Which period Varly's analyses use

Which screens use it

Screen	Period
Ideas → Find new ideas (and Oran's research round)	Up to 12 months
Research → Connections, including revenue at stake	Up to 12 months
Page review: the numbers under Visitors on this page	Up to 12 months
Speed checks in Find new ideas	The last 30 days, because speed is about how your site works now
Heatmaps, Click to revenue, Traffic & pages, Speed & errors, Funnels, Forms, Surveys	The period you pick at the top (7, 30 or 90 days)
Spike alerts	The last hours against the same hours in the previous 4 weeks
Weekly email	The last 7 days against the 7 days before
Test planning (how long a test needs)	The last 4 weeks, because that is the traffic your test will get

Varly keeps pageviews and events for 13 months, so 12 months is the most it can use. Clicks for heatmaps are kept for 6 months, so click patterns never go back further than that.

Up to 12 months, with a minimum

Varly uses all the data it has for the site, up to the last 12 months. With fewer visits than it needs for a solid answer, it still shows what it found and says so, for example "Only 240 visits in this period, so treat these patterns as early signs."

Patterns that stopped

A long period must not keep old problems alive. Before a pattern becomes an idea or a finding, Varly checks the last 4 weeks:

• Rage and dead clicks, and clicks in Click to revenue: if the last 4 weeks have less than a fifth of what the rest of the period would predict, the pattern counts as fixed and is left out.
• JavaScript errors: an error that hasn't happened in the last 4 weeks is left out.
• The whole site: if the last 4 weeks had far fewer visits than before, or no visits for a week, the screen says that older patterns may not hold today. A quiet month that is normal for your site doesn't count.

Busy seasons

Varly looks at visits per month. When the busiest month is at least 40% above an average month, or the quietest at least 40% below, the site has a strong season. From 20% it is a mild season. The screen then says so, for example "Visits change a lot by month for this site: December is about 70% above an average month (Varly's data)."

Varly needs 12 different months for this:

1. Your own Varly data, once Varly has a year.
2. Otherwise your GA4 history, if GA4 is connected.
3. Otherwise, for a shop, Varly assumes the usual busy time for shops (November and December) and says it can't confirm it yet.

Varly never mixes Varly's numbers and GA4's numbers in one calculation. GA4 counts every visit and Varly only visits with consent, so the two are on a different scale.

When a comparison crosses a busy and a quiet month, Varly warns you, for example "December was about 80% busier than November for this site over the past year (Varly's data), so comparing them would mislead."

Same weeks last year, for Oran

The screens above don't compare with last year. When you ask Oran about the site overview, Oran gets one line with numbers: once Varly has more than a year of data, the last 4 full weeks against the same 4 weeks last year (52 weeks back, so Mondays line up with Mondays), for example "Last 4 full weeks: 6,200 visits, up 12% on the same weeks last year (5,540, Varly's data)." Without that, but with GA4 connected, Oran gets this month so far against the same days last year inside GA4 only, marked "GA4 against GA4, not against Varly."

GA4 history for the season pattern

If Varly has less than a year of data and GA4 is connected, Varly reads your GA4 totals per month for the last 13 months: visits, key events, and visits per kind of landing page (home, product, category, blog, content, other). Varly uses them only to spot your busy season, never for the numbers on the screen; the screen then adds "The season pattern comes from your GA4 monthly totals." It never reads anything per visitor and keeps no page addresses. This uses the same read-only connection and the same limits as the rest of GA4. Varly refreshes it once every 4 weeks and stops as soon as Varly has a year of its own.

See Connect Google Analytics 4.

Oran

When you ask Oran about the site overview or Connections, Oran also gets the period and the season in one or two short lines, so it doesn't read a busy month as a trend.