Browse Analytics
Trend and anomaly dashboard
Trend and anomaly: what changed and why? sets every headline number against the same days a week and a year earlier and against what those weekdays typically see, flags the days that left their expected range, and breaks a change down by channel, page, device and campaign.
Use it when a number moves and you need to know whether it matters and why.
Good to know
- The Period filter opens on the last 7 complete days, so today's partial day does not drag the comparison down.
- Typical for a day is the average of the same weekday in the 8 weeks before it, so seasons and weekday patterns are allowed for.
- The Year over year tab fills in a year after Kontala started recording your property.
- On the Before and after tab, pick the Change date and the number of days to compare on each side with the controls at the top.
At a glance
Every headline number against the same days a week and a year earlier and against what those weekdays typically see; the days that left their expected range; which channels, pages, devices and campaigns drove a change; and what moved around a release or a campaign launch.
- Tabs: 5, Week over week, Year over year, Unusual days, What drove it and Before and after
- Charts and numbers: 83
- Built on: the Trends explore, with some tiles on Campaign trends and Movers, as each says
Filters
The filters across the top apply to every tile they can, unless a tile says it has its own range.
- Period: the last 7 days, complete ones only. It does not apply to 25 tiles on the Unusual days and Before and after tabs.
- 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. It does not apply to 11 tiles on the Week over week, Year over year, Unusual days and What drove it tabs.
- Allowed origin: set to true, so tiles count only the origins your property allows. Clear it to see every origin the tag ran on. It does not apply to 11 tiles on the Week over week, Year over year, Unusual days and What drove it tabs.
Tabs
Week over week
Are more people coming?
| Tile | Kind | What it shows |
|---|---|---|
| Visits | Number | Visits with at least one page view, as the Visits explore counts them, on the days the Period picks, against the same days 7 days earlier. |
| Visitors | Number | Distinct visitors, each a device, as the Visits explore's Users counts them, on the days the Period picks, against the same days 7 days earlier. |
| New visitors | Number | Visits that were their device's first, on the days the Period picks, against the same days 7 days earlier. |
| Page views | Number | Page views of the visits counted, in every tab, on the days the Period picks, against the same days 7 days earlier. |
Are they engaging?
| Tile | Kind | What it shows |
|---|---|---|
| Engaged visits | Number | Visits with two or more page views, or a conversion, on the days the Period picks, against the same days 7 days earlier. |
| Engagement rate | Number | The share of visits that were engaged, on the days the Period picks, against the same days 7 days earlier. |
| Pages per visit | Number | Page views per visit, on the days the Period picks, against the same days 7 days earlier. |
| Avg. visit duration | Number | Seconds from a visit's first page view to its last, averaged over visits, on the days the Period picks, against the same days 7 days earlier. |
Are they converting?
| Tile | Kind | What it shows |
|---|---|---|
| Conversions | Number | Purchases, leads, demo requests, newsletter signups and trial starts, each kind once a visit, on the days the Period picks, against the same days 7 days earlier. |
| Conversion rate | Number | The share of visits that converted, macro or micro, on the days the Period picks, against the same days 7 days earlier. |
| Micro conversion rate | Number | The share of visits with a lead, a demo request, a newsletter signup or a trial start, on the days the Period picks, against the same days 7 days earlier. |
| Purchases | Number | Visits that reached an Order confirmation page, on the days the Period picks, against the same days 7 days earlier. |
Are the smaller yeses growing?
| Tile | Kind | What it shows |
|---|---|---|
| Leads | Number | Visits that reached a Form confirmation page, on the days the Period picks, against the same days 7 days earlier. |
| Demo requests | Number | Visits that sent a form typed Request demo, on the days the Period picks, against the same days 7 days earlier. |
| Newsletter signups | Number | Visits that sent a form typed Newsletter signup, on the days the Period picks, against the same days 7 days earlier. |
| Trial starts | Number | Visits that sent a form typed Start trial, on the days the Period picks, against the same days 7 days earlier. |
Is it making money?
| Tile | Kind | What it shows |
|---|---|---|
| Revenue | Number | Order value on Order confirmation pages, each order once, in the site's own currency, on the days the Period picks, against the same days 7 days earlier. |
| Orders | Number | Orders placed, each once, on the days the Period picks, against the same days 7 days earlier. |
| Average order value | Number | Revenue per order, on the days the Period picks, against the same days 7 days earlier. |
| Revenue per visit | Number | Revenue over every visit, converting or not, on the days the Period picks, against the same days 7 days earlier. |
Is paid traffic paying?
| Tile | Kind | What it shows |
|---|---|---|
| Ad spend | Number | What the ad platforms charged, from the files uploaded on the Ad spend page, on the days the Period picks, against the same days 7 days earlier. From the Campaign trends explore. |
| Cost per visit | Number | Ad spend per visit from a campaign with uploaded spend, on the days the Period picks, against the same days 7 days earlier. From the Campaign trends explore. |
| Cost per conversion | Number | Ad spend per conversion credited to a paid campaign by last touch, on the days the Period picks, against the same days 7 days earlier. From the Campaign trends explore. |
| ROAS | Number | Revenue credited to paid campaigns by last touch per unit of ad spend, on the days the Period picks, against the same days 7 days earlier. From the Campaign trends explore. |
How to read this dashboard
Period is the days to explain: the last 7 complete days to start with, in your organisation's reporting time zone, so a day's count can differ a little from the other dashboards', which cut days in UTC. Today is left out until it is over.
