Wix Analytics: Reports Glossary
16 min
In this article
- Traffic
- Behavior
- Sales
- Accounting
- People
- Marketing
- SEO
- Stores
- Bookings
- Restaurants
- Blog
- Subscriptions
- Events
- Groups
- Music
- Video
- Mobile apps
Wix Analytics reports provide insights to help you make informed decisions to improve your site and grow your business. To interpret the data accurately, make sure you understand the report terms and their definitions.
Your Wix Analytics reports are displayed by category, and each category contains its own dataset of terms.
Tip:
You can find the All Reports page under Analytics in your site's dashboard.
Traffic
Learn how people find your site and discover ways to grow your audience. Use the Traffic Overview to track trends and gain insights about your visitors. Dive deeper into your data with Traffic reports.
Term | Definition |
|---|---|
Site sessions | Visits to your site. A session ends after 30 minutes of inactivity. |
Unique visitors | The number of people that visited your site. A visitor is considered unique when they connect from a different browser or device (IP address). |
Traffic category | Categories of sites that people navigate to your site from (e.g. social, email, organic search, etc). |
Traffic source | Sites that people navigate to your site from (e.g. medium.com, reddit.com). |
Traffic source URL | Specific URLs that people navigate to your site from. |
UTM parameters
Identify where your site's traffic is coming from using UTM parameters. Learn more about tracking campaigns and traffic sources.
Term | Definition |
|---|---|
UTM campaign content | The UTM parameter used to differentiate between similar content or links within the same ad or campaign, to identify which specific element or version was clicked. For example, "header-link", "footer-banner", or "image-A". UTM campaign content can be used to track A/B tests or entry points with different content. |
UTM campaign keyword | The keywords associated with an ad. |
UTM campaign medium | The UTM parameter used to identify the channel through which traffic comes to your website, such as "email," "social," or "organic." |
UTM campaign name | The name you give to a particular UTM campaign. |
UTM campaign source | The specific site a visitor comes from (e.g. google.com, facebook.com). |
UTM Wix campaign | The UTM identifier of a multichannel campaign (added by Wix). |
Behavior
Learn how people navigate your site and look for places to increase conversion. Use the Behavior Overview to learn how visitors interact with your site and then learn more about your data with Behavior reports.
This section includes terms related to engagement, navigation, button clicks, clicks to contact, site search, and form submissions.
Engagement
Term | Definition |
|---|---|
Bounce rate | The percentage of visitors who left your site after viewing only one page. |
Exit rate | The percentage of visitors who leave your site from a specific page after visiting it. |
Average pages per session | The average number of pages people visit during a session. |
Average session duration | The average time people spent on your site. |
Average time on page | Time spent on each page is calculated as the time gap between a visitor looking at one page and looking at the next page. Time spent on the last page in the visitor's session is not included. |
Page views | The number of times a site page is visited or refreshed. |
Navigation
Term | Definition |
|---|---|
Next page viewed | The next page a visitor goes to after the current page. |
Previous page viewed | The page a visitor came from before the current page. |
Page path | The path to this page within your domain (e.g. /blog/new-post). |
Button clicks
Term | Definition |
|---|---|
Unique clicks | The number of people that clicked the button or image. |
Total clicks | The number of times the button or image was clicked. |
CTR | The number of people that clicked, out of all unique visitors to a page. |
Button text | The text on the clicked item (e.g. "Contact Us"). |
Button page | The path of the page within your domain (e.g. /blog/new-post) where visitors clicked. |
Linked item | The item the button is linked to (e.g. web address, page, anchor). |
Link details | The URL or the title of the linked item. |
Clicks to contact
Term | Definition |
|---|---|
Clicks to contact | Site sessions where a visitor clicked to contact you via WhatsApp, phone or email. |
Unique clicks to contact | Unique visitors who clicked to contact you via WhatsApp, phone or email. |
Phone clicked | Site sessions where a visitor clicked to contact you via phone. |
Email clicked | Site sessions where a visitor clicked to contact you via email. |
WhatsApp clicked | Site sessions where a visitor clicked to contact you via WhatsApp. |
Contact details | The phone number or email address that visitors clicked to contact you. |
Site search
Term | Definition |
|---|---|
Unique searchers | The number of unique visitors who searched for something on your site. |
Unique searchers with no results | The number of unique visitors who searched for something on your site and had no results. |
Rate of unique phrases with no results | Percentage of unique visitors who had no results at least once. |
Search CTR | The number of times at least one result was clicked, out of all searches on your site. |
Avg. click position | Where your users are clicking on a list of search results on your site. A low value (one to three) indicates that most visitors found what they were looking for within the first few results. |
Median click position | The midpoint between the highest and lowest click positions. If your median value is X, half of your click positions were at X or below. |
Form submissions
Term | Definition |
|---|---|
Form views | The number of times a form was viewed. |
Submissions started | The number of times someone started filling a form. |
Total submissions | The number of submissions your form has received. |
Form completion rate | The percentage of visitors who submitted the form out of those who started it. |
Form conversion rate | The percentage of visitors who completed the form out of those who viewed it. |
Submission start rate | The percentage of visitors who started the form out of those who viewed it. |
Leads | Anyone who has started submitting a form and entered their email address. |
Sales
Track your site's sales and explore ways to boost sales performance. Use the Sales Overview to review sales trends and performance. Then, get more detailed data with your Sales reports.
