Analyze Metrics and Terms Explained

Analyze uses standard analytics vocabulary. The definitions below are the ones Webflow applies, so they are the ones to use when reporting numbers to anyone else.

Visitors and Visits

Unique visitors

The number of individual people who visited the site. One person can be counted more than once if they return on a different browser or a different device, so treat this number as close to reality rather than exact.

Sessions

One period of activity by one visitor. A session begins when someone arrives and ends after 30 minutes without activity. If a visitor browses, leaves, and comes back two hours later, that counts as two sessions.

Pageviews

The number of times a page finished loading. One session usually contains several pageviews. A visitor who reloads a page adds another pageview.

Engagement

Bounce rate

The percentage of sessions where the visitor arrived and then left without clicking anything and without moving to another page. Scrolling alone does not prevent a bounce. Clicking a button or navigating to a second page does.

The calculation depends on the level you are looking at:

• Site level. Bounced sessions divided by total sessions.
• Page level. Bounced sessions that started on that page, divided by total sessions that started on that page.

Time on page and time on site

The average time a visitor spent on a single page, and the average time spent across a whole session. Both are averages, so a handful of very long visits can pull the number up.

Scroll depth

How far down a page visitors typically scrolled during a visit, shown as a position on the page rather than a single number.

Average page fold

The point where the visible part of the page ends before anyone scrolls. Anything below the average fold is content most visitors have to choose to reach.

Behavior

Event

A recorded click on a button, a link, or a form. Analyze captures events automatically, with no setup needed for each one.

Goal

An event that someone has marked as important. Goals get their own conversion reporting, while ordinary events only appear in the top events lists. See Setting Up and Reading Tracking Goals.

Click event label

The name Analyze displays for a click. Labels are generated from the element itself, which is why element naming matters. See Naming Elements So Click Events Are Readable.

Where Traffic Came From

Traffic source and medium

The platform that sent the visitor, and the type of link that brought them. A search engine, an email, and a paid ad are all different sources or mediums.

Referrer

The specific web address a visitor came from, when one is available.

Audience attributes

Details Analyze captures automatically about groups of visitors, such as country, device type, and traffic source. These power the top audiences panels.

Terms That Are Easy to Confuse

• Unique visitors and sessions. One visitor can create many sessions. Sessions will almost always be the larger number.
• Event and goal. Every goal is an event. Most events are not goals.
• Time on page and time on site. Page time covers one page. Site time covers the whole visit.
• Bounce rate and low engagement. A high bounce rate on a page that answers a question in one screen may be a success rather than a problem. See Common Analyze Mistakes and Data Traps.