It can sometimes take up to 48 before the data from your site sstart reporting to Google Analytics in the beginning. But, once it starts reporting, there is a 3 hour lag time. This means, at 4pm EST you'll start seeing results from 1pm EST. There is also a 'Realtime' feature you can use to find out how many visitors you have at that moment. Hope this helps. P.S. Check your Analytics account and make sure your code have been verified on that site.