Overview

The Overview sits in the rail's Acquisition group, beside Realtime and Conversions. A site that has not received its first event opens on a setup view instead — the snippet and a verify step. See Install the tracker.

The lenses

The breadcrumb reads workspace / site / network / campaign, and every card follows the last two. Without a pick, the page is the whole site — every paid network together.

Network. The crumb reads "all networks" until you pick one. Its menu lists each network that sent paid clicks in the window with its count, under an "All networks" row that is their sum. Picking a network clears the campaign. With no paid traffic in the window the crumb is not shown.

Campaign. The crumb reads "all campaigns" by default (plain text when there is no campaign to list). Picked, it shows the workspace's name for the campaign, else the shortened id ("ID 2399…2125"). Each row shows the workspace's name or "No name", the raw utm_campaign under it, and its paid clicks; starred campaigns come first. The "All campaigns" row counts every paid click, untagged ones included, so it is more than the sum of the rows. Under all networks, one campaign name that ran on two networks is one row. A campaign with no click in the window still filters the page, and the crumb names it.

Networks read Google Ads, Microsoft Ads, Meta, TikTok, LinkedIn and X; any other value is shown as tagged. How a click is filed under a network: UTM tags and Tag your ad links. The lists behind the two crumbs are Networks and Campaigns. Opening a row and coming back keeps the same network, campaign and window.

The masthead

The locator row says "Overview", then "Docs", which opens this page in a new tab. The title is the site's name; an owner or admin sees a gear to the site's settings on hover. On the right:

Export is not on Free or Starter: the control shows a lock, opens on "Export is a paid feature" and offers "See plans". See Export.

With a network or campaign picked, the masthead shows it:

The raw utm_campaign stays printed under any name: it is how you find the campaign in the ad platform. With a campaign picked, its two actions sit beside the title. The star is yours alone and ranks the campaign first in the menu. "Edit campaign" (owner or admin) opens a Name field (120 characters, blank clears it), a "Hide from lists" switch — "Its clicks still count in every total" — and a Save that is "Shared with the workspace". A failed save reads "That didn't save. Try again." A hidden campaign leaves the Campaigns list and the menu, never this screen's totals.

The period picker

The picker selects whole UTC days. Its panel has two columns and a footer.

Period. Today, Yesterday, Last 7 days (the default), Last 30 days, This month — each with its dates. One click applies. A page opened without a period uses the one you last applied, anywhere in the product.

Compare. "No comparison" or "Previous period". The second row shows the window it would compare against ("Jul 27 – Aug 2"), or "before your plan's window" when that window is out of reach. A comparison is not remembered between visits.

Custom range. A one-month calendar; the line above it reads "Pick a start date", then the range. Apply waits for both ends. Days before your plan's window are dimmed but can be picked — the footer says what you get. Future days cannot.

Footer. At rest, "Your plan looks back 30 days." When the plan's window cut the range short: "Showing from Jul 27 — your plan's window. Every event is kept — the window is how far back this plan can look." The trigger marks a range cut short. When this month's event allowance limits the window, a line names where it stops — see the empty states.

The window is 7 days on Free, 30 on Starter, 92 on Solo, over an archive that keeps every event on every plan. More: Time periods.

The previous period

"Previous period" is the window of equal length just before the one on screen — Jul 27 – Aug 2 for Aug 3 – 9. It is the only comparison offered.

It is shown only when it fits whole inside your plan's window. When it does not, the "What the clicks did" card says so where the deltas would be: "Comparing this window needs history behind your plan's window. Every event is kept — the window is how far back this plan can look." On a 7-day window, Today and Yesterday compare, and This month through its third day; on 30 days, Last 7 days and This month through the 15th; on 92 days, every preset.

With a comparison on:

• each of the strip's three counts carries a delta;
• a thin gray curve of the previous period runs behind the current one, with a legend;
• the chart's hover readout adds a "Previous" row;
• under Cumulative, a "Previous period" figure stands beside "This period", and the fill moves to the gap between the two curves.

A delta reads "stopped" when the previous window had clicks and this one has none, "new" when the previous one had none, otherwise a signed percentage ("+18.4%", "−7.1%"). Hovering it shows the baseline and its window — "vs 1,204 · Jul 27 – Aug 2". Deltas carry no red or green: the sign is the direction, and whether a move is good depends on what you were buying.

The strip

Four figures at the top, each defined on hover:

Engaged and Completed come from the conversion events your site sends with the tracking API. A session that sent none is counted in Paid clicks only.

With a campaign picked, the counts are that campaign's — over every network it ran on when no network is picked. If the campaign has no click in the window, the strip and the card keep the site's (or network's) totals while the curve and the feed read zero.

"Last arrival" opens the session it names, like the feed row below. With no session in the window it reads "—" over "no paid clicks in this period".

What the clicks did

The left card reads the drop-off. It opens on two figures, Paid clicks and Reached primary, then three rungs, each with its count, its share of paid clicks, and a bar on the same track:

"Reached secondary" opens Events and "Reached primary" opens Conversions, keeping the window but not the network or campaign. Under the rungs, a sentence states the rest: "1,204 paid clicks sent no conversion event." — or "Every paid click in this window sent a conversion event." The footnote: "Engagement and completion depend on the conversion events your site sends."

