AIUNIFY Analytics allows you to narrow Website reporting in two important ways:
These controls are important because the same Website can tell very different stories depending on the period and audience being analyzed.
For example, instead of viewing all Website activity, you could analyze:
Last 30 days → Mobile visitors → United States → Facebook campaign
or:
This month → Desktop visitors → Specific landing page
The Dashboard uses the selected date range and active filters when calculating its Analytics data. Both Advanced and Lightweight Dashboard processing apply the active date range and applicable filters to the Website's records.
Looking only at total Website traffic can hide important differences.
Suppose your Website generated:
10,000 Pageviews
That number alone does not explain:
Filters and date controls let you move from:
What happened?
to:
What happened during this period, for this particular audience or traffic source?
Analytics reporting screens contain a calendar/date-range control.
The control displays either:
A single date
or
Start Date – End Date
depending on the currently selected reporting period.
To change the reporting period:
The date selector provides the following built-in reporting periods:
These presets allow you to quickly switch between common reporting periods without manually entering dates.
Select:
Today
when you want to examine Website activity generated during the current day.
This is useful for:
For activity occurring within approximately the last minute, Realtime remains the more appropriate live-monitoring tool.
Select:
Yesterday
to review the previous day's Analytics.
This can be useful when conducting daily performance reviews such as:
Yesterday's traffic → Pageviews → Visitors → Conversions → Traffic Sources
Select:
This week
to review activity for the current calendar week.
This is useful for:
The system calculates the current week's start and end using the date-range control.
Select:
Last 30 days
to review a rolling 30-day period ending with the current day.
This is often useful for general performance analysis because it provides enough data to identify broader trends without requiring an entire month or year.
The date selector calculates this preset from 29 days before the current day through the current day.
Select:
This month
to review Website activity for the current calendar month.
This can be particularly useful for:
Select:
Last month
to review the complete previous calendar month.
For example, during August, Last month would represent the previous month's beginning through its end.
This can provide a clean completed reporting period for monthly reviews.
Select:
This year
to analyze Website activity from the beginning of the current year through the current date.
Use this for:
Select:
Last year
to review the complete previous calendar year.
This can be useful when evaluating long-term Website performance or manually comparing yearly periods.
Select:
All time
to review all available Analytics history for the Website.
The system limits the earliest date to the Website's creation date and the latest date to the current date.
Therefore, All time means:
From the earliest Analytics date available for that Website through today.
You are not limited to the predefined options.
The date picker allows you to select your own:
Start Date → End Date
After the selection is made, Analytics reloads the report with the chosen dates passed as:
start_date
and
end_date
This allows you to analyze specific periods such as:
When you select a date range, AIUNIFY Analytics stores the selected start and end dates for the current Analytics session.
If no new dates are supplied, Analytics attempts to reuse the previously selected dates.
This means you can move between supported Analytics screens while continuing to analyze the same reporting period.
For example:
Dashboard → Pageviews → Visitors → Replays
can continue using the selected Analytics dates rather than forcing you to select them repeatedly.
If no date range has been selected or stored, the Analytics helper initializes a reporting period beginning 30 days before the current date and ending on the current date.
You can immediately replace that range using the calendar control.
The Analytics date control uses your account's configured Timezone.
The Dashboard specifically sets its date-handling timezone according to the user's timezone before applying the selected reporting period.
This is why the Timezone setting discussed earlier in this manual is important.
If your account timezone is incorrect, daily Analytics boundaries may not correspond to the reporting periods you expect.
Suppose your marketing campaign ran:
August 1–August 14
Rather than analyzing the entire month:
Now the Dashboard reflects the campaign period rather than unrelated Website activity.
In addition to dates, AIUNIFY Analytics provides a:
Filter
control.
The Filter button appears alongside the Dashboard reporting controls when Analytics data is available.
Clicking the Filter control opens the Analytics filtering area.
The filter panel is titled:
Active filters
and contains:
Add filter
To create a filter:
The application then refreshes the Analytics report using the filter configuration.
For supported reporting areas, the Add filter menu provides Visitor-related filters including:
These filters let you isolate particular audience characteristics.
The:
Country code
filter lets you narrow Analytics according to visitor country.
For example, if you want to study traffic from the United States, create the applicable Country Code filter.
This can help answer questions such as:
Use:
City name
when you want to narrow reports to a particular city.
This can be useful for:
Use:
Device
to isolate activity according to the visitor's device classification.
This can help compare experiences such as:
Desktop users
versus
Mobile users
Understanding device behavior can be especially useful when evaluating landing-page design and conversions.
Use:
Operating system
to narrow Analytics according to the visitor's operating system.
