Webflow Analyze overview

Use Webflow Analyze to understand site visitor behavior.

With Webflow Analyze, you can track site visitor behavior to understand how visitors interact and engage with your site — so you can move beyond guesswork and make data-backed decisions that deliver impact, improve site performance, and better serve your audience.

How Analyze works

Analyze captures all foundational site engagement data, including:

• Click events — any clicks on buttons, links, and forms on your site
• Page views — any page view on your site from any visitor
• Unique visitors — a single visitor to your site. Note that Analyze reports visitors who use different browsers or devices as different unique visitors.
• Sessions — a period of activity from a unique visitor on your site. For example, if a site visitor visits your site, browses for a while, and then closes the site, that would be one session. If they then return to your site later, that would be a second session. Sessions end after 30 minutes of inactivity.

For both clicks and page views, Analyze also automatically captures the following associated data (or “event properties”):

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

With this data, Analyze creates a summary view of insights, including overall site-level traffic and top performing pages by traffic and engagement.

Site-level traffic

In Insights panel > Analyze > Site overview, you can view a summary view of insights, including:

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

By default, the site overview shows results for all devices in the last 7 days, but you can filter data by date range and device type.

Page insights

To view traffic and engagement stats at the page-level and compare the performance of different pages, go to Insights panel > Analyze > Pages and choose a page for which you want to view insights. Page insights include:

• 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

How to get started with Analyze

To use Analyze, you’ll first need to buy an Analyze add-on for your site. Only Workspace admins can buy Analyze add-ons.

Once you’ve purchased an Analyze add-on, you can get started by opening your site in the Designer and going to Insights panel > Settings > General. Toggle Start tracking visitor behavior data to on and choose how you want Webflow to track site visitor behavior. You can choose from the following tracking defaults:

• Always track visitors (default) — your site will automatically track site visitor behavior
• Let