> For the complete documentation index, see [llms.txt](https://docs.humblytics.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.humblytics.com/understanding-your-data/understanding-site-traffic.md).

# Understanding Site Traffic

The Overview tab is your site's home base: traffic, revenue, live visitors, and your top pages, channels, devices, and countries on one screen.

Go to **Observe → Analytics → Overview**. Every number respects the date range and filters at the top of the page.

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## Traffic Analytics

The top card shows your key metrics for the selected dates. The small percentage next to each metric compares it with the previous period of the same length.

| Metric              | What it means                                                                                          |
| ------------------- | ------------------------------------------------------------------------------------------------------ |
| **Unique Visitors** | Different people who visited your site. One person visiting three times counts once.                   |
| **Total Views**     | Every page load, including repeat views by the same person.                                            |
| **Bounce**          | The share of visits where someone viewed one page and left. Lower usually means people keep exploring. |
| **Duration**        | Average time a visitor spends on your site.                                                            |
| **Revenue**         | Sales matched to your traffic from a connected payment provider such as Stripe.                        |
| **Rev/Visitor**     | Revenue ÷ unique visitors. What an average visitor is worth.                                           |
| **Conv. Rate**      | The share of unique visitors who made a tracked purchase.                                              |

Below the metrics, a chart plots **Total Views** and **Unique Visitors** over time, and a second chart plots **Revenue**. Use the icons in the top-right corner of the card to switch between an area chart and a bar chart. Click **Attribution** there to see which campaigns drove the revenue.

{% hint style="info" %}
**Revenue shows a dash?** Connect a payment provider in **Connect → Connectors**. See [Connecting revenue](/how-to-track-purchase-events.md).
{% endhint %}

## Live Activity

Real-time visitors, page views, and clicks. See [Understanding Live Activity](/understanding-your-data/understanding-live-activity.md).

## Breakdown cards

Four cards summarize where your traffic comes from and who it is. Each one has tabs, and **View all** opens the full report.

| Card            | Tabs                         | Full report                                                           |
| --------------- | ---------------------------- | --------------------------------------------------------------------- |
| **Pages**       | Top, Entry, Exit             | [Pages](/understanding-your-data/understanding-pages-data.md)         |
| **Acquisition** | Channels, Sources, Campaigns | [Channels](/understanding-your-data/understanding-channels-data.md)   |
| **Technology**  | Browsers, OS, Devices        | [Devices](/understanding-your-data/understanding-devices-data.md)     |
| **Geography**   | Countries, Cities, Regions   | [Locations](/understanding-your-data/understanding-locations-data.md) |

**Entry** pages are where visits start, and **Exit** pages are where they end. A page with lots of exits may be losing people you want to keep.