This can help when investigating:
Use:
Browser
to isolate Website activity generated from a specific browser.
This can help identify situations where:
Use:
Screen resolution
to analyze visitors using particular screen dimensions.
This can help Website-design teams investigate how different layouts perform across varying displays.
Use:
Browser language
to narrow reporting according to the language preference reported by the visitor's browser.
This can be useful for:
Use:
Browser timezone
to analyze Website activity according to visitor browser timezone information.
This can help understand when and where audiences interact with a Website across different time regions.
The Visitor filter list also includes:
Theme
This can be used where Analytics has recorded supported theme information associated with Website visitor activity.
The Filter system also provides Pageview-related options.
These include:
These filters are especially important for marketing and content analysis.
Use:
Path
to isolate traffic associated with a particular Website path.
Examples:
/pricing
/contact
/products
/landing-page
This lets you analyze a specific page or group of similar paths.
For supported Advanced Tracking data, the filter list can include:
Page title
The source specifically hides this Page Title filter when the Website uses Lightweight Tracking.
Use Page Title when you want to isolate activity according to the title recorded for a Website page.
Use:
Referrer host
to focus on Website activity originating from a particular referring Website.
For example, you might want to isolate visitors coming from:
This allows you to examine the quality and behavior of traffic from a particular source.
Use:
UTM source
to isolate campaign activity according to the utm_source value associated with incoming traffic.
Examples might include:
google
facebook
newsletter
linkedin
This is particularly useful for marketing campaign analysis.
Use:
UTM medium
to filter according to the marketing medium recorded in a UTM-tagged URL.
Examples might include:
email
cpc
social
referral
This helps differentiate channels within campaign traffic.
Use:
UTM campaign
to isolate traffic associated with a particular campaign name.
For example:
summer_sale
product_launch
insurance_campaign
conference_2026
Combining UTM filters with date ranges can provide highly focused campaign reporting.
After choosing what to filter, AIUNIFY Analytics requires you to choose a rule.
Available rules are:
These determine how Analytics compares the value you enter with the recorded Analytics data.
Choose:
Is
when the Analytics value must exactly match the value you enter.
Example:
Device → Is → mobile
Use an exact-match filter when you know the precise value you want.
Choose:
Is not
when you want to exclude an exact value.
Example:
Country Code → Is not → US
This lets you analyze all matching records except the specified value.
Choose:
Contains
when the field only needs to contain the text you enter.
Example:
Path → Contains → pricing
This could match paths that contain the word pricing.
This is useful when several related URLs contain the same text.
Choose:
Starts with
when the recorded value must begin with the entered text.
For example:
Path → Starts with → /products
This can be useful for analyzing a Website section containing multiple related pages.
Choose:
Ends with
when the recorded value must end with the entered text.
This can be useful when URL structures or campaign naming conventions share a common ending.
The source confirms that Analytics translates these five rules into exact, exclusion, contains, prefix, and suffix matching conditions.
AIUNIFY Analytics allows multiple filters to be added to the Active filters panel.
For example:
Country Code → Is → US
and:
Device → Is → mobile
and:
UTM Campaign → Is → summer_sale
The filter system combines applicable active filters using AND conditions.
Therefore the example above means:
Show activity that matches the United States AND mobile device AND the specified campaign.
It does not mean any one of the filters can match independently.
Multiple filters allow very specific audience analysis.
For example:
Last 30 Days
plus:
Country Code → Is → US
plus:
Device → Is → mobile
plus:
UTM Source → Is → facebook
allows you to investigate:
U.S. mobile traffic from Facebook during the last 30 days.
You can then review that segment across applicable Analytics reporting.
Each Active Filter contains a delete/remove control.
To remove a filter:
The filter interface removes the selected filter row before saving the updated filter configuration.
After creating, changing, or removing Filters:
Analytics saves the filter configuration and refreshes the page.
The refreshed report then uses the active filtering conditions.
The Analytics application stores your active filters in the browser and reloads them when appropriate.
The source stores the filter configuration in a browser cookie for 30 days and reconstructs the Active filters panel from that stored configuration.
This is important because you may leave one report and later find that filtering is still affecting another compatible Analytics view.
Always check for active filters when results appear unexpectedly narrow.
Filters are not simply cosmetic changes to one chart.
The Analytics filtering helper uses the stored filter configuration in supported data queries.
For example, active filters are applied to both Advanced and Lightweight Pageview queries along with the selected date range.
This means a filter you activate can continue influencing compatible reports until it is removed.
Not every Analytics screen supports every possible filter.
The application determines which filter categories are appropriate for the current report.
For example, some reports can use:
Visitor Filters
while others may use:
Pageview/Event Filters
or a combination of both.
