Analytics reports
Wix Analytics: Reports Glossary
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 terms and their definitions in this glossary.
Your Wix Analytics reports are displayed by category, and each category contains its own dataset of terms.
Tip:
You can find the All Reports page under Analytics in your site's dashboard.
View All Reports.
Traffic
Learn how people find your site and discover ways to grow your audience. Use the Traffic Overview to track trends and gain insights about your visitors. Dive deeper into your data with Traffic reports.
This section includes terms related to traffic metrics and UTM parameters.
Key metrics
Term
Definition
Site sessions
Visits to your site. A session ends after 30 minutes of inactivity.
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).
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, reddit.com).
Traffic source URL
Specific URLs that people navigate to your site from.
UTM parameters
Identify where your site's traffic is coming from using UTM parameters. Learn more about tracking campaigns and traffic sources.
Term
Definition
UTM campaign content
The UTM parameter used to differentiate between similar content or links within the same ad or campaign, to identify which specific element or version was clicked. For example, "header-link", "footer-banner", or "image-A".
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 parameter used to identify the channel through which traffic comes to your website, such as "email," "social," or "organic."
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).
Behavior
Learn how people navigate your site and find opportunities to increase conversion. Use the Behavior Overview to learn how visitors interact with your site and then learn more about your data with Behavior reports.
This section includes terms related to engagement, navigation, button clicks, clicks to contact, site search, and form submissions.
Engagement
Term
Definition
Bounce rate
The percentage of visitors who left your site after viewing only 1 page.
Exit rate
The percentage of visitors who leave your site from a specific page after visiting it.
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 the visitor's session is not included.
Page views
The number of times a site page is visited or refreshed.
Navigation
Term
Definition
Next page viewed
The next page a visitor goes to after the current page.
Previous page viewed
The page a visitor came from before the current page.
Page path
The path to this page within your domain (e.g. /blog/new-post).
Button clicks
Term
Definition
Unique clicks
The number of people that clicked an element, such as a button or an image.
Total clicks
The number of times an element was clicked, such as a button or an image.
CTR - Click Through Rate
The number of people that clicked an element (e.g. button, image) out of all unique visitors to a page.
Button text
The text on the clicked item (e.g. "Contact Us").
Button page
The path of the page within your domain (e.g. /blog/new-post) where visitors clicked.
Linked item
The item the button is linked to (e.g. web address, page, anchor).
Link details
The URL or the title of the linked item.
Clicks to contact
Term
Definition
Clicks to contact
Site sessions where a visitor clicked to contact you via WhatsApp, phone or email.
Unique clicks to contact
Unique visitors who 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.
Contact details
The phone number or email address that visitors clicked to contact you.
Site search
Term
Definition
Unique searchers
The number of unique visitors who searched for something on your site.
Unique searchers with no results
The number of unique visitors who searched for something on your site and had no results.
Rate of unique phrases with no results
Percentage of unique visitors who had no results at least once.
Search CTR (Click Through Rate)
The number of times at least one result was clicked, out of all searches on your site.
Avg. click position
Where your users are clicking on a list of search results on your site. A low value (1-3) 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.
Form submissions
Term
Definition
Form views
The number of times a form was viewed.
Submissions started
The number of times someone started filling a form.
Total submissions
The number of submissions your form has received.
Form completion rate
The percentage of visitors who submitted the form out of those who started it.
Form conversion rate
The percentage of visitors who completed the form out of those who viewed it.
Submission start rate
The percentage of visitors who started the form out of those who viewed it.
Leads
Anyone who has started submitting a form and entered their email address.
Sales
Track your site's sales and explore ways to boost sales performance. Use the Sales Overview to review sales trends and performance. Then, get more detailed data with your Sales reports.
Term
Definition
Total sales
The total amount expected from sales and redeemed gift cards, before deducting refunds, taxes, shipping, and fees.
Total orders
The total number of orders received on your site, including bookings, store and restaurant orders.
Average order value
Total sales divided by the number of orders.
Gross sales
Item price multiplied by the number of items sold.
Total revenue
Amount paid minus refunds.
Net revenue
Total revenue minus shipping and tax.
Refunds
Sum of payments that were refunded.
Shipping
The amount spent on shipping.
Tax
The total amount of taxes paid.
Discount
Sum of discounts on items.
Gift card
The amount of gift card credit purchased.
Tips
The total amount of tips received from a POS, the Wix Tips app, or entered manually.
Service fee
The amount received in service fees set by the site owner.
Source app
The Wix business app (e.g. Wix Bookings, Wix Stores) where the purchase was made.
Order status
An order status can be pending, canceled or confirmed.
