Wix Analytics: the reports worth using

Most site owners need six Wix Analytics reports: Traffic over Time, Traffic by Entry Page, Page Visits, Form Submissions by Traffic Source, Top Search Queries on Google and, if you sell online, your Sales reports. Together they answer the questions that matter: how many people came, where they landed, what they did, and whether they contacted you or bought.

All of them are on the All Reports page under Analytics in your site's dashboard. Wix Analytics is built in, needs no tag, and reads sales and contact data directly from your site's records. Its main limits are that traffic numbers are partial once you run a cookie banner, and that reports update about an hour after an event, not instantly.

Where the reports are

Go to Analytics in your dashboard and open All Reports. Wix groups reports into categories, and which ones appear depends on what your site uses. Traffic, Behavior and SEO reports apply to any site. A store adds Sales and Stores reports. A site with Wix Bookings, Events, Blog or Restaurants gets a family for each. There are also email marketing and form submission reports.

Reports are pre-built, and you can customize them. Each has a table view, and many offer a chart: bar, line, heat map, funnel, map or pie. You can save the ones you use to "Saved reports". Wix describes the full set in its Wix Analytics reports overview.

Alongside All Reports, the Analytics section has overview pages for traffic, sales and behavior, plus Real-time, Benchmarks, Session Recordings and Analytics Pro, which we cover below.

The reports worth using

Traffic reports

The traffic family has six reports: Traffic over Time, Traffic by Location, Traffic by Time of Day, Traffic by Entry Page, Traffic by Device, and New vs. Returning Visitors. Start with Traffic over Time for the trend, then Traffic by Entry Page to see which pages bring people in. An entry page is the first page a visitor sees. If most visits enter on a blog post and not your home page, that post is your real front door.

It helps to know what "Direct" means in Wix. It includes people who typed your address or used a bookmark, and also redirects from another domain, links in messaging apps and private email, and QR codes. Direct is partly a bucket for visits Wix can't attribute. Wix lists the definitions in its traffic reports article.

Behavior reports

Page Visits shows sessions, bounce rate and average time on page for each page. Bounce rate is the share of visits that left without going further. A service page with a high bounce rate and a short time on page is a page to rewrite.

Button Clicks tracks clicks on buttons, links, clickable images and expandable text. It's off by default. You have to click Enable Click Tracking, and it only counts visitors who accepted cookies. Turn it on now so the data is there when you need it. Top Searches shows what visitors type into your own site search, if you've added Wix Site Search.

Form and lead reports

Search "Form" on the All Reports page to find these. Form Submissions by Traffic Source splits submissions into sources such as Direct Link, Paid Search and Organic Search. Submission by Form breaks each form down by device, visitor type, location and the page the form is on. Form Submission over Time shows the trend.

For a business that lives on inquiries, the traffic source report is the most useful one in Wix Analytics. The data updates every few hours, while the submissions table itself is live. We go further into attribution in tracking leads and calls from a Wix site.

SEO reports

Four reports show your Google search performance: Google Search Performance over Time, Top Search Queries on Google, Top Pages in Google Search Results, and Average Position in Google over Time. The numbers come from Google Search Console, so the site has to be connected first, as described in connecting Wix to Google Search Console. Recent data, such as the last 72 hours, may be missing. Wix lists them in its SEO reports article.

The same family includes reports on search engine and AI bot visits and on response status. Those are a specialist topic with their own guide: Wix SEO reports and bot log reports. For what to do with the findings, use our Wix SEO checklist.

Sales reports

If you sell through Wix, sales reports read from your actual order records, not from a tracking script. That makes them the more reliable source for revenue. Canceled orders drop out of the Sales reports, and free orders are included.

Real-time, Benchmarks and the add-ons

Real-time

Real-time shows who is on the site now. A "live visitor" is someone who acted in the past 5 minutes, and the activity feed covers up to 24 hours. Unlike the reports, Real-time is unfiltered: it shows all incoming traffic, and you count as a live visitor yourself. Don't compare its numbers with the traffic reports.

Benchmarks

Benchmarks compares your traffic and sales figures with similar sites, using sites in the same country when there is enough data and worldwide otherwise. You choose or change your site category. It's available only for sites that "have received 30 or more visitors in the last 30 days". Treat it as context, not a target. Details are in Wix's Benchmarks article.

