Web analytics helps you measure conversions, sessions, and traffic across your web apps. It provides visibility into who’s visiting your site, how often they return, how long they stay, and whether they convert (for example, sign up).
Unlike traditional web analytics tools, Pendo’s web analytics connects pre-signup traffic with in-product behavior. This means no separate tools, no tagging required, and low or no engineering setup.
Note: Web analytics is currently in closed beta and only available to select customers with Pendo Analytics included in their subscription. To join the beta, complete the Web Analytics Beta interest form.
Use cases
Web analytics is most useful for growth product managers, product-led growth (PLG) teams, and marketers who want to understand the full user journey, from anonymous web visitor to retained customer.
Use web analytics to:
- Monitor new versus returning visitor trends.
- Track overall site engagement and behavior.
- Understand how conversion actions are trending over time.
- Identify changes in traffic patterns after campaigns, launches, or announcements.
Some example questions this data can help answer include:
- Are new users staying longer after onboarding changes?
- What percentage of new visitors convert into identified users?
Access
After joining the closed beta program, go to Analytics > Web Analytics from the left-side menu. This page shows aggregated web engagement metrics filtered by segment, date range, and application.
Key metrics
The top section shows data for six metrics based on your selected segment, date range, and app filters.
All metrics reflect the selected app filters, except for conversions. Conversions are based on the app where the selected conversion action belongs, which might differ from your app filter.
| Metric | Description |
| Conversions | Number of unique visitors who completed the selected conversion action. You must select a conversion action to view this data. |
| Sessions |
Number of distinct sessions during the time range. A session starts when no previous session is active in a browser and ends after 30 minutes of inactivity. Sessions are tracked using cookies or local storage and can persist across browser tabs within the same domain. For anonymous traffic and session tracking across subdomains or apps, follow the steps in Track anonymous visitors across subdomains or apps to ensure cookies and local storage are properly configured. |
| Average session time | Total time spent during sessions divided by the total number of sessions. |
| Traffic | Number of unique visitors who visited the app. |
| New traffic | Number of unique visitors who visited the app for the first time ever, regardless of the date range. |
| Average time on app | Total time spent in the app divided by the number of visitors. Reflects all activity across all sessions. |
Note: Session and average session time metrics are available starting April 18, 2025, and only in subscriptions using agent version 2.272.0 or later. If you self-host the agent or use an older version, session data won't be collected until it's updated.
Metrics are based on the filters at the top of the page (segment, date range, and app selection). Each value compares to the previous period of the same length.
For example, if you select the last 30 days, the metrics compare to the 30 days prior. Differences from the previous period are shown next to each metric, with positive changes in green and negative changes in orange.
Conversion action
The conversion action is the event used to measure when a visitor successfully converts (for example, signs up) in your application.
To set your conversion action:
- Below the filters at the top of the page, select Select event.
- Adjust the filters to find your preferred event.
- Choose the event you want to track as a conversion.
If no event is selected, conversion data won’t appear.
Line chart
The line chart below shows the metrics visualized over time. Use this trending chart to identify spikes, dips, and overall engagement patterns at a glance.
Use the two dropdowns in the top-left corner of the chart to customize the view:
- The first dropdown controls how data is grouped on the X-axis (hourly, daily, weekly, or monthly), depending on your selected date range.
- The second dropdown lets you switch between each key metric, including conversions, sessions, average session time, traffic, new traffic, and average time on app. Traffic is shown by default.
Hover over a data point to see the exact value and how it compares to the same period in the previous range.
Select a data point to open a side panel that lists all visitors or accounts for that data point. From the panel, you can:
- Select a Visitor ID or Account ID to open the corresponding details page.
- Select Download CSV to export a full list of visitors or accounts, along with their metadata. You can then reuse the IDs from this file to create a segment.
To export the chart data, select the download icon in the top-right corner of the chart.
Breakdown table
At the bottom of the page, the breakdown table displays each metric by day or week, depending on your date range selection. This table helps you view exact values for each metric over time, based on your selected date range.
Like the line chart, select a data point to open a side panel and view all visitors or accounts for that data point. From the panel, you can:
- Select a Visitor ID or Account ID to open the corresponding details page.
- Select Download CSV to export a full list of visitors or accounts, along with their metadata. You can then reuse the IDs from this file to create a segment.
To export the table data, select the download icon in the top-right corner of the table.