Analytics guide

Understand what visitors do and manage your websites.

This guide explains what you can do with the different pages, how to read the key numbers and how to add or manage websites.

The numbers always belong to the selected website and period. Switch between your sites and periods at the top.

Overview

How do all pages work?

Statora divides analytics into pages, each with its own question. The overview helps you understand a visit, trends show development, live analytics shows what is happening now, and report pages group traffic by page, link or source.

Who came in?

Use Visitor overview, Latest visitors and Right now.

What changes?

Use Trends to see growth, decline, daily patterns and page shifts.

What happened on that day?

Open Visitors by day to view all sessions for a specific date.

Which content works?

Use Visitors per page for popular landing and content pages.

Where do people click away?

Use Visitors per link for outbound clicks to external domains.

Where does traffic come from?

Use Referring sites for sources such as Google, social or other websites.

What looks like automated traffic?

Use bot score to recognize suspicious sessions faster.

Which site am I managing?

Use Websites to add sites, copy tracking code and manage settings.

Starting point

Visitor overview

The Visitor overview is the best place to understand individual sessions. On the left you see the latest visits within the selected period. On the right the detail panel opens for the selected visitor.

Summary: At the top are visits, unique visitors, page views and outbound clicks.
Visitor list: Each row shows source, country, browser, time and number of visited pages.
Visit details: Here you see referrer, country, browser, device, languages, screen size, bot score, click path and outbound links.
Navigation: Click a row or use arrow up and down to move quickly through visitors.

Tip

Start here when you want to understand why a visit was valuable: the combination of source, click path and outbound links usually tells the story.

Development

Trends

Trends shows how traffic develops over time and which pages recently gain or lose visitors. Use this page to recognize quiet days, peaks, structural growth and notable content changes.

Website selection: Switch between websites at the top. All charts and comparisons belong to the selected website.
Monthly view: The last 24 months help you assess seasons, campaigns and structural growth.
Daily view: The last 31 days show peaks after publications, newsletters or ads.
Open day: Click a day or use the link to all visitors today to open the full day list.
Top 5 risers: Pages with the largest increase in unique visitors during the last seven full days, compared with the seven days before.
Top 5 fallers: Pages with the largest decrease in unique visitors. You see the absolute difference and percentage change.
New: This label means a page had visitors in the current period, but none in the previous period.

Interpret carefully

An increase or decrease with small numbers can look large as a percentage. Always look at both the visitor count and the percentage, and compare the change with publications, campaigns or website changes.

Day detail

Visitors by day

Visitors by day shows all sessions for a specific date. This is useful when the latest visitors list is too short and you want to review a full campaign day, publishing day or incident day.

Choose date: Use the date picker or previous/next day to quickly switch between days.
Day summary: At the top you see visits, unique visitors, page views and outbound clicks for that day only.
All visitors: The list shows all visitors for the selected day, including source, country, device, activity and bot score.
Inline detail: Click a visitor to open the detail panel on the same page, with click path and outbound clicks.

Use when

Use this page to analyze a peak day, check all visits today or look back later at what happened on a specific date.

Live view

Right now

Right now shows visitors who were recently active. This page is useful when you just published something, launched a campaign or want to check whether tracking is coming in.

Use when

You have just placed the tracking code, sent a newsletter, activated an ad or want to watch current activity live.

Active visitors: Recent sessions that had activity in the last few minutes.
Last page: The page where a visitor was currently or last active.
Live check: Use this page to quickly see whether new visits are being recorded.

Session list

Latest visitors

Latest visitors is a compact table with recent sessions. This page is meant for quick scanning without the full detail panel of the Visitor overview.

Time: When the session started.
Source and country: Where the visitor came from and which country was recognized for the visit.
Browser and device: Which environment the visitor used.
Activity: Number of page views and outbound clicks within the session.
Bot score: Suspicious sessions get a label, so you can recognize automated traffic faster.

Data quality

Bot detection

Statora gives visits a bot score. That score helps recognize sessions likely caused by crawlers, scripts, headless browsers or other automated tools.

Bot score: A cumulative score based on signals in the visit. From 50 points, a visit is marked as likely bot.
Unknown system: If the operating system is missing or unknown, it weighs heavily in the score.
Suspicious user agent: User agents with terms such as bot, crawler, spider, headless, Playwright, Puppeteer, curl or similar tools immediately receive many points.
Behavior signals: A session with only one page, no referrer or a narrow screen can receive extra points. A single signal like that does not immediately mean it is a bot.
Where visible?: You see the label in Visitor overview, Latest visitors and Right now. In visit details, the score appears with the session data.