Clicks over time

The right card is the curve. Its header names the window and the bucket ("last 7 days · 2-hour volume") and holds a two-way switch, "Per 2 hours" / "Cumulative", which only changes this card.

The bucket. The shorter the window, the finer the bucket: a single day draws in 15-minute buckets, a week in 2-hour ones, a month in 6-hour ones. The header and the switch name the width. A quiet bucket is a real zero; the curve stops at the current bucket.

Per bucket. Two figures head the plot: the peak bucket with its time ("Peak · Aug 14 09:00") and the average per bucket ("Average per 2 hours").

Cumulative. Each bucket becomes the running total, under "running total". The figures become "This period" and, with a comparison on, "Previous period". The series is named "Clicks so far".

The plot. Hovering snaps to the nearest bucket: its time, "Clicks" and the value, and "Previous" when a comparison is drawn. Times are UTC. When the window draws one bucket per day (a custom range longer than 75 days), clicking a bucket opens that day as the period, network and campaign kept; finer buckets are not clickable.

The footnote reads "Observed ad clicks — platform-reported totals can differ." The card links to Realtime (the last 24 hours, whatever the period) and to Networks (same window).

Live feed

Under the two cards, "Live feed", with its row count ("15 sessions"): the latest paid sessions of the window, newest first, for the network and campaign on screen. One row is one session. The feed updates every minute while the tab is visible; a new row fades in. On a narrow screen each row becomes a card.

Time. How long ago the session arrived, the exact UTC time on hover. Under it, "returning ×3 · Jul 2" when this browser clicked one of your ads before this session (in the 30 days before the window starts; "today" when it was the same day), or "from new session" when nothing was observed from this browser before — a first visit and a private window look the same. A browser seen before, but never through an ad, shows neither.

Campaign. The raw utm_campaign, prefixed "ID" when numeric, opening that campaign. "Untagged" when the click carried no campaign; it opens nothing. "×2" when the session carries more than one paid click. Under it, where the ad ran ("via Search", "via Display", "via YouTube", "via Feed") and the search term in quotes, when the network passes them.

Visitor. The city and country of the connection ("Unknown city" when none was observed). A country other than the window's most common one carries a small country chip and reads in full ink. Under it, the connection type, the provider, "· tz mismatch" when the browser's clock and the connection's location disagree (travel and a company VPN both cause it), and the device type. The address appears on row hover and opens the connection's screen; the type opens Connections filtered to it.

The connection type is one of eight observed words. Home internet, Mobile, Company network and Government network read as plain text; Cloud server, VPN, Privacy relay and Tor — the types that hide where a connection comes from — read as a neutral pill, so the eye finds them. The pill describes the connection, not the click; the reading is yours.

After the click. What the session did after the paid click, as a word and, for the first four states, a small trace — dots on the line are page views, ticks under it are in-page activity, a ringed dot is a conversion:

"No activity" reads pages, time and scrolling; the card's "sent no conversion event" counts something else. The session screen is Sessions.

The row. Clicking a row anywhere outside its links opens the browser behind it (Visitors). A browser that kept no storage has no visitor, so its row opens its connection. Rows open on every plan except one case — no visitor and an address your plan masks: the row carries a lock, which reads "This browser refused storage, so its address is the only trail this session left — and reading a full address is on the paid plans. The row itself is real traffic."

The plan, inside a row. The feed is on every plan. A field your plan does not show reads as a lock linking to billing, never a blank — a hidden city and an unknown city would otherwise look alike. When anything is hidden, a footnote reads "Some fields in this feed are hidden by your plan." with "See plans".

With no session in the window: "No paid clicks in this period." and "As Google, Microsoft or Meta ads bring traffic, each click shows up here — where it came from, and the connection behind it."

The screen ends on one line: "Source, network and origin attributes are observed at click time and refresh hourly."

The empty states

In two cases one panel replaces the strip, the cards and the feed, each with its own words.

No paid clicks. "No paid clicks observed in this period.", over what the page shows once one arrives: the clicks and the two rungs they reach, their volume over time, and the live feed.

The month's event allowance. When the workspace's allowance ran out inside the window, the panel is titled with the instant — "Reads stop at Aug 2, 14:00 UTC — this month's event allowance." — and reads: "Every click after that instant was collected and is kept — nothing was discarded. A larger allowance moves the line, and this window fills in at once." The period picker's footer names the same instant; the band above the page links to billing.

A network with no clicks in a window that has paid traffic is not an empty state: the counts read zero, the masthead names the network, and the feed says it is empty.

What this screen does not do

• It does not interpret your week. No "Paid clicks are up 8% — consider shifting budget": the figures are shown, the conclusion is yours.
• It grades nothing. Deltas carry no red or green, the card has no status colour, and a connection type is an attribute of the connection, never a verdict on the click.
• It shows each figure once. The window's total is in the strip and the card, not repeated on the chart; the strip has no sparkline.
• It offers one comparison, the previous period. No year-over-year; a single visitor, connection or session is never compared.
• Hiding a campaign never changes a number. It only removes the campaign from lists.
• A feed row keeps the raw campaign id, not the workspace's name for it.
• A plan hides identity fields, never a total, and deletes nothing. The counts, the card and the curve are on every plan; a plan sets the window and what a feed row shows.