The Visitors area of AIUNIFY Analytics provides a visitor-level view of Website activity for Websites using Advanced Tracking.
Unlike Pageviews, which focuses on individual Website events, Visitors groups activity around persistent Visitor records so you can understand how people return to and interact with the Website over time.
The interface is labeled:
Visitors
and includes summary metrics for:
The Visitor table then provides information such as:
The Visitors section is available only when the selected Website uses:
Advanced tracking
If the Website uses Lightweight tracking, AIUNIFY Analytics does not open the Visitors area and redirects away from it.
This is because Lightweight Tracking does not maintain the same persistent Visitor relationship used by Advanced Tracking.
Therefore:
Supports:
Visitor → Sessions → Pageviews → Events → Conversions
Focuses primarily on individual Analytics events without persistent Visitor history.
To open Visitors:
If Visitors does not appear in your navigation, confirm that the selected Website uses Advanced Tracking.
The Visitors screen contains:
The three summary cards display:
Visitors
Avg. time per session
Avg. sessions per visitor
These provide an overview before you begin examining individual Visitor records.
The first summary metric is:
Visitors
This represents the number of distinct Advanced Visitor records matching the selected:
Website + Date Range + Active Filters
The Visitors controller counts distinct Visitor IDs associated with Sessions occurring during the selected reporting period.
For example:
Visitors: 250
means 250 distinct Visitor records matched the current Analytics view.
Do not confuse:
Visitors
with:
Pageviews
One Visitor can generate many Pageviews.
For example:
Visitor A
may visit:
This could result in:
1 Visitor
and:
4 or more Pageviews
depending on the activity recorded.
Visitors and Sessions are also different.
A Visitor can return to the Website multiple times.
For example:
Visitor A
Monday:
Session 1
Wednesday:
Session 2
Friday:
Session 3
This would represent:
1 Visitor
with:
3 Sessions
Advanced Tracking makes this relationship possible by associating supported activity with the persistent Visitor record.
The second summary metric is:
Avg. time per session
AIUNIFY Analytics calculates this from the difference between the first and last recorded Website event within each Session and averages those durations across matching Sessions.
The result is displayed as a time duration.
This metric helps you understand approximately how long visitors remain active during a typical Website Session.
The source describes Session duration as:
approximate, measured from the first to the last page load.
This distinction is important.
For example:
A visitor opens:
Home page at 2:00 PM
then:
Pricing page at 2:05 PM
The measured Session duration may be approximately:
5 minutes
Analytics cannot necessarily determine exactly how long the visitor remained reading after the final recorded page activity.
Treat the Session duration as an Analytics approximation rather than an exact stopwatch measurement of human attention.
The third summary metric is:
Avg. sessions per visitor
AIUNIFY Analytics calculates this by dividing the total Sessions represented in the current Visitor result set by the number of matching Visitors.
For example:
100 Visitors
with:
150 total Sessions
would produce approximately:
1.5 Sessions per Visitor
This can help indicate whether people are returning to the Website.
A higher Sessions-per-Visitor number can indicate that Visitors frequently return to the Website.
This can be useful when analyzing:
However, the number should always be interpreted alongside your Website's purpose.
A single-session conversion may be desirable for some businesses, while repeat Sessions may be important for others.
Visitors uses the Analytics Date Range control.
You can select periods such as:
The Visitors table and summary metrics are recalculated according to the selected dates.
The Date Range determines which Visitor Sessions are considered when building the Visitors result set.
The source filters Visitor Sessions according to the selected reporting period before grouping them into distinct Visitors.
For example:
Last 30 Days
shows Visitors who had matching Session activity during that reporting period.
All Time
provides the broadest available Visitor history for the Website.
Below the summary metrics is the Visitors table.
Its main columns include:
Each row represents one Advanced Visitor record.
The first column identifies the Visitor.
If the Visitor does not have Custom Parameters, AIUNIFY Analytics generates a visual Visitor avatar.
The Visitor's display name may be based on IP information when IP storage is enabled, or simply:
Visitor
when IP storage is not available.
Selecting the Visitor opens the full individual Visitor record.
Advanced Tracking does not require every Visitor to have a business name, customer name, or email address.
A Visitor can still be represented by:
This allows you to analyze repeat Website behavior even when the person has not provided identifying information to your Website.
When IP storage is enabled, the Visitor list can display the stored IP associated with the Visitor.
If no IP is available, the interface may show a masked placeholder.
If IP storage is not enabled, the interface displays:
Visitor
instead.
Remember that IP Tracking and storage should only be used according to your organization's applicable privacy and consent requirements.
If the Website passes Custom Parameters into AIUNIFY Analytics, the Visitor can be represented by a fingerprint icon.
The interface displays:
%s custom parameters
and can show each available parameter and value in the Visitor tooltip.