Term | Definition |
|---|---|
Total sales | The total amount expected from sales, before deducting refunds, shipping, and fees. |
Total orders | The total number of orders received on your site, including bookings, store and restaurant orders. |
Average order value | Total sales divided by the number of orders. |
Gross sales | Item price multiplied by the number of items sold. |
Total revenue | Amount paid minus refunds. |
Net revenue | Total revenue minus shipping and tax. |
Refunds | Sum of payments that were refunded. |
Shipping | The amount spent on shipping. |
Tax | The total amount of taxes paid. |
Discount | Sum of discounts on items. |
Gift card | The amount of gift card credit used. |
Tips | The total amount of tips received from a POS, the Wix Tips app, or entered manually. |
Service fee | The amount received in service fees set by the site owner. |
Order type | The Wix business application (i.e. Wix Bookings, Wix Stores) where the purchase was made. |
Order status | An order status can be pending, canceled or confirmed. |
Sales channel | The platform you are using to sell the product (e.g. your Wix online store, Amazon, eBay, or any other sales channel). |
Accounting
View all financial figures you need for your bookkeeping. Use your Accounting reports to track payments, taxes, and other relevant data.
Payments
Term | Definition |
|---|---|
Amount paid | The actual amount of money you've received for a transaction. |
Successful payments | The total number of payments received. Note: This doesn’t include chargebacks and payments that you refunded. |
Payment status | A payment status can be one of the following: paid, partially paid, not paid, partially refunded, refunded, chargeback. |
Payment method | The method used to pay for a transaction, such as a credit card, Apple Pay, or in person. |
Transaction type | Every transaction on your site is classified by type - it can be an order, a recurring payment or a refund you've made. |
Tax
Term | Definition |
|---|---|
Total before tax | The total price of items before tax. This doesn't apply if your catalog prices already include tax. |
Total after tax | The total price of items after taxes are added. |
Total tax | The total amount of tax calculated for sold items. |
Non-taxable amount | The part of the item price that is not taxed. |
Taxable amount | The part of the item price that is taxed. |
Tax rate | The tax rate for this jurisdiction, shown as a decimal. For example, a 10% tax is 0.1000. |
Tax name | The name of the tax for which this amount is calculated, such as 'NY State Sales Tax' or 'Quebec GST.' |
Tax level | The component to which the tax is applied, such as the item price, shipping, or additional fees. |
People
Learn more about your site visitors, members, and customers to improve your reach. Use your People reports to gain valuable insights.
Term | Definition |
|---|---|
Contacts | The amount of people who have shared their contact information on your site. |
Leads | People who submitted a form on your site. |
Customers | The amount of paying customers. A lead becomes a customer when they make a purchase on your site. |
Site member | People who signed up as members to your site. |
New email subscribers | The number of people who subscribed to your newsletter or opted in for marketing emails and site updates. |
Visitors to customers rate | The number of paying visitors divided by the number of unique visitors to your site. This rate shows how many of your visitors turn into paying customers. |
Marketing
Analyze the performance of your traffic sources and outreach campaigns. Get a comprehensive unified view of each marketing activity with your Marketing Overview and learn more about your data with your Marketing reports.
This section includes terms related to attribution, UTM parameters, email marketing, and paid ad campaigns.
