The Site Analytics & Attribution dashboard helps you keep a pulse on how many potential customers are viewing your website or your products on Amazon and the rate at which they are purchasing. It enables you to segment performance, as you would in the Google Analytics UI, by key dimensions like device type, new vs. returning users, and marketing channels.
All of the visualizations in this dashboard use the Traffic explore, which contains data from the following sources:
Amazon Business Reports — If you have the Sales and Traffic report enabled in your Amazon Seller Central integration, you will also see traffic data in here from Amazon. Note, however, that Amazon does not provide the level of detail provided by Google Analytics, so you will not be able to drill down to the extent at which you can drill down with GA data.
Amazon vs. your ecommerce store
Since many of the segmented visualizations apply only to Google Analytics data (since GA provides more detailed data than Amazon), the dashboard is set to show only ecommerce data by default. You can toggle between Amazon and ecommerce data using the Linked Store Type filter at the top of the dashboard.