Analytics Overview
Get a high-level view of your campaign performance with the Analytics Overview.
The Overview tab is your command center for understanding campaign performance at a glance. It aggregates data from all other sections to provide quick, actionable insights.
Key Metrics
At the top of the Overview page, you'll find four primary KPI cards showing your essential campaign performance metrics with period-over-period comparisons:
Sessions
Total number of browsing sessions across all landing pages in your campaign. A session ends after 30 minutes of inactivity.
Trend indicator: Shows percentage change vs. previous period (e.g., +15% vs. last 7 days)
- Green: Sessions increasing (positive growth)
- Yellow: Sessions decreasing (may need more traffic)
- Gray: No significant change
Conversions
Total number of goal completions (form submissions, CTA clicks, or custom events) across all pages.
What to look for: Compare conversions growth with sessions growth. If sessions grow 20% but conversions only grow 5%, your conversion rate is declining.
Conversion Rate
The percentage of unique visitors who completed at least one goal. This is your primary optimization metric.
Formula: (Total Conversions / Unique Visitors) × 100
Healthy ranges:
- Lead generation: 5-15%
- E-commerce: 2-5%
- B2B SaaS: 2-5%
Conversion Value
Total monetary value of all conversions (if conversion values are configured in your campaign settings).
Use this to: Track revenue, calculate ROI, and measure campaign profitability.
Charts & Breakdowns
Below the KPIs, the dashboard provides visualizations to help you understand trends and identify opportunities:
Traffic & Conversions Analysis
Session & Conversion Trends Chart A dual-axis line chart plotting sessions (left axis) and conversions (right axis) over your selected period.
How to read it:
- Parallel growth: Sessions and conversions growing together = healthy scaling
- Diverging lines: Sessions growing but conversions flat = conversion rate declining (needs optimization)
- Spikes: Identify specific days with unusual traffic or conversion activity
Use this to:
- Spot campaign launch impacts
- Identify seasonal patterns
- Detect conversion rate degradation early
- Validate that traffic increases translate to conversion increases
Engagement Trends Chart Visualizes engagement quality metrics like average session duration, bounce rate, and pages per session over time.
What to look for:
- Increasing session duration: Users spending more time (good engagement)
- Decreasing bounce rate: More visitors exploring beyond the first page
- Improving engagement + declining conversions: May indicate confusing funnel or decision paralysis
Sources & Content Performance
Top Traffic Sources A horizontal bar chart or ranked list showing the top 5 channels driving visitors:
- Direct: Users typing URL or clicking bookmarks
- Search: Organic search engine traffic (Google, Bing, etc.)
- Social: Social media platforms (Facebook, LinkedIn, Twitter, etc.)
- Referral: Traffic from other websites
- Paid: Paid advertising campaigns
Each source shows:
- Total sessions from that source
- Percentage of total traffic
- Conversion count and conversion rate for that source
Use this to:
- Identify your most valuable traffic sources
- Detect if you're over-reliant on a single channel (diversification risk)
- Calculate source-specific ROI by comparing cost with conversions
Click into Conversions tab and filter by traffic source to see detailed conversion analysis per channel, including conversion rate and average value.
Top Converting Landing Pages A ranked table showing your best-performing landing pages based on:
- Total conversions generated
- Conversion rate
- Total sessions
Use this to:
- Identify your "hero" pages that drive most results
- Replicate successful patterns from top pages to underperformers
- Allocate more traffic to high-converting pages
- Find pages that get traffic but don't convert (optimization opportunities)
Improved Tracking Accuracy
Firebuzz uses a sophisticated deterministic click tracking system to ensure your data is as accurate as possible:
- Duplicate Prevention: Using SHA-256 session hashing, we generate unique click IDs that prevent duplicate entries even if a user refreshes the page multiple times.
- GDPR Compatibility: Our tracking works reliably even for users who have opted out of cookies, using privacy-safe deterministic hashing to maintain session integrity.
- Universal IDs: When cookies are available, we prioritize them to skip server-side processing, ensuring the fastest possible tracking response.
- Link Decoration: External links on your landing pages are automatically decorated to maintain conversion attribution when users navigate between your pages.
Control Bar Features
The control bar at the top allows you to filter and manage your analytics data:
Available Controls:
-
Period Selector Last 7 days: Select time period
- Last 7 days: Last 7 days
- Last 15 days: Last 15 days
- Last 30 days: Last 30 days
- All-time: From campaign publication date to now
-
Environment Toggle Production: Switch between
- Production: Live traffic from published pages
- Preview: Test data from preview links
-
Refresh Button : Manually update data (rate-limited to once every 10 seconds)
Preview data allows you to test your tracking setup without polluting your production metrics. Make sure you are viewing the correct environment.