Attribution
Term | Definition |
|---|---|
Attribution model | Determines which user interaction counts towards conversion. |
Last non-direct click | The last interaction a customer had with a marketing channel before converting, excluding visitors who came directly to your site. |
First interaction | The first marketing source a visitor interacted with in the 30 days preceding the conversion (e.g. making a purchase on your site). |
Last interaction | The last marketing source a visitor interacted with before converting (e.g. making a purchase on your site). |
Any Wix FB ads click | The Facebook ad (created with Wix) that the visitor clicked before making a purchase on your site. If no Facebook ad was clicked, sales are credited to the last non-direct marketing source. |
Any Wix Google ads click | The Google ad (created with Wix) that the visitor clicked before making a purchase on your site. If no Google ad was clicked, sales are credited to the last non-direct marketing source. |
Order conversion rate | The number of orders divided by the number of sessions. |
Visitors to customers rate | The number of paying visitors divided by the number of unique visitors to your site. This rate shows how many of your visitors turn into paying customers. |
Traffic source URL | Specific URLs that people navigate to your site from. |
Traffic source | Sites that people navigate to your site from (e.g. medium.com, reddit.com). |
Traffic category | Categories of sites that people navigate to your site from (e.g. social, email, organic search, etc). |
UTM parameters
Term | Definition |
|---|---|
UTM campaign name | The name you give to a particular UTM campaign. |
UTM campaign content | UTM campaign content can be used to track A/B tests or entry points with different content. |
UTM campaign medium | The UTM campaign medium segments visitors according to the type of activity they were doing when they entered your site (e.g. social, email, search). |
UTM campaign source | The specific site a visitor comes from (e.g. google.com, facebook.com). |
UTM campaign keyword | The keywords associated with an ad. |
UTM Wix campaign | The UTM identifier of a multichannel campaign (added by Wix). |
Email marketing
Term | Definition |
|---|---|
Delivery rate | How many emails were delivered out of the total emails sent. |
Unique opens | The number of unique contacts that opened the email. Unique contacts refer to individual recipients - each is counted only once when opening the email. |
Open rate | How many recipients opened the email out of the total emails delivered. |
Unique clicks | The number of recipients who clicked a link in the email (except for unsubscribers). |
Click rate | How many emails got clicked out of the total emails delivered. |
Bounced | The number of emails that could not be delivered. |
Bounce rate | How many emails could not be delivered out of the total emails sent. |
Email type | An email type can be any of the following: an email sent as a campaign, published online, or automated. |
Paid ad campaigns
Term | Definition |
|---|---|
Ad impressions | The number of times an ad was shown. |
Ad clicks | The number of clicks on an ad, ad set or campaign. |
CTR | Click Through Rate - the number of clicks that an ad received out of all the times it was shown. |
Amount spent | The total amount spent on campaigns, ad sets or ads while they were active. |
ROAS | Return On Ad Spend - the total sales from the ad divided by the amount spent on the ad. |
CPC | Cost Per Click - the amount spent on every ad click. |
CPA | Cost Per Action - the amount spent on every order coming from the ad. |
SEO
Learn what queries drive traffic to your site from Google and how AI platforms and search engines crawl your site. Learn more about your data with SEO reports.
Google search
Term | Definition |
|---|---|
Impressions | The number of times a link to your site appeared in Google search results. |
Clicks | The number of times someone clicked a link to your site in Google search results. |
CTR | The percentage of impressions that were clicked. |
Avg. position | Your site's average position in Google search results (excluding paid search). |
Search query | The word or combination of words someone searched for in Google to find your site. |
Bots
Term | Definition |
|---|---|
Hits | The number of times a specific site page is visited or refreshed. |
Unique pages | The number of different pages in your site crawled by bots. |
Response status classes | The class of the error code (e.g. 2XX, 3XX, 4XX). |
Response status codes | The specific error code (e.g. 200, 301, 404). |
User queries on AI | The number of times AI bots crawled your site in response to user queries. Whenever someone asks a question on an AI platform and its bot scans your site for information, it is counted as a user query. Note: These are currently recorded only for ChatGPT and Perplexity bots. |
Site sessions from AI platforms | The number of actual site visits originating
from any AI platform. Each time someone arrives at your site by clicking a link provided in an AI platform’s response, it is counted as a session from an AI platform. |
Stores
Track your store's performance with insights into sales, orders, visitors, abandoned carts, and more. Get a comprehensive view of your online store's performance with Store Analytics. Then, gain more insights about the data using your Store reports.