The Analytics filter helper has separate supported filter groups for:
Therefore, the Add filter menu may vary depending on where you are in Analytics.
Lightweight Tracking has its own supported Analytics filter fields.
The source identifies Lightweight filters including:
Because Lightweight Tracking does not maintain the same visitor-level history as Advanced Tracking, its filter capabilities operate against its Lightweight Analytics records.
Advanced Tracking can combine information from both:
Visitor-level data
and:
Session/Pageview event data
Supported fields include visitor characteristics such as device, location, browser, and operating system along with Pageview characteristics such as path, title, referrer, and UTM values.
This allows detailed segmentation of Advanced Analytics reporting.
The IP filter is conditional.
It is displayed only when IP-storage functionality is enabled by the Analytics system.
If you do not see an IP filter, this does not necessarily indicate a problem.
The function may simply not be available under the current configuration.
The most useful Analytics analysis often combines both tools.
Think of the process as:
Website → Date Range → Audience/Traffic Filter → Analytics Result
For example:
How did mobile users from a LinkedIn campaign behave during the current month?
Date Range:
This month
Filter 1:
Device → Is → mobile
Filter 2:
UTM Source → Is → linkedin
Then review:
Suppose you want to measure a sales landing page.
Set:
Date Range: Last 30 days
Add:
Path → Is → /sales
You can now focus Dashboard reporting on activity associated with that Website path.
Suppose all product pages begin with:
/products/
Use:
Path → Starts with → /products/
This allows you to focus on the Website's product section rather than one specific page.
If you want to investigate traffic from a particular referring host:
Referrer host → Is → specified-source
Then select the desired reporting period.
This allows you to evaluate how traffic from that source behaves within Analytics.
Suppose URLs for a campaign use:
utm_campaign=summer_sale
Configure:
Date Range: Campaign dates
UTM campaign → Is → summer_sale
You can then review the Website activity generated during that campaign.
For more detail, add another filter such as:
UTM source → Is → facebook
This creates a more specific campaign segment.
To examine Mobile users:
Device → Is → mobile
Then review applicable Dashboard data.
This can help answer:
Filters can also exclude values.
For example:
Country Code → Is not → US
would remove the specified country from the matching Analytics segment.
This can be useful when analyzing international Website activity separately from a primary domestic audience.
Active filters do more than change individual tables.
For the Advanced Dashboard, the source applies the active Visitor and Session/Event filter conditions while calculating the Dashboard data, including the Pageviews, Sessions, and Visitors reporting structure.
Lightweight Dashboard processing similarly applies the Lightweight Analytics filters.
Therefore, once filters are active, the top Dashboard totals should be understood as:
Totals for the selected date range and active filter segment
rather than the Website's unrestricted totals.
The Dashboard's CSV and JSON export processing also retrieves the active date range and applicable Analytics filters.
This means filtering can be useful when you want to export a specific audience or reporting period rather than unrestricted Website Analytics.
Export functionality is covered in greater detail later in this manual.
If Analytics suddenly appears to contain fewer Pageviews, Visitors, or records than expected, check:
A previously selected filter may still be restricting your Analytics results.
Before troubleshooting the Tracking Code, verify that you have not unintentionally limited the report.
If expected historical data is missing:
You may be viewing:
Today
when you intended:
Last 30 days
or:
This month
when you intended:
All time
The date selector cannot report Website Analytics earlier than the Website's available Analytics history. The date control uses the Website's creation date as its minimum selectable date.
If a filter produces no results:
Check:
Remember that multiple filters are combined using AND logic.
For example:
Country = US
AND
Device = mobile
AND
Campaign = campaign_a
requires Analytics records to satisfy all three applicable conditions.
For consistent reporting, use this process:
This prevents old filters from accidentally affecting a new report.
Filters can help answer questions such as:
When preparing Analytics reports for your business, client, sales team, or organization, record the reporting conditions along with the results.
For example:
Website: AIUNIFY Corporate Website
Period: Last 30 Days
Filter: Device = Mobile
UTM Source: LinkedIn
This prevents someone reviewing the report from assuming that the numbers represent all Website traffic.
Before interpreting an Analytics report, confirm:
You should now understand how to control which Analytics data you are looking at.
The reporting process can be viewed as:
Select Website
→ Select Date Range
→ Add Filters
→ Update
→ Analyze Results
The system provides predefined date ranges from Today through All time, uses your configured timezone, remembers your selected reporting dates, and allows detailed filtering by visitor, device, location, Website path, referral, and UTM information.
Its Analytics Filters support the exact matching rules Is, Is not, Contains, Starts with, and Ends with, and multiple active filters are combined to narrow the resulting dataset.