Each number is set against the same days 7 days earlier here, and 52 weeks earlier on Year over year, so a Tuesday always meets a Tuesday. Typical is what those weekdays saw in up to 8 weeks before, and the expected range is where 95 in 100 ordinary periods land, read from how much those weeks varied; a range needs 4 weeks of history. A comparison reads n/a until Kontala has recorded the days it needs.
Unusual days lists the days that left their range, What drove it splits a change by channel, page, device and more, and Before and after measures a release or a campaign around the day it went live.
Year over year
About year over year
Each day against the same weekday 52 weeks earlier, so seasons, holidays and paydays line up. This tab fills in a year after Kontala recorded a property's first visit; until then each comparison reads n/a. Read a year back, New visitors runs high, because the visits that came before them are older than the 400 days Kontala keeps.
Are more people coming?
| Tile | Kind | What it shows |
|---|---|---|
| Visits | Number | Visits with at least one page view, as the Visits explore counts them, on the days the Period picks, against the same days 52 weeks earlier. |
| Visitors | Number | Distinct visitors, each a device, as the Visits explore's Users counts them, on the days the Period picks, against the same days 52 weeks earlier. |
| New visitors | Number | Visits that were their device's first, on the days the Period picks, against the same days 52 weeks earlier. |
| Page views | Number | Page views of the visits counted, in every tab, on the days the Period picks, against the same days 52 weeks earlier. |
Are they engaging?
| Tile | Kind | What it shows |
|---|---|---|
| Engaged visits | Number | Visits with two or more page views, or a conversion, on the days the Period picks, against the same days 52 weeks earlier. |
| Engagement rate | Number | The share of visits that were engaged, on the days the Period picks, against the same days 52 weeks earlier. |
| Pages per visit | Number | Page views per visit, on the days the Period picks, against the same days 52 weeks earlier. |
| Avg. visit duration | Number | Seconds from a visit's first page view to its last, averaged over visits, on the days the Period picks, against the same days 52 weeks earlier. |
Are they converting?
| Tile | Kind | What it shows |
|---|---|---|
| Conversions | Number | Purchases, leads, demo requests, newsletter signups and trial starts, each kind once a visit, on the days the Period picks, against the same days 52 weeks earlier. |
| Conversion rate | Number | The share of visits that converted, macro or micro, on the days the Period picks, against the same days 52 weeks earlier. |
| Micro conversion rate | Number | The share of visits with a lead, a demo request, a newsletter signup or a trial start, on the days the Period picks, against the same days 52 weeks earlier. |
| Purchases | Number | Visits that reached an Order confirmation page, on the days the Period picks, against the same days 52 weeks earlier. |
Are the smaller yeses growing?
| Tile | Kind | What it shows |
|---|---|---|
| Leads | Number | Visits that reached a Form confirmation page, on the days the Period picks, against the same days 52 weeks earlier. |
| Demo requests | Number | Visits that sent a form typed Request demo, on the days the Period picks, against the same days 52 weeks earlier. |
| Newsletter signups | Number | Visits that sent a form typed Newsletter signup, on the days the Period picks, against the same days 52 weeks earlier. |
| Trial starts | Number | Visits that sent a form typed Start trial, on the days the Period picks, against the same days 52 weeks earlier. |
Is it making money?
| Tile | Kind | What it shows |
|---|---|---|
| Revenue | Number | Order value on Order confirmation pages, each order once, in the site's own currency, on the days the Period picks, against the same days 52 weeks earlier. |
| Orders | Number | Orders placed, each once, on the days the Period picks, against the same days 52 weeks earlier. |
| Average order value | Number | Revenue per order, on the days the Period picks, against the same days 52 weeks earlier. |
| Revenue per visit | Number | Revenue over every visit, converting or not, on the days the Period picks, against the same days 52 weeks earlier. |
Is paid traffic paying?
| Tile | Kind | What it shows |
|---|---|---|
| Ad spend | Number | What the ad platforms charged, from the files uploaded on the Ad spend page, on the days the Period picks, against the same days 52 weeks earlier. From the Campaign trends explore. |
| Cost per visit | Number | Ad spend per visit from a campaign with uploaded spend, on the days the Period picks, against the same days 52 weeks earlier. From the Campaign trends explore. |
| Cost per conversion | Number | Ad spend per conversion credited to a paid campaign by last touch, on the days the Period picks, against the same days 52 weeks earlier. From the Campaign trends explore. |
| ROAS | Number | Revenue credited to paid campaigns by last touch per unit of ad spend, on the days the Period picks, against the same days 52 weeks earlier. From the Campaign trends explore. |
Unusual days
Which days were unusual in the last 13 weeks?
