Changes vs. previous period
How to interpret these metrics
- Check reach: use visitors and sessions to see how much traffic arrives.
- Check attention: use engagement and active time to see whether visits involve meaningful activity.
- Check outcomes: compare goal actions and goal rates in Acquisition and Landing pages to find traffic that produces useful results.
Changes compare the immediately preceding period of the same length. For example, the last seven days are compared with the seven days before them. A rate moving from 9% to 12% increases by three percentage points. If a previous count is zero, a percentage change cannot be calculated.
The Search filter shows observed search referrals. Search queries, impressions, click-through rate, and position require Search Console; speed and stability require Web Vitals measurements. Those sources and store revenue are not connected here.
Goal definitions
Goals connect visits with business outcomes, such as inquiries your team can follow up.