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:
You can find the All Reports page under Analytics in your site's dashboard.
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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