Wix Analytics: Discrepancies Between Wix Analytics & Data in Other Tracking Tools

If there are discrepancies between your site's Wix Analytics data and Google Ads data, check if URL auto-tagging is enabled. If auto-tagging is disabled, most of your traffic will be tagged as organic.

In Wix Analytics, a Site Session is all of the actions performed by a visitor, and ends after 30 minutes of inactivity.

If you compare Google Ad Clicks to Wix Analytics Site Sessions, it's possible you'll see a difference in your data. This is because the same visitor can click your ad more than once during a session.

In Wix Analytics, a Site Session is all of the actions performed by a visitor, and ends after 30 minutes of inactivity.

If you use Facebook Pixel, you'll see Landing Page Views metrics in your Facebook metrics. Landing Page Views can be compared to Site Sessions in Wix Analytics. Facebook's Link Clicks metrics should not be compared to Site Sessions in Wix Analytics. 

Attribution models are customer touchpoints, showing which marketing campaigns and social media platforms are used to find and then revisit your site in a 30 day period. Due to the differences in traffic source attribution models, you might see more visits (landing page views) in Facebook metrics than in Wix Analytics.

The traffic source is where the visitor was referred from. If a visitor clicks a Facebook Ad, the traffic source is Facebook.

Wix gathers traffic data from sources that Facebook is not aware of, which can lead to data discrepancies. 

Example: A visitor clicked a Facebook ad, then received a marketing email sent through your Wix site, and they clicked a link in the email. Wix will attribute the visit to email marketing, and Facebook will attribute it to Facebook ads.

If you’re using the Wix Facebook Ads tool, you can count visits like these the same way Facebook does. Meaning, if a visitor clicked a Facebook ad in the last 7 days, and then came via email marketing, you can still attribute the visit to Facebook Ads by selecting the Wix FB Ads Last Click attribution model.

The data collected is based on site sessions, and each sessions limited to the browser in use at that time. If someone clicks a Facebook Ad, but completes the purchase later on a different device or browser, the order will not be attributed to the Facebook Ad.

Facebook Ads data:  

Facebook can track data from the same person over different devices and browsers. This means that if someone clicks a Facebook Ad and completes a purchase later on using a different device, the order is attributed to the Facebook Ad.

Wix Analytics and Google Analytics filter out traffic from bots such as computer scripts, search engines, and QA checks by default. As Google and Wix use different algorithms to filter bot traffic, your analytics data may show different results.

The differences in sales and people reports between Wix Analytics and Google Analytics are due to the different ways in which data is collected and processed:

Metric names between Wix Analytics and Google Analytics aren't always an exact match. When comparing data, note:

When Google show stats for the last 7 days, the end date they refer to is yesterday. In Wix Analytics, the last 7 days time period includes today. This applies to all "Last X" time periods (last 30 days, last month, last year, etc.)

If your site has a cookie consent banner, Wix Analytics data can only be collected from visitors who have clicked "Accept". Our analysis shows approximately 50% of visitors accept cookies, so if you have a Cookie Consent banner, it's fair to assume your traffic data should be doubled. 

Wix Analytics collects traffic data from multiple marketing channel sources such as Facebook Ads, and Google Ads. The data in Facebook and Google may not be exact match to Wix Analytics data, as their data is based on one source.

Your site visitors can set their browser preferences to prevent the collection of data on specific websites, which can result in data discrepancies.

There may be discrepancies between Wix Analytics and other analytics tools data due to different reporting timezones. 

For example: If your Wix account's time zone is set to Dublin GMT 00:00, and your Google Analytics account time zone is set to Kiev GMT +02:00, there will be a two hour difference in data collected.

 

Wix Analytics and other analytics tools have different latency periods. There is a 1 hour latency in Wix Analytics. For the most accurate overview, compare long date ranges instead of hour by hour data.

Wix Analytics and other tracking tools filter out traffic from bots such as computer scripts, search engines, and QA checks by default. As each tool uses different algorithms to filter bot traffic, your analytics data may show different results.

If your site is uses HTTPS, the referral data will be stripped out as direct data if you use http:’your site address’ in Google Ads or Facebook Ads.

Not all clicks on your ads will result in your site page loading.