Gain insight into who’s visiting your site with geography, technology, traffic, and campaign data.
Analyze automatically captures additional data about site visitors to surface insights about which visitor segments are engaging and on which pages. You can see a breakdown of audiences and filter results by audience on the Analyze pages in the Insights tab and in Analyze mode. You can also create custom audiences to further refine your results.
How to filter by audiences
You can refine your Analyze results to only show you data that matches your audience criteria within the date range.
- Click the Insights tab
- Click either Site overview or Pages > Page from the Insights panel
- Click the Filter icon at top-left
- Select a filter category (e.g., City)
- Select one or more audience attributes
Results automatically refresh to show results that match your criteria.
Good to know
You can also use audience filters with Analyze mode at the page-level.
Default audiences
These are the default audience categories that are available in Analyze. You can also create custom audiences.
Geography
Location info — the general location of each visitor is automatically detected. You can choose between:
Locale — the localizations you’ve added to your site as part of a localization plan
Technology
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Device type — the type of physical device the visitor is using to browse your site (e.g., desktop, mobile, tablet)
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Browser — the web browser they’re using to browse your site (e.g., Chrome, Safari, Firefox)
Traffic
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Traffic source — where the visitor was before clicking the link that took them to your website, based on the referrer URL. Learn more about traffic sources.
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Referral domain — the domain of the website that sent a visitor to your site, typically recorded when someone clicks a link on another site and lands on yours
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New/returning visitor — shows whether a visitor is new to your site or they’ve visited the site before
Campaign info
These UTM parameters are automatically detected when they’re present in the referrer URL:
| UTM Parameter |
Display Name |
| utm_source |
Campaign Source |
| utm_medium |
Campaign Medium |
| utm_campaign |
Campaign Name |
| utm_term |
Campaign Term |
| utm_content |
Campaign Content |
Custom audiences
In addition to the default audiences, you can create custom audiences to refine which results you want to review.
Create a custom Analyze audience
An Estimated Visitors count will show you how many visitors over the last 30 days match the criteria you choose.
- Click the Insights tab
- Click Audiences > New Audience
- Enter a descriptive Audience name
- Choose a rule set (e.g., Device & Visitor)
- Choose the criteria (e.g., Device type)
- Choose a rule modifier (e.g., is, is not, contains, etc.)
- Choose a value (e.g., mobile phone)
- Optional: Click Add Rule to include another attribute that the visitor must also match
- Optional: Click Add Rule Set to expand your audience to also match another set of rules
- Click Save
Custom audience categories
Behavior
Analyze can detect certain actions visitors take (e.g., viewing a webpage) while viewing your website. You can target these actions to meet people where they are on their journey and deliver more personalized experiences.
For example, you can target visitors who view given webpages (e.g., a webpage about a conference) so that you can show personalized variations (e.g., conference-related messaging) on other pages.
Important
Behavioral data isn't collected until Analyze is enabled. Once enabled, up to 180 days of data are retained.
Overview of company details (enhanced match)
Note
The company details (enhanced match) rule set is included with Enterprise plans.
Enhanced match leverages reverse IP lookup to determine where a visitor might work, providing you details about that company. You can target by details such as industry, company name, domain, estimated revenue, and number of employees.
Learn more about the enhanced match feature.