Reading the Site Overview Report
A guide to each panel on the Analyze site overview and the question that panel actually answers.
The site overview is the whole-site view. Open it from the Insights tab, then Site overview. It answers how the site is doing overall. It does not answer why, which is what the page reports are for.
The Panels
Goal conversion rates
How often sessions included each tracked goal click. This sits at the top because it is the closest thing on the screen to a business result. See Setting Up and Reading Tracking Goals.
Site traffic
Overall sessions across the selected date range. Look at the shape of the trend rather than the total. A steady line, a climb, and a sudden drop each call for a different response.
Bounce rate
The site-wide percentage of sessions where the visitor left without clicking or moving to a second page. Useful as a trend. Not useful as a judgment of quality on its own.
Average time on site
How long a typical session lasted. Read this next to bounce rate: short sessions with high bounce suggest visitors are not finding what they expected.
Top referrer URL
The single web address sending the most traffic. When this changes unexpectedly, something outside the site changed.
Top pages by traffic and engagement
Which pages draw visitors, and which hold them. A page that appears in one list and not the other is the interesting case, and worth opening in the page details report.
Top events
The most clicked buttons and links across the site. If these labels are unreadable, the cause is element naming rather than the report. See Naming Elements So Click Events Are Readable.
Top audiences
The largest visitor groups by attributes such as country, device type, and traffic source. Device split is the one most likely to change a build decision.
AI discovery
A separate tab covering how AI tools represent CAS, which AI crawlers visit, and how AI referred visitors behave. See AI Discovery: AEO Analytics in Analyze.
How to Read It in Five Minutes
- Check goal conversion rates first, because that is the result.
- Check the traffic trend line for shape, not size.
- Read bounce rate and time on site together.
- Scan top pages for anything unexpected, high or low.
- Note one question worth answering in the page reports, then stop.
The overview is for spotting questions. Resist the urge to explain a change from this screen alone, because the explanation is almost always at page level.