Visitors

The screen

Visitors sits in the rail under Traffic, with a second page, Pinned, under it. The header carries the period control and the refresh stamp; the period is also in the address, so a link to the page carries its window with it (see Time periods).

Top to bottom: a row of network chips, a Reading card with the figures and a chart beside a Breakdown card with four tabs, then the table of browsers.

Two more URL parameters narrow the page to a cohort: ?network= and ?campaign=, the same lens the Overview takes. The page is cross-network until you ask otherwise. Under a lens, a line under the numbers names the cohort ("The browsers that arrived from Google Ads — counted whole, so their paid clicks on every other network are in these numbers too") and links back to all networks.

Networks

Above the cards, a chip per ad network the paid clicks came through, with its paid clicks. A click comes through one network, so the chips add up to Paid clicks. Each chip opens this page under that network's lens.

Reading

The card is titled "Browsers over time". Its head holds four counts; each label explains itself on hover.

Counts only, no rates: the division is the reader's.

The chart draws the browsers that made a paid session in each slice of the period. The darker part is the browsers already seen earlier in the period; hover a point to read both counts. A browser counts once in every slice it arrived in, so the chart does not add up to Visitors. "Earlier" means earlier in this period: a browser that last clicked the month before counts as new on the first day.

When some paid sessions came from a browser that refused storage, a line under the cards says how many ("12 paid sessions in this window came from a browser that refused local storage, so no browser identity was observed") and links to Connections, where those sessions have rows. They are counted in Paid clicks and cannot be a row here. A fresh browser and a private window look the same here: both start with empty storage.

Breakdown

The card is titled "Browsers, counted once each" and has four tabs.

Per browser

How many times you paid for the same browser. Every browser sits in exactly one row, so the Browsers column adds up to Visitors.

The last row, "tagged by UTM — no click id to count", is paid traffic your UTM tags declared and no click id confirmed. These browsers have no paid click to place on the scale, so their cell shows a dash. Only this row's count is a link; it opens the table on its "UTM without click id" tab.

Types

Bars, one per connection type, ranked by how many browsers arrived over it. The type is the one behind each browser's latest paid session. Each label opens Connections under that type.

The labels are Home internet, Mobile, Company network, Government network, Cloud server, VPN, Privacy relay and Tor. The last four are connections that mask their origin. A type is an observed attribute, not a verdict — a VPN is a commuter on a train, a company network is an office.

Under the bars, two facts, each count a link to its tab of the table:

• "359 of the 4,120 appeared on more than one address, 212 of them on a mobile network" — opens "Several addresses". A mobile carrier moves a phone between addresses on its own.
• "41 carried a browser clock that disagrees with the timezone of the network they arrived from" — opens "Clock mismatch". Here "network" is the connection, never an ad network.

When neither applies: "Every browser stayed on one address, with a clock that matches its network."

Outcomes

Four lines, counted per browser, not per session: Completed, Engaged only, Came back and completed (out of the browsers that came back), and Completed on a single paid click (out of the browsers that clicked once). Coming back and buying are two counts, never a rate between them.

Cookie banner

How many browsers reported a choice out of the period's visitors, as a count and a meter, then the granted and denied counts under it. When browsers that denied carried paid clicks, a line says how many. The choice is what your site's own banner reported through the tracking API; it is an observed signal, not a permission. A browser that never reported a choice is neither a grant nor a refusal. With nothing reported: "No browser reported a banner choice in this period."

Tags

On one tab only, "UTM without click id", a panel above the rows groups the cohort's observed UTM values by parameter: utm_campaign, utm_content, utm_term, utm_source, utm_medium. Each group states its coverage — "on 684 of 712 sessions" — and, when the list is cut, "showing 10 of 40 values". One browser can appear under several values.

The utm_campaign chips open the table narrowed to that value. The other four groups are facts without a destination. How your tags are read into networks is the UTM tags screen's subject.

