Wix Analytics Reports Glossary

5 min read
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, including:

Traffic & Behavior Report Measures

Note:
An explanation of averages based on weekday and time of day is provided in Average Site Sessions
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 Site Sessions
The average amount of sessions. This is calculated by averaging the number of sessions for each day of the week. For example, if there are 4 Sundays in a 30 day period, all sessions between 8 - 8.59am on those Sundays would be added together and divided by 4.
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.
Average Views
The average amount of views.
Average Visitors
The average amount of visitors to your site.
Bounce Rate
The percentage of visitors who left your site after viewing only one page.
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).

Sales, People, & Accounting Report Measures

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.
Lead
A contact on your site who hasn't recently made a purchase. A lead has taken action before (e.g. registered for a newsletter) but hasn't directly purchased an item.
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
The amount of items sold.
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
The amount of people who signed up to your site.
Tax
Sum of payments taken for Tax.
Total Orders
The total amount of orders received.
Total Revenue
Total sales minus refunds and chargebacks.
Total Sales
The total amount of money expected from sales, before deducting refunds, shipping, and fees.
Transaction Type
Order, recurring payment or refund.

Bookings Report Measures

Measure
Definition
Amount Paid
The actual amount of money you've received so far. This doesn't include revenue from pricing plans.
Amount Pending
The amount that clients still owe you. This can be money that you have not marked as paid, or if the client has paid a deposit upfront and has not yet paid in full.
Average Participants in Class
The total number of participants in all classes, divided by the number of classes.
Bookings Revenue
The total money received from clients who booked your services. This doesn't include revenue from pricing plans.
Cancelled Bookings
The number of bookings cancelled by you or your client.
Check Ins
The number of participants you marked as checked-in to each session.
Checked In Rate (%)
The percentage of participants you marked as checked in compared to the number of participants of the session.
Confirmed Bookings
The number of bookings made that are not pending approval, cancelled, or on a waitlist.
Length
Total duration of all sessions.
No Shows
The number of participants you marked as no-shows to each session.
Occupancy Rate (%)
The percentage of participants in relation to the capacity of the session.
Sessions
Sessions take place whenever a client books a time slot for an appointment, class or course.
Total Bookings
All bookings, including cancelled, pending approval, and with failed payment.
Total Participants
The number of people in a session (including from group bookings).
Unique Clients
The number of different people who booked at least one session.

Blog Report Measures

Note:
An explanation of averages based on weekday and time of day is provided in Average Comments.
Measure 
Definitions
Action Date
The date when an action happened (e.g. a post was viewed or liked).
Average Comments
The average amount of comments made by visitors of your blog posts. This is calculated by averaging the number of comments made on your blog for each day of the week. For example, if there are 4 Sundays in a 30 day period, all comments made between 8 - 8.59am on those Sundays would be added together and divided by 4.
Average Likes
The average amount of likes made by visitors of your blog posts.
Average Post Views
The average amount of post views received.
Average Sessions
The average amount of sessions.
Average Shares
The average amount of times your blog posts have been shared.
Average Visitors
The average amount of visitors to your blog.
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
The amount of unique visitors who viewed your blog.

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