Wix Analytics: Reports Glossary

12 min read
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 measures and their definitions.
Your Wix Analytics reports are displayed by category, and each category contains its own dataset of measures.
In this article you'll find definitions for measures for each report category:
Tip:
You can find the All Reports page under Analytics in your site's dashboard.
View All Reports.

Traffic & Behavior

Measure
Definition
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 a session is not included.
Bounce rate
The percentage of visitors who left your site after viewing only one page.
Page exit rate
The percentage of page views that were the last in a site session.
Next page
The next page a visitor goes to after the current page.
Page path
The path to this page within your domain, e.g. /blog/new-post.
Page views
The number of times a site page is visited or refreshed.
Previous page
The page a visitor came from before the current page.
Site member
A visitor who has an account and logs in to the site.
Site sessions
A session is a visit to your site. It ends after 30 minutes of inactivity.
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, twitter.com.
Traffic source URL
Specific URLs that people navigate to your site from.
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).
UTM campaign content
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 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 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).
Clicks to contact
Site sessions where a visitor clicked to contact you via WhatsApp, phone or email.
Phone clicked
Site sessions where a visitor clicked to contact you via phone.
Whatsapp clicked
Site sessions where a visitor clicked to contact you via WhatsApp.
Email clicked
Site sessions where a visitor clicked to contact you via email.
Unique clicks to contact
Unique visitors who clicked to contact you via WhatsApp, phone or email.
Click-to-contact rate
The percentage of sessions with a click-to-contact event out of all site sessions.
Contact details
The phone number or email address that visitors clicked to contact you.
Unique searchers
The number of unique visitors who searched for something on this site.
Unique searchers with no results
The number of unique visitors who searched and had no results.
Rate of unique phrases with no results
Percentage of unique visitors who had no results at least once.
Click-through rate
The number of times at least one result was clicked, out of all searches.
Avg. click position
This measure counts where your users are clicking on a list of search results. 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.
Order type
The Wix business application (i.e. Wix Bookings, Wix Stores) where the purchase was made.
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.


Sales, People, & Accounting

Measure
Definition
Average order value
Total sales divided by the number of orders.
Contacts
The amount of people who have shared their contact information on your site.
Leads
Visitors who shared their contact details, or started a purchase but didn't complete it right away.
Customers
The amount of paying customers. A lead becomes a customer when they make a purchase on your site.
Discount
Sum of discounts.
Fulfilled by
The fulfiller packs and ships the product.
Gift card
The amount of gift card credit used.
Gross sales
Item price multiplied by the number of items sold.
Item sales
Item price multiplied by the number of items sold.
Items sold
Items that were sold, or reduced from the inventory for another reason.
Net revenue
Total revenue minus shipping and tax.
Order revenue
Order total minus refunds.
Order subtotal
The amount paid for the order, before shipping and tax.
Order total
The total amount paid for the order.
Order type
The Wix business application (i.e. Wix Bookings, Wix Stores) where the purchase was made.
Refunds
Sum of payments refunded.
Revenue
Total sales minus refunds and chargebacks.
Sales channel
The platform you are using to sell the product e.g., your Wix online store, Amazon, eBay, or any other sales channel.
Shipping
Sum of payments taken for shipping costs.
Site member
People who signed up as members to your site.
Tax
Sum of payments taken for Tax.
Total orders
The total number of orders received.
Total sales
The total amount of money expected from sales, before deducting refunds, shipping, and fees.
Transaction type
Order, recurring payment or refund.
Order number
The order number for a transaction in Wix Stores.
Cost of goods
The amount you spent to produce and sell these items. You can add this info in the product pricing section.
Item gross profit
Gross sales minus cost of goods.

Stores

Measure
Definition
Product variant
A variant is an item with a unique combination of product options (e.g. size: L, color: brown).
Product gross sales
Product price multiplied by the quantity sold.
Product refund
The amount of money refunded for the product.
Product revenue
Gross sales minus discounts and refunds.
Cost of goods
The amount you spent to produce and sell these items. You can add this info in the product pricing section.
Product gross profit
Gross sales minus cost of goods.
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.
Inventory
Quantity currently left in inventory.
Start date inventory
The inventory you had in the beginning of the selected time period.
Tracked inventory
Indicates whether 'Track inventory' is selected in product options.
Total cost of goods
The amount spent to acquire a product's inventory.
Days remaining
Current inventory divided by the average number of items sold per day.
Items sold
Items that were sold, or reduced from the inventory for another reason.
Avg sold per day
Number of items sold (or reduced) divided by the number of days in the chosen time period.
Last available on
Last date when the item was in stock.
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
Total value of a variant's inventory.
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.

