Metric lens

Every breakdown panel shows visitors and an engagement score per row. The metric lens adds a second dimension to that: click any KPI above the chart, and the panels' last column switches to that metric. Click Duration and the countries list shows how long each country stays. Click Conv. Rate and the pages list shows which pages convert. Click the KPI again and the panels return to engagement.

How it works

• The lens follows the most recently activated KPI. The chart can draw several metric lines at once; the panels show the last one you switched on.
• Deactivating that KPI, or activating Visitors, brings back the default engagement column.
• The lens column sorts like any other: click its header. Turning the lens off resets that sort, so a list is never secretly ordered by a metric you are no longer looking at.
• Lens values are shown in neutral gray. Only the engagement column uses colors, so good and bad stay a judgment you make, not one the dashboard imposes.
• Every filter applies as usual. Filter by a campaign and activate Conv. Rate, and the pages list reads "which landing pages convert this campaign".
• Revenue works the same way. If your site records revenue, clicking the green REV figure in the header switches the panels to money: revenue per channel, per campaign, per country, per landing page.

Revenue as a lens

With the REV figure active, every panel answers the question behind all the others: which traffic earns. Sources shows revenue per channel. Campaigns shows what each campaign brought in, next to what it cost you to run. Pages shows the landing pages that start paying sessions.

Revenue is attributed to the session that paid, by where that session entered. The rows can sum to less than the header total, and that gap is itself information: it is the share of your revenue that arrives outside tracked visits. Rows that earned nothing show a dash rather than a zero, so the column stays readable.

Some payments have no visit to attribute. Typical cases: a payment your backend reports through the revenue API, with no browser session involved. A subscription renewal, charged months after anyone was on your site. A payment link opened straight from an email or an invoice PDF, never touching a tracked page. Or a refund processed in this range for a purchase whose visit happened before it. These count in the header total; no row can claim them. When nothing in the range is attributable, the panels simply keep their engagement column.

Five ways to use it

1. Service businesses: which pages produce enquiries

You sell a service and your site's job is the quote form. Click Conv. Rate and the pages list answers directly: the quote page converts a tenth of its viewers, the pricing guide feeds it, and the blog reads well but rarely leads anywhere. That is your content budget conversation, settled by one click.

2. Online shops: which channel actually sells

Traffic volume and buying intent are different things. Click Conv. Rate on the Channels tab: the newsletter converts at three times the rate of paid social, and organic search brings the crowd but not the wallets. Spend follows evidence instead of volume.

3. Publishers: which articles hold readers

Pageviews flatter short posts; reading time tells the truth. Click Duration and the pages list becomes an editorial report: the long guide keeps people for six minutes, the news blurb for forty seconds. Commission more of what people actually read.

4. Campaign days: who sent the junk

Your traffic doubles overnight. Great news or bought placements bouncing off? Click Bounce on the Sources tab: one referrer arrives and leaves at 88%, while search visitors behave like they always do. Now you know which part of the spike was worth anything.

5. Product and SaaS sites: where the experience breaks

Averages hide device problems. Click Duration on the Technologies tab: desktop visitors stay five minutes, phone visitors bail after one. That is not a marketing problem, it is a mobile experience problem, and now it has a number.

How pages are counted

Three metrics mean something slightly different on the Pages panel, because a page is not a visit:

• Bounce is entry bounce: of the sessions that landed on this page, how many left without a second view. Pages that were never a landing page show a dash.
• Conversions and Conv. Rate count people who completed a goal on this page. A form page's rate reads "of everyone who saw the form, this many submitted". Conversions recorded server-side, such as revenue webhooks, belong to no page and appear only in the KPI.
• Duration and scroll on pages are per-page values: time actually spent on that page, how far down it people read.
• Revenue on pages belongs to the landing page: the page the paying session entered on. Interior pages show a dash.