Old School Website Analytics report

Who this is for: marketers who want the familiar website numbers without opening another tool, and digital agencies who send their clients a monthly traffic report.

What you'll learn: what the Old School Website Analytics report shows, why its numbers differ from the ones a standard analytics tool gives you, how to run it in your AI assistant, how to share it with a manager or a client, and how to take it further with your own questions.

Every marketer knows the classic website report: visitors, pageviews, top pages, sources, cities, devices, new against returning. The trouble is what goes into it. A standard analytics tool counts a good share of bots as visitors, so every number is inflated and every change is harder to read. The Old School Website Analytics report gives you the same familiar view, counted properly: bots removed from every number, people counted once, and every chart explained in plain words.

In short: The Old School Website Analytics report is a ready-made report your AI assistant builds from your Bread & Butter data, for any period you choose. It covers the numbers a standard analytics tool shows: visitors, visits, pageviews and visit length, top pages, landing and exit pages, clicks to other websites, sources, referrers and campaigns, locations, devices, when people visit, new and returning visitors, events, forms and pages not found. Bots are left out of every number, and a last card shows how many bot visits were removed. Every card explains what the chart says, why it matters and what to keep an eye on, and ends with a question to ask next. Run it monthly, and it can replace the separate analytics report you send your manager or your client. Owners, Administrators and Marketers can run it.

What the report answers

How busy was the website? Visitors, visits, pageviews and the average visit, each against the period before, and each month against the same month last year, so growth and season can be told apart.

What do people read, and where do they leave? The top pages, the pages visits start and end on, the pages that hold attention longest, and the websites people click through to.

Where do they come from, and who are they? Sources, referring websites, campaigns, regions and cities, devices and browsers, and the hours and days they visit.

Do they come back, and do they act? New against returning visitors, how often they return, the events they trigger and the forms they submit.

How much of the traffic was bots? The visits removed from every number, month by month, so you know what the rest of the report leaves out and why.

What's in it

The report opens with the period at a glance: visitors (people, counted once in the period), visits, pageviews and the average visit length, each against the period before, with bounce rate and pages per visit in a short paragraph on what changed.

Then come the cards, each one on its own:

Visitors by month. People who visited each month, against the same months the year before. A month that beats last year is growth; a month that follows last year's shape is the calendar.

Top pages. The pages people viewed most, with pageviews and the time spent on each.

Landing pages and exit pages. Where visits start, with the bounce rate of each landing page, and the last page people see before they leave, with its exit rate.

Clicks to other websites. The links people clicked that took them off your website, by destination, with how many visitors clicked out and how often. For a website whose job is to send people on, to a dealer, a partner or a booking, this is the result, not a loss. For more on where visitors go next, see the Exit Destinations report.

Sources and top referrers. Where visitors came from, across the eight traffic sources (Organic Search, Social, GEO / AEO / AI, Direct / Unspecified, Referred, Ad / Paid, Drip Email and Messaging Apps / CRM), and the websites that sent the most of them.

Campaigns. Visitors from tagged links, by UTM campaign, with the source and medium of each. Untagged visitors are counted under Direct / Unspecified, which is why a campaign that looks small is often a tagging problem. See How to Set up UTM to Maximize Visibility into Focused High Intent Traffic

Engagement by source. Pages per visit, average visit length and bounce rate for each traffic source, so you can see which sources send people who want to be there.

Where visitors are. Regions and cities, by visitors.

Technology. The share of visitors by device, browser and operating system.

When they visit. Visitors by hour of the day and day of the week, in your website's time zone.

New and returning. First-time visitors against people who came back, how many times they came back, and how many days they took between visits.

Pages that hold attention, and pages not found. The pages people spend the longest on (among pages with enough visitors to count), and the addresses that returned a page-not-found error. The second list is usually the quickest repair on the website: each address is a redirect waiting to be added.

Events. What visitors did beyond reading: the events your website records, such as a click to a partner, a quiz, a download or a video, by the number of visitors who did each one. See What are User Events, and how do I use them?

Forms. Submissions for each form, and the share of visitors to the page the form is on who submitted it. The rate, not the count, says whether a form is in the right place. Spam submissions are left out of the count.

Bots kept out of your numbers. The visits from bots, scrapers and automated tools that were removed from every other card, month by month, as a share of all visits that reached the website. Bots that rise and fall with your real traffic are following the links people share; bots that rise on their own are a crawl.

Under every card are three short sections: What the chart says, the three findings that matter; Why it matters, in a sentence or two; and What to keep an eye on, the figures to watch next period and the level at which each one needs a look.

