Webflow analytics

What Webflow analytics shows

A Webflow site arrives without traffic reporting. Measurement is a separate product, Analyze, and the documentation is direct about it: “You’ll need an Analyze add-on plan to use Webflow Analyze. Only Workspace admins can buy Analyze add-on plans.”

Once the add-on is on the Workspace, each site is switched on from the Insights tab, then Settings and General, where you pick how tracking behaves: always on, opt-in or opt-out. Two of those carry a condition, that “Opt-in and opt-out tracking methods require a consent management solution to function properly”. You publish, and “results will start to appear within 30 minutes”. Staging domains can be folded in or left out.

The measurements are the familiar ones, with published definitions. A session ends “after 30 minutes of inactivity”. Unique visitors count people, with the caveat that “A user may be counted more than once if they return using a different browser or device”. A session bounces when the visitor “arrives on your website and leaves without clicking something or navigating to another page”. Click events cover buttons, links and forms, and time on site and page sits alongside audience attributes such as source, region and device.

Three views show it. Site overview gives goal conversion rates, site traffic, bounce rate, average time on site, the referring address, and the pages carrying the most traffic. Page details adds, for one page, the ten internal pages visitors came from and the ten they went to next. Analyze mode is the unusual one: opened from the Designer while you look at the page you built, it draws clickmaps on the layout, marks the average page fold and reports scroll depth.

Goals sit on the same foundation. With Designer permissions or above you create goals that track clicks on buttons and links, and conversion rate is conversions divided by sessions, calculated for the site, the page and the traffic source.

One detail sets Analyze apart from most platform analytics: “Webflow Analyze doesn’t use cookies to recognize site visitors. Instead, Analyze is rendered on visitors’ browsers using local storage.” Webflow adds that it uses anonymous identifiers and that the data cannot be tied back to an identifiable person. Stores keep a separate view in the Orders tab, which counts completed orders, total sales, average order value and average order size.

Where Analyze stops

The first limit is the window. “You can view up to 90 days worth of data at once”, so a year over year comparison is not a question this tool answers.

The second is the page list, which holds at most 150 pages; anything outside it has to be opened through Analyze mode on the page itself. On a large CMS site that puts most of the long tail beyond the main report.

The third is the shape of an event. Goals track clicks on buttons and links, so a video played, a file read to the end or a form abandoned halfway has no place to land. Scroll depth and the page fold are things you look at in Analyze mode rather than numbers you can build a goal on.

The fourth is that labels are derived rather than declared. Analyze reads the inner text of the clicked element; failing that it tries, in order, an accessibility label, the element id, alt text, a link address and an image source, and otherwise writes “Unnamed” with the element type. Inside a Collection list every item gets its own entry and the label follows the item’s current title, so a post holding 5,000 clicks starts displaying a different title after a rename, which is Webflow’s own example.

The fifth is exit cost: “When you disable Analyze, you won’t have access to your site’s historical analytics data.” Hosting, the Designer and the measurement are one subscription, and the reporting on how AI tools cite a site sits higher still, on Team or Enterprise Platform plans with the add-on.

The sixth is the gap with any second tool, which Webflow acknowledges without explaining much: “Analytics tools may track site visitor behavior differently, so discrepancies between tools are expected.” Bounce is the clearest case: a click that stays on the page rescues a session from the bounce rate, where most tools need a second pageview.

How to add an analytics tool to a Webflow site

Google Analytics has a door of its own, and it is the only measurement that reaches a free Webflow site. The field is in Site settings, Integrations tab, Google Analytics, and takes a measurement ID. Webflow spells out the asymmetry: “You do not need a paid site or Workspace plan to integrate Google Analytics into your site. However, you will need a paid site or Workspace plan to add any additional custom code.” The integration routes the tag through Google Tag Gateway, and traffic proxied through it “doesn’t count toward your site’s bandwidth allocation”. Put the same tag in the field and in the head code and everything counts twice.

Everything else goes into custom code, and there the rule is a plan: “If you have a Core, Growth, Agency, or Freelancer Workspace, or if your site has an active Site plan, Site managers and Designers can add custom code and scripts.” The free Starter plan publishes to a webflow.io address with 1,000 monthly visits and two static pages, and custom code is one of the features a paid Site plan adds. The fields are in Site settings, Custom code tab: Head code and Footer code, up to 50,000 characters each, with a matching pair in Page settings. This is the route the vendors document, among them Plausible, Fathom, Matomo and Pirsch.