Sales channel
The platform where the order was submitted, such as your Wix site, Wix app, Amazon, or any other sales channel.
Accounting
View all financial figures you need for your bookkeeping. Use your Accounting reports to track payments, taxes, and other relevant data.
In this section, you'll find terms related to payments and tax.
Payments
Term
Definition
Amount paid
The actual amount of money you've received for a transaction.
Successful payments
The total number of payments received.
Note: This doesn’t include chargebacks and payments that you refunded.
Payment status
A payment status can be one of the following: paid, partially paid, not paid, partially refunded, refunded, chargeback.
Payment method
The method used to pay for a transaction (e.g. credit card, Apple Pay, in person).
Transaction type
Every transaction on your site is classified by type - it can be an order, a recurring payment or a refund you've made.
Tax
Term
Definition
Total before tax
The total price of items before tax.
Note: This doesn't apply if your catalog prices already include tax.
Total after tax
The total price of items after taxes are added.
Total tax
The total amount of tax calculated for sold items.
Non-taxable amount
The part of the item price that is not taxed.
Taxable amount
The part of the item price that is taxed.
Tax rate
The tax rate for this jurisdiction, shown as a decimal. (e.g. a 10% tax is 0.1000).
Tax name
The name of the tax for which this amount is calculated (e.g. 'NY State Sales Tax', 'Quebec GST.')
Tax level
The component to which the tax is applied (e.g. the item price, shipping, or additional fees).
People
Learn more about your site visitors, members, and customers to improve your reach. Use your People reports to gain valuable insights.
Term
Definition
Contacts
The amount of people who have shared their contact information on your site.
Leads
People who submitted a form on your site.
Customers
The amount of paying customers. A lead becomes a customer when they make a purchase on your site.
Site member
People who signed up as members to your site.
New email subscribers
The number of people who subscribed to your newsletter or opted in for marketing emails and site updates.
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.
Marketing
Analyze the performance of your traffic sources and outreach campaigns. Get a comprehensive unified view of each marketing activity with your Marketing Overview and learn more about your data with your Marketing reports.
In this section, you'll find terms related to attribution, UTM parameters, email marketing, and paid ad campaigns.
Attribution
Term
Definition
Attribution model
Determines which user interaction counts towards conversion.
Last non-direct click
The last interaction a customer had with a marketing channel before converting, excluding visitors who came directly to your site.
First interaction
The first marketing source a visitor interacted with in the 30 days preceding the conversion (e.g. making a purchase on your site).
Last interaction
The last marketing source a visitor interacted with before converting (e.g. making a purchase on your site).
Any Wix FB ads click
The Facebook ad (created with Wix) that 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.
Any Wix Google ads click
The Google ad (created with Wix) that the visitor clicked before making a purchase on your site.
If no Google 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, reddit.com).
Traffic category
Categories of sites that people navigate to your site from (e.g. social, email, organic search, etc).
UTM parameters
Term
Definition
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).
Email marketing
Term
Definition
Delivery rate
How many emails were delivered out of the total emails sent.
Unique opens
The number of unique contacts that opened the email. Unique contacts refer to individual recipients - each is counted only once when opening 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 unsubscribers).
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.
Email type
An email type can be any of the following: an email sent as a campaign, published online, or automated.
Paid ad campaigns
Term
Definition
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.
Amount spent
The total amount spent on campaigns, ad sets or ads while they were active.
ROAS
Return On Ad Spend - the 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
Learn what queries drive traffic to your site from Google and how AI platforms and search engines crawl your site. Learn more about your data with SEO reports.
In this section, you'll find terms related to Google search and bots.
Google search
Term
Definition
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 - Click Through Rate
The percentage of impressions that were clicked.
Avg. position
Your site's average position in Google search results (excluding paid search).
Search query
The word or combination of words someone searched for in Google to find your site.
Bots
Term
Definition
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).
User queries on AI
The number of times AI bots crawled your site in response to user queries. Whenever someone asks a question on an AI platform and its bot scans your site for information, it is counted as a user query.
Note: These are currently recorded only for ChatGPT and Perplexity bots.
Site sessions from AI platforms
The number of actual site visits originating from any AI platform. Each time someone arrives at your site by clicking a link provided in an AI platform’s response, it is counted as a session from an AI platform.
Stores
Track your store's performance with insights into sales, orders, visitors, abandoned carts, and more. Get a comprehensive view of your online store's performance with Store Analytics. Then, gain more insights about the data using your Store reports.
In this section, you'll find terms related to inventory, store conversion, and abandoned carts.
Inventory
Term
Definition
Items sold
Items that were sold, or reduced from the inventory for another reason (e.g. items were written-off, damaged or expired).
