Visitors
Most reports show you totals. The Visitors tab zooms in to the individual: every person who’s visited, what they did, and what they bought. This is where aggregate numbers turn into stories: why that visit from search converted, what a customer looked at before they bought.
The visitor list
The tab opens on a list of visitors, one row each, with their source, sessions, page count, revenue, and when they were first and last seen. Like every report it respects the date-range picker and any filters you’ve applied.
One row per person, not per cookie. If someone visits on their laptop, then their phone, then after clearing cookies, Snow merges those identities into a single row once they’ve been identified, so their timeline, totals, and revenue reflect the whole person, not a fragment.
The summary strip across the top totals the list: Total visitors, New, Returning, Paying customers, and Revenue. Search by location, source, or ID, and sort by last seen, first seen, sessions, pages, or revenue.
Filter by status
The status dropdown narrows the list two ways. By status:
| Status | Who they are |
|---|---|
| All visitors | Everyone. |
| Anonymous | Not yet identified, no name or email attached. |
| Free user | Identified but not paying. |
| Trialing | On a Stripe trial. |
| Subscribed | An active paying subscriber. |
| Churned | Was subscribed, now canceled. |
| Lifetime customer | Bought a one-off / lifetime purchase. |
…or by payments: Customers (paid), Past due, and Refunded. These are the same segments the money tiles on the Overview link into.
Paid statuses (trialing, subscribed, churned, lifetime) need a connected Stripe. Without it, visitors are simply anonymous or free. The same statuses power the Audience donut in the top section.
Open a visitor
Click anyone to open their detail drawer: the full story of their time with you:
- Journey timeline: every session, page view, event, and payment, in order, day by day, down to where their journey began.
- Details: location, device, operating system, browser, and their copyable Visitor ID and User ID.
- Linked devices: when one person spans several anonymous identities, each device is listed: “One person across N anonymous identities.” Open one to see just that device, or keep the combined journey.
- Parameters: any custom traits you attached via identify.
- Transactions: for customers, each payment with its plan, status, and reference (see Conversions).
Reading a few of these is the fastest way to understand your traffic instead of just counting it.
Visitors vs. Journeys vs. Live
These three views work together. Pick by what you’re doing:
- Visitors (here): investigate one person at a time.
- Journeys: explore where everyone goes as a branching tree.
- Live view: watch who’s on the site right now.