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Web Stats Documentation

Menu Location: Reports > Web > Web Stats

Access Level: Manager and above

Last Updated: 2026-03-01

Overview

The Web Stats page provides comprehensive website analytics powered by Google Analytics and Google Chart API. This page displays visitor traffic patterns, page views, and user behavior metrics to help you understand how customers interact with your website.

Primary Functions:

  • View website visitor trends over time
  • Analyze traffic patterns and peak periods
  • Monitor page view metrics
  • Track user engagement
  • Export analytics data for reporting
  • Identify traffic sources and referrals

Page Layout

Header Section

  • Page Title: "Viewing: Web Stats"
  • Subtitle: "Google Analytics + Chart Api"

Configuration Display

Shows current report settings:

  • Show: visits (or other selected metric)
  • Date Range: last 30 days (or custom range)
  • Chart Style: bars (or line/area chart)

Main Chart Area

  • Large interactive chart (1200px × 800px)
  • Displays selected metrics over chosen time period
  • Interactive elements for drilling down into data

Available Metrics

Traffic Metrics

Visits:

  • Total number of website sessions
  • Each visit may include multiple page views
  • Session expires after 30 minutes of inactivity

Page Views:

  • Total number of pages loaded
  • Includes repeat views of same page
  • Higher than visits if users browse multiple pages

Unique Visitors:

  • Count of individual users (based on cookies)
  • Each person counted once per time period
  • Best metric for actual audience size

Bounce Rate:

  • Percentage of single-page visits
  • User left without viewing other pages
  • Lower is generally better (means more engagement)

Average Session Duration:

  • How long visitors stay on site
  • Measured in minutes and seconds
  • Longer usually indicates higher engagement

Chart Types

Bar Chart (Default)

  • Displays data as vertical bars
  • Best for comparing daily/weekly totals
  • Easy to spot peaks and valleys
  • Good for presentations

Use when:

  • Comparing specific time periods
  • Showing day-by-day breakdown
  • Presenting to stakeholders
  • Identifying specific high/low days

Line Chart

  • Shows trends as connected line
  • Best for identifying patterns over time
  • Smooths out daily variations
  • Good for long-term trend analysis

Use when:

  • Viewing multi-week trends
  • Identifying seasonal patterns
  • Comparing to previous periods
  • Forecasting future traffic

Area Chart

  • Line chart with filled area below
  • Emphasizes volume/magnitude
  • Good for showing cumulative impact
  • Visually appealing for reports

Use when:

  • Emphasizing traffic volume
  • Creating executive reports
  • Showing growth over time
  • Highlighting significant changes

Date Range Options

Predefined Ranges

Last 7 Days:

  • Week-at-a-glance view
  • Good for weekly monitoring
  • Shows recent performance

Last 30 Days:

  • Month overview
  • Default view
  • Best for monthly reporting

Last 90 Days:

  • Quarter view
  • Identifies seasonal trends
  • Good for strategic planning

Year to Date:

  • Current year performance
  • Useful for annual planning
  • Compare to previous year

Custom Date Range

  • Select specific start and end dates
  • Compare any two periods
  • Useful for campaign analysis
  • Event-based reporting

Common Use Cases

Use Case 1: Weekly Traffic Review

Goal: Monitor website performance for the past week

Steps:

  1. Open Web Stats page
  2. Select "Last 7 Days" date range
  3. Choose "Bar Chart" style
  4. Select "Visits" metric
  5. Review each day's traffic
  6. Identify peak days (often specific days of week)
  7. Note any unusual spikes or drops
  8. Compare to previous week if available

Example: Notice Monday-Wednesday have higher traffic than Thursday-Friday? Might be best days to launch promotions or send email campaigns.

Tips:

  • Look for day-of-week patterns
  • Note correlation with email campaigns
  • Check for weekend vs weekday differences
  • Document unusual traffic days

Use Case 2: Monthly Performance Report

Goal: Create monthly website analytics report for stakeholders

Steps:

  1. Open Web Stats page
  2. Select current month date range
  3. Choose "Area Chart" for visual impact
  4. Export data for each key metric:
    • Visits
    • Page Views
    • Unique Visitors
    • Bounce Rate
  5. Note highest and lowest traffic days
  6. Calculate month-over-month change
  7. Create summary with key insights
  8. Include chart screenshots in report

What to include in report:

  • Total visits for month
  • % change vs previous month
  • Peak traffic days and reasons
  • Notable campaigns and their impact
  • Bounce rate trends
  • Recommendations for next month

Use Case 3: Campaign Impact Analysis

Goal: Measure website traffic impact of specific marketing campaign

Steps:

