Reports
Website visits in reports
With the site tag installed, Analytics gets the Site card in the Overview and visit columns in Campaigns and UTM: Site visits, Site opens, Unique visitors, CTA clicks, Visit → lead and Drop-off before the site. These are indicative numbers.
Website metrics
| Metric | What it counts |
|---|---|
| Site visits | Entries with interaction (tap, click, key press or scroll). |
| Site opens | All entries, with or without interaction. |
| Unique visitors | Distinct people, only those who accepted the measurement cookie. |
| CTA clicks | Clicks on contact buttons: WhatsApp, phone, email, form, links and tagged CTAs. |
| Visit → lead | Leads that came from a visit ÷ site visits. |
| Drop-off before the site | 1 − visits ÷ link clicks: people who clicked the ad and never reached the site. |
These numbers are indicative: blockers, slow connections and people who decline cookies leave some visits out.
Where they show up
- Overview: the Site card, with the six metrics, the change versus the previous period, CTA clicks by type and Top sources.
- Campaigns: with the tag on, the Essentials view already includes Site visits and Drop-off before the site; the others are under Columns. Drop-off is only calculated for ads with visits and link clicks in the period.
- UTM: Site visits, CTA clicks and Visit → lead, when you group by Source, Medium or Campaign.
Visits can’t be split by salesperson or number: with those filters, the website columns stay empty.
How a visit is tied to a campaign
The tag reads the UTMs in the landing URL. With the parameters suggested on the Site connection screen (utm_campaign={{campaign.id}}&utm_term={{adset.id}}&utm_content={{ad.id}}), each visit lands in the right campaign, ad set and ad. See URL parameters in your ads.
Example (sample data)
One of Example Co.’s ads had 400 link clicks and 260 site visits. Drop-off before the site is 1 − 260 ÷ 400 = 35%. Another ad, with the same landing page, loses 12%. The difference usually comes from the audience (accidental clicks) or a page that loads slowly on mobile. With 260 visits and 13 leads from visits, Visit → lead is 5%.
Retention
Individual visits are deleted after 90 days; daily totals stay in the reports.
Didn’t work? See…
- The Site card doesn’t show up: the tag isn’t turned on. See website visits tag.
- Tip “Install the site tag in Settings › Integrations to measure visits”: the Site connection doesn’t have the visits function.
- Very low unique visitors: only people who accepted the cookie are counted (consent and domains).
- Zero visits with the tag installed: check the connection’s allowed domains.
Frequently asked questions
Why don’t visits match Google Analytics?
Each tool counts differently. TraceClose only counts an entry with interaction as a visit and shows opens separately.
Can salespeople see visits?
No. Website metrics are for managers only.
See the path from ad to sale in your WhatsApp.
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