Intro to Webflow Analyze

Use Webflow Analyze to understand site visitor behavior.

Understanding how visitors interact with your website is key to making smarter, more impactful decisions. With Webflow Analyze, you can move beyond guesswork by using built-in analytics that reveal how your audience navigates your site — from top pages and bounce rates to traffic sources and click behavior. With these insights, teams can confidently fine-tune their site’s structure and messaging to deliver a smoother, more engaging experience for users.

About the data Analyze captures

Analyze captures all foundational site engagement data, including:

• Click events — when buttons, links, and forms are clicked
• Page views — when a site page is viewed by any visitor
• Unique visitors — the number of individual users who visit your site. A user may be counted more than once if they return using a different browser or device.
• Sessions — a period of activity from a unique visitor on your site. For example, if someone browses your site and then leaves, that counts as one session. If they return later, it starts a new session. Sessions end after 30 minutes of inactivity.

For both clicks and page views, Analyze automatically captures additional data (or “event properties”) to surface insights — such as overall site traffic and top-performing pages based on traffic and engagement.

• Browser
• Device type
• Language
• Referrer/previous page
• Location (geoIP)
• URL
• Date/time

Get started

Turn on tracking to start recording site data

To enable Analyze, turn on tracking, select your preferred tracking method (always on, opt-in, or opt-out), and publish your site. By default, results include only production domain data, but you can optionally include staging data too.

1. Go to Insights tab > Settings > General
2. Turn on tracking for site visitors in Analyze
3. Optional: Click Show staging data with production data to include results from your staging domains

Analyze will automatically track any new pages you create and publish on domains included in your allowed domains list.

Set custom tracking goals

Goals are the actions you want your site visitors to complete. For example, you may want visitors to click buttons such as Subscribe, Request a Demo, Contact Us, or Submit. With Designer or above permissions, you can create goals that track clicks on buttons and links, which can enable you to learn valuable insights into visitor behavior and evaluate your site performance.

Learn how to set tracking goals.

Review the results

Once you've enabled tracking and published your site, results will start to appear within 30 minutes. By default, results include data from all devices over the past 7 days, but you can filter by date range and device type using the options in the top bar.

Any Workspace member with review permissions and above can view insights in Analyze.

Site overview report

Go to the Insights tab > Analyze > Site overview to view a snapshot of your site’s overall performance and visitor behavior. The results include:

• overall site-level traffic
• overall bounce rate
• top pages by traffic and engagement
• top events across your site

Page insights details report

Go to the Insights tab > Analyze > Pages and choose a site page to view a snapshot of that page's performance and visitor behavior. The results include:

• conversion rates for tracking goals
• number of page views
• bounce rate for the page
• number of unique visitors
• traffic by device
• traffic by language
• top 10 previous internal pages (i.e., pages site visitors visited before landing on the current page) and a count of how many visitors went to each
• top 10 next internal pages (i.e., pages site visitors visited next after landing on the current page) and a count of how many visitors went to each
• top events on the page

Analyze mode on site pages in Webflow

While viewing a site page in Webflow (e.g., in design mode or edit mode), click the View Analyze Mode icon in the top bar to open/close the Analyze panel. Note that this is not available in the Legacy Editor.

The Analyze panel displays key page-level data, such as:

• Number of sessions
• Number of unique visitors
• Bounce rate for the page
• Average page fold (i.e., the portion of the webpage immediately visible in the browser without scrolling)

FAQ

How do I disable Analyze?

To remove Analyze from your site, you can turn off Analyze tracking and then publish your site.

When you disable Analyze, you won’t have access to your site’s historical analytics data.

Does Analyze collect personally identifiable information (PII)?

Analyze uses anonymous identifiers to ensure no PII is collected and all data is anonymous and can’t be tied back to an identifiable person.

Does Analyze use cookies?

Webflow Analyze doesn’t use cookies to recognize site visitors. Instead, Analyze is rendered on visitors’ browsers using local storage. Analyze uses anonymous non-PII site browsing data (e.g., device type, pages viewed, etc.) in aggregate to show page and site performance.

Why does Webflow report different results than [third-party analytics tool]?

Analytics tools may track site visitor behavior differently, so discrepancies between tools are expected. If you notice any major discrepancies, please contact the customer support team.

Is Analyze compliant with privacy laws like GDPR and CCPA?

Webflow Analyze’s compliance with GDPR (General Data Protection Regulation) and CCPA (California Consumer Privacy Act) depends on the tracking default and the consent management solutions you’ve set up on your site.

How does Analyze work with Localization and/or Optimize?

If your site uses Analyze with Localization and/or Optimize, Analyze shows all click events across all variations (i.e., base, localized, optimized) in aggregate.

How does Analyze generate click event labels?

To generate click event labels, Analyze first checks the inner text of the clicked element (e.g., button). Note that the inner text may change over time, so Analyze checks for and displays the most recent label based on the date range you choose.

If the element doesn’t contain text, Analyze checks for the following items in order until it locates a label:

• aria-label custom attribute
• id
• alt text (if the element contains a single image)
• valid href
• img src (if the element contains a single image)

If the element doesn’t have any of the above items, Analyze generates a label as “Unnamed [tracked element type]” and dynamically populates [tracked element type] with the element type (e.g., button).

In Collection lists, each Collection item has its own distinct id and will have its own entry in Analyze (if it is clicked by site visitors). Analyze labels these with the most recent label based on the date range you choose.

For example, let’s say you have a Collection list of blog posts, and a post called “How to Structure Your Calendar for Maximum Productivity” has 5,000 clicks for a given date range and is the top event on the page that contains the Collection list. If you then publish a new blog post called “How Your Calendar Can Help You Keep Track of Interplanetary Meetings” (and site visitors interact with it), Analyze will still show this entry as the page’s top event with 5,000 clicks, but the click event label will be “How Your Calendar Can Help You Keep Track of Interplanetary Meetings” instead of the previous blog post title.

When does a session count towards the bounce rate percentage?

A session counts towards the bounce rate percentage if the visitor arrives on your website and leaves without clicking something or navigating to another page. For example, if a visitor arrives on the homepage, scrolls down the page, then leaves the website — that counts towards a bounced session.

A bounced session is not counted when the visitor arrives on your website and clicks something (e.g., a contact us or submit CTA) or when they navigate to another webpage on your site (e.g., Homepage > Solutions page).

How is bounce rate calculated?

Metrics cover the selected date range.

Site-level bounce rate — total number of bounced sessions divided by the total number of sessions.

Page-level bounce rate — number of bounced sessions that started on the selected page divided by the total number of sessions that started on the same page.