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 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:
Traffic & Behavior Sales, People, & Accounting Stores Marketing SEO Bookings Restaurants Blog Subscriptions Events Groups Music & VideoTip:You can find the All Reports page under Analytics in your site's dashboard.

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Traffic & BehaviorMeasureDefinitionAverage pages per sessionThe average number of pages people visit during a session.Average session durationThe average time people spent on your site.Average time on pageTime 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 rateThe percentage of visitors who left your site after viewing only one page.Page exit rateThe percentage of page views that were the last in a site session.Next pageThe next page a visitor goes to after the current page.Page pathThe path to this page within your domain, e.g. /blog/new-post.Page viewsThe number of times a site page is visited or refreshed.Previous pageThe page a visitor came from before the current page.Site memberA visitor who has an account and logs in to the site.Site sessionsA session is a visit to your site. It ends after 30 minutes of inactivity.Traffic categoryCategories of sites that people navigate to your site from, e.g. social, email, organic search, etc.Traffic sourceSites that people navigate to your site from, e.g. medium.com, twitter.com.Traffic source URLSpecific URLs that people navigate to your site from.Unique visitorsThe 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 contentUTM campaign content can be used to track A/B tests or entry points with different content.UTM campaign keywordThe keywords associated with an ad.UTM campaign mediumThe 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 nameThe name you give to a particular UTM campaign.UTM campaign sourceThe specific site a visitor comes from, e.g. google.com, facebook.com.UTM Wix campaignThe UTM identifier of a multichannel campaign (added by Wix).Clicks to contactSite sessions where a visitor clicked to contact you via WhatsApp, phone or email.Phone clickedSite sessions where a visitor clicked to contact you via phone.Whatsapp clickedSite sessions where a visitor clicked to contact you via WhatsApp.Email clickedSite sessions where a visitor clicked to contact you via email.Unique clicks to contactUnique visitors who clicked to contact you via WhatsApp, phone or email.Click-to-contact rateThe percentage of sessions with a click-to-contact event out of all site sessions.Contact detailsThe phone number or email address that visitors clicked to contact you.Unique searchersThe number of unique visitors who searched for something on this site.Unique searchers with no resultsThe number of unique visitors who searched and had no results.Rate of unique phrases with no resultsPercentage of unique visitors who had no results at least once.Click-through rateThe number of times at least one result was clicked, out of all searches.Avg. click positionThis 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 positionThe 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 typeThe Wix business application (i.e. Wix Bookings, Wix Stores) where the purchase was made.Order conversion rateThe number of orders divided by the number of sessions.Visitors to customers rateThe 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, & AccountingMeasureDefinitionAverage order valueTotal sales divided by the number of orders.ContactsThe amount of people who have shared their contact information on your site.LeadsVisitors who shared their contact details, or started a purchase but didn't complete it right away.CustomersThe amount of paying customers. A lead becomes a customer when they make a purchase on your site.DiscountSum of discounts.Fulfilled byThe fulfiller packs and ships the product.Gift cardThe amount of gift card credit used.Gross salesItem price multiplied by the number of items sold.Item salesItem price multiplied by the number of items sold.Items soldItems that were sold, or reduced from the inventory for another reason.Net revenueTotal revenue minus shipping and tax.Order revenueOrder total minus refunds.Order subtotalThe amount paid for the order, before shipping and tax.Order totalThe total amount paid for the order.Order typeThe Wix business application (i.e. Wix Bookings, Wix Stores) where the purchase was made.RefundsSum of payments refunded.RevenueTotal sales minus refunds and chargebacks.Sales channelThe platform you are using to sell the product e.g., your Wix online store, Amazon, eBay, or any other sales channel.ShippingSum of payments taken for shipping costs.Site memberPeople who signed up as members to your site.TaxSum of payments taken for Tax.Total ordersThe total number of orders received.Total salesThe total amount of money expected from sales, before deducting refunds, shipping, and fees.Transaction typeOrder, recurring payment or refund.Order numberThe order number for a transaction in Wix Stores.Cost of goodsThe amount you spent to produce and sell these items. You can add this info in the product pricing section.Item gross profitGross sales minus cost of goods.StoresMeasureDefinitionProduct variantA variant is an item with a unique combination of product options (e.g. size: L, color: brown).Product gross salesProduct price multiplied by the quantity sold.Product refundThe amount of money refunded for the product.Product revenueGross sales minus discounts and refunds.Cost of goodsThe amount you spent to produce and sell these items. You can add this info in the product pricing section.Product gross profitGross sales minus cost of goods.Viewed productSessions where a visitor viewed a product.Added to cartSessions with an item added to cart.Reached checkoutSessions that reached the