# Traffic report

Reporting → Traffic: visitors, returning visitors, chat rate and conversion rate by source, landing page and page, the days and hours visitors come and chat, and devices.

This is the Markdown version of https://www.meetdarwin.ai/help/reporting/traffic-report, published by Darwin and generated on 27 October 2026.

Find it in Darwin: Reporting → Traffic (https://app.meetdarwin.ai/admin/reporting/traffic). Updated Oct 26, 2026.

**Traffic** answers who comes to your website, from where, and when, and which of those visitors chat and convert.

_Screenshot: The Traffic report in the Evolve & Co. demo: Visitors, Returning, Pages per visitor, Chat rate and Conversion rate, the chart over time, and Sources._

1. **Open the report**

   Open **Reporting** in the sidebar and select **Traffic**. It opens on **Last 30 days**; change the range, filter or view at the top as on every report. See [Understand your results in Reporting](https://www.meetdarwin.ai/help/reporting/understand-your-results).

   _Screenshot: The Reporting group in the sidebar with Traffic highlighted._

2. **Read the numbers**

   **Visitors** counts visitors who viewed a page. **Returning** is the share who had been before or came on more than one day. **Pages per visitor** is page views divided by visitors. **Chat rate** and **Conversion rate** are the share who started a chat, and who booked a meeting or sent a request.

   _Screenshot: The Traffic numbers: Visitors, Returning, Pages per visitor, Chat rate and Conversion rate, each against the period before._

3. **See which sources pay off**

   **Sources** lists where visitors came from, such as Google, ChatGPT or LinkedIn, with each source’s chat rate and conversions. Select a source to filter the whole report to it.

   _Screenshot: Sources: Direct, ChatGPT, LinkedIn, Bing and Google with visitors, chat rate and conversions._

4. **Find the pages that matter**

   **Landing pages** ranks pages by visitors who saw them first. **Pages** lists every page visitors viewed and what they went on to do. **Campaigns** appears when visitors arrive with a UTM campaign in the address.

   _Screenshot: Landing pages: the first page visitors saw, with visitors, chat rate and conversions._

5. **See when visitors come**

   **When visitors come** and **When visitors chat** show visitors by weekday and hour; darker squares mean more. Use them to see when your site is busiest.

   _Screenshot: When visitors come: a grid of weekdays by hour, darker where more visitors came._

6. **Check devices**

   **Audience** shows the share of visitors on desktop, mobile, and tablet and other, and new against returning visitors. **Countries** lists where they are.

   _Screenshot: Audience: the share of visitors by device, and new against returning visitors._

## Good to know

- Days and hours are counted in your workspace’s time zone, set in **Settings → Workspace → Time zone**.
- Visits you mark as your own in **Settings → Experiments** are left out.

- [Campaigns report](https://www.meetdarwin.ai/help/reporting/campaigns-report): Personal links, chat buttons and UTM campaigns.
- [Conversions report](https://www.meetdarwin.ai/help/reporting/conversions-report): Meetings and requests, and the path that leads to them.