Browse Analytics
Audience dashboard
Audience: who are they? describes your visitors: where they are and what language they read, what devices and browsers they use, how many come back, whether they sign in, and which organisations and companies they come from.
Use it to know who you are building and marketing for, and which browsers and devices to support.
Good to know
- Location comes from the IP address of each visit's first page view, which Kontala never stores. IP Geolocation by DB-IP, licensed CC BY 4.0.
- The Identified and Organisations tabs fill when your site names signed-in users and their organisations, as identify visitors describes.
- Browser, operating system and device type come from the browser's User-Agent.
At a glance
Where visitors are and what language they read, what they browse on and whether it works for them, how many come back, whether we know who they are, and which organisations and companies they come from.
- Tabs: 6, Audience, Location, Technology, New vs returning, Identified and Organisations
- Charts and numbers: 41
- Built on: the Visits explore
Filters
The filters across the top apply to every tile they can, unless a tile says it has its own range.
- Date range: the last 30 days, today included.
- Channel: not set when the dashboard opens, so it keeps everything until you pick a value.
- Device type: not set when the dashboard opens, so it keeps everything until you pick a value.
- Country: not set when the dashboard opens, so it keeps everything until you pick a value.
- Allowed origin: set to true, so tiles count only the origins your property allows. Clear it to see every origin the tag ran on.
Tabs
Audience
| Tile | Kind | What it shows |
|---|---|---|
| Visitors | Number | Distinct visitors: devices, from the first-party device cookie, which Safari clears after 7 days. |
| New visitors | Number | Devices whose first visit was in range: each counts once, in the visit it first arrived with. |
| Returning visitors | Number | Distinct devices with a visit in range that was not their first. |
| Visits per visitor | Number | Visits per distinct device in range. |
| Countries | Number | Distinct countries the visits began in. IP Geolocation by DB-IP, licensed CC BY 4.0. |
| Identified visitors | Number | The share of visitors whose device signed in on some visit, before, in or after this range. |
Where are they?
| Tile | Kind | What it shows |
|---|---|---|
| Visitors by country | Map | Distinct visitors in each country, located from the visit's first page view. IP Geolocation by DB-IP, licensed CC BY 4.0. |
Are they new, and do we know them?
| Tile | Kind | What it shows |
|---|---|---|
| Visits by week, first visits and returning | Stacked columns | Each week's visits, split into devices' first visits and returning ones, which add up to the week's visits. |
| Visits by week, by sign-in state | Stacked columns | Each week's visits by whether they were signed in, by a device that had signed in before or will later, or by one that never did. |
What do they browse on?
| Tile | Kind | What it shows |
|---|---|---|
| Visitors by device type | Pie chart | Distinct visitors by the hardware their browser's User-Agent names: desktop, mobile, tablet, smart tv or unknown. |
How to read this dashboard
A visitor is a device, from a first-party cookie Safari clears after 7 days. A visit is a first visit when it is its device's first and returning otherwise, so each week's bars add up to its visits.
A visitor is identified once its device has signed in on any visit, before or after: through your site's identify call, a login Kontala captured, or an analytics tool's identify call. People are counted, never listed.
Bot traffic, visitors who declined consent and origins the property does not allow are left out.
IP Geolocation by DB-IP, licensed CC BY 4.0.
Location
Which countries do they come from?
| Tile | Kind | What it shows |
|---|---|---|
| Countries | Table | Each country's visitors and visits, its share of visitors, its first visits' share and how its visits engaged and converted. |
Which regions and cities?
| Tile | Kind | What it shows |
|---|---|---|
| Regions | Table | Each region's visitors, with its country, since a region's name alone can be two places. |
| Cities | Table | Each city with at least 5 visitors, with its country. |
What language do they read?
| Tile | Kind | What it shows |
|---|---|---|
| Languages | Table | Visitors by the language their browser is set to, and how their visits engaged and converted. |
About location
Country, region and city come from the IP address of each visit's first page view, which Kontala never stores. Language is the browser's own setting, named in English by the Unicode CLDR, so en-GB and en-US are both English. Cities with fewer than 5 visitors are left out.
IP Geolocation by DB-IP, licensed CC BY 4.0.