checkout page.Sessions convertedSessions where this product was bought.Product view rateThe percentage of sessions where a product was viewed, out of all site sessions.Add to cart rateThe percentage of sessions where a product was added to the cart, out of all sessions where a product was viewed.Cart to checkout rateThe percentage of sessions that reached checkout, out of all sessions where a product was added to the cart.Checkout completion rateThe percentage of sessions with a completed purchase, out of all sessions that reached checkout.Session conversion rateThe percentage of converted sessions out of all site sessions. This rate shows how many of your site sessions result in a purchase.Product conversion rateSessions where this product was bought, out of all sessions where this product was viewed.Order conversion rateThe number of orders divided by the number of sessions.InventoryQuantity currently left in inventory.Start date inventoryThe inventory you had in the beginning of the selected time period.Tracked inventoryIndicates whether 'Track inventory' is selected in product options.Total cost of goodsThe amount spent to acquire a product's inventory.Days remainingCurrent inventory divided by the average number of items sold per day.Items soldItems that were sold, or reduced from the inventory for another reason.Avg sold per dayNumber of items sold (or reduced) divided by the number of days in the chosen time period.Last available onLast date when the item was in stock.Predicted stockoutPredicted out of stock date, based on the item's inventory and the average quantity sold per day.Turnover rateItems sold in the chosen time period divided by current inventory. A high turnover rate indicates that goods are sold faster.Total valueTotal value of a variant's inventory.CartsThe total number of carts that were created.Carts valueThe total value of all carts, including both purchased and abandoned.All abandoned cartsThe number of all abandoned carts, including the ones that can't be recovered.Abandoned recoverable cartsThe number of abandoned carts that can be recovered.Recovered cartsThe number of carts that were recovered.Completed cartsThe total number of completed carts, including those that were recovered.Abandoned rateThe percentage of carts that were abandoned, including those that can't be recovered.Cart completion rateThe percentage of carts that were completed (i.e. purchased), out of all carts that were created.Recoverable rateThe percentage of carts that can be recovered out of all abandoned carts.Recovery rateThe percentage of carts that were recovered, out of all abandoned recoverable carts.Emails sentThe number of recovery emails that were sent.Email recovery rateThe percentage of carts that were recovered out of all carts that received a recovery email.MarketingMeasureDefinitionAttribution modelDetermines which user interaction counts towards conversion.Last non-direct clickSessions 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 interactionSessions and sales are credited to the first marketing source a visitor interacted with in the previous 30 days.Last interactionSessions and sales are credited to the last marketing source a visitor interacted with before making a purchase on your site.Last Wix FB ads clickSessions 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 rateThe number of orders divided by the number of sessions.Visitors to customers rateThe 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 URLSpecific URLs that people navigate to your site from.Traffic sourceSites that people navigate to your site from, e.g. medium.com, twitter.com.Traffic categoryCategories of sites that people navigate to your site from, e.g. social, email, organic search, etc.UTM campaign nameThe name you give to a particular UTM campaign.UTM campaign contentUTM campaign content can be used to track A/B tests or entry points with different content.UTM campaign mediumThe 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 sourceThe specific site a visitor comes from, e.g. google.com, facebook.com.UTM campaign keywordThe keywords associated with an ad.UTM Wix campaignThe UTM identifier of a multichannel campaign (added by Wix).Clicks to contactSite sessions where a visitor clicked to contact you via WhatsApp, phone or email.Phone clickedSite sessions where a visitor clicked to contact you via phone.Email clickedSite sessions where a visitor clicked to contact you via email.Whatsapp clickedSite sessions where a visitor clicked to contact you via WhatsApp.Unique clicks to contactUnique visitors who clicked to contact you via WhatsApp, phone or email.Click-to-contact rateThe percentage of sessions with a click-to-contact event out of all site sessions.Campaign typeAn email campaign can be sent to recipients or published online.Delivery rateHow many emails were delivered out of the total emails sent.Unique opensThe number of unique contacts that opened the email.Open rateHow many recipients opened the email out of the total emails delivered.Unique clicksThe number of recipients who clicked a link in the email (except for unsubscribes).Click rateHow many emails got clicked out of the total emails delivered.BouncedThe number of emails that could not be delivered.Bounce rateHow many emails could not be delivered out of the total emails sent.Site sessionsThe number of site visits your campaign generated within 30 days.Unique visitorsThe number of recipients who visited your site within 30 days.Total ordersThe number of orders made by campaign recipients within 30 days.Total salesThe expected amount of money generated by this campaign.Device typeFirst device used when clicking on a CTA.Ad impressionsThe number of times an ad was shown.Ad clicksThe number of clicks on an ad, ad set or campaign.CTRClick Through Rate - the