has nothing for a small site. These figures are today's.
What is not counted
- Known bots and crawlers are filtered when the visit is recorded.
- Admin pages are not tracked.
Without Pro
The page renders with believable sample figures behind an upgrade prompt — never your site's real numbers, and nothing you see there is stored. Activating a Pro licence turns on the live queries.