Wix Analytics: Understanding the Traffic Overview

4 min read
Your Traffic Overview displays traffic patterns over time, identifying trends as well as highlighting opportunities for growth. 
The overview shows your site's traffic metrics, like sessions by device, country, new vs. returning visitors and more. In this article, you'll learn about all potential metrics you may see.
screenshot of traffic overview page from accessed from the dashboard.
Traffic from any visitors who have not accepted the site's cookies (or are using certain types of ad blockers) will not appear in these reports. 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 and unique visitors

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. 
screenshot of the number of site sessions and unique visitors in the last 30 days
A unique 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 over time

This graph allows you to view your site sessions over time. View seasonal trends and pinpoint spikes in traffic to determine the most impactful time to share new content, plan promotions or launch new campaigns. 
screenshot of graph showing site sessions over time trend.

Sessions and visitors by source and category

Understand where your site visitors are coming from to effectively tailor your content, reach your target audience and take your traffic to new heights. 
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. X.com, Medium.com).
  • Traffic category: The category of sites that people are navigating to your site from (e.g. social, email, organic search).
screenshot of traffic by source and the percentage, ranging from facebook to wix email marketing.

New vs. returning visitors

This chart shows the amount of new visitors, returning visitors, and the total Unique Visitors to your site. Gauge audience retention and loyalty while developing your knowledge of the sites appeal to new visitors.
screenshot of ring chart showing new vs retuning visitors.

Sessions by device

This chart shows the amount of visitors to your site using a desktop, mobile, or tablet. Explore the devices used by visitors to optimize your site layout, enhance accessibility and expand your site reach. 
screenshot of ring chart showing session by device, including mobile and desktop.

Sessions by country

This metric shows you the countries your visitors are located in when they visit your site. Explore the countries with the highest engagement, give your marketing efforts specific focus and customize your content to suit different cultures.
screenshot of sessions by country on world map.

Average sessions

Make informed decisions about the best day and time to update your content, post your new blog or add exciting products to your store. 
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.
screenshot of barchart showing sessions by day over 21 week period.

Traffic Insights

Discover a range of information and identify the areas that you can grow your site the most. In this section, you can see insights, from the most popular page to the page where most of your traffic drops off. 
screenshot of traffic insight showing decrease in traffic from dallas area as example.
Looking for more data?
  • Click the date picker drop-down at the top of the Marketing Overview to change the time period that data is pulled from (the default is 30 days). Note that data from the current day is not yet included.
  • Click See full report in a section to see an in-depth report about that marketing activity.

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