Avg sold per day
The number of items sold (or reduced) divided by the number of days in the selected time period.
Inventory
The quantity that is currently left in inventory.
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
The total value of a variant's inventory.
Start date inventory
The inventory you had in the beginning of the selected time period.
Days remaining
Your current inventory, divided by the average number of items sold per day.
Product gross profit
Gross sales minus cost of goods.
Cost of goods
The amount you spent to produce and sell these items. You can add this info in the product pricing section.
Tracked inventory
This indicates whether the 'Track inventory' option is enabled in a product's settings.
Last available on
Last date when the item was in stock.
Product variant
A variant is an item with a unique combination of product options (e.g. size: L, color: brown).
Fulfilled by
The fulfiller that packs and ships the product.
Store conversion
Term
Definition
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.
Abandoned carts
Term
Definition
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.
Bookings
Analyze your booking trends and client activity to optimize your business. Get an overview of your bookings performance with your Bookings Analytics and learn more about your data with Bookings reports.
In this section, you'll find terms related to key metrics and sessions.
Key metrics
Term
Definition
Total bookings
The total number of all bookings, including canceled, pending approval and with failed payment.
Canceled bookings
The number of bookings canceled by you or your client.
Confirmed bookings
The number of bookings made that are not pending approval, canceled, or on a waitlist.
Unique clients
The number of different people who booked at least 1 session.
Amount paid
The actual amount of money you've received so far.
Note: 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.
Hours
The total number of hours worked by a staff member.
Booking date
The date the service was booked.
Booking status
A booking will have one of the following statuses: Pending approval, Waitlist, Cancelled, Declined, Booked.
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 service type can be any of the following: a one-time appointment, recurring class, or set of sessions in a course.
Sessions
Term
Definition
Sessions
Sessions take place whenever a client books a time slot for an appointment, class or course.
Spots filled
The number of people in a session.
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.
Occupancy
The percentage of booked spots out of the total spots available.
Session date
The date a session took place.
Session location type
A session location type can be any of the following: a business address, a client's place, or a custom location.
Restaurants
Gain insights into your restaurant's performance, including conversion rates, popular dishes, and ordering times. Learn more about your data with your Restaurants reports.
Tips:
These terms apply to both the Wix Restaurants Orders app and Wix Restaurants Orders (New) app.
For sales and conversion definitions, head over to the Sales glossary.
Term
Definition
Service fee
Additional fees added during setup to cover operational costs and state regulation fees (applied separately from any delivery fees).
Fulfilment status
An order can have one of the following statuses: Fulfilled, Not fulfilled, Partially fulfilled.
Fulfilment type
There are two types of fulfillment types: Pickup and Delivery.
Blog
Track how site visitors engage with your blog. Get a clear snapshot of how your blog content is performing with Blog Analytics. Go further by exploring trends and gaining insights using your Blog reports.
Term
Definition
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.
Engagement
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.
Action date
The date when an action happened (e.g. a post was viewed or liked).
Subscriptions
Monitor sales and performance metrics for pricing plans, product subscriptions, and recurring invoices. See key metrics and track performance using Subscriptions Analytics, and explore detailed data with your Subscriptions reports.
Term
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.
Billing cycle
Shows how many payments have been made so far in a recurring subscription.
Payment frequency
How often the customer is charged for a recurring subscription (e.g. monthly, yearly).
Subscription length
The total duration of the recurring subscription.
Events
Analyze ticket sales and how guests RSVP to your events. Learn more about your data with Events reports.
Term
Definition
Checked in rate
The percentage of participants who checked in, compared to the number of tickets for the event.
Fee
The service fee charged per ticket sold.
Total ticket sales
Gross ticket sales after discounts (before fees and taxes)
Tickets sold
The total number of paid and free tickets.
Groups
Understand how group members engage with your site and look for ways to boost their activity. Learn more about your data with Groups reports.
Term
Definition
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
Discover which of your tracks and albums perform the best and learn about your listeners. Learn more about your data with Music reports.
Term
Definition
Music 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.
Video
See how your videos perform and discover which are the most popular. Learn more about your data with Video reports.
Term
Definition
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.
Mobile apps
Learn how people engage with your business using mobile apps. Get valuable insights about your data with Mobile apps reports.
Term
Definition
App sessions
A session is a visit to your app. It ends after 30 minutes of inactivity.
Avg session duration
The average duration of a visit to your app.
Unique visitors
The number of people that visited your app. A visitor is considered unique when they connect from a different browser or device (IP address).
App type
The type of Wix app where the activity took place: Wix app, Spaces app, or your own native mobile app.
