# Overview, Traffic and Funnel

> What the Overview, Traffic and Funnel pages count, how the date range works, and how product LTV is calculated.

Updated 2026-11-10 · Analytics · https://kalmananalytics.com/support/overview-traffic-funnel/

Kalman computes these three pages from the events it has received. Nothing is pulled from a third-party analytics tool. Until your plan is active, they show sample data.

## Pick a date range

Each page has a range picker in its header. The choices are **Today**, **7d**, **30d** (the default), **90d** or a custom range of up to 366 days. Days are counted in UTC.

**vs previous** is on by default. It compares each number with the period of the same length just before.

## Overview

Click **Overview** in the sidebar. The page header reads **Mission control**.

| Tile                        | What it counts                                           |
| --------------------------- | -------------------------------------------------------- |
| **Visitors** / **Sessions** | Distinct visitors and site sessions started in the range |
| **Intakes**                 | `intake_started` events                                  |
| **Purchases**               | `purchase` events                                        |
| **Revenue**                 | Purchases plus refills, minus refunds                    |
| **Approvals**               | `provider_approved` events                               |
| **Cost / approval**         | Ad spend ÷ approvals                                     |
| **ROAS**                    | Net revenue ÷ ad spend                                   |

**Cost / approval** and **ROAS** need acquisition in your package, and imported ad spend. See [Acquisition and spend](/support/acquisition-and-spend/).

The page also has:

- A chart of sessions, purchases and approvals per day.
- **Live**: visitors with any event in the last 5 minutes. It refreshes every 15 seconds while the tab is open.
- **Signal health**: events received today, deliveries sent and failed today, and the time of the last delivery.

## Traffic

**Traffic** shows sessions from your first-party tag:

- Tiles for **Sessions**, **Visitors**, **Pageviews** and **Pages / session**.
- A **Daily traffic** chart.
- Tables for **Top landing paths**, **Referrers**, **UTM source**, **UTM medium**, **UTM campaign**, **Devices**, **Browsers** and **Countries**.

Landing paths you've marked as sensitive show only as their pattern. If the tag hasn't sent a page view yet, the page says "No page views yet". See [Install the tag](/support/install-the-tag/).

## Funnel

**Funnel** counts distinct visitors who reached each step in the range:

1. Page view
2. Intake started
3. Intake completed
4. Checkout started
5. Purchase
6. Provider approved

Each step counts the visitors who had that event in the range, so the steps aren't strictly in sequence. Bar width shows each step's share of visitors at the first step. Two side panels give **Visit → purchase** and **Purchase → approval** rates.

You can filter by product (**All products**) and by campaign (**All campaigns**). The campaign filter uses the UTM campaign on events.

If you use VWO, both Traffic and Funnel can compare experiment variants. See [VWO experiments](/support/vwo-experiments/).

Traffic and Funnel need traffic, funnel and LTV analytics in your package. Without them, a lock shows in the sidebar.

## Product LTV

Average LTV appears on **Products** ([Products and aliases](/support/products-and-aliases/)). For each product, it is net revenue from all its purchases and refills, minus refunds, divided by the number of distinct customers who bought it. It covers all time, not the selected range. A purchase counts toward a product only once it's matched to that product.

Still stuck? Log in and open a request: https://app.kalmananalytics.com/support