Practical guide · Search topic: wix analytics vs google analytics
Wix Analytics vs Google Analytics: why your numbers don't match
Wix Analytics and Google Analytics measure your site in different ways, so their numbers won't match. Wix says the two most common reasons are cookie consent and the way each tool filters out bots. Date ranges catch people out as well. In Google Analytics, "last 7 days" ends yesterday. In Wix Analytics, it includes today. If your site shows a cookie banner, Wix says its traffic data only comes from visitors who click "Accept".
Does Wix have analytics?
Yes. Wix Analytics is part of every Wix site. Google Analytics is an add-on. Wix's upgrade page lists Google Analytics as "Not included" on free sites and "Included" on upgraded ones. Its Google Analytics help page says you need a Premium site and a connected domain. (Wix: upgrading your site, Wix: Google Analytics measurement ID, both checked 28 Oct 2026)
Why Wix Analytics and Google Analytics don't match
Wix has a help page on exactly this. It says "the most common reasons for seeing discrepancies in analytics data are cookie consent and the different algorithms used to filter bot traffic". It lists these causes too (Wix: discrepancies, checked 28 Oct 2026):
- Cookie consent. If your site has a cookie consent banner, Wix says Wix Analytics data "can only be collected from visitors who have clicked 'Accept'". Wix adds that its own analysis shows about 50% of visitors accept cookies. That is Wix's figure, and we haven't tested it.
- Bots. Both tools filter out bots by default, but they use different methods. Wix points to a "Bot Traffic over Time" report on its All Reports page.
- Date ranges. Google's "last 7 days" ends yesterday. Wix's "last 7 days" includes today. The same applies to every "last X" period.
- Time zones. If your Wix account and Google Analytics account use different time zones, daily figures will shift. Wix's example is a two-hour gap between Dublin and Kyiv settings.
- Data delay. Wix says Wix Analytics has a one-hour delay. It suggests comparing longer date ranges rather than hour by hour.
- Blockers. Visitors can set their browsers to block data collection on some sites.
- Sales. Wix reads its own order database. It doesn't show cancelled orders and does show free orders. Google Analytics relies on events in the visitor's browser, which can be lost to network problems, disabled cookies or JavaScript not running. Wix says Google Analytics shows cancelled orders and doesn't show free ones.
Metric definitions also differ. Google defines bounce rate as the share of sessions that weren't "engaged". An engaged session lasts longer than 10 seconds, has a key event, or has two or more page views. (Google: engagement rate and bounce rate) Treat bounce rates from different tools as different measures.
Wix and Google use different names
Wix publishes a list of matching metrics. Use it before you compare (Wix: discrepancies, checked 28 Oct 2026):
| Google Analytics | Wix Analytics |
|---|---|
| Users | Visitors |
| Traffic Channel | Referring Category |
| Referral | Referring URL |
| Page | Page Path |
| Transactions | Orders |
| Revenues | Total Sales |
How to add Google Analytics to Wix
Wix connects Google Analytics through Marketing Integrations, not custom code. Wix says tracking scripts such as Google Analytics, Google Tag Manager, and Facebook and TikTok pixels "do not work through custom code". (Wix: custom code, checked 28 Oct 2026)
Wix's steps are (Wix: Google Analytics measurement ID, checked 28 Oct 2026):
- In Google Analytics, create a GA4 property and a web data stream. Wix's guide also says to open the stream's page view settings and untick Page changes based on browser history events, and to turn off Site search.
- Copy your measurement ID.
- In your Wix dashboard, go to Marketing Integrations.
- Click Connect under Google Tag, then Add Google Tag ID.
- Paste the measurement ID with no extra spaces.
- Optionally, tick IP Anonymization.
- Click Save. Wix says it can take some time before data appears.
Wix cookie banner and analytics
A cookie banner on Wix affects both tools. Wix says its own traffic data then only covers visitors who accept. Google Analytics only runs for visitors who consent, if you set it up that way.
Whether you need a banner at all is a legal question. UK rules changed on 5 February 2026, and our guide Do you need a cookie banner for Google Analytics in the UK? explains the conditions.
Adding a cookie-free analytics tool to Wix
Other analytics tools go in through Custom Code. Wix's help gives these steps (Wix: custom code, checked 28 Oct 2026):
- Make sure your site is published and has a connected domain.
- Go to Settings in your site's dashboard.
- Click Custom Code in the Development & integrations section.
- Click + Add Custom Code, paste the snippet and give it a name.
- Under Add Code to Pages, choose all pages. Wix then lets you load the code once per visit or on each page.
- Under Place Code in, choose Head, Body – start or Body – end.
There are two Wix details worth knowing.
- Code categories. Wix asks you to categorise custom code as Essential, Marketing, Analytic or Functional. Wix says custom code is Essential by default, which means it "is loaded prior to visitor consent and cannot be disabled". It also says correct categorisation is the site owner's responsibility. Analytics code categorised as Analytic will wait for consent on a site with a banner. (Wix: categorizing your custom code, checked 28 Oct 2026)
- Security changes. Wix says that in December 2025 it introduced new front-end security measures for custom code, so some snippets that used to work may be blocked until the provider updates them. Test any script after you add it.
QuietStats is one cookie-free option. It sets no cookies, stores no IP addresses and counts each visitor once per day, so its visitor count doesn't depend on whether someone accepted cookies. Someone who returns on another day counts again, and our methodology explains that limit. Paste the script from your QuietStats site settings into Wix's custom code, publish, and check that data arrives.
Limits to keep in mind
Wix and Google change their products and help pages. Everything here was checked on 28 October 2026. Some figures come from Wix's own analysis, and we haven't tested them. This guide doesn't decide whether your site needs a cookie banner. See our guide on Google Analytics and cookie banners for the UK rules.
Questions
Does Wix have analytics?
Yes. Wix Analytics is built into Wix sites. Google Analytics is an extra you connect, and Wix says it needs a Premium plan and a connected domain.
Why are Wix Analytics and Google Analytics different?
Wix says the most common reasons are cookie consent and different bot filtering. Date ranges, time zones, metric names and how each tool records sales also differ.
Does Wix Analytics use cookies?
Wix says that if your site shows a cookie consent banner, Wix Analytics traffic data can only be collected from visitors who click Accept. So its traffic reports depend on cookie consent.
How do I add Google Analytics to Wix?
Wix's help says to go to Marketing Integrations in your dashboard, click Connect under Google Tag, click Add Google Tag ID, paste your GA4 measurement ID and save. Wix says Google Analytics doesn't work through custom code.
Why is Wix Analytics showing different sales from Google Analytics?
Wix reads its own order records. It hides cancelled orders and shows free orders. Google Analytics relies on browser events. Wix says it shows cancelled orders and doesn't show free ones.
Sources and further reading
Related pages
Do you need a cookie banner for Google Analytics in the UK? Squarespace Analytics vs Google Analytics: why the numbers differ Users, sessions and pageviews: the difference How to compare website traffic over time fairly Google Analytics alternative for small websites · quietstats Zero cookies, privacy built in · quietstats cookie-free analytics Install guide & docs · quietstats
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