Why it reads differently from a standard analytics tool

Bots are left out of every number. A large share of web traffic is bots, and a standard analytics tool counts a good share of them as visitors. This report removes bots from every card, and the last card shows how many were removed, so you know how far your other numbers would have been inflated.

Visitors are people. A visitor is counted once in the period, however many times they came; visits are counted separately. One tracking code covers every website you run, so someone moving between your websites stays one person, not one per website.

It explains itself. Each card comes with its own reading, so a manager or a client doesn't need to know how to read an analytics dashboard to understand it.

It stays in its lane. This report sticks to the classic website numbers, for all your visitors. For Focused visitors and Engaged Leads, run the Attribution & Leads report or the Scorecard; for paid traffic and keywords, the Ads Spend report.

How to run it

Connect your AI assistant to Bread & Butter first. See Bread & Butter MCP server connections.

Finding the reports. Once you're connected, the reports are ready to run straight away; there's nothing to download or set up. Ask your assistant "What Bread & Butter reports can I run?" and it lists the reports your role can run, with what each one is for. The Insights tab in Bread & Butter lists them too, each with a prompt you can copy.

More than one account. If your login gives you access to several Bread & Butter accounts, name the one you want. If you don't, your assistant asks which one before it runs anything. To see several side by side, name them all.

Coming back later. The connection stays in place, so there's no code or key to remember. Open a new conversation, check that the Bread & Butter connector is switched on for it (in Claude, under the + button, then Connectors), and ask for the report by name. If the connection has lapsed, your assistant asks you to reconnect first.

Ask for the report by name, with a period:

"Run my Bread & Butter Old School Website Analytics report for last month."
"Run my Bread & Butter Old School Website Analytics report for the last 90 days, for my main website."
"Run my Bread & Butter Old School Website Analytics report for Q3 and compare it with Q2."

Your assistant gets the report from Bread & Butter, fills it with your account's data and shows it as a page. Each run uses credits like any other question. See How do Credits work across storage, syncing, and profile enrichment?

A good rhythm is monthly. Pages, locations and devices are a monthly read. To have it arrive on its own on the first of the month, see Run your Bread & Butter reports on a schedule.

For a marketing manager. The first card is the summary: four figures and a paragraph on the period. Visitors by month answers whether the website is growing or only following the season, and the bots card shows the numbers can be trusted.

For an agency reporting to a client. This is the report that replaces the separate analytics export. Run it for each client's website on the first of the month and send it as it is. It explains itself: every chart carries its own reading, so the client doesn't need you in the room to understand it. Each card can be printed on its own, for a slide or a monthly pack, and printed copies leave out the prompts and the schedule box. If your client's team works in Bread & Butter with the Sales role, they see their leads but not this report, which lets you go through the results with them first. See What are the different team roles, and what do they have access to?

Someone forwarded it to you? The box under the first card explains how to connect your own assistant and run it yourself.

Taking it further with your own questions

The report is a starting point. Every card ends with Try this next in your AI assistant, a question chosen from that card's most important finding, with a button to copy it. Ask it, or ask your own. A few examples:

Narrow it down. "Show the Old School Website Analytics report for mobile visitors only." "Run it for visitors from one province or state." "Show only the visitors who came from Organic Search."

Go one level deeper. "Show the Direct / Unspecified visitors by landing page, so I can see whether they are untagged email links." "Show the blog posts by bounce rate and time on page."

Compare. "Compare September with September last year." "Show visitors by week against the same weeks last year, so I can see which weeks grew and which only followed the season."

Fix things. "List every address that returned page-not-found this period with the page that linked to it, so I can add the redirects." "Show every UTM campaign with under 500 visitors, so I can clean up the tags."

Change the report. "Add a card with visitors by language." "Leave out the technology card." "Write the summary paragraph for a client who has never read an analytics report." "Translate the report into French."

Make it yours. Once a version works for you, ask your assistant to remember it, or save the prompt as a scheduled task so it arrives the same way every month.

Your assistant can only answer from the data your account has. When a card has nothing to show for the period, it says so instead of guessing, and a new account with no data yet gets a short note at the top with what to set up first.

What it needs

Bread & Butter installed on your website. Data starts with the next visit. See How to Install Bread & Butter on Your Website

A full month for a monthly report. The comparisons with the period before and with last year fill in as your history builds up.

User journey events, for the events card. Name the actions that matter on your website, such as a quiz, a download or a click to a partner, and the report counts them. See What are User Events, and how do I use them?

UTM tags on your campaigns, so the campaigns card can name them.