The table

The bar reads "Visitors", and five tabs under it pick which browsers it lists, each with its count:

Under every tab the rows carry the same columns, ranked by paid clicks, then by the most recent arrival.

Two more columns are off by default: Platforms (the ad platforms it arrived from) and Campaigns (how many distinct campaigns it clicked). Columns above the table ticks columns on and off; Visitor and Paid clicks always stay. Every column title explains itself on hover.

Under the rows, the pager: "Show rows" with 10, 25, 50 or 100 to a page, the range ("11–20 of 182"), and ‹ › to step. A new tab, network or period starts again from the first page. On the free plan the table reads one page of ten rows, and a lock under the tenth row states the remainder: "172 more browsers in this period. Your plan reads the first rows. The numbers above already count them all." Where the plan hides a field, the footnote says "Some fields in this table are hidden by your plan." Each lock names the cheapest plan that lifts it and links to Plans and billing.

When nobody came back, the table says "Every visitor in this period clicked once." and points to All browsers; on a short plan window it adds that longer windows read further back. The other tabs say their own thing when empty — "Every browser stayed on one address.", "Every browser clock matched its network.", "Every paid session in this period carried a click id." — and offer "Back to the ones that came back". When the whole page is empty, it says which of three things is true: a network or campaign that matched nobody ("No browsers arrived from …"), a period with no visitors ("No visitors observed in this period."), or a month whose event allowance stops the read ("Nothing to read before …" — the browsers behind later clicks were observed and are kept; a larger allowance opens them).

The side panel

Click a row and that browser opens in a panel beside the table; click the same row, ×, or press Escape to close it. ‹ › at the top walk to the previous and the next row. On a phone the panel covers the table.

The panel reads two windows and says which. In this window is the row itself, in the period you picked: Paid clicks, Paid sessions, Engaged and Completed, then Value and Pages / session. Everything under it is the browser's own page, over the last 30 days (or your plan's window when that is shorter).

The header holds the full browser id with a copy control, the browser and operating system it presents itself as, and chips for its connection type, device, place and cookie choice. Four tabs follow:

• Overview — first and last seen, paid sessions and paid clicks, all sessions with how many came outside your ads, conversions with their values, platforms, connection, then its two latest conversions and its four latest sessions.
• Sessions — every session, newest first: paid sessions with their campaign, and sessions outside your ads after the first ad click with how they arrived ("No referrer · outside ads · +3m"). Each is numbered in the order it happened, as on the browser's page, and opens the session. A session outside ads never counts in the paid figures.
• Conversions — each conversion, newest first, with its value, the session it happened in and how long after the click.
• Addresses — the addresses it connected from, each opening its connection, with what else arrived through it. On the free plan this tab says the list is on the paid plans.

Open visitor at the foot opens the browser's own page.

Pinned

The second page under Visitors is a list titled "Pinned visitors": the browsers your workspace marked. Its columns are Browser (the id, shortened), Note, Pinned by and Pinned (the day). A row opens that visitor. With nothing pinned it says "No visitor is pinned yet." and where to pin: the Pin button beside Export on a visitor's page.

One visitor

A browser's id in the table opens it, and so does the side panel's Open visitor and a row of the Overview's feed. The back link returns to the screen you came from.

The page is open on every plan. The plan's boundaries show as locks, per field or per band; a withheld band keeps its shape. When the read fails, the page says "This visitor's story didn't come back." with a way back.

The page shows; it does not narrate. The log is paid sessions, and the browser's presence outside your ads is one day-count, never its pages.

The header

The title is "Visitor", with the page's note: "Every session of this browser since its first ad click" and "window last 30 days". That window is fixed: every count and list on the page reads the last 30 days — or your plan's window when that is shorter — and there is no period control. A browser's story is about repetition, and a single day would hide it.

Three controls sit in the header:

• Pin. A mark on this visitor that the whole workspace shares. Owners and admins pin; a member sees the state and cannot toggle it (see Members and roles).
• Note. Appears once the visitor is pinned, for owners and admins. Free text up to 280 characters. Saving an empty note clears it, and unpinning removes the note with the pin. The note shows on the identity card, where every member reads it.
• Export. Scoped to this visitor's paid sessions, as CSV or JSON. When the plan does not carry export, the control shows locked. See Export.