How unusual is decided
How a day is judged. Each day is set against the same weekday in the 8 weeks before it: typical is their average, and the expected range reaches as far either side as those weeks varied - wide enough for 95 in 100 ordinary days. A range needs 4 weeks of history, so a property's first month has none.
In the table, a number outside its range is orange below it and blue above. One number in twenty lands outside by chance, so with six judged about one ordinary day in four has one: the days with the most numbers out come first, and a run of days is worth more than one.
In the charts, the shaded band is the expected range, the grey line typical and the blue line the day itself; a dot marks a day outside the range, orange below it and dark blue above. They show every day of the last 13 weeks, whatever the Period.
| Tile | Kind | What it shows |
|---|---|---|
| Days outside their expected range, against typical | Table | The days of the last 13 weeks when visits, visitors, engagement rate, conversions, conversion rate or revenue left the range the same weekday's last 8 weeks set, the most numbers out first, each number as its change against typical: orange below the range, blue above. |
Each day against its expected range
| Tile | Kind | What it shows |
|---|---|---|
| Visits each day, against the expected range | Range chart | Visits each day of the last 13 weeks, against the range the same weekday's last 8 weeks set: a dot marks a day outside it. |
| Visitors each day, against the expected range | Range chart | Visitors each day of the last 13 weeks, against the range the same weekday's last 8 weeks set: a dot marks a day outside it. |
| Engagement rate each day, against the expected range | Range chart | Engagement rate each day of the last 13 weeks, against the range the same weekday's last 8 weeks set: a dot marks a day outside it. |
| Conversion rate each day, against the expected range | Range chart | Conversion rate each day of the last 13 weeks, against the range the same weekday's last 8 weeks set: a dot marks a day outside it. |
| Conversions each day, against the expected range | Range chart | Conversions each day of the last 13 weeks, against the range the same weekday's last 8 weeks set: a dot marks a day outside it. |
| Revenue each day, against the expected range | Range chart | Revenue each day of the last 13 weeks, against the range the same weekday's last 8 weeks set: a dot marks a day outside it. |
| Ad spend each day, against the expected range | Range chart | Ad spend each day of the last 13 weeks, against the range the same weekday's last 8 weeks set: a dot marks a day outside it. From the Campaign trends explore. |
| ROAS each day, against the expected range | Range chart | ROAS each day of the last 13 weeks, against the range the same weekday's last 8 weeks set: a dot marks a day outside it. From the Campaign trends explore. |
What drove it
What moved the most?
How to read the moves
Every visit is counted under ten breakdowns - channel, source / medium, campaign, landing page, landing page type, device type, browser, country, website and visitor - and each segment is set against what the same weekdays typically see. The biggest moves come first, up or down.
Share of movement is how much of a breakdown's change, up and down, a segment makes. The same drop often shows under several breakdowns at once - a campaign, its source and its landing page - which is the story told from each side. To ask what happened on one day, set the Period to that day; these tables reach back 13 weeks.
| Tile | Kind | What it shows |
|---|---|---|
| Biggest moves in visits, by every breakdown | Table | Every channel, source, campaign, landing page, page type, device, browser, country, website and visitor kind, set against its typical visits for the same weekdays, the biggest moves first, up or down. From the Movers explore. |
When did each channel move?
| Tile | Kind | What it shows |
|---|---|---|
| Visits against typical, by channel and day | Table | Each channel's visits on each day of the Period, as a change against what that weekday typically sees: orange below, blue above. |
Which channels and landing pages moved?
| Tile | Kind | What it shows |
|---|---|---|
| Visits by channel, against typical | Table | Each channel's visits in the Period against what the same weekdays typically see, the biggest moves first. |
| Visits by landing page, against typical | Table | The landing pages whose visits moved most in the Period against what the same weekdays typically see, up or down. |
Did the conversion rate move with who came, or with how they converted?
| Tile | Kind | What it shows |
|---|---|---|
| Conversion rate change, by channel: who came and how they converted | Table | Each channel's share of visits and conversion rate, typical against this period, and how much of the change in conversion rate each part made, in percentage points; the totals are the whole change. |
What moved conversions and revenue?
| Tile | Kind | What it shows |
|---|---|---|
| Biggest moves in conversions | Table | The segments of every breakdown whose conversions moved most in the Period against typical, up or down. From the Movers explore. |
| Biggest moves in revenue | Table | The segments of every breakdown whose revenue moved most in the Period against typical, up or down. From the Movers explore. |
Is it the tracking?
