Skip to main content

Evolution

The Evolution report shows how your metrics change over time, with flexible grouping and UTM filtering.

Accessing the Report​

  1. Select a site from the site selector
  2. Click Evolution in the sidebar

URL pattern: /sites/{site_id}/evolution

Time Grouping​

Control how data is aggregated using the grouping selector (By Hour, By Day, By Week, By Month):

GroupingBest For
By HourVery short periods, intraday patterns. Rows are grouped by day and expand to show individual hours
By DayShort periods (7-30 days), daily patterns
By WeekMedium periods (1-3 months), weekly trends
By MonthLong periods (6+ months), seasonal analysis

UTM Filters​

Filter data by specific traffic sources:

Available Filters​

FilterDescriptionExample
UTM SourceTraffic sourcegoogle, facebook, newsletter
UTM MediumTraffic mediumcpc, organic, email
UTM CampaignCampaign nameblack-friday-2025, brand-awareness

Applying UTM Filters​

  1. Click the Filters button to open the filter panel
  2. Choose a value from the Source, Medium, and/or Campaign dropdowns (one value per dropdown)
  3. Data updates to show only matching traffic
  4. Active filters appear as removable chips below the toolbar; the Filters button shows a count badge

Combining Filters​

Filters combine with AND logic:

  • Source = "google" AND Medium = "cpc" shows only Google Ads traffic
  • Add Campaign = "brand-2025" to narrow further

Summary Stats​

A row of summary stat cards appears above the chart, showing the aggregate metrics for the selected period and filters.

Chart​

A single area chart shows the selected metric over time. Use the metric toggle in the chart header to switch between:

  • Entrances
  • Pageviews
  • Conversions

Chart behavior:

  • Hover for exact values per period
  • A brush appears for long series (more than 30 points) to drag and zoom
  • Zoom controls appear for series with more than 14 points

Data Table​

Detailed breakdown with all metrics per time period.

ColumnDescription
Date / Time / Week / MonthTime period. The first column's header changes with the grouping (Date/Time, Date, Week, or Month)
EntrancesSessions started
PageviewsTotal page views
Bounce RateSingle-page session percentage
EventsMicroconversions
ConversionsCompleted conversions
Conv. RateConversion rate
RevenueTotal revenue

In By Hour mode, rows are grouped by day and each day can be expanded to reveal its individual hours.

Table Features​

  • Sorting: Click column headers to sort (disabled in By Hour mode)
  • Pagination: Navigate through pages for long periods
  • Totals row: Aggregated totals shown at the bottom
  • Export: Download as CSV or PDF

Use Cases​

Analyzing Weekly Patterns​

  1. Set date range to last 30 days
  2. Select By Day grouping
  3. Look for patterns:
    • Higher traffic on weekdays vs weekends?
    • Conversion rate changes by day?

Comparing Campaigns​

  1. Set date range to campaign period
  2. Filter by UTM Campaign
  3. Compare:
    • Add Campaign A, note metrics
    • Clear, add Campaign B, compare

Identifying Seasonality​

  1. Set date range to last 12 months
  2. Select By Month grouping
  3. Look for:
    • Peak months
    • Low seasons
    • Year-over-year patterns

Tracking Campaign Launch​

  1. Set date range starting from launch date
  2. Filter by campaign UTMs
  3. Select By Day grouping
  4. Monitor:
    • Ramp-up pattern
    • Peak performance day
    • Decay curve

Filters Interaction​

Evolution report respects both:

  1. Global filters (from the filter bar)
  2. UTM filters (specific to this report)

Example:

  • Global filter: Country = Spain
  • UTM filter: Source = google
  • Result: Google traffic from Spain only

Export​

Click Export to download:

  • All data points in the current view
  • Respects active filters
  • Choose CSV or PDF format
Last updated on