Wix analytics

What Wix analytics shows

Wix counts sessions, unique visitors and pageviews in the site dashboard, and arranges them as a catalogue of reports rather than one screen. The All Reports page groups them by the parts of the platform a site uses: Traffic, Behavior, People, Sales, Bookings, Stores, Blog, Events, Marketing, SEO and more. Each report opens as a table with a chart beside it, and the chart changes with the question: bar, line, heat map, funnel, map or pie.

Three definitions settle how the traffic figures read, and Wix publishes them in a glossary attached to each report. A site session is “Visits to your site. A session ends after 30 minutes of inactivity.” A visitor “is considered unique when they connect from a different browser or device (IP address)”. Bounce rate is “The percentage of visitors who left your site after viewing only 1 page”. Time on page is the gap between one pageview and the next, which is why the last page of a session reads as zero seconds.

The traffic set answers where and when: Traffic over Time, by Location, by Time of Day, by Entry Page, by Device, and New vs. Returning Visitors. Behavior adds Button Clicks and Button Clicks over time. There is also a Bot Traffic over Time report, which is unusual: the platform shows what it filtered out rather than only the remainder. Real-time is a separate page, with visitors active in the last 30 minutes, a list of recent visitors covering 24 hours labelled “Visitor #X” when the person is not a known contact, a breakdown of each session, and a live feed of actions such as viewing a product or entering checkout.

The sales side differs from a page counter in its source. Wix states that its analytics “has access to production data in your Wix site, such as your contact list and transaction database”, so orders, bookings and contacts come from records rather than browser events. That is why its numbers and a script-based tool’s numbers describe different things: Wix “will not show you cancelled orders, and it will show you zero sum (free) orders”, where a tool fed by client events does the opposite.

Where the built-in reports stop

The first limit is timing. “Data is updated one hour after an event occurs”, so the dashboard is a record rather than a live view, and the Real-time page is the only place to watch a campaign land.

The second is consent, and it reshapes the traffic and behaviour numbers. Where the Wix cookie banner is enabled, “Analytics does not report visitor data before visitors actively consent to analytics cookies to be placed on their device. In such cases, Traffic and Behavior reports will be partial.” The article on discrepancies goes further: “Our analysis shows approximately 50% of visitors accept cookies, so if you have a Cookie Consent banner, it’s fair to assume your traffic data should be doubled.” Read that as the vendor’s estimate of its own coverage, and treat traffic reports on a banner site as a sample.

The third is that the data is not yours to edit. “It is not possible to remove data from Wix Analytics”, so test orders stay unless the orders themselves are cancelled, and reports keep showing deleted pages for any period when those pages existed.

The fourth is the shape of the reporting. Multilingual sites cannot separate their versions: “Currently, it is not possible to show data for different language versions of the site.” Time zone comes from the Languages & Region setting, and a period such as the last seven days includes today, where Google’s equivalent ends yesterday, which alone makes two dashboards disagree.

The fifth is the tie to the platform: “Wix Analytics data only shows up for sites with domains that are currently connected to Wix”, so moving a domain away ends the reporting on it.

The sixth is the usual gap with any outside tool, which Wix explains rather than denies: different bot filtering algorithms, visits from your own logged in browser excluded on the Wix side and counted on the other, blockers removing different shares, and traffic marked Direct for reasons a second tool may read otherwise, among them redirects between domains, links shared in messaging apps and scanned QR codes.

How to add an analytics tool to a Wix site

Wix splits arrivals into two doors, and which door a tool uses is not your choice.

Google, Meta and TikTok go through Marketing Integrations, and only there. The help centre is blunt: “Tracking scripts such as Google Analytics, Google Tag Manager, and Facebook & TikTok pixels do not work through custom code. You can connect these to your site with marketing integrations.” In practice that means the Marketing Integrations page, Connect under Google Tag, then the measurement ID, with an optional IP Anonymization checkbox. Wix supplies ready-made business events to those destinations and warns against connecting Google Tag and Google Tag Manager at once, “as they may conflict with each other”. The entry requirement: “To use marketing integrations, you need to upgrade your site and connect a domain.”

Every other tool goes through Custom Code: Settings, then Custom Code under Development & integrations, then Add Custom Code. You paste the snippet, name it, choose All pages or a list of pages, and choose the placement, Head, Body start or Body end. The same requirement applies, “Make sure that your site is published and has a connected domain”, which is why vendor guides for the platform, among them Plausible, Fathom, Simple Analytics and Matomo, open by saying a paid plan is required.