Examples might include:
The actual values depend entirely on what your Website sends to Analytics.
AIUNIFY Analytics does not automatically know a Visitor's:
unless your Website deliberately provides that information through supported Custom Parameters.
Without Custom Parameters, the Visitor remains an Analytics Visitor record rather than a named customer profile.
Each Visitor row displays the Visitor's:
Total Sessions
The interface presents this as a clickable badge.
For example:
3 sessions
Selecting the Session badge opens that Visitor's detailed record.
This is one of the quickest ways to distinguish:
First-time activity
from:
Repeat Website activity
A Visitor with:
1 Session
may be a first-time or single-session Visitor within the stored Visitor history.
A Visitor with:
5 Sessions
has returned or generated multiple distinct Sessions.
The total can therefore help you identify repeat engagement.
Beside the Session count, the Visitors table provides a Goal Conversion badge.
The interface links directly to that Visitor's:
Goals conversions
section.
For example:
Bullseye icon → 3
means the Visitor record is associated with three stored Goal Conversion references.
This lets you quickly identify Visitors who have completed important Website outcomes.
Visitor-level conversion information allows you to move beyond:
How many conversions occurred?
and begin asking:
Which Visitors converted?
How many Sessions did they have before conversion?
What pages did they visit?
Did they return multiple times?
What device were they using?
These questions become especially valuable for sales and marketing Websites with longer customer journeys.
The Visitors table includes:
Last active
This displays how recently AIUNIFY Analytics last recorded activity for that Visitor.
For example:
5 minutes ago
2 days ago
3 weeks ago
The exact date/time is also available through the tooltip.
The Details section contains both:
The calendar icon represents the recorded initial Visitor date.
The history icon represents the most recent recorded activity.
This can help you understand how long the Visitor relationship has existed.
The Details column includes visual indicators for:
Hover over the applicable icons to inspect the recorded values.
The globe indicator displays the Visitor's recorded:
Continent
when available.
This gives you high-level geographic information about the Visitor.
The country indicator displays the recorded Visitor Country.
When a country has been detected, Analytics displays its flag and country name.
If no Country information is available, the interface displays the value as unknown.
The City icon shows the Visitor's recorded:
City
when available.
This is useful when reviewing:
The Device indicator identifies the Visitor's recorded:
Device Type
such as the applicable Desktop, Mobile, or Tablet classification.
Device information can help explain differences in Website behavior and conversion patterns.
The Operating System icon displays the detected operating system associated with the Visitor.
The Visitors export can include both:
This can help with technical and audience analysis.
The Browser indicator displays the Visitor's detected browser.
Visitors export data can also include:
These details can be useful when investigating compatibility or audience characteristics.
Although Screen Resolution is not shown as a standalone table column, it is part of the stored Visitor information and Visitor export data.
It can also be used as an Analytics Visitor filter.
This helps you segment Visitors according to display size when investigating Website layout or usability.
The Visitors screen includes the:
Filter
control.
It loads the Visitor-specific Analytics filter set.
Visitor filters include supported attributes such as:
These are the Visitor-level filter fields defined by Analytics.
Suppose you want to analyze Visitors from the United States.
Use:
Filter → Add filter → Country Code → Is → US → Update
The Visitors table and summary metrics will then be restricted to matching Visitors.
You can review:
for that segment.
To analyze Mobile Visitors:
Device → Is → mobile
You can then determine:
This is useful when comparing Website performance by Device Type.
For a local business or regional sales organization:
City Name → Is → specified city
can isolate Visitors from a particular city.
This can support:
Multiple filters can be combined.
For example:
Country Code → Is → US
AND
Device → Is → mobile
AND
Browser → Is → Chrome
The Visitors list then reflects Visitors matching all applicable conditions.
As explained in Chapter 9, multiple Analytics filters are combined using AND logic.
Filters affect more than the Visitor table.
The Avg. Time per Session calculation applies the active Visitor filters to its Session data.
The matching Visitor result set is also filtered before calculating:
Avg. Sessions per Visitor
Therefore, once filters are active, the summary cards represent the filtered Visitor audience rather than unrestricted Website Visitors.
There are several ways to open a Visitor.
You can click:
The Visitor actions menu provides:
View
and:
Delete
Selecting View opens the individual Visitor record.
The individual Visitor screen goes much deeper than the Visitors list.
It contains Visitor-level information such as:
The application's language defines these individual Visitor fields directly.
The detailed Visitor journey itself will be the focus of Chapter 13.
The Visitors screen contains an Export control.
Available formats can include:
depending on the export capabilities enabled for the account.
Use exports when you need Visitor information for:
The CSV export can contain fields such as:
The exact exported data depends on what has been recorded and what features are enabled.
The JSON export includes a similar Visitor dataset and can additionally include:
Custom Parameters
when available.
