---
title: "Reports and metrics"
description: "Understand Tracwell overview, acquisition, events, journeys, funnels, goals, and revenue."
documentation: "https://tracwell.app/docs/analytics"
markdown: "https://tracwell.app/docs/analytics.md"
---

# Reports and metrics

> Understand Tracwell overview, acquisition, events, journeys, funnels, goals, and revenue.

## Overview

| Metric | Meaning |
| --- | --- |
| Visitors | Unique visitors in the selected range |
| Page views | Every recorded page view |
| Bounce rate | Sessions with exactly one page view |
| Avg. time | Average session duration |
| Views per visit | Average page views per session |

Expand the metric panel for Sessions, Views per visitor, Visits per visitor, and Repeat visits. Private-mode visitor counts are daily privacy-preserving estimates.

## Acquisition and visitors

Acquisition separates source domains, referring URLs, tracked campaigns, and pages. Referrers show the full incoming URL when the browser shares it. Cross-origin privacy rules may provide only an origin such as `https://x.com/`, or no referrer at all, so use UTM, `ref`, or `via` parameters when an exact post or link must be measured. Visitor detail connects acquisition context to sessions, pages, events, location, and device data.

## Events and journeys

Events includes volume trends and breakdowns by people, pages, sources, countries, devices, browsers, operating systems, and properties. Journeys orders page views and custom events within a session.

## Funnels, goals, and revenue

- **Funnels:** ordered steps with visitor- or session-based conversion and drop-off.
- **Goals:** signup, revenue, engagement, and other outcomes.
- **Revenue:** server-recorded purchases and refunds connected to first-touch acquisition.

Send revenue from a server key. Transactions are deduplicated, refunds are explicit, and currencies remain separate. Follow the [revenue attribution guide](https://tracwell.app/docs/revenue.md) for the complete setup.