# Dashboard

> Monitor key metrics on the AnyTrack Dashboard: total sessions, engagements, conversions, and revenue. Compare performance across time periods. View conversion and engagement sources to optimize your marketing strategy.

The AnyTrack Dashboard gives you a real-time overview of tracking performance across all your properties. All dashboard features are available on every plan.

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## Key Metrics (Past 30 Days)

**Total Sessions:** The number of visits to your site. This counts every visitor entry, whether new or returning. Multiple page views within one session count as a single session.

**Total Engagements:** Events with no monetary value, like `Add to Cart`, `Lead`, or `Initiate Checkout`. A purchase with zero value also counts as an engagement.

**Total Conversions:** All events with a value greater than zero.

**Total Revenue:** Total revenue from tracked conversions.

## Comparing Time Ranges

All metrics include a comparison with the previous period. Choose a week and it compares to the previous week. Choose a month and it compares to the previous month.

**Conversion Rate:** Calculated as `Conversions / Sessions`. For example, 10 purchases from 1,000 sessions equals 0.01 conversion rate.

**Engagement Rate:** Calculated as `Engagements / Sessions`.

## Conversions and Engagement Sources

View which sources drive the most conversions or engagements. Hover over a source in the pie chart to see its name and percentage.

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## Error Metrics

**Unknown Links:** Relevant for affiliate websites. Links that direct users away from your website that AnyTrack does not recognize are listed as unknown links. Learn more about [tracked elements and link discovery](/docs/autoscan).

**Payload Errors:** The number of errors in your [Integrations](/docs/integration-catalog) section.

## Understanding Unknown Sources

The pie chart shows conversion and engagement sources. You'll see sources like "Meta Ads", "Google", and "Bing", plus custom sources from your `UTM` parameters.

An **unknown source** is a session with no `UTM` source parameter or referral header indicating where the visitor came from. This occurs when users:
- Enter your website directly via the browser address bar
- Click a link with the `rel="noreferrer"` attribute

Without a UTM source or referral header, AnyTrack cannot detect the traffic source, so it displays as "unknown".

## Best Practices for Traffic Attribution

Always use [UTM Parameters](/docs/utm-parameters) when creating campaign links to your website. This gives you a complete picture of traffic sources, helps build custom audiences, and optimizes ad spend.

Use the URL tracking templates provided for integrated ad platforms (Google Ads, Meta Ads, Microsoft Ads, Taboola, Outbrain).

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For ad platforms and systems not integrated with AnyTrack, use a [UTM URL builder](https://utmhq.com) to generate parameters.

AnyTrack automatically captures UTM parameters and uses them to attribute conversions, report performance, and send data to your analytics providers.

> 📘 **Note**
>
> Only add UTM parameters to external links pointing to your website (ads, blogs, social media, etc.). Never add UTM parameters to internal links, as this will distort your tracking and attribution data.

---

<FaqAccordion
  title="Frequently Asked Questions"
  icon="fa-duotone fa-circle-question"
  items={[
    {
      question: "What are unknown sources on my dashboard?",
      answer: "An unknown source is a session where no UTM parameter or referral header was detected. This typically happens when visitors type your URL directly in their browser or click links with the rel=noreferrer attribute. Use UTM parameters on all campaign links to reduce unknown sources."
    },
    {
      question: "How is conversion rate calculated?",
      answer: "Conversion rate equals total conversions divided by total sessions. Only events with a monetary value greater than zero count as conversions. Events with zero value are counted as engagements."
    },
    {
      question: "Why should I use UTM parameters?",
      answer: "UTM parameters let AnyTrack identify where your traffic comes from. Without them, sessions appear as unknown sources. Add UTM parameters to all external campaign links (ads, social posts, emails) but never to internal site links."
    },
    {
      question: "What are payload errors?",
      answer: "Payload errors indicate issues with data being sent to your connected ad platforms or analytics tools. Check the Integrations section to identify which integration is producing errors and review the event data format."
    }
  ]}
/>