This sections includes terms related to inventory, store conversion, and abandoned carts.
Inventory
Term | Definition |
|---|---|
Items sold | Items that were sold, or reduced from the inventory for another reason (e.g. items were written-off, damaged or expired). |
Avg sold per day | The number of items sold (or reduced) divided by the number of days in the selected time period. |
Inventory | The quantity that is currently left in inventory. |
Predicted stockout | Predicted out of stock date, based on the item's inventory and the average quantity sold per day. |
Turnover rate | Items sold in the chosen time period divided by current inventory. A high turnover rate indicates that goods are sold faster. |
Total value | The total value of a variant's inventory. |
Start date inventory | The inventory you had in the beginning of the selected time period. |
Days remaining | Your current inventory, divided by the average number of items sold per day. |
Product gross profit | Gross sales minus cost of goods. |
Cost of goods | The amount you spent to produce and sell these items. You can add this info in the product pricing section. |
Tracked inventory | This indicates whether the 'Track inventory' option is enabled in a product's settings. |
Last available on | Last date when the item was in stock. |
Product variant | A variant is an item with a unique combination of product options (e.g. size: L, color: brown). |
Fulfilled by | The fulfiller that packs and ships the product. |
Store conversion
Term | Definition |
|---|---|
Viewed product | Sessions where a visitor viewed a product. |
Added to cart | Sessions with an item added to cart. |
Reached checkout | Sessions that reached the checkout page. |
Sessions converted | Sessions where this product was bought. |
Product view rate | The percentage of sessions where a product was viewed, out of all site sessions. |
Add to cart rate | The percentage of sessions where a product was added to the cart, out of all sessions where a product was viewed. |
Cart to checkout rate | The percentage of sessions that reached checkout, out of all sessions where a product was added to the cart. |
Checkout completion rate | The percentage of sessions with a completed purchase, out of all sessions that reached checkout. |
Session conversion rate | The percentage of converted sessions out of all site sessions. This rate shows how many of your site sessions result in a purchase. |
Product conversion rate | Sessions where this product was bought, out of all sessions where this product was viewed. |
Order conversion rate | The number of orders divided by the number of sessions. |
Abandoned carts
Term | Definition |
|---|---|
Carts | The total number of carts that were created. |
Carts value | The total value of all carts, including both purchased and abandoned. |
All abandoned carts | The number of all abandoned carts, including the ones that can't be recovered. |
Abandoned recoverable carts | The number of abandoned carts that can be recovered. |
Recovered carts | The number of carts that were recovered. |
Completed carts | The total number of completed carts, including those that were recovered. |
Abandoned rate | The percentage of carts that were abandoned, including those that can't be recovered. |
Cart completion rate | The percentage of carts that were completed (i.e. purchased), out of all carts that were created. |
Recoverable rate | The percentage of carts that can be recovered out of all abandoned carts. |
Recovery rate | The percentage of carts that were recovered, out of all abandoned recoverable carts. |
Emails sent | The number of recovery emails that were sent. |
Email recovery rate | The percentage of carts that were recovered out of all carts that received a recovery email. |
Bookings
Analyze your booking trends and client activity to optimize your business. Get an overview of your bookings performance with your Bookings Analytics and learn more about your data with Bookings reports.
Term | Definition |
|---|---|
Total bookings | The total number of all bookings, including canceled, pending approval and with failed payment. |
Canceled bookings | The number of bookings canceled by you or your client. |
Confirmed bookings | The number of bookings made that are not pending approval, canceled, or on a waitlist. |
Unique clients | The number of different people who booked at least 1 session. |
Amount paid | The actual amount of money you've received so far. Note: This doesn't include revenue from pricing plans. |
Amount due | Either a session that has not been marked as paid, or a service where the client has paid a deposit online but has not yet paid the balance. |
Hours | The total number of hours worked by a staff member. |
Booking date | The date the service was booked. |
Booking status | A booking will have one of the following statuses: Pending approval, Waitlist, Cancelled, Declined, Booked. |
Booking channel | The online platform where the booking was made: site, mobile app or Google. |
Booked by | See which bookings were made by you and your staff or by clients. |
Service type | A service type can be any of the following: a one-time appointment, recurring class, or set of sessions in a course. |
Sessions
Term | Definition |
|---|---|
Sessions | Sessions take place whenever a client books a time slot for an appointment, class or course. |
Spots filled | The number of people in a session. |
Check-ins | The number of participants you marked as checked-in to each session. |
No shows | The number of participants you marked as no-shows to each session. |
Occupancy | The percentage of booked spots out of the total spots available. |
Session date | The date a session took place. |
Session location type | A session location type can be any of the following: a business address, a client's place, or a custom location. |
Restaurants
Gain insights into your restaurant's performance, including conversion rates, popular dishes, and ordering times. Learn more about your data with your Restaurants reports.