Before blaming the traffic
A segment that falls away overnight is usually the tag, not the people. A website whose visits drop to nothing while the others carry on has most likely lost its Kontala snippet in a release; a browser that disappears may have started blocking it. Rows that lost half their typical visits or more are highlighted: check that website's page source, or its requests in the browser's network panel, before reading anything else into the drop, and set the Period to the days since the drop to see it whole.
| Tile | Kind | What it shows |
|---|---|---|
| Visits by website, against typical | Table | Each website's visits in the Period against what the same weekdays typically see, the biggest falls first; a website at zero against a typical day is highlighted. |
| Visits by browser, against typical | Table | Each browser's visits in the Period against what the same weekdays typically see, the biggest falls first; a browser at zero against a typical day is highlighted. |
Did paid traffic follow spend?
| Tile | Kind | What it shows |
|---|---|---|
| Ad spend and paid visits, by channel, against typical | Table | Each paid channel's ad spend, the visits from campaigns with spend and what a visit cost in the Period, each against what the same weekdays typically see. From the Campaign trends explore. |
Before and after
Did the change work?
How to measure a change
Pick the day a release went out or a campaign launched as the Change date above, and how many days to count on each side. After is the complete days from that date on, and Before the same weekdays that many days earlier, so a change more recent than that leaves a few days between the two. Until a date is picked, After is the latest complete days and Before the days before them. Before has to fall on days Kontala recorded.
| Tile | Kind | What it shows |
|---|---|---|
| Visits after | Number | Visits with at least one page view, as the Visits explore counts them, on the days from the Change date on, against as many days just before it. |
| Conversions after | Number | Purchases, leads, demo requests, newsletter signups and trial starts, each kind once a visit, on the days from the Change date on, against as many days just before it. |
| Conversion rate after | Number | The share of visits that converted, macro or micro, on the days from the Change date on, against as many days just before it. |
| Revenue after | Number | Order value on Order confirmation pages, each order once, in the site's own currency, on the days from the Change date on, against as many days just before it. |
| Engagement rate after | Number | The share of visits that were engaged, on the days from the Change date on, against as many days just before it. |
| Average order value after | Number | Revenue per order, on the days from the Change date on, against as many days just before it. |
How did each day go?
| Tile | Kind | What it shows |
|---|---|---|
| Visits each day, before and after the change | Stacked columns | Visits on each day of the two windows around the Change date: Before in the lighter blue, After in the darker. |
| Conversions each day, before and after the change | Stacked columns | Conversions on each day of the two windows around the Change date: Before in the lighter blue, After in the darker. |
Which channels changed?
| Tile | Kind | What it shows |
|---|---|---|
| Before and after the change, by channel | Table | Each channel's visits, conversions and conversion rate before and after the Change date, the biggest moves in visits first. |
Would it have happened anyway?
| Tile | Kind | What it shows |
|---|---|---|
| Visits before, a year earlier | Number | Visits with at least one page view, as the Visits explore counts them, on the days before the Change date, against the same days 52 weeks earlier. |
| Visits after, a year earlier | Number | Visits with at least one page view, as the Visits explore counts them, on the days after the Change date, against the same days 52 weeks earlier. |
| Conversions before, a year earlier | Number | Purchases, leads, demo requests, newsletter signups and trial starts, each kind once a visit, on the days before the Change date, against the same days 52 weeks earlier. |
| Conversions after, a year earlier | Number | Purchases, leads, demo requests, newsletter signups and trial starts, each kind once a visit, on the days after the Change date, against the same days 52 weeks earlier. |
| Revenue before, a year earlier | Number | Order value on Order confirmation pages, each order once, in the site's own currency, on the days before the Change date, against the same days 52 weeks earlier. |
| Revenue after, a year earlier | Number | Order value on Order confirmation pages, each order once, in the site's own currency, on the days after the Change date, against the same days 52 weeks earlier. |
Reading the year-ago check
The same days a year earlier. Each pair shows how Before and After compare with their own days 52 weeks back: if After grew about as much against its year as Before did, the season did the work, not the change. They read n/a until Kontala has recorded those weeks.
When did recent campaigns start?
| Tile | Kind | What it shows |
|---|---|---|
| Campaigns first seen in the last 13 weeks | Table | Each campaign whose first visit arrived in the last 13 weeks, newest first, with its visits and conversions since: a launch day to pick as the Change date. |
Picking a launch
Measuring a campaign? Its first day here is the day its first visit arrived, as Kontala recorded it.
Pick that day as the Change date above to see the weeks around its launch, without anyone having noted when it went live.