number of clicks that an ad received out of all the times it was shown.Site sessionsThe number of site visits an ad generated.Unique visitorsThe number of people who visited your site after clicking the ad.OrdersStore orders, bookings and any other purchases placed on your site. This includes unpaid, canceled and refunded orders.Total SalesThe amount of money expected from sales, before deducting refunds, shipping, and fees.Avg. order valueTotal sales divided by the number of orders.Conversion rateThe number of orders divided by the number of sessions.Amount spentThe total amount spent on campaigns, ad sets or ads while they were active.ROASReturn On Ad Spend - total sales from the ad divided by the amount spent on the ad.CPCCost Per Click - the amount spent on every ad click.CPACost Per Action - the amount spent on every order coming from the ad.SEOMeasureDefinitionSearch queryThe word or combination of words someone searched for in Google.ImpressionsThe number of times a link to your site appeared in Google search results.ClicksThe number of times someone clicked a link to your site in Google search results.CTRThe percentage of impressions that were clicked.Avg. positionYour site's average position in Google search results (excluding paid search).HitsThe number of times a specific site page is visited or refreshed.Unique pagesThe number of different pages in your site crawled by bots.Response status classesThe class of the error code, e.g., 2XX, 3XX, 4XX.Response status codesThe specific error code, e.g., 200, 301, 404.BookingsMeasureDefinitionBookings salesThe total sales made from bookings. This includes the amount due and amount paid.Canceled bookingsThe number of bookings canceled by you or your client.HoursThe total number of hours worked by a staff member.SessionsSessions take place whenever a client books a time slot for an appointment, class or course.Booking dateThe date the service was booked.Session dateThe date a session took place.Booking statusA booking will have one of the following statuses: Pending Approval, Pending checkout, Waitlist, Cancelled, Declined, Booked, Checked in, or No show.Booking channelThe online platform where the booking was made: site, mobile app or Google.Booked bySee which bookings were made by you and your staff or by clients.Service typeA one-time appointment, recurring class, or set of sessions in a course.Session location typeA business address, a client's place, or a custom location.Spots filledThe number of people in a session.Confirmed bookingsThe number of bookings made that are not pending approval, canceled, or on a waitlist.Total bookingsAll bookings, including canceled, pending approval and with failed payment.Check-insThe number of participants you marked as checked-in to each session.No showsThe number of participants you marked as no-shows to each session.Unique clientsThe number of different people who booked at least one session.OccupancyThe percentage of booked spots out of the total spots available.Amount paidThe actual amount of money you've received so far. This doesn't include revenue from pricing plans.Amount dueEither 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 overdueThe amount that remains unpaid after the date of the session.RestaurantsMeasureDefinitionDish countThe number of times a dish was ordered.Orders countThe total number of orders.Order subtotalThe amount paid for the order, excluding fees and discounts.Total salesThe total amount paid for the order.BlogMeasure DefinitionAction dateThe date when an action happened (e.g. a post was viewed or liked).CommentsThe amount of comments made by visitors on your blog.LikesThe amount of likes made by visitors on your blog.Post viewsThe amount of times your blog posts were viewed.ReactionsThe sum of likes, comments and shares that visitors have reacted to your post.SharesThe amount of times visitors shared your blog URL on another site.Site sessionsA session is a visit to your blog. It ends after 30 minutes of inactivity.Unique visitorsThe 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.SubscriptionsMeasureDefinitionTotal revenueThe total amount of money you've made from each subscription in the selected time period.First payments revenueThe amount of money you've made from the first payment of a recurring subscription.Recurring payments revenueThe amount of money you've made from recurring payments.One-time payments revenueThe amount of money you've made from one-time payments.Payments receivedThe total number of payments received for subscriptions.EventsMeasureDefinitionsChecked in rateThe percentage of participants who checked in compared to the number of tickets for the event.Gross ticket salesTicket price multiplied by the number of tickets sold.FeeThe service fee charged per ticket sold.Net revenueTotal ticket sales after fees and taxes.Total ticket salesGross ticket sales after discounts (before fees and taxes)Tickets soldThe total number of paid and free tickets.GroupsMeasureDefinitionsEngagementThe sum of reactions, shares and comments a post received.Engaged membersThe total number of people that posted, left a comment or a reaction.New paying membersPaying members who joined during the selected time period.Music & VideoMeasureDefinitionsSalesThe total amount expected from purchases, before deducting fees. This doesn't include revenue from pricing plans and channel subscriptions.Deleted trackTracks that have been deleted from your library.Share typeFind out if visitors shared a video or channel.Deleted channelChannels that have been deleted from your library.Total videosThe number of videos currently in your library.Average watch timeThe average amount of time (in minutes) your video was watched.Percent watchedThe total amount of time the video was watched, divided by its duration.