Visitor Analytics

Understanding Website Analytics

April 08, 2019

08. April 2019

Understanding website analytics may get overwhelming when you are an entrepreneur, a freelancer or a website admin and you already have so many things to do on your agenda!

We get it! It takes a lot of time to find the perfect website traffic tracker or analytics app — And all you need is to know: how many website visitors do I have on my website? What are all these numbers and how can I use them to help my business grow?

When you try to check the analytics of a website most tools will send you through a haystack of menus and irrelevant data to find that needle you were looking for. Therefore we created a 7m-to-read guide on understanding website analytics.

A short guide on what KPI's to track and measure as a website owner

1. Check the most important metrics in an overview

Ok, but what is important?

Here is what we, at Visitor Analytics, consider important to check no matter the business industry:

  • Set your time-range (last week, last month, the ads’ campaign times, etc) and compare it with a previous time – be it the same time of the year, or just the same time range you selected. Eg. Check your data today, compared to yesterday. This will give you an idea of how you performed. The magic dust that we sprinkled here is to use colors to help out: you will see the metrics green if you have an increase compared to your selected time or red if there is a decrease, so you can see how your traffic performed with no extra effort from your side.
  • Metrics to look at first: The number of visitors, unique visitors, page visits, bounce rate, conversions, live visitors, a sneak peek of your visitors’ details, visitors’ geo-location and some a couple of details regarding your visitors’ devices. These will help you understand how many people checked your website, how many returned, which pages were most visited, the percentage of visitors who interacted with your page and understand your target better.
  • Check the visitors’ path on the website! If you click on the Latest Visitors, you will get to one of the nicest features that we got for you and it covers a lot of areas! You can see each of your visitors’ details: country, approximate geolocation, device, OS, browser and, most importantly: history and path! This is absolutely great! You can map out your visitors’ journey and see how the visitors engage with your pages so that you can improve your content.
  • Look at the map! You will have an overview of your visitors’ location and culture, so you can easily localize your products, create personalized products, offer them discounts based on specific holidays and run advertising campaigns by targeting specific locations.
  • Check your traffic charts and see when your traffic is peaking during the day, week or months with just a single click. These help you a lot: you can schedule the best hours and days to publish new content, pick the right time frame to display some promotions in a pop-up or you will know when to take some vacation days because the traffic is lower than usual.

2. Get a deeper understanding of your data

Understanding website analytics stats within Visitor Analytics is a matter of a couple of clicks and minutes. We tried to comprise both the metrics definitions and how to use them in order to boost your traffic.

Bounce Rate

This metric is the biggest mystery of all times to most of the website owners! Usually, people do not know what is it, how to control it or when is good or bad! I will make it short: it represents the percentage of the visit with one pageview. It does not matter how long the visitor was on the page or how they left. We call it a bounce if it’s a visit with only one interaction.

Having a high bounce rate is not necessarily good or bad — it actually depends on your website and your goals. If it is a one-pager — it is normal. There is no other interaction to make. Or, if it is a page where people have all the info and there is no need to interact more (e.g. landing page?).

If you have more info for them on multiple pages, or you would like your visitors to check multiple pages (e.g. portfolio projects), but they just land on a page and browse away — then, it can be a bad thing. How to improve it, if it is bad? Well, you should create more engaging content, hyperlink people to other pages within your website and so on. There is also a dedicated post about bounce rate and why is it important.



A conversion page is something that you consider important for the success of your website: reaching a page, submitting a payment, reaching a specific document uploaded on your website, etc.

You can select which of your website pages is the most important and it will define your visitor as converted. Let us say you have a payment section and you want to know how many unique visitors make the payment! To do so, you should create a hidden page called “Thank you for your purchase” that appears only after the payment is done. You will definitely know how many people converted!


By checking this area you will see your geo stat per country and city. And you can even play with them around. Identifying your visitors’ countries and cities to learn how to optimize user experience (UX) and increase conversion rates by creating geo-targeted content.


You can check your page visits see the top-ranking ones or the ones that do not have so many visits, so you can make them more visible on your website, link to them more often or create a more engaging content.

Referring sites

Referring traffic is highly important for backlinking and awareness and to easily see who is recommending you and how much traffic it drives you!

And this is not all! By clicking the 3 dots placed near each referrer, you will see where did the visitors from that specific referral actually land.

To give you an example, by clicking I can see what people actually found on google and clicked, so you will definitely know which of your posts are ranking well.

But you can have affiliates, partners or sellers recommending you and you can know exactly where they linked to and how many visitors came from them on that specific time range.

Devices, Browsers and OS

Will give you an idea about your visitors’ tech habits and you can optimize your website better based on their screen resolutions, browsers, and OSs and to make customized promotions (if the case).

URL Campaigns

We have a URL Campaigns section that was not launched in our Wix app yet, but if you requested direct access to your app you can already access it as a premium customer!

With this new section, you can View all your URL campaigns’ traffic at a glance. You can now find out the exact referrer (e.g. newsletter), marketing medium (organic, PPC, banner), campaign name, the exact facebook post that or tweet that led people to you or any additional information that can be tracked. To get this data, just add campaign parameters to your website URLs by filling a form that we recommend in the support section, use the generated URL on all your campaigns and we will track all the details!

Basically, you can define all your data as you want! Here is a complete guide (with examples and screenshots) on how to use URL Campaigns.


Besides the general settings for an account, you can sign a DPA with us at any moment, anonymize IPs, ignore visits (via browser or IP), whitelist domains, reset data or set your email stats reports notification in no time. All these are always available for you to opt-in or opt-out whenever you want.

Visitor Analytics is 100% GDPR-compliant, certified for information security standards and 0% shady. So, rest assured that your data is safe with us and that you have full control over your stats and privacy!

You might also like
The Beginner’s Guide to Visitor Analytics
What is the bounce rate and why is it important?
Alternative to Google Analytics | Why use Visitor Analytics
What is referral traffic and why is it important?
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