Marketing

Measure
Definition
Attribution model
Determines which user interaction counts towards conversion.
Last non-direct click
Sessions and sales are credited to the last marketing source a visitor clicked before making a purchase on your site, excluding visitors who came to your site directly.
First interaction
Sessions and sales are credited to the first marketing source a visitor interacted with in the previous 30 days.
Last interaction
Sessions and sales are credited to the last marketing source a visitor interacted with before making a purchase on your site.
Last Wix FB ads click
Sessions and sales are credited to Facebook ads (created with Wix) 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.
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, twitter.com.
Traffic category
Categories of sites that people navigate to your site from, e.g. social, email, organic search, etc.
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).
Clicks to contact
Site sessions where a visitor 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.
Unique clicks to contact
Unique visitors who clicked to contact you via WhatsApp, phone or email.
Click-to-contact rate
The percentage of sessions with a click-to-contact event out of all site sessions.
Campaign type
An email campaign can be sent to recipients or published online.
Delivery rate
How many emails were delivered out of the total emails sent.
Unique opens
The number of unique contacts that opened 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 unsubscribes).
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.
Site sessions
The number of site visits your campaign generated within 30 days.
Unique visitors
The number of recipients who visited your site within 30 days.
Total orders
The number of orders made by campaign recipients within 30 days.
Total sales
The expected amount of money generated by this campaign.
Device type
First device used when clicking on a CTA.
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.
Site sessions
The number of site visits an ad generated.
Unique visitors
The number of people who visited your site after clicking the ad.
Orders
Store orders, bookings and any other purchases placed on your site. This includes unpaid, canceled and refunded orders.
Total Sales
The amount of money expected from sales, before deducting refunds, shipping, and fees.
Avg. order value
Total sales divided by the number of orders.
Conversion rate
The number of orders divided by the number of sessions.
Amount spent
The total amount spent on campaigns, ad sets or ads while they were active.
ROAS
Return On Ad Spend - 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

Measure
Definition
Search query
The word or combination of words someone searched for in Google.
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).
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.

Bookings

Measure
Definition
Bookings sales
The total sales made from bookings. This includes the amount due and amount paid.
Canceled bookings
The number of bookings canceled by you or your client.
Hours
The total number of hours worked by a staff member.
Sessions
Sessions take place whenever a client books a time slot for an appointment, class or course.
Booking date
The date the service was booked.
Session date
The date a session took place.
Booking status
A booking will have one of the following statuses: Pending Approval, Pending checkout, Waitlist, Cancelled, Declined, Booked, Checked in, or No show.
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 one-time appointment, recurring class, or set of sessions in a course.
Session location type
A business address, a client's place, or a custom location.
Spots filled
The number of people in a session.
Confirmed bookings
The number of bookings made that are not pending approval, canceled, or on a waitlist.
Total bookings
All bookings, including canceled, pending approval and with failed payment.
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.
Unique clients
The number of different people who booked at least one session.
Occupancy
The percentage of booked spots out of the total spots available.
Amount paid
The actual amount of money you've received so far. 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.
Amount overdue
The amount that remains unpaid after the date of the session.

Restaurants

Measure
Definition
Dish count
The number of times a dish was ordered.
Orders count
The total number of orders.
Order subtotal
The amount paid for the order, excluding fees and discounts.
Total sales
The total amount paid for the order.

Blog

Measure 
Definition
Action date
The date when an action happened (e.g. a post was viewed or liked).
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.
Reactions
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.
Site sessions
A session is a visit to your blog. It ends after 30 minutes of inactivity.
Unique visitors
The number of people that visited your blog. A visitor is considered unique when they connect from a different browser or device (IP address).
Visitors (Blog)
The amount of unique visitors who viewed your blog.

Subscriptions

Measure
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.

Events

Measure
Definitions
Checked in rate
The percentage of participants who checked in compared to the number of tickets for the event.
Gross ticket sales
Ticket price multiplied by the number of tickets sold.
Fee
The service fee charged per ticket sold.
Net revenue
Total ticket sales after fees and taxes.
Total ticket sales
Gross ticket sales after discounts (before fees and taxes)
Tickets sold
The total number of paid and free tickets.

Groups

Measure
Definitions
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 & Video

Measure
Definitions
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.
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.

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