Wix Analytics is the built-in reporting in your Wix dashboard: go to Analytics and then All Reports to see pre-built reports on traffic, behaviour, sales and more, each shown as a table plus a chart. Report data updates one hour after something happens, while the separate Real-time page shows visitors as they arrive.
Here's the catch. Wix shows you different numbers in different places, on purpose. Real-time Analytics counts every visit with no filtering, including you. Traffic reports filter out the site owner, bots and bot-related internet providers, so they're lower. And if your site has Wix's cookie banner on, traffic and behaviour reports only count visitors after they consent to analytics cookies, so those reports are partial. None of that's an error, but it's why two screens rarely agree.
Where each number comes from
| View | What it counts, as of October 2026 |
|---|---|
| All Reports | Pre-built and custom reports, updated one hour after an event |
| Real-time | Live visitors (active in the past 5 minutes) and recent visitors (past 24 hours), unfiltered |
| Traffic reports | Visits with the site owner, bots and bot-related providers filtered out |
| Analytics Pro | An AI assistant that answers questions about the same data with a chart, on upgraded sites |
Your report categories depend on which Wix products you use. They can include Sales, Bookings, Traffic, Behavior, People, Accounting, Blog, Stores, Events, Marketing, SEO, Subscriptions and more. SEO reports sit alongside the rest, and my guide to Wix SEO covers what to do with them.
Reading and customising your reports
Every report has a table view, plus a visual that suits the data: bar chart, line chart, split bar chart, heat map, funnel, map or pie chart. Click Add to Saved reports next to any report and it moves to the top of the All Reports page. If a term confuses you, open the report and click View report definitions under its name for the glossary.
A few behaviours catch people out. Wix keeps historical data, so a deleted page still shows in reports for dates before you deleted it. Time on Page can read 00 seconds when it was the last page in a session, because Wix measures the gap to the next page viewed. There's no split for different language versions of a site. And if no data shows anywhere, Wix says the site or domain may have moved out of Wix, because data only shows for domains connected to Wix.
Sharing is simple once you know the rule. Pre-built reports are visible to every collaborator with permission to view Analytics data. Custom or duplicated reports are only visible to the person who made them and the site owner, unless they're shared. If someone can't see the Analytics tab at all, check their Roles and Permissions.
Real-time Analytics
The Real-time page, under Analytics, is for watching a campaign land or seeing who's in your checkout right now. You can switch between live visitors and those active in the past 30 minutes, with their locations, traffic sources, devices and top pages. The Recent visitors list covers the past 24 hours, with a Session info breakdown for each visitor. If you've installed Wix Chat, a green dot next to a live visitor means you can start a chat.
Sites that sell, through Wix Stores or Wix Bookings for example, also get Today's sales, counted from midnight, and a Visitor snapshot showing how many live visitors are at each shopping stage. Visitors who don't accept cookies still show in the live count, page views and purchases, but their site activity won't appear in the live feed. Members show as Visitor with a number unless their profile has a first and last name.
How Wix works out your traffic sources
Wix identifies where a visit came from in four ways: the referring URL, an in-app browser when someone taps your link inside Instagram or Facebook, ad identifiers such as gclid for Google Ads or msclikid for Bing, and UTM parameters. UTMs are the part you control, so they're the part worth getting right.
| Traffic category | UTM medium Wix recognises |
|---|---|
| Paid search | cpc, ppc or paidsearch, with a recognised search engine as the source |
| Paid social | cpc, ppc, cpm, cpv, cpe, cpa, cpl, cpi, or any medium containing the word paid |
| Organic social | A recognised social platform as the source, with no paid medium |
| Referral and direct | No parameters needed |
Wix Email Marketing and Facebook Ads by Wix add their UTM tags for you. For everything else, Wix suggests tagging paid social, organic social posts, your own email campaigns, mentions in partner emails and referrers such as eBooks. Wix's own note is that the right UTM medium is what separates paid ad traffic from organic search results.
Downloading and emailing reports on a schedule
- Go to All Reports in your site's dashboard and select a report.
- To download, click the Export icon at the top right and choose CSV.
- To get it by email, click the Subscribe icon instead.
- Choose the report period, such as last 7 days or last 30 days, then the frequency, day and hour.
- Click Subscribe. To change recipients, go to Analytics Highlights, click Alerts and Emails and edit the Reports and overviews automation.
Email subscriptions only send the table view, as a CSV attachment and a table in the email, even if you used to subscribe to a chart. You can also subscribe to the Traffic Overview and Sales Overview, monthly, weekly or daily. On sites with HIPAA compliance switched on, personal fields in downloads show as Unknown, which Wix says is expected.
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Why Wix and your email numbers disagree
If your email campaign shows more clicks than Wix shows visitors, Wix gives a few reasons. A session covers everything a visitor does and ends after 30 minutes of inactivity, so several clicks can count as one session. Not every click loads the page. Visitors who don't accept the cookie banner aren't counted, and some browser settings block data collection.
My verdict on Wix Analytics
I'd use Wix Analytics as your everyday dashboard if your site's on Wix, because it's already there and knows your sales and bookings. Tag every paid and email link with a UTM medium Wix recognises, subscribe to a weekly traffic report, and stop comparing it like for like with the real-time page. If you're new to the platform, my guide on how to use Wix is the place to start.
A weekly report that lands in your inbox is a small piece of automation that saves a lot of checking. I run AI training and workshops for teams, and help businesses with AI enablement and workflow automation, so the busywork runs itself and people get time back. Most of that work is with SaaS marketing teams and small businesses. Here's how we can work together.
Frequently asked questions
Is Wix Analytics data real time?
Reports aren't. Data is updated one hour after an event occurs. The separate Real-time page shows live activity as it happens.
Why are my Real-time numbers higher than my traffic reports?
Real-time Analytics shows all incoming traffic without filtering. Traffic reports filter out visits from you as the site owner, bots and bot-related internet providers.
Why are my Wix traffic reports partial?
If your site's cookie banner is on, Wix doesn't report visitor data until visitors consent to analytics cookies, so traffic and behaviour reports are partial.
Can I get Wix Analytics reports by email?
Yes. Open a report in All Reports, click the Subscribe icon and choose the period, frequency, day and hour. Emails include the table view as a CSV attachment.
What counts as a live visitor in Wix?
Someone who performed an action on your site, such as viewing a page or buying something, in the past 5 minutes.
