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:

Grouping	Best For
Day	Short periods (7-30 days), daily patterns
Week	Medium periods (1-3 months), weekly trends
Month	Long periods (6+ months), seasonal analysis

UTM Filters

Filter data by specific traffic sources:

Available Filters

Filter	Description	Example
UTM Source	Traffic source	google, facebook, newsletter
UTM Medium	Traffic medium	cpc, organic, email
UTM Campaign	Campaign name	black-friday-2025, brand-awareness

Applying UTM Filters

1. Click the dropdown for the desired filter (Source, Medium, or Campaign)
2. Select one or more values
3. Data updates to show only matching traffic
4. Active filters appear as removable chips below the dropdowns

Combining Filters

Filters combine with AND logic:

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

Charts

The report displays three charts:

Pageviews Chart (Main)

Large area chart showing page views over time.

• Hover for exact values per date
• Brush available for long periods (drag to zoom)
• Comparison line when comparison mode is enabled

Entrances Chart

Smaller chart showing sessions over time.

• Shows traffic volume trends
• Useful for identifying traffic spikes or drops

Conversions Chart

Smaller chart showing conversions over time.

• Track conversion performance
• Identify high-converting periods

Data Table

Detailed breakdown with all metrics per time period.

Column	Description
Date	Time period (day, week start, or month)
Entrances	Sessions started
Pageviews	Total page views
Bounce Rate	Single-page session percentage
Events	Microconversions
Conversions	Completed conversions
Conv. Rate	Conversion rate
Revenue	Total revenue

Table Features

• Sorting: Click column headers to sort
• Pagination: Navigate through pages for long periods
• Export: Download as CSV

Use Cases

Analyzing Weekly Patterns

1. Set date range to last 30 days
2. Select 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 Month grouping
3. Look for:
   • Peak months
   • Low seasons
   • Year-over-year patterns (enable comparison)

Tracking Campaign Launch

1. Set date range starting from launch date
2. Filter by campaign UTMs
3. Select 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
• CSV format with headers