> ## Documentation Index > Fetch the complete documentation index at: https://docs.sellauth.com/llms.txt > Use this file to discover all available pages before exploring further. # Analytics > Read your shop's traffic and conversion figures, and see which sources and pages bring buyers. Analytics are on the dashboard home page, covering a date range you choose with a comparison against the previous period. ## The headline figures | Metric | Meaning | | - | - | | **Pageviews** | Individual pages viewed across all sessions | | **Visitors** | Unique visitors. One person visiting repeatedly counts once | | **Visits** | Sessions. One visitor can produce several | | **Bounce rate** | Share of visits that ended after a single page. Lower is better | | **Avg. session time** | Average time spent per session | | **Conversion rate** | Customers divided by unique visitors | Conversion rate is the figure most within your control, since it responds to your storefront, your prices and the payment methods you offer rather than to how much traffic you attract. ## Revenue and estimated profit Once at least one variant has a [cost](/guides/products) set, estimated gross profit appears alongside revenue rather than replacing it. Profit is revenue minus what the items sold cost you. * The **Revenue** card shows the profit figure next to the change percentage, with the margin in its tooltip * The **Revenue** chart draws profit as a second green line, and the gap between the two lines is your cost of goods * **Best Selling Products** shows profit under each product's revenue Line items with no cost count as free, so the figure reads high while you are still filling costs in. The chart legend shows what share of the period's revenue has cost data behind it, and the profit line stays dashed until that share reaches 100%. Orders placed before you started tracking costs have none stored. **Backfill Costs**, under Miscellaneous in [storefront settings](/guides/storefront-basics), applies current variant costs to a date range of up to 90 days at a time. It never changes an order that already has a cost, so running it twice over the same range is safe. The cost data figure in the chart legend links straight to it. ## Breakdowns **Pages** shows paths with entry and exit counts, so you can see where people arrive and where they leave. **Sources** shows referrers and channels, which tells you where your traffic comes from. **Environment** breaks visits down by browser, operating system and device. A conversion rate that collapses on mobile usually points at a theme problem rather than a demand problem. **Location** shows visits by country, which is worth checking against the payment methods and currencies you offer. ## UTM tracking Links tagged with UTM parameters are reported by source, medium, campaign, term and content. Tag the links you post. Adding `?utm_source=discord&utm_campaign=launch` identifies which post produced the traffic. Untagged links from the same platform all report as one referrer. ## Reading it alongside orders Analytics tell you about visits, not money. Two comparisons are worth making regularly: * **Sources against orders.** A source sending heavy traffic and no orders is reaching the wrong audience. * **Abandonment against conversion.** A healthy visitor count with poor conversion often shows up in [abandoned checkouts](/guides/abandoned-checkouts), which names the step people leave at. ## Next steps Where buyers drop out of checkout. The revenue side of the same period. This documentation is built and hosted on [Mintlify](https://mintlify.com), a developer documentation platform.