The Analytics explorer is where you go to answer questions about what's actually happening — which events fire most, how many real people are behind them, which pages get traffic, and where users drop off on their way to a purchase. Unlike your dashboards, which show pre-built snapshots, Analytics lets you explore freely across any date range you choose.
Start with the question you want to answer
Most analytics questions fall into a few shapes. Here's where to look for each:
| You want to know… | Look at |
|---|---|
| "Is event volume going up or down?" | Event trends chart |
| "Which events fire most?" | Top events chart |
| "How many of my users are real, known people?" | User identity breakdown |
| "Which pages get the most traffic?" | Page analytics table |
| "Where do people drop off before converting?" | Funnel analysis |
The summary cards
Four cards sit at the top of the page and update with whatever date range you've selected:
- Total Events — how many events fired in the range
- Unique Users — how many distinct people were active
- Events / User — average activity per person
- Stitch Rate — the share of your users you've matched to a known identity
Each card also shows a change badge ("vs previous period") so you can see at a glance whether a number is trending up or down compared to the same length of time just before.
Event trends and top events
The event trends chart plots daily event volume across your selected range. Hover over any point to read the exact count for that day — useful for spotting the day a spike or dip began.
The top events chart ranks your most-fired events. Use it to:
- See which events dominate your volume
- Catch unexpected spikes, which often point to a bug or bot traffic
- Confirm that the events you care about (like
purchaseorsign_up) are actually firing
Spotting problems early
If one event suddenly dwarfs everything else, that's usually a signal worth investigating — a misconfigured tracker or automated traffic. The top-events chart is the fastest place to catch it.
Who are your users, really?
The user identity breakdown splits your active users into two groups:
- Identified — people linked to a known identity (an email, a user ID, and so on)
- Anonymous — visitors known only by their device
Alongside it you'll see your stitch rate — the percentage of users who are identified. If your anonymous share is high, it usually means you can connect more of your app or site to identity by identifying users at more touchpoints. See Core concepts for how identity resolution works.
Page analytics
The page analytics table lists your top viewed pages, showing the page path, total Views, and the number of Unique people who saw each one. This data comes from page views captured automatically, so it's a quick way to confirm your most important pages are being tracked. The table shows your top pages only — it isn't a full, paginated site map.
Conversion funnels
The funnel analysis section shows how users move through a sequence of steps — for example, landing page → product page → add to cart → purchase — and the conversion rate between each step, so you can see exactly where people fall away.
The funnel here charts your default funnel, which you define in Flow Mapper (under 360 Tools). To build or change a funnel:
- Go to 360 Tools → Flow Mapper and click Create Funnel.
- Add steps by picking an event for each one (you can have 2 to 10 steps).
- Name each step so it reads clearly, then Save Funnel.
- Mark a funnel as the default (the star icon) to make it the one Analytics charts.
You can save and reuse many funnel definitions, but only one is the default at a time — setting a new default replaces the old one.
The funnel follows your date range
When you change the global date range, the funnel re-calculates for that window — so you can compare conversion across a campaign period versus a quiet week. On very high-volume accounts the funnel samples your data rather than waiting on every single event, so treat the rates as a strong directional read.
Filtering by date range
A date-range picker controls everything on the page at once — cards, charts, page table, and funnel. Choose a preset or set your own:
| Range | Use it for |
|---|---|
| 7 days | Day-to-day monitoring (the default starting point) |
| 15 / 30 days | Trend analysis |
| 90 days | Strategic, quarterly reviews |
| Custom | A specific campaign or release window |
The range resets on reload
Your selected range lives in the current view only — reloading the page returns it to the default. An Analytics view can't yet be bookmarked with a particular range, so re-pick your dates after a refresh.
A few practical habits
- Use the 7-day range for daily checks, 30-day for trends, and 90-day for the big picture.
- Watch top events for spikes that signal bugs or bots.
- If anonymous users heavily outnumber identified ones, work on identifying users in more places.
- For live, event-by-event troubleshooting, use the event debugger rather than this page — Analytics is built for aggregated views, not real-time inspection.
Next steps
- Verify your events are flowing before you rely on the numbers
- Build your first dashboard for a saved, at-a-glance view
- Set up alerts so you're told when something changes
- Attribution — connect conversions back to the channels that earned them
Last updated 2026-06-11