Analytics principles

A trustworthy dashboard must make the source, denominator, date range, and availability of every metric clear.

Reporting rules

1. Counters count their named event once at the defined level.
2. Session rates divide unique qualifying sessions, not raw event volume.
3. User rates use a stable anonymous or known-user identity within the selected range.
4. Purchase and revenue use canonical commerce records where available.
5. Attribution is shown only when the required product or session relationship can be established.
6. Incomplete detailed-event coverage is reported as unavailable or directional, not silently converted to zero.

The default dashboard range is seven days. Interactive requests are limited to 31 days to keep results current and predictable. Longer reports can be requested as an offline export.