Wix Analytics Traffic, Sales, and Behavior Overviews

6 min read
Wix Analytics overviews display your site traffic, sales and customer behavior metrics in concise visual summaries. Each overview is presented in tiles to allow your most important data to be available to you at-a-glance, and you can select different time periods to show how your metrics have changed over time.
Learn more about your Wix Analytics overviews:
Note about cookies and ad blockers:
You may see discrepancies in live site data if your site visitors are using some types of ad blockers or haven't accepted the site's cookies which allow Wix to track their activity.

Traffic Overview

Your Wix Analytics Traffic overview shows your site's traffic metrics. Below is a list of all potential metrics you may see.
Note:
Only data from tracked sessions is visible in this report. That means that traffic from any visitors who have not accepted the site's cookies (or are using certain types of ad blockers) won't appear. This includes all info about sessions, device, location, and more. If you see discrepancies in your site (e.g. someone purchased an item from your store but you can't see the site session) this could be why.
  • Site sessions: A session is a web visit of a site visitor. A session starts when a visitor reaches your site, and ends after 30 minutes of inactivity. In each session there can be multiple page views and actions performed by a visitor, and each visitor can visit more than once. 
  • Unique visitors: A Visitor is a person who visited your site, unique by device and browser. Therefore, if the same person visits from 2 different devices, they will be counted as 2 different visitors.
  • Sessions/visitors by traffic source/category: See which external sites are driving traffic to your site as well as the category they belong to. Click the drop-down to filter by source, category, or both.
    • Traffic source: The sites that people are navigating to your site from (e.g. Twitter.com, Medium.com).
    • Traffic category: The category of sites that people are navigating to your site from (e.g. social, email, organic search).
  • Sessions over time: View your site sessions over time.
  • Average session by day/hour: View a graph of the average number of sessions your site gets per day. Hover over a day to see the exact number. Click the day drop-down to change the metric to average sessions per hour.
  • New vs returning visitors: Amount of new visitors, returning visitors, and the total Unique Visitors to your site.
  • Sessions by device: The amount of visitors to your site using a desktop, mobile, or tablet.
  • Sessions by country: Which countries your visitors are located in when they visit your site.
The difference between contacts and visitors:
  • A visitor's details are unknown except for their device and browser.
  • A contact is a visitor that has provided information about themselves, such as name, address, and email. This information is collected through an interaction on your website, such as submitting a contact form, subscribing to a newsletter, or buying something. A contact can also be created manually by adding their details to your contact list.
A screenshot of the traffic overview report.

Sales Overview

Your Wix Analytics Sales Overview displays your site's sales and transaction information.
Note:
The statistic type shown varies based on your business type and installed Wix apps (e.g. Wix Stores, Wix Bookings, Wix Restaurants).
  • Top stats: Get an overview of your top sales stats.
    Note: These metrics vary depending on your business app. For example, if you've installed Wix Events you will see 'Tickets sold' as a top stat.
    • Total sales: The total amount of money expected from any type of sale, before deducting refunds, shipping and taxes. This includes both online and manual payments.
    • Total orders: The total number of orders you received (including orders that weren’t paid yet).
    • Average order value: The average amount of money customers spend per order. This is calculated by dividing total sales by the number of orders.
  • Sales by traffic source: Find out which sites, search engines, and social media sites drive the most sales to your site. Note: sales made without a site visit (eg. offline sales, recurring orders) are not counted here.
  • Top paying customers: Find out which of your customers has paid or ordered the most from your site.
  • Sales by billing location: See where your customers are located, and how specific locations are performing.
    Tip: Click on a country within the location map to find sales data by state and city.
  • Sales breakdown: See a sales breakdown by various metrics including:
    • Sales by coupon: See how your discount coupons impacted sales.
    • Sales by channel: Identify which channels contribute the most to your sales.
    • Online vs. offline sales: See the distribution of sales between your online and offline channels.
    • One-time vs. recurring orders: Understand the distribution of one-time purchases and recurring orders.
  • New vs returning customers: Find out how much of your site traffic is from new and returning visitors.
Depending on the Wix apps you have installed (Wix Stores, Wix Bookings, Wix Restaurants, Wix Events, etc.) you will also see personalized metrics according to your business type including:
A screenshot of the sales overview with product statistics selected.
  • Top selling items: Discover which of your products, tickets, services and subscriptions are most popular.
  • Top converting products (Wix Stores): See which products convert well and identify the products that could convert better.
  • Top selling variants (Wix Stores): Discover which product variants (e.g. size L, color brown) are selling the most.
  • Most abandoned products (Wix Stores): Understand which products visitors add to their cart but don't end up purchasing.
  • Most booked services (Wix Bookings): Discover which services were booked the most.
  • Top paying subscriptions (Wix Subscriptions): See which subscriptions bring you the most revenue.
  • Top selling events (Wix Events): Discover which events bring you the most revenue and see the total tickets sold for each event.
  • Top selling dishes (Wix Restaurants): See your top selling dishes and find out what customers ordered the most.

Behavior Overview

Your Wix Analytics Behavior Overview demonstrates your visitor engagement data, and links to full reports for deeper analysis. The information on your overview includes:
  • Average pages per session: How many pages on average were visited during each session.
  • Bounce rate: The percentage of visitors that leave your site after viewing just one page.
  • Average session duration: How much time on average each session lasted on your website.
  • Top navigation flows: How your site visitors navigate around your site pages.
  • Most popular pages: The pages on your site which receive the most traffic.
  • Most time spent: The pages on your site which visitors spend the most time on.
  • Most exited page: The last page your visitors see before leaving your site.
  • Store conversion funnel: Each step in your sales funnel, from site sessions to conversions.
  • Abandoned carts: Carts that did not go through checkout.
  • Recoverable carts: Carts that can be recovered by contacting the customer.
  • Recovered carts: Carts that were eventually processed.
For sites collecting lead data, you can see information about your leads, including:
  • Clicks to contact: Site sessions where a visitor clicked to contact you via WhatsApp, phone or email.
  • New leads: Visitors who shared their contact details, or started a purchase but didn't complete it right away.

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