Overview

Web analytics answers “how much traffic”; behavior analytics answers the next question: who did something, how often, where they stopped, whether they came back, and which way they moved. Web, app, mini-program, and server events are analyzed in one project; formulas live on each model’s page.

Console menu

The shell is All-platform analytics. A multi-platform project also shows Multi-platform overview.

Group	Menu	What it is
Overview	Multi-platform overview, My dashboards, Platforms side by side	Dashboards reuse saved analyses; Platforms side by side splits by platform
Behavior	Event analysis	The list of saved analyses, filterable by model
Behavior	Behavior analysis	The builder; it opens on Funnels, and the tabs switch models
Behavior	Heatmaps	Clicks, rage clicks, scroll, and elements
Behavior	Session replay	Recording and playback of single sessions, off by default
Behavior	Metrics & SQL	The metric library; SQL is a tab in the builder, not API Playground

Users, Business, Operations, and Data are the other four groups. Start at People & user lookup, Business goals, Monitors & alerts, and Data sources.

ConsoleAll-platform analyticsBehaviorBehavior analysis

Models

Model	Page	One line
Trend, table, number	Event analysis	Counts, uniques, and property aggregations
Funnels	Funnels	Arrival, drop-off, and time between steps
Retention	Retention	Who returned on a later period
Paths	Paths	Flow forward from a start or backward from an end
Distribution	Distribution	How counts, days, properties, or session length bucket
Interval	Interval	Time between two events
Lifecycle	Lifecycle	New, returning, resurrecting, dormant, plus stickiness and inactivity
Attribution	Attribution	How pre-conversion session touches share credit
Sessions	Session analysis	Session counts, duration, bounce, entry and exit
Properties	Property analysis	Values, coverage, and numeric stats for one property
Custom metrics	Custom metrics	Named metrics you can reuse
SQL	SQL playground	Read-only queries over four views
Heatmaps	Heatmaps & experience	Clicks and scroll on a page
Dashboards & sharing	Save, dashboards & share	Save, pin to a board, share a read-only link
Session replay	Session replay	Recording that is off by default, plus an outbound replay link on session details

Shared time, filters, identity, breakdown, and compare are in Measurement × Behavior.

Where to start

Match the question first: Find the right analysis. For counts, open Behavior analysis and switch to Trend. For steps, stay on the default Funnels tab. Analysts and above can change and save a query; viewers see saved results.

Measurement × Behavior

Every analysis is one query: what you count (the measurement), which behavior you count it on (time, steps, or events), how you split it (breakdown), and what you compare it with; models do not all honor the same four pieces. Named metrics are Custom metrics, segment rules are Segments (the builder only stores segment ids), and windows and dedupe that belong to one model stay on that model’s page.

ConsoleAll-platform analyticsBehaviorBehavior analysis

Measurements, time & filters

Trend, table, and number put measurements on the left: a built-in, an event aggregation, a saved metric, or a formula, up to 12. Funnels and the later models do not edit that row. They edit steps and their own parameters.

Every model has time, identity, and filters. The default range is the last 28 days. Presets cover today, yesterday, rolling day ranges, this month, last month, this year, the last 12 months, or custom dates. Filter dimensions include page, host, referrer, UTM, geography, device, language, event name, channel, engaged, platform, and account key. Several segments are an intersection. Account identity cannot add segments.

Who gets breakdown and compare

Breakdown exists on trend, table, and funnel. Trend and table allow three layers. A funnel uses only the first layer and keeps the 10 groups with the most entries. Other models ignore breakdown.

A compare period (previous period, same period last year, custom, or none) exists only on trend, table, and number. Trend and number default to the previous period, which can align weekdays. Behavior models have no compare period. Switching a trend that used the previous period into a table turns compare off.

Granularity (auto, hour, day, week, month) applies to trend, number, the funnel conversion trend, and the interval median trend.

Identity

Identity	Distinct key	Default
Visitor	Visitor id	Trend, table, number
Device	Device id, else visitor	When one device should stay one subject across sessions
Person	Identified id, else device, else visitor	Funnels and the later models
Account	Account key; rows without it are not counted	Organization view; cannot open people

A custom identity uses one event property as the subject. Session analysis reads the session table, which has no property column, so a custom identity falls back to person. The longest range is 731 days.