The identity card

One card, three zones.

Consent reads as two labeled words — "Marketing granted" beside "Analytics denied" — with "unknown" where nothing was reported. It is an observed signal, not a permission. The Note is the workspace's own words rather than an observed fact.

Path

Shown only when there is a conversion to walk to. "From the first ad click" draws the browser's stops oldest first on one wire: each paid session (its stamp opens the session, then its network and campaign), and each conversion made later outside ads, with the gap between stops printed on the wire ("3d", "4h"). A converting stop carries its value and name and "+14m after the click", or "3 days after its last paid session" for one made outside ads; a stop that did not convert says "stayed 2m · 3 pages" or "engaged · …". The header gives the span, the paid sessions and the conversions. When the log below stops short, a footnote says the path is drawn from the newest sessions, out of the browser's total ("Drawn from the newest 50 of 64 paid sessions.").

Sessions

The log, newest first. It is titled "Paid sessions" — or "Sessions" when the browser also converted later outside your ads, since those conversions then appear as rows of their own.

A row made outside ads reads "outside ads" in the Campaign column, a dash for Where from, and, in After the click, the conversion and "4h after its last paid session" — nothing about the organic session itself (see Conversions).

The log lists the newest fifty sessions; the numbers above count them all, and a footnote says so when the list stops short. On the free plan it lists the newest ten, and a lock states the remainder: "40 older paid sessions. Your plan reads the newest 10. The numbers above already count them all." With no paid session in the window: "This visitor hasn't clicked one of your ads in the last 30 days." When the month's event allowance ran out inside the window, the panel names the moment instead and says later sessions are kept and read once the allowance is raised.

Conversions

Shown when the browser converted: When, Name, Value, Conversion id and the session it happened in, with the last ad click before it.

This browser

Two panels: what stays the same about this browser between sessions, and when it shows up.

Device traits lists the observed traits of the most recent session:

With none observed: "No device traits observed."

Arrival times is a 24-hour clock in UTC, one bar per hour, every hour drawn whether or not anything arrived. Bars are relative to the busiest hour; the count is on hover ("4 sessions between 02:00 and 03:00 UTC"). Under the clock: Active days, Typical gap and Shortest gap between sessions. A one-session browser reads "No pattern to read yet."

Addresses

One row per address this browser connected from: the address (it opens that connection's page), its connection type and provider, and what else arrived through it — "3 other paid sessions · 2 other visitors", or "nothing else from this address".

On the free plan the count is shown and the list is not: "This browser connected from 2 addresses in the last 30 days." Addresses are masked to their prefix there, and a masked address leads to billing. With none in the window: "No addresses to relate in this window."

A browser seen once has one session, no rhythm and no traits to compare, and its page is nearly empty — that is the fact. The next step is its address, where the other browsers that arrived through the same connection are visible: the Connections screen.

What this screen does not do

• It gives no verdict. No badge on a browser that arrived five times from two addresses, no anomaly callout, no score. A VPN, a company network, a second address in a day, a clock that disagrees with its network: each is stated as observed, and what it means about the click is yours to judge.
• It does not open on everyone. Most browsers click once, so the table opens on the ones that came back; All browsers is one tab over.
• It does not rank by outcome or by connection. The table is ordered by paid clicks and recency, with no sort control.
• It prints no rates. Counts sit beside counts.
• It does not sum a browser up in a sentence. The facts are shown; the conclusion is yours.
• One visitor has no period control. It reads the last 30 days, or your plan's window when that is shorter.
• There is no search-term screen. The terms a browser searched are shown on its page, not opened.
• It shows nothing of a browser's organic visits beyond the day count.
• There is no erase control here. Pin, Note and Export are the page's three actions. Erasure is covered under Privacy, retention and erasure.