Website analytics

See how many people visit your website, which pages they read, and which pages and channels bring leads and bookings, without naming any visitor.

Ads → Analytics shows what happens on your own website: visits, page views and time on page, next to the leads and bookings your site brings in, plus each anonymous visitor's visits and the heatmaps of your pages. It comes with every plan. It needs the Smileline tracking script on every page of your site, installed with the snippet, the npm SDK or the Astro integration — see Website tracking.

The page has three tabs — Overview, Visitors and Heatmaps — under one date picker at the top right: the same picker as the CRM dashboard, remembered on this device. Dates are your practice's days, in its time zone.

Visitors are anonymous. A visitor becomes a lead only by enquiring, as always, and Analytics never shows which visitor became which lead: leads and bookings appear only as counts per page and per channel.

Who can see it

To do this	You need	Who has it
See Analytics	View ads, captured leads & results	Owners, managers, front desk and analysts

The Overview tab

Overview compares the dates you picked with the same number of days just before them:

six numbers, each with its change from the previous period and the previous value: Visitors (see How visits and visitors are counted), Visits, Page views, Time on page (the average time a page stayed on screen), Leads (the enquiries first captured on your website) and Bookings (the bookings those leads made). Leads and bookings come from the CRM, not from the browser. Visitors shows no change when either period includes days older than 12 months, because those days count visitors differently;
a chart of Visits or Page views over the dates, with the previous period as a dashed line — per day, or per week or month on long ranges;
Top pages: each page's views, entries (visits that started on it), time on page, and the leads whose first visit landed on it, with their bookings. The flame button at the end of a row opens that page's heatmap on the Heatmaps tab;
Sources: switch between Channel (paid search, organic search, social, direct and so on, with their visits, leads and bookings) and Source (the site or platform that sent the visit, such as google or facebook, with its visits). Visits with no source show as Direct / unknown;
Devices and Countries, each with its share of the visits;
Active hours: visits by day of the week and hour of the day, with the totals for each day and each hour, in your practice's time zone. Days older than 12 months aren't included, because only daily totals are kept for them.

Until the script has reported in from your website, the tab says so and links to Settings → Website → Tracking.

How visits and visitors are counted

A visit starts when someone opens a page of your site from outside it — from a search result, an ad, a link on another website, or by typing the address. Moving between your own pages doesn't start a new visit. Visits count everyone, whatever their consent choices.
Visitors are the browsers that stored Smileline's visitor ID, each counted once. Whether a browser stores the ID depends on your Visitor id and consent setting and the visitor's own choice — see Privacy and consent. Visitors who didn't allow it still count in Visits and Page views.
Time on page comes from the moment a visitor leaves or hides the page, so the last page of a visit that a browser closed abruptly may have none.
Only a page's path is recorded (/invisalign), never its query string or fragment, where emails and tokens sometimes appear.
The tracking script doesn't report known crawlers.

For dates more than 12 months ago, Smileline keeps daily totals instead of each visit. The visitors figure then reads visitors, summed per day: someone who came back on three different days counts three times.

The Visitors tab

Visitors lists the visitors whose browser stored the visitor ID during the dates you picked, most recent first, each under an anonymous label such as Visitor 3f9a1c. For each one you see when they were last on your site, their visits and page views, where they first came from, their device and their rough location (city and country).

The list shows 50 visitors at a time; Load more adds the next 50 until you reach the end of the dates.

Click a visitor to open their visits. A visit ends after 30 minutes without a new page. Each visit lists its pages in order, with the time each one was opened, how long it stayed on screen and, for a page in an A/B test, the version they saw. A page with a recording has a play button at the end of its row, which opens its session replay.

How long data is kept

Each visitor's page views, and which version of a tested page they saw, are kept for 13 months in your practice's region, then deleted.
After 12 months, each day is also folded into daily totals per page, channel, source, device, country and test version. Daily totals name no visitor and are kept for as long as your account exists. To bound their size, each day keeps its 1,000 busiest values per breakdown and folds the rest into Other.
Erasing a patient also deletes the website visits linked to their visitor ID.
Recordings for heatmaps and session replays are kept for 13 months too: see How long recordings are kept.

The Heatmaps tab

Heatmaps shows where visitors click and how far they scroll on each page, drawn over a recorded visit to the page. See Heatmaps.