Technology
Is the device mix shifting?
| Tile | Kind | What it shows |
|---|---|---|
| Share of visits by device type, by week | Stacked columns | Each week's visits as shares of desktop, mobile, tablet, smart tv and unknown, adding up to 100%. |
Which browsers and systems do they use?
| Tile | Kind | What it shows |
|---|---|---|
| Browsers | Bar chart | The ten browsers with the most visitors, each as a share of all visitors. |
| Operating systems | Bar chart | Operating systems by their share of visitors. |
| Browser versions | Table | Visitors by browser and major version, for deciding which versions to support. |
Does every combination work?
| Tile | Kind | What it shows |
|---|---|---|
| Browsers and systems | Table | Each browser and operating system's visits, and how they engaged and converted. |
About technology
Browser, operating system and device type are read from each visit's User-Agent, so Brave and Arc read as Chrome, and an iPad asking for desktop sites as a Mac. A combination that brings visits and does not engage or convert them is usually a bug worth a look.
IP Geolocation by DB-IP, licensed CC BY 4.0.
New vs returning
How often do they come back?
| Tile | Kind | What it shows |
|---|---|---|
| Visits by visit number | Column chart | Visits as a share of all visits, by which visit of its device each was: 1st, 2nd, 3rd-4th, 5th-9th, or 10th or later. |
| Returning share of visits, by week | Line chart | The share of each week's visits that were not their device's first. |
Who comes back?
| Tile | Kind | What it shows |
|---|---|---|
| First visits and returning, by channel | Stacked bars | Each channel's visits as shares of first visits and returning ones, the channel with the most visits on top. |
| First visits and returning, by device type | Stacked bars | Each device type's visits as shares of first visits and returning ones. |
About new and returning
Each visit is a first visit or a returning one, by its device, so the two add up to all visits; a device that is new and comes back in the same range is among both New and Returning visitors. Safari clears the device cookie after 7 days, so New is an upper bound and Returning a lower one. How soon visitors come back is on Engagement's Coming back tab.
IP Geolocation by DB-IP, licensed CC BY 4.0.
Identified
| Tile | Kind | What it shows |
|---|---|---|
| Signed-in users | Number | Distinct user ids the visits named: from the application, so Safari does not erode them. |
| Signed-in visits | Number | The share of visits in which anything named a signed-in user. |
| Newly identified visitors | Number | Devices whose first signed-in visit was in range. |
| Devices per signed-in user | Number | Devices with a signed-in visit per signed-in user. |
Do we know more of them each week?
| Tile | Kind | What it shows |
|---|---|---|
| Identified visitors, share by week | Line chart | The share of each week's visitors whose device signed in on some visit, before, in or after it. |
| Newly identified visitors by week | Column chart | Devices whose first signed-in visit was in each week. |
Which visits are signed in?
| Tile | Kind | What it shows |
|---|---|---|
| Signed-in share of visits, by channel | Bar chart | Each channel's share of visits that named a signed-in user, the channel with the most visits on top. |
| Signed-in share of visits, by device type | Bar chart | Each device type's share of visits that named a signed-in user. |
About identified visitors
A visit is signed in when anything in it named a user: your site's pageTracker.identify, a login Kontala captured, or an analytics tool's identify call.
A visitor is identified once its device has signed in on any visit, so a past week's share rises as people sign in later.
Signed out visits are by devices that signed in before, and signs in later by devices that do so after.
People are counted, never listed.
IP Geolocation by DB-IP, licensed CC BY 4.0.
Organisations
| Tile | Kind | What it shows |
|---|---|---|
| Active organisations | Number | Distinct organisations the visits named. |
| New organisations | Number | Organisations whose first visit within the 400 days Kontala keeps was in range. |
| Signed-in users per organisation | Number | Signed-in people per active organisation, over the visits that named one. |
| Visits per organisation | Number | Visits per active organisation, over the visits that named one. |
| Converting organisations | Number | Organisations with a visit that converted, macro or micro. |
| Companies | Number | Distinct company domains signed-in users' email addresses name, free mail providers left out. |
Are more organisations active?
| Tile | Kind | What it shows |
|---|---|---|
| Active organisations by week | Line chart | Distinct organisations the visits named, each week. |
| New organisations by week | Column chart | Organisations whose first visit was in each week. |
Which organisations use it most?
| Tile | Kind | What it shows |
|---|---|---|
| Organisations | Table | Each organisation's signed-in users, visitors, visits, engagement, conversions and last visit. |
Which companies do signed-in people work at?
| Tile | Kind | What it shows |
|---|---|---|
| Companies | Table | Each company domain's signed-in users, visits, engagement, conversions and last visit. |
About organisations
An organisation is the org id your site names: pageTracker.identify({ user, org }), Segment's group call, or a captured login's company field.
A company is the domain of a signed-in person's work email, with gmail.com and other free providers left out.
Organisations and companies are listed; people never are.