Skip to main content
Audience reports group visits by country, city, device, platform, browser, and referrer. Use them to understand who reaches your links and how they arrive. A referrer is only available when the visitor’s browser sends it. Direct traffic can therefore include typed URLs, bookmarks, private applications, and visits where referrer data was removed. Location and device values are inferred from request data and should be treated as useful estimates, not personal identification. Choose the same date range as the main report before comparing audience totals.

​
Read each dimension

  • Country and city are inferred from the visitor’s network address.
  • Device groups requests into supported desktop, mobile, or tablet classes.
  • Platform identifies the operating system when the user agent provides it.
  • Browser identifies the browser family from the user agent.
  • Referrer identifies the page or source supplied by the browser.
Select a country to inspect its available city breakdown. Unknown values are normal when a request does not contain enough information or privacy systems remove it.

​
Use insights responsibly

These reports are aggregate campaign signals. They are not proof of a person’s identity or exact physical location. VPNs, corporate networks, proxies, browser privacy features, in-app browsers, and unusual user agents can change the classification. Use the data to improve device support, localization, and placement strategy. Do not use it as the only basis for access control or an individual decision.