Session Recordings

Session Recordings replays individual visits so you can watch where people hesitate. It needs an upgraded site and is powered by an app called Twipla. As of October 2026, plans are set by new recordings per month: 3 on Free, 500 on Basic, 2,000 on Pro and 10,000 on Pro Plus. It has four privacy modes. Recording visitors raises privacy questions, so check your privacy policy and consent setup before turning it on.

Analytics Pro

Analytics Pro is an AI assistant, labeled Beta, that answers questions about your data in plain language and builds charts. It needs an upgraded site and draws on the same data as the reports. Wix's own caution applies: "AI can make mistakes. Check the numbers against your Wix Analytics reports before you act on them."

How accurate the numbers are

Four things shape what Wix Analytics counts.

• Your own visits are left out. When you're logged in to your Wix account, visits from the same device and browser aren't counted in traffic reports. To exclude an office or a colleague, open any traffic report and use Filter, then IP address.
• Bots are filtered. Traffic reports remove bot visits and visits from internet providers identified as bot-related. Wix updates that list regularly and warns that "older numbers may change". A past month's total can shift slightly when you look again.
• Consent limits what is recorded. With a cookie banner enabled, Wix Analytics doesn't report visitor data before consent, and Wix says "traffic and behavior reports will be partial". Wix's rough estimate is that about 50% of visitors accept cookies. Your rate may differ. See cookie consent and privacy on Wix.
• There is a delay. Report data updates one hour after an event.

Two definitions help when reading reports. A session ends after 30 minutes of inactivity. And Time on Page shows 00 for the last page of a session. That lowers the average for pages people tend to leave from, such as a contact page.

Sales totals are a different case. They come from your site's order records, so they don't depend on a tracking script running in the visitor's browser.

Wix Analytics and Google Analytics 4

The two tools will never show the same numbers. Wix says the most common reasons are "cookie consent and the different algorithms used to filter bot traffic". The underlying difference is where the data comes from.

Time zones can differ between the two as well. Wix's is set at Settings → General → Languages & Region → Time zone. Wix explains the full list of causes in its data discrepancies article.

The two are useful for different jobs. Wix Analytics is the better record of orders, bookings and form submissions, because it reads them directly. Google Analytics 4 is the better tool for analyzing visitor paths in depth, building audiences, and sharing data with Google Ads. If you advertise, you need GA4 or another tag as well. Setup is covered in how to add Google Analytics 4 to Wix.

One note for ad traffic: if auto-tagging is off in Google Ads, Wix says most ad visits are labeled organic in Wix Analytics. Keep auto-tagging on.

History, exports and sharing

History. Wix states that "your data goes back to the day you created your site". Data for deleted pages remains in reports, and Wix says it isn't possible to remove data from Wix Analytics. Wix's pages don't state a shorter retention window. If long-term records matter to you, export key reports on a schedule anyway.

Export and email. Any report downloads as a CSV file, and you can subscribe to a report by email on a schedule. A monthly email of Traffic over Time and your form report is an easy habit to set up.

Mobile. Overviews and most reports are available in the Wix app under Manage → Analytics → All Reports.

Sharing. Collaborators with Analytics permission see the pre-built reports. A custom report you create is visible only to you and the owner unless you share it. If a team member can't see the Analytics tab, check Roles & Permissions.

What Wix Analytics doesn't do

• No data without a connected domain. Wix says the data "only shows up for sites with domains that are currently connected to Wix". If every report is empty, check the domain first.
• No per-language breakdown for multilingual sites.
• No account-wide view across several sites, unless you're on Wix Studio's enterprise solution.
• No removal of data once it's recorded.

If a report shows a sudden fall, work out whether it's a measurement change or a real one before reacting. Our guide to why traffic dropped on your Wix site gives the order to check things in.

Conclusion

Wix Analytics is worth opening every month for a handful of reports: the traffic trend, entry pages, page visits, form submissions by source, Google queries and sales. Trust it most for orders and leads, read traffic numbers as partial if you run a cookie banner, and add Google Analytics 4 when you need deeper analysis or advertise. If you'd like someone to turn the numbers into a plan, our SEO services team works with these reports every day. More guides are in our Wix hub.

Frequently asked questions