A few tools skip the paste. Microsoft Clarity is installed from the Webflow marketplace onto a workspace or a single site and then opens inside the Designer as a connected app; Webflow’s own Google site tools app reads Google Analytics and Search Console figures there and adds a tag manager script without code.

Three habits save a week of confusion. Publish, because “The effects of custom code appear in preview mode, but they won’t go live until your site is published”. Keep your own work out of the data, because the same code runs in preview and comment modes; Webflow documents a comment wrapper, EXCLUDE FROM PREVIEW start and end, that keeps a script out of both. And put scripts in the footer field, or give them async or defer, which is Webflow’s advice for external scripts in the head.

Consent is your job either way. Analyze’s opt-in and opt-out modes need a consent management solution to work, and Webflow states that whether Analyze meets privacy rules “depends on the tracking default and the consent management solutions you’ve set up on your site”. What applies to your site also depends on where your visitors are and what else your pages load, and this page is not legal advice; vendors who state that their tool stores nothing in the browser are on the cookieless tools page.

Of the 44 tools in the table, 18 publish a Webflow route of their own, meaning an app in the Webflow marketplace or an installation guide written for the platform; 4 more name it without publishing either and point at the general snippet. The whole set, with the date each value was checked, is in the table.

What to count on a Webflow site

Pageviews arrive with the snippet, so the work is naming the actions that would otherwise arrive as labels the platform guessed.

Element events come first, and Webflow makes them cheap. Select an element in the Designer, open the Settings tab, and add custom attributes; several tools read those as an event name and its metadata, which Pirsch documents for a button. Event definitions then live next to the element rather than in a script at the bottom of the site.

Forms come second. A Webflow form ends in a success state or a redirect, and the redirect is simpler to count: set a redirect address in the form settings, point it at a thank you page, and the submission becomes a pageview any tool records. Plausible describes that path for Webflow.

Collection lists come third, and they need naming discipline. Each item is its own entry, labels follow the current item title, and a rename rewrites how past clicks read. Give repeated elements a stable accessibility label or id and the report stops shifting.

Stores add the purchase. Unlike a hosted checkout elsewhere, the order confirmation page sits in the Pages panel like any other, so site-wide code loads there and a pageview goal on it is a workable purchase count; Webflow attaches a note about payment card industry obligations to custom code on Ecommerce sites. Revenue arrives only if you send the order value with the event.

Questions and answers

Does Webflow have analytics of its own?

Yes, but not by default. Analyze is an add-on bought by a Workspace admin, and without it a Webflow site reports no traffic at all; a store still has its Orders tab, which counts orders rather than visits. With Analyze you get sessions, unique visitors, bounce rate, time on site and page, click events, goals, and clickmaps and scroll depth inside the Designer, over a window of up to 90 days and a list of up to 150 pages.

Does Webflow Analyze use cookies?

No. Webflow states that Analyze “doesn’t use cookies to recognize site visitors” and that it “is rendered on visitors’ browsers using local storage” instead, with anonymous identifiers. Whether that removes the need for a consent banner depends on your visitors and on everything else your pages load; Webflow ties the answer to your tracking default and your consent tooling.

Do I need a paid plan to add an analytics tool to Webflow?

For everything except Google Analytics, yes. The measurement ID field in Site settings works on any plan, while “any additional custom code” needs a paid Site plan or a Core, Growth, Agency or Freelancer Workspace. The free Starter plan, capped at 1,000 monthly visits and two static pages on a webflow.io address, does not include custom code.

Will my own work in the Designer show up in the numbers?

It can. Custom code runs in preview and comment modes as well as on the published site, so hours spent reviewing your own pages land in the data. Webflow documents a comment wrapper, EXCLUDE FROM PREVIEW start and end, that keeps a script out of those modes. Analyze works the other way round: staging domains are excluded unless you ask to see staging data with production data.

Why do Webflow and another tool report different numbers?

Because they define things differently, which Webflow acknowledges. Its bounce rate counts a session as bounced only if the visitor neither clicks anything nor opens another page, so a click that stays on the page pulls the session out of it, while most tools require a second pageview. Visitor counting, bot filtering and the treatment of staging traffic differ too. Pick which tool answers which question before the two totals start an argument you cannot settle.