Tips:
- These terms apply to both the Wix Restaurants Orders app and Wix Restaurants Orders (New) app.
- For sales and conversion definitions, head over to the Sales glossary.
Term | Definition |
|---|---|
Service fee | Additional fees added during setup to cover operational costs and state regulation fees (applied separately from any delivery fees). |
Fulfilment status | An order can have one of the following statuses: Fulfilled, Not fulfilled, Partially fulfilled. |
Fulfilment type | There are two types of fulfillment types: Pickup and Delivery. |
Blog
Track how site visitors engage with your blog. Get a clear snapshot of how your blog content is performing with Blog Analytics. Go further by exploring trends and gaining insights using your Blog reports.
Term | Definition |
|---|---|
Comments | The amount of comments made by visitors on your blog. |
Likes | The amount of likes made by visitors on your blog. |
Post views | The amount of times your blog posts were viewed. |
Engagement | The sum of likes, comments and shares that visitors have reacted to your post. |
Shares | The amount of times visitors shared your blog URL on another site. |
Action date | The date when an action happened (e.g. a post was viewed or liked). |
Subscriptions
Monitor sales and performance metrics for pricing plans, product subscriptions, and recurring invoices. See key metrics and track performance using Subscriptions Analytics, and explore detailed data with your Subscriptions reports.
Term | Definition |
|---|---|
Total revenue | The total amount of money you've made from each subscription in the selected time period. |
First payments revenue | The amount of money you've made from the first payment of a recurring subscription. |
Recurring payments revenue | The amount of money you've made from recurring payments. |
One-time payments revenue | The amount of money you've made from one-time payments. |
Payments received | The total number of payments received for subscriptions. |
Billing cycle | Shows how many payments have been made so far in a recurring subscription. |
Payment frequency | How often the customer is charged for a recurring subscription (e.g. monthly, yearly). |
Subscription length | The total duration of the recurring subscription. |
Events
Analyze ticket sales and how guests RSVP to your events. Learn more about your data with Events reports.
Term | Definition |
|---|---|
Checked in rate | The percentage of participants who checked in, compared to the number of tickets for the event. |
Fee | The service fee charged per ticket sold. |
Total ticket sales | Gross ticket sales after discounts (before fees and taxes) |
Tickets sold | The total number of paid and free tickets. |
Groups
Understand how group members engage with your site and look for ways to boost their activity. Learn more about your data with Groups reports.
Term | Definition |
|---|---|
Engagement | The sum of reactions, shares and comments a post received. |
Engaged members | The total number of people that posted, left a comment or a reaction. |
New paying members | Paying members who joined during the selected time period. |
Music
Discover which of your tracks and albums perform the best and learn about your listeners. Learn more about your data with Music reports.
Term | Definition |
|---|---|
Music sales | The total amount expected from purchases, before deducting fees. This doesn't include revenue from pricing plans and channel subscriptions. |
Deleted track | Tracks that have been deleted from your library. |
Video
See how your videos perform and discover which are the most popular. Learn more about your data with Video reports.
Term | Definition |
|---|---|
Share type | Find out if visitors shared a video or channel. |
Deleted channel | Channels that have been deleted from your library. |
Total videos | The number of videos currently in your library. |
Average watch time | The average amount of time (in minutes) your video was watched. |
Percent watched | The total amount of time the video was watched, divided by its duration. |
Mobile apps
Learn how people engage with your business using mobile apps. Get valuable insights about your data with Mobile apps reports.
Term | Definition |
|---|---|
App sessions | A session is a visit to your app. It ends after 30 minutes of inactivity. |
Avg session duration | The average duration of a visit to your app. |
Unique visitors | The number of people that visited your app. A visitor is considered unique when they connect from a different browser or device (IP address). |
App type | The type of Wix app where the activity took place: Wix app, Spaces app, or your own native mobile app. |
