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This article defines the core metrics precisely, so you know exactly what each number counts. For a lighter overview of where they appear, see Understanding your dashboard.

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Unique visitors vs pageviews vs sessions

These three are easy to confuse, so it helps to hold them apart:
  • Pageview — one page load. Every time a page is rendered, that’s a pageview. Reloading the same page counts again.
  • Session — one continuous visit by one person. A session groups together the pageviews and events a visitor produces in a single sitting. When the visitor comes back later, that’s a new session.
  • Unique visitor — one distinct person, counted once no matter how many sessions or pageviews they generate in the range.
So for a single visitor who lands, reads three pages, leaves, and returns an hour later to read one more, you’d see 1 visitor, 2 sessions, and 4 pageviews. How a visitor is recognized depends on the site’s tracking mode. In cookieless mode the identifier rotates daily, so someone returning tomorrow counts as a new visitor. In cookie mode the same person is recognized across days.

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Bounce rate

Bounce rate is the percentage of sessions that contained only a single pageview — the visitor arrived and left without going any further. It’s computed per session, not per visitor. A high bounce rate can signal a weak landing page, or it can simply mean the page answered the question in one view.

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Views per visit and session duration

  • Views per visit is pageviews divided by sessions — the average number of pages seen in a single visit.
  • Session duration is the average length of a session. Very short single-page sessions pull it down; deep multi-page visits pull it up.

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Previous-period comparison

Every topline metric is shown against the equivalent previous period, so a percentage delta tells you whether it’s rising or falling. The comparison period always matches the length of the current one: the last 7 days compares against the 7 days before that, this month against last month, and so on. A custom range compares against the immediately preceding span of the same length. A positive delta means the metric grew versus the previous period; a negative delta means it shrank. For metrics where lower is better — bounce rate, for example — read the direction accordingly.

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No sampling

Every metric is computed from your complete event history. Clickbase never samples or estimates, so the numbers you see are exact counts, not projections. See Data retention.