Reading your web traffic reports

Web traffic is the traffic layer of Analytics & Attribution. It answers how people found your site and what they did there, measured in visits and in wallet connects side by side.

Because it shares a snippet and a visitor session with attribution, most rows carry onchain outcomes next to their traffic numbers. That is the difference from a general-purpose analytics tool: you can sort your channels by conversions rather than by sessions.

Choosing what you are looking at

At the top of the page you pick a site and a date range. Presets are 7 days, 30 days, 90 days, and 12 months.

If you pick a range that reaches further back than your plan allows, the report quietly clamps to your window and tells you where your data actually starts. Nothing is missing or deleted, it is simply outside your viewable window. Free sees 30 days, Starter 12 months, and Pro and Enterprise 3 years.

The headline numbers

Visitors, sessions, pageviews, and wallet connects, each compared against the equivalent previous period so you can see direction rather than just a number.

The breakdowns

• Channels groups traffic into broad buckets: direct, organic search, referral, social, paid.
• Sources is the specific origin within a channel, such as a particular site or app.
• Campaigns splits by the campaign tag on the inbound link, which is what the link builder mints for you.
• Referrers shows the exact referring URLs.
• Top pages ranks by pageviews.
• Entry pages shows where people land, which is what you tune for inbound campaigns.
• Countries, devices, browsers, and operating systems describe your audience.
• Events merges the events actually observed with the events you have defined under Setup, so a configured conversion never drops off the table just because it has not fired yet.

The real-time view

The active now pill at the top opens the live view: who is on the site right now, which pages they are on, where they came from, and their countries and devices, along with a live feed of activity as it happens.

The live view does not cost you anything. It reads the same beacons your reports already use, so opening it never generates tracked events.

Reading it well

Sort by outcome, not by size. The channel sending the most sessions is often not the one sending the most wallet connects. The whole reason both numbers sit in one table is so you can spot that gap.

Watch entry pages for paid traffic. A campaign whose entry page has a much lower connect rate than your others usually has a landing-page problem, not a targeting problem.

Treat direct traffic with suspicion. A large direct bucket usually means untagged links somewhere. Use the link builder to tag the channels you control, and it will split out properly.

If the numbers look wrong

• Everything is zero. The snippet is probably not live. See Installing the tracking snippet.
• Traffic appears but no wallet connects. The snippet alone cannot see wallet connects. Your site needs the `identify()` call described in that same article.
• A source you expected is missing. Check that its links carry the campaign tags from the link builder.
• The numbers are lower than another analytics tool. Mintfunnel drops known bots, crawlers, and headless browsers before counting anything. A gap against a tool that counts them is expected, and yours is the more honest number.