This format can be useful when structured Visitor data needs to be processed by another system or custom workflow.
The PDF option uses the printable Visitors view.
This can be useful for:
Availability depends on the export features assigned to the Analytics account.
If more Visitors exist than can fit on one screen, AIUNIFY Analytics divides the results into multiple pages.
Pagination appears beneath the Visitors table.
Use it to move through older or additional Visitor records within the current Date Range and filter configuration.
The Visitors list is ordered by:
Last active
with the most recently active Visitors returned first.
This makes the Visitor list useful for finding people who have interacted with the Website most recently.
Each Visitor has an actions menu.
Choose:
Delete
when you intentionally want to remove that Visitor record.
Because Visitor records can be linked to Website activity, deletion should be treated as a data-management action rather than a normal Analytics viewing step.
The Visitors page also provides:
Bulk actions
The currently exposed bulk action is:
Delete
You can:
The Visitors controller removes each selected Visitor record belonging to the current Website.
Use bulk deletion carefully.
Shared Team access is restricted from performing destructive Visitor management operations.
The Visitors controller blocks bulk-management operations when the system is operating in Team context.
This allows shared Analytics access while protecting owner-level data management.
For a lead-generation Website, Visitors can help you understand how Website activity develops before a conversion.
Example:
Visitor arrives from campaign
→ Session 1
→ Views Landing Page
→ Views Services
Later:
→ Session 2
→ Views Pricing
→ Views Testimonials
Later:
→ Session 3
→ Completes Goal
Instead of viewing each Pageview separately, the Visitor record lets you study the sequence as one broader journey.
For sales organizations, Visitors can help answer questions such as:
When Custom Parameters are used, the Analytics Visitor may also be associated with Website-provided customer information.
Visitor-level analysis is also useful when investigating Website experience.
For example:
A Visitor may repeatedly:
Home → Pricing → Home → Pricing
without completing a Goal.
That pattern may suggest the need to investigate:
The Visitor record acts as the bridge between aggregate Analytics and individual behavior.
When Session Replays are available, Visitor records can be connected to Replay information.
This lets you move from:
Visitor behavior data
to:
Visual Session behavior
when supported Replay data exists.
The individual Visitor language includes:
View replay
Replays will be covered in dedicated chapters later in this manual.
Each Visitor can be associated with Goal Conversions.
The Visitor list displays a conversion count, while the individual Visitor page contains a dedicated:
Goals conversions
section.
This makes Visitors especially useful when you want to understand the behavioral history behind conversions.
The relationship can be thought of as:
Visitor
→ Session
→ Pageviews / Events
Pageviews shows individual Website events.
Visitors groups those events around persistent Visitor identity.
Therefore:
Use Pageviews when asking:
What pages were viewed?
Use Visitors when asking:
Who returned, how many Sessions did they have, and what was their journey?
Realtime and Visitors measure different things.
Shows Visitors active within approximately the immediate 60-second window.
Provides historical Visitor records according to the selected Date Range.
A Visitor can disappear from Realtime after inactivity while remaining permanently available in the historical Visitors area according to the Website's stored Analytics data.
If the Visitors navigation is missing:
If the Website uses:
Lightweight Tracking
the missing Visitors menu is expected.
The Visitors controller explicitly rejects Lightweight Tracking Websites.
Check:
The selected period may be too narrow.
Filters may restrict which Visitors are counted.
Make sure Tracking is operating on all intended Website pages.
Confirm the correct Website is active.
Some Website activity may not be tracked.
Also remember that:
One Visitor can generate many Pageviews
so Visitor counts should normally not be expected to equal Pageview totals.
The metric is calculated from the Sessions represented by the current Visitor result set.
Check:
Changing the Date Range can materially change the average.
An IP may not appear because:
When IP storage is disabled, Analytics uses the general label:
Visitor
instead.
This does not prevent the Visitor record from maintaining its Advanced Analytics identity.
If you expected Custom Parameters but do not see them:
Custom Parameters are supplied by the Website; Analytics does not automatically create customer names or email values.
For general Visitor analysis:
For conversion analysis:
This lets you move from:
Conversion
backward through:
Visitor Journey → Sessions → Pageviews → Traffic Behavior
To study returning engagement:
This can help show whether Visitors are progressing through a longer decision process.
Before interpreting Visitor Analytics, confirm:
You should now understand that Visitors provides the persistent visitor-level layer of Advanced AIUNIFY Analytics.
The screen summarizes:
Visitors → Avg. Time per Session → Avg. Sessions per Visitor
and then organizes individual records around:
Visitor Identity → Sessions → Conversions → Last Active → Geography → Device → Browser/System details.
The Visitors area only operates for Advanced Tracking Websites, and its records are built from distinct Visitor identities associated with Website Sessions.