Two settings on that screen decide what the tool sees. The first is the choice, on All pages, to “load the code only once per visit, or on each page your visitor opens”; vendors differ on which to pick, and Plausible’s Wix guide specifies All Pages, Head and once per visit. The second is the Code Type tab, where a snippet is labelled Essential, Marketing, Analytic or Functional. The default matters: “Custom codes are categorized as essential by default. This means that the code is loaded prior to visitor consent and cannot be disabled.”

One piece of housekeeping is easy to miss. “Your code snippets are associated with a specific domain. If you assign a different domain to your site, your code snippets will be deleted.”

A newer constraint explains a class of broken installations. Wix introduced frontend security measures for custom code in December 2025, and says that because of them “some code snippets that previously worked may now be blocked until the provider updates them”. Its developer documentation lists what is restricted: the built-in fetch and XMLHttpRequest are replaced with versions that cannot be reassigned, so a script that wraps them to watch network traffic has no effect; reads and writes to Wix internal cookies “fail silently”; same-domain iframes are sandboxed automatically; and a set of global objects is locked against modification. A tool that measures by patching browser internals is the kind that stops working here.

Of the 44 tools in the table, 16 publish a Wix route of their own, meaning an installation guide written for the platform; 6 more name it without publishing one and point at the general snippet. Google Analytics 4 is the one Wix connects from its own side. The whole set, with the date each value was checked, is in the table.

What to count on a Wix site

Start by subtracting. Wix already counts entry pages, devices, locations, new against returning visitors, button clicks and, for stores and bookings, the orders themselves. An outside tool earns its place on what the platform will not give you: one definition across every site you run, and numbers that survive a move off Wix.

Pageviews come with the snippet. After that, three things are usually worth the effort. Outbound clicks, file downloads and mail or phone links, because nothing in Wix reports them. Form completions, where the platform already has viewed, started and completed rates, so the outside event mainly attaches the source and campaign of the visit. And, for a store, the purchase with its value, since the script side records no money until you send it.

Name events once and keep the names, because a rename splits one metric in two. And look at the Custom Code screen after any domain change, since that is the moment Wix deletes what is saved there.

Questions and answers

Does Wix have analytics of its own?

Yes, and a large catalogue of it. The dashboard holds overviews for traffic, behaviour and sales, a Real-time page, and a report library grouped by the parts of the platform a site uses, from Traffic by Entry Page to Bot Traffic over Time. Reports download as CSV and can be emailed on a schedule. What they cannot do is separate language versions of a site, drop data once collected, or keep reporting after the domain leaves Wix.

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

Yes, for both routes. Marketing Integrations, the only way Google Analytics, Google Tag Manager and the Meta and TikTok pixels reach a Wix site, requires an upgraded site with a connected domain. Custom Code, how every other tool arrives, requires the site to be published with a connected domain as well. Vendor guides for Wix say the same in their first paragraph.

Why do Wix and Google Analytics report different numbers?

Because they collect differently and count differently, and Wix lists the reasons. Its sales figures come from the site’s own transaction records while Google’s come from browser events, so cancelled and free orders land on opposite sides. Bot filtering differs. Wix data is an hour behind. A period such as the last seven days includes today for Wix and ends yesterday for Google. Time zones are set separately. And with a consent banner on, Wix collects only from visitors who accepted.

Can I put a Google Analytics snippet in Wix custom code?

No. Wix states that tracking scripts such as Google Analytics, Google Tag Manager and the Facebook and TikTok pixels “do not work through custom code” and must be connected through Marketing Integrations instead. Other tools do go in through Custom Code, where you choose the placement, whether the code loads once per visit or on every page, and which consent category it belongs to.

Does a consent banner change what Wix reports?

Yes, and by its own account substantially. With the banner enabled, “Analytics does not report visitor data before visitors actively consent”, and traffic and behaviour reports are marked partial. Wix estimates that around half of visitors accept and suggests doubling traffic figures on a banner site; that is its estimate, not a measurement of your site. Whether you need a banner depends on where your visitors are and what your pages load, and this page is not legal advice; the conditions each vendor attaches to its own position are on the privacy-friendly tools page.