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Understanding site analytics
Understanding site analytics

Learn about the metrics we track for Zoomforth Sites

Dan Sackett avatar
Written by Dan Sackett
Updated over a week ago


Zoomforth offers two primary dashboards for discovering analytics. Individual site analytics can be found in the Analytics tab when viewing either your site or link details screen. These analytics are specifically scoped to a single site or link so you can see who has accessed it, when they did, and what they viewed.

Account administrators also have access to our Stats and Reports Dashboard. This gives you a high level overview about how your sites and team are performing across your entire account. Learn more about the Stats and Reports Dashboard here.

Zoomforth Terminology

Zoomforth uses a number of terms that you may not be familiar with.


A visit is recorded any time one of your sites has been loaded by a browser.


A visitor refers to any time a unique browser visited your sites. Even if the "visitor" loads your site multiple times during the selected timeframe, it is only counted once in the analytics.

The information which determines if a visitor has visited before is tracked in a cookie on the visitor's browser. If the person switches devices, switches browsers, clears their cookies, or their cookies expire, they will be considered a new visitor on their next site load. The cookies automatically expire 11 days after the last site visit.

Daily visitor count

A daily visitor counts new visitor loading your site per day. If a visitor loads your site multiple times in one day, it is only counted once for the day. If they returned on another day, even multiple times, then the visit is logged once for that day.

For example, someone may open your company's site from a link that was sent to them. That person might save the link in their bookmarks. In this scenario the count of "visit" and "visitor" is increased by one since it was their first time seeing this site. If that same day they click their bookmark and return to the site then only the "visit" count is increased by one.


Engagements is an aggregation of the number of views, clicks, plays, and downloads. You can use the score to understand how much a piece of content was interacted with.

Site and Link Details

Both sites and links have tabs in their details windows which allow you to look closely at analytics. Site analytics show data across all links while link analytics shows data for the specific site and link to the site. This distinction is helpful if you build multiple links to your sites and you want to see how each is performing.

When you open a details window you can click on the Analytics tab to access these views.

Analytics summary

The first view that you will see in the analytics tab is our summary view. This view provides a snapshot of the various pieces of data we have collected from your visitors. You will see:

Total visits and visitors - The total visits and visitors the site has had based on the date range and filters selected.

Site visits table - A site visits table showing the timeline of visitors during the date range. Each plot point correlates to a day in the range and displays the number of visits and visitors on that day.

Visits overview - A visits overview showing recent visitor sessions. This table provides a way to look closely at your recent visitors and what they did while visiting your site or link.

Top subpages on your site - This chart shows the top five subpages that were visited and how many times each was visited.

Top content on your site - This table shows actual content which was interacted with and ranks them so you can see what visitors are interested in.

Top referrals to your site - If someone found your link through another website or service which provides referral data then you will see where those visitors came from.

What devices people used to view your site - This chart provides a high-level overview to help understand how important mobile and tablet users are for the site's success.

Filters and breadcrumbs

Across the analytics user interface you will find various filters and breadcrumbs. Filters in some views may not be available in others. For example, the ability to filter durations will only be available in the "visits" view table since it directly relates to visits.

If you ever want to return to a previous view you can click on the breadcrumbs provided at the top of the tab. Clicking the back button will reload your browser so it is important to navigate using the built-in controls available.

Visits view

The visits view shows actual visitor sessions that have occurred on the site. The details table will help you find specific visitor journeys based on their name, email, location, and the time that they accessed the site. You can hover any visit row and a Details link will appear which allows you to see what the visitor did during that particular session.

A report for this view can be downloaded by clicking the Download icon in the top right of the screen. It will provide a .csv file showing each visit that occurred. This report also includes a visitor_uuid which can be helpful when learning about anonymous visitors. It is possible that a visitor did not provide their name and email but they did return multiple times. This field can be used to determine if different anonymous visits happened from the same browser or device.

Visitor session view

When you click the Details link you will see the data collected during their session on your site. On the left-hand side you will see information about who they are, where they accessed from, how long they remained on the site, and which version of your site they accessed.

On the right you will see a list view which outlines the visitors time spent on the site.

Some interesting things you can learn are:

  • What subpage did they enter and exit the site on? This can tell you if they were given a link to a specific subpage and where they decided to leave.

  • Were they active between different actions? We track visitor movement to make sure that they are still active on the site. This movement occurs if they scroll or move their mouse on the site which typically correlates to the fact that they are reading your content.

You can download a report of this activity which provides event-level details about the visit. This information can be used in other software to aggregate individual activity.

Subpage view

On the summary view you can click View All Subpages in the top subpages widget to see more information about the subpages on your site. This view provides a breakdown about the status of the subpage (is it hidden from view of the navigation?), how many times it was accessed, and what is the "slug" for the subpage.

You can download a report of this view.

Subpage details view

When you hover a subpage row you can click the Details link to view information about that specific subpage.

At the top of the details view you will see how many visits and visitors have accessed the subpage and how many of those visitors exited the site at this subpage. This metric potentially helps inform whether you need to work on the subpage in order to keep visitors engaged.

Below this you will find two tables. The first shows how the actual content on this subpage performed and the second shows which of your visitors accessed the subpage.

A report can be downloaded of this view which will show the raw events we have captured that occurred on this subpage. This data is useful to see how all visitors interacted with it.

Content view

On the summary view you can click on View All Content in the top content widget to see more information about the content on your site. This view provides a breakdown of content which has been interacted with by your visitors. You will be able to see a screenshot of the content, an engagement score, and other metrics.

You can download a report of this view which provides a list of all the content on the site and how it is performing.

Content details view

When you hover a content row you can click the Details link to view information about that specific piece of content.

This view shows you information about the content itself as well as who has engaged with it. You can download a report of this view which provides information about who visited the content.

Refreshing Data

In each interface you will find an option to refresh your data. In order to provide a quick interface we utilize caching to save data which we have previously retrieved for you. This happens when you first load an analytics screen and when you change filters. If you would like to make new requests for data you can click the refresh icon and it will fetch the latest information we have collected.

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