Audience hub
Understand who visits: traffic sources, locations and devices.
The Audience hub answers "who is visiting my site?" It has an overview plus Sources, Locations and Devices tabs.
Overview
Top-line KPIs — sessions, page views, unique views, average session duration and bounce rate — each shown with its change against the previous period of equal length. Pick 30 days and every KPI is compared to the 30 days before it, so you see direction as well as magnitude. (For bounce rate, down is good, and the indicator is coloured accordingly.)
Below the KPIs: previews of your top sources, locations, devices and Core Web Vitals, plus a traffic-over-time chart.
Sources
Where visitors come from, grouped by category: Direct, Organic search, Social, Referral, Email and Paid. See totals, the share of direct traffic, your top non-direct source and the number of referring domains. Filter by category to drill in.
Referrers are recorded on a first-touch basis: the source that brought a visitor in is what the session is attributed to, and it isn't overwritten by later navigation within your site. See Acquisition & attribution.
Locations
A world map shaded by visitor density, plus a table of top countries with visitor counts, page views and percentage share.
Devices
Breakdowns by device type (desktop/mobile/tablet), browser and operating system, each as a ranked bar list with shares.
Exporting
Locations, Devices and Referrers each have an Export CSV button that downloads the current table with the active date range and segment applied — handy for a board deck or a spreadsheet model.
Counting
Audience breakdowns are deduplicated per session, so a visitor who loads eight pages counts once in the country, device and browser splits. That's why the sum of a breakdown matches your session count rather than your page views.
Apply a segment to compare audiences — for example, paid vs organic visitors. The segment stays applied as you move between hubs.