  1. Note campaign launch date
  2. Open Web Stats page
  3. Select date range: 1 week before to 2 weeks after campaign
  4. Choose "Line Chart" to see trend
  5. Select "Visits" metric
  6. Look for traffic spike on campaign launch day
  7. Measure sustained traffic increase
  8. Calculate ROI of campaign

Example: Email campaign sent Tuesday 10am. Check if:

  • Traffic spiked Tuesday afternoon
  • Spike sustained through Wednesday
  • Overall week traffic higher than previous week
  • Bounce rate stayed consistent (quality traffic)

Use Case 4: Seasonal Trend Identification

Goal: Identify seasonal traffic patterns for planning

Steps:

  1. Open Web Stats page
  2. Select "Last 90 Days" (or longer if available)
  3. Choose "Line Chart" to show smooth trend
  4. Look for recurring patterns:
    • Weekly cycles
    • Monthly peaks
    • Holiday impacts
  5. Document patterns found
  6. Plan future campaigns around peak times
  7. Prepare for slow periods

Patterns to look for:

  • Do weekends have lower traffic?
  • Are certain days of month higher (payday?)
  • Do holidays increase or decrease traffic?
  • Are there seasonal shopping patterns?

Use Case 5: Troubleshooting Traffic Drop

Goal: Investigate sudden decrease in website traffic

Steps:

  1. Open Web Stats page
  2. Select date range showing drop
  3. Choose "Bar Chart" for day-by-day view
  4. Identify exact day traffic dropped
  5. Check what happened that day:
    • Website downtime?
    • Technical issues?
    • Changed email frequency?
    • Holiday or weather event?
  6. Compare bounce rate (if high, technical issue)
  7. Check referral sources (if changed, source issue)
  8. Review any recent website changes
  9. Document cause and solution

Common causes of traffic drops:

  • Website downtime or errors
  • Stopped email campaigns
  • Search engine ranking changes
  • Seasonal slowdown
  • Competitor activity
  • Technical issues blocking access

Analyzing Traffic Patterns

Day of Week Analysis

Purpose: Identify which days get most traffic

How to analyze:

  1. View 30+ days of data
  2. Note traffic level for each day of week
  3. Calculate average for each day
  4. Rank days highest to lowest

Use insights to:

  • Schedule email campaigns on high-traffic days
  • Launch new products on peak days
  • Plan website maintenance on slow days
  • Staff customer service based on traffic

Example patterns:

  • B2C: Often higher weekday traffic (lunch browsing)
  • B2B: Higher mid-week traffic (Tuesday-Thursday)
  • Weekend: May be higher for food/shopping sites

Time of Day Patterns

(If available in your analytics)

Early Morning (6am-9am):

  • Mobile traffic often higher
  • Before-work browsing
  • Good for email deliveries

Lunch Time (11am-2pm):

  • Peak browsing period
  • Office workers on break
  • High engagement time

Evening (6pm-9pm):

  • After-work shopping
  • Family meal planning
  • Good for promotions

Late Night (9pm-12am):

  • Casual browsing
  • Lower conversion typically
  • Mobile-heavy traffic

Traffic Source Analysis

Direct Traffic:

  • Typed URL or bookmark
  • Shows brand awareness
  • Loyal/returning customers

Referral Traffic:

  • Clicked link from another site
  • Shows partnership success
  • Social media impact

Search Engine Traffic:

  • Found via Google/Bing
  • Shows SEO effectiveness
  • Often new customers

Email Campaign Traffic:

  • Clicked link in email
  • Measures campaign success
  • Highly engaged audience

Troubleshooting

Chart Not Loading

Symptoms:

  • Blank chart area
  • "Loading..." message doesn't resolve
  • Error message displayed

Solutions:

  1. Refresh the page (Ctrl+R or Cmd+R)
  2. Clear browser cache
  3. Check internet connection
  4. Try different browser
  5. Verify Google Analytics integration is active
  6. Contact support if persists

Common Causes:

  • Browser cache issues
  • Ad blocker blocking Google Analytics
  • Slow internet connection
  • Google Analytics API temporarily down

No Data Showing

Symptoms:

  • Chart loads but shows no data
  • Empty bars or flat line
  • "No data available" message

Check:

  1. Verify date range has data (site may be new)
  2. Check if Google Analytics is properly configured
  3. Confirm analytics tracking code on website
  4. Try different date range
  5. Check if analytics account connected

If Problem Persists: Contact administrator to verify Google Analytics integration

Data Seems Incorrect

Symptoms:

  • Traffic numbers seem too high or too low
  • Sudden unexplained spikes
  • Data doesn't match other sources

Solutions:

  1. Check for duplicate tracking codes on site
  2. Verify filters aren't excluding traffic
  3. Compare to other analytics tools
  4. Check for bot traffic (sudden spikes)
  5. Review admin/staff traffic exclusions
  6. Verify time zone settings match

