Web analytics: page views, visits, time on site

How many people were in the shop yesterday, and how long did they look around? Web analytics answers that, from the same script that measures the contacts before your orders. You do not need a second installation, and it is part of every plan, including the free Start plan.

What the tabs show

At the top you choose website, period and channel; the selection applies to all tabs.

The terms

The channel, source and campaign of a visit come from its first event, by the same rule as the contacts in the journey.

Per day or per hour

You can view periods of up to 14 days per hour. If you choose a longer period, the trend shows days and the switch for hours is greyed out. Days and hours run in your account’s time zone.

Only with consent

Web analytics counts what the script sends after consent to analytics. Anyone who declines is in none of these figures, and Metrunio does not add them back in. That is why the top of the section says “Measured for visitors with consent”, together with how many events in the period were not recorded for lack of consent. For days before this count existed, the figure is missing; it is not a zero.

The first page view of a visit is created on consent, not when the page loads. Before that the script does not read the address for measurement; it only checks whether it carries a check link. If a single-page app changes pages before the decision, that change is therefore not counted on its own.

For consent to cover web analytics, your banner has to name it as a purpose: use of the website, page views and visits, and time with the tab visible. If your text has so far only named advertising success, add it and obtain consent again. The matching block for your privacy policy is in the article “Privacy policy text block: measurement and web analytics”.

Time on site comes from a short signal the script sends every 15 seconds while the page is visible, and once when the visitor leaves. It carries only the session, the page and the time, does not count against your event quota and is not stored as a separate event. Until the updated script sends data, time on site stays empty.

Identifiers in addresses and excluded pages

Some addresses name more than a page: an order number, a customer account, an email address. Before Metrunio stores a page, it replaces such parts with :id. /account/orders/100234 becomes /account/orders/:id, and all order pages share one row. Metrunio does not store the query part after the question mark at all. Since 18 October 2026 the same rules apply to the stored events themselves, and so to journeys too.

• After terms for order, account, checkout, invoice, cart, booking or order confirmation, in German, English, Spanish and French (bestellung, order, pedido, commande, konto, account, checkout, danke, thank-you, gracias, merci and more), any following part containing digits is replaced, including prefixes and hyphens. /order/10001, /order/KS-261019-027 and /order/DEMO-MVFE5428 become /order/:id. So do numbers entirely in capitals with at least eight letters, such as /order/DEMO-MVFEYGQN.
• A descriptive name with a number stays a page even after such a term: /tickets/concert-2026 and /checkout/step-2 stay as they are.
• Replaced everywhere: UUIDs, long hex strings, digit sequences of eight or more, codes of capital letters and digits with eight characters or more (MVFE5428), random-looking keys and anything that looks like an email address, encoded or not.
• Product pages stay as they are: /coffee-1kg, /flour/spelt-flour-630 and /p/48211 are pages of their own. That is why Metrunio does not treat shorter numbers without an order term in front of them as identifiers. An article number entirely in capitals such as /p/AB123456, on the other hand, becomes :id because it looks like an order number.
• The rules recognise identifiers by their shape, not their meaning. A number that looks like a word (/order/summer) or an order page without an order term in its path (/s/4711) stays as it is. You exclude such pages yourself, as described below.
• Until 19 October 2026, order numbers with a prefix such as DEMO-MVFE5428 stayed in place. Metrunio cleans stored addresses, page views, entry and exit pages by the new rule over the following week, merging each day's pages into one row.
• Metrunio does not store page titles, neither in web analytics nor with the events, because a title such as “Your order 100234” can name what the address no longer does.

For anything these rules do not catch, you exclude pages yourself: under “Setup” in the section “Excluded pages”, one path per line, at most 50. /clinic/appointments also excludes /clinic/appointments/tomorrow, but not /clinic/appointments-faq; a * stands for any part between two slashes. An entry matches the address as it appears in the browser and the cleaned one: /order/4711 excludes exactly this order page, /order/:id all of them.

For an excluded page, Metrunio stores only your domain and /:ausgeschlossen, never the address. This applies everywhere: in web analytics, in journeys, in exports and in reports to ad platforms such as Meta. In web analytics the visit to the page does not become a page view; the visit itself still counts, so visits and visitors stay correct. What happens on the page stays: a purchase or enquiry there counts and is attributed like any other.

Add pages that say more about a person than about your website, such as appointment bookings or account pages. An exclusion applies to new visits after one minute at most. Addresses that are already stored are replaced by Metrunio over the following week. Page views that web analytics has already counted stay until the end of the retention period.

When you erase a person’s data on request, or they object or withdraw their consent, their visits go immediately. Metrunio then recalculates the hourly and daily totals without these visits within a few minutes.

What web analytics does not show

• There are no heatmaps, no mouse movement and no session recordings. What happened during a visit is shown in a journey’s visit history, as the sequence of reported events.
• Countries are still to come. Until then, the “Technology” tab shows device, browser and operating system.
• There is no page funnel built from pages you define and no search terms from your shop search. Funnel steps your code reports are evaluated in the funnel report.
• Visits and daily figures are kept as long as your account’s journeys, the hourly figures for 15 days.

In the chat you can ask about the same figures on every plan, through MCP from Pro and through the read API from Growth.