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Reading Your Insights
What every number on your Insights page means — and what it tells you about your business.
Your Insights page turns raw website traffic into a few plain numbers. You don't need to be a marketer to use them: each one answers a simple question about how people are finding and using your site. Here's what each number represents, and why it's worth a glance.
Visits
A visit is one browsing session on your site. If someone opens your site, looks around, and leaves, that's one visit. If the same person comes back later in the day, that counts as a new visit.
Why it matters: Visits are the simplest measure of demand — how often your site is getting opened at all. Watch this climb after you share your link, hand out a card, or run an ad. If visits are flat, the fix is usually promotion (getting the link in front of more people), not the site itself.
Pageviews
Every time one of your pages loads, that's a pageview. A single visit can rack up several pageviews as someone clicks from your homepage to your services to your contact page — so this number is normally higher than visits.
Why it matters: Compare it to visits. Lots of pageviews per visit means people are exploring — reading your services, checking your hours, looking at your work. Roughly one pageview per visit means most people look once and leave, which is a sign your homepage should make the next step more obvious.
Active visitors
This is how many people are on your site right now, updated in real time.
Why it matters: It's the closest thing to watching people walk through your door. It's most useful right after you post your link on social media, send a newsletter, or start an ad — you'll see it jump if the traffic is real.
Unique visitors
Where visits count sessions, unique visitors counts people — each person once, no matter how many times they came back.
Why it matters: The gap between visits and unique visitors tells you about loyalty. If you have far more visits than unique visitors, the same people keep returning — a great sign for a business that relies on repeat customers.
Bounce rate
The bounce rate is the share of visitors who looked at just one page and left without clicking anything.
Why it matters: A high bounce rate (say, over 70%) usually means one of three things: the page loaded slowly, the headline didn't match what the visitor was hoping to find, or there was no clear next step. Lower is generally better — though for a simple one-page site where everything is visible at once, a higher bounce rate is normal and fine.
Average time on site
How long a typical visit lasts, shown as minutes and seconds.
Why it matters: More time usually means people are actually reading, browsing your services, or filling in a form — a good sign your content is holding attention. Very short times paired with a high bounce rate suggest visitors aren't finding what they expected quickly enough.
Site status
Whether your site is live and reachable right now. Active means visitors can see it. Anything else means it's being set up, paused, or needs attention.
Why it matters: It's the one thing on the page to check at a glance — if it doesn't say Active, your site may not be visible to customers, and we'll show you why.
Good to know
Metrics become available about 2 hours after a site is first created, and refresh every 15 minutes — except Active Visitors, which updates in real time. Insights are privacy-friendly: no cookie banners, and we never track your visitors across other websites.