Slow Page Load

Symptoms:

  • Page takes long time to load
  • Chart renders slowly
  • Browser becomes unresponsive

Optimization:

  1. Choose shorter date range (7 days vs 90 days)
  2. Close other browser tabs
  3. Clear browser cache
  4. Use simpler chart type (bar vs complex)
  5. Check computer memory/CPU usage
  • Email Stats - Email campaign analytics
  • Customer Engagement Report - Customer activity metrics
  • Shop Searches - What customers search for on site
  • Order Count Tracker - Order volume trends
  • Keywords - SEO keyword performance

Typical Workflow:

  1. Check Web Stats for traffic trends
  2. Review Email Stats to measure campaign impact
  3. Check Shop Searches to see what customers want
  4. Use insights to plan marketing campaigns
  5. Monitor Customer Engagement for conversion

Permissions & Access

Required Access Level: Manager or higher

Access Level Capabilities:

  • Manager: View all stats, export data
  • Administrator: All Manager + analytics configuration
  • Kiva Admin: All features + integration testing

Restricted Features:

  • Analytics Configuration: Requires Administrator
  • Tracking Code Access: Requires Administrator
  • Integration Settings: Requires Kiva Admin

Best Practices

Daily Monitoring

  1. Quick glance at last 7 days trend
  2. Note any unusual spikes or drops
  3. Correlate with marketing activities
  4. Check bounce rate for quality

Weekly Review

  1. Compare to previous week
  2. Identify day-of-week patterns
  3. Measure campaign impacts
  4. Document insights for team

Monthly Analysis

  1. Create detailed traffic report
  2. Calculate month-over-month growth
  3. Analyze traffic sources
  4. Set goals for next month
  5. Share insights with stakeholders

Strategic Planning

  1. Review quarterly trends
  2. Identify seasonal patterns
  3. Plan campaigns around peak times
  4. Budget based on traffic forecasts
  5. Set annual traffic goals

Things to Avoid

  • Don't make decisions based on single-day data
  • Don't ignore context (holidays, weather, etc.)
  • Don't compare different day types (Monday vs Saturday)
  • Don't panic over short-term fluctuations
  • Don't ignore sustained downward trends
  • Don't forget to export data for records

Integration Points

Google Analytics

  • Real-time traffic data
  • Comprehensive metrics
  • Historical data storage
  • Advanced segmentation

Data Refresh: Updates every 15-30 minutes

Data Retention: Historical data available based on Google Analytics plan

Google Chart API

  • Renders interactive charts
  • Multiple chart types
  • Responsive design
  • Export capabilities

Quick Reference Card

Task Action/Location
View last week's traffic Select "Last 7 Days" date range
See month overview Select "Last 30 Days" date range
Change chart type Select bar/line/area from chart options
View specific date range Use custom date range selector
Export chart data Right-click chart, select export option
Compare time periods Use date range comparison feature
Identify peak days Use bar chart to see daily breakdown
Spot long-term trends Use line chart with 90+ day range

FAQs

What's a good amount of website traffic?

It varies by business size and industry, but focus on growth rate rather than absolute numbers. Aim for 5-10% monthly growth. Compare to your own baseline and track improvement.

Why does traffic fluctuate day to day?

Normal! Weekdays often differ from weekends, email campaigns drive spikes, holidays affect traffic, and even weather can impact browsing. Look for trends over weeks/months, not daily changes.

What's a good bounce rate?

Under 40% is excellent, 40-55% is average, 55-65% needs improvement, over 65% indicates problems. Food/subscription sites typically 35-50%. High bounce rate may mean slow site, irrelevant content, or technical issues.

How do I know if my traffic is good quality?

Look beyond just visits. Check: bounce rate (lower better), time on site (higher better), pages per visit (higher better), conversion rate (track separately). Quality traffic engages with content and converts to customers.

Can I see where traffic is coming from?

The integrated Google Analytics shows some source data. For detailed traffic source analysis, log into your Google Analytics account directly or ask administrator to generate source report.

Why is there a delay in data?

Google Analytics processes data in batches, typically 15-30 minutes behind real-time. For up-to-the-minute stats, use Google Analytics Real-Time reports directly.

How far back can I see historical data?

Depends on your Google Analytics account age and data retention settings. Typically at least 1 year, often longer. Historical data invaluable for year-over-year comparisons.

What's the difference between visits and unique visitors?

Visits = total sessions (one person can have multiple). Unique Visitors = count of individual people (counted once regardless of visits). If 100 unique visitors make 200 visits, each person visited twice on average.

End of Documentation

For additional help, contact your system administrator or Kiva Logic support.