Use as an aid

Bot detection is indicative. Use the score together with source, user agent, click path and number of pages before drawing conclusions about traffic quality.

Content performance

Visitors per page

Visitors per page groups traffic by page. This shows which landing pages, articles, services or other content get the most attention. Click a page to view visitors for that specific page.

Page views: How often a page was viewed within the selected period.
Visits: How many sessions touched the page.
Detail page: After clicking, you see all visits that touched this page in the selected period.
Click path: For each visit you see the route through the site. The selected page is highlighted, so you can see what visitors did before and after it.
Outbound clicks: When a visitor clicked an external link from a step in the click path, that click appears directly below that page view.
Use: Find popular pages, check new content and compare landing pages.

More context per page

Use the detail page to see whether a page is mainly a starting point, intermediate step or exit point. The click path and outbound clicks show which route visitors take after seeing the page.

Outbound clicks

Visitors per link

Visitors per link shows which external links visitors click. This is useful for affiliate links, partner referrals, external forms, booking sites or social profiles.

Target URL: The external link visitors clicked to.
Clicks: The total number of recorded outbound clicks.
Visitors: How many visitors clicked that external link.
Use: Discover which external calls to action or partners receive traffic.

Source

Referring sites

Referring sites groups visits by origin. You see which search engines, social platforms, AI tools, websites or direct visits bring traffic.

Source: For example Google, Bing, Social, ChatGPT, a specific website or Direct.
Visits: How many sessions came in through this source.
Page views: How many pages visitors from this source viewed.
Use: Compare source quality: many visits are nice, but engaged click paths are often more valuable.

Installation

How do you add a new site?

Open Websites.Go in the sidebar to Websites.
Create a new website.Enter a recognizable name, domain and Site ID. Choose a Site ID you can easily recognize later, for example the brand name or domain name without extension.
Copy the tracking code.After saving, Statora shows a script with your Site ID and endpoint.
Place the code on every page.Preferably place the tracking code just before </head> or through your tag manager/template, so all pages are measured.
Check whether traffic is coming in.Open your website in a new window and then check Right now whether the visit appears.

Domain check

Use the real website domain. Statora uses this, among other things, to link landing pages, campaigns and site management neatly to the right website.

Manage

How do you manage a site?

On the Websites page you manage the websites linked to your account. Per site you can change settings, find the tracking code and perform management actions where available.

Change name: Use a recognizable internal name, especially when you manage multiple sites.
Manage domain: Keep the domain up to date when a website moves or the main website changes.
Copy tracking code: Reuse the code when you reinstall the site, change a template or give a developer access.
Plan and limits: Check which plan is active, whether a change is scheduled and which features or limits apply.
Delete data: Request data deletion from Websites. Statora reviews the request manually before any analytics data is deleted.
Manage access: When sharing is available, only give access to people who really need the analytics or website settings.

Subscription

Changing plans

Each website has its own plan. In Websites, open the Subscription section for a site to change the plan or billing period.

Starter: Starter is intended for new or small websites: up to 50 visitors per day and no campaigns. Choose Light or higher when you want to use campaigns.
Upgrading: An upgrade takes effect immediately, so higher visitor limits or extra campaign capacity are available right away. Stripe automatically applies any prorations.
Downgrading: A downgrade is scheduled for the end of the current billing period. Until then, the current plan remains active.
Yearly to monthly: Switching from yearly to monthly also starts at the end of the current billing period.
Stop scheduled change: As long as the change is not active yet, you can stop the scheduled plan change from the subscription block.

Downgrade and campaigns

Downgrading is only possible when the new plan has enough room for your active campaigns. Starter has no campaigns; archive campaigns before switching to Starter.

Reference

Glossary

Visit: A visitor session on your website.
Unique visitor: A recognizable visitor based on visitor ID, without storing the raw IP address.
Page view: A recorded view of a page.
Outbound click: A click to an external domain outside your own website.
Click path: The order in which a visitor viewed pages within a session.
Bot score: An indication of whether a visit is probably automated traffic. From 50 points, Statora shows the visit as likely bot.
Referrer: The page or source a visitor came from.
Site ID: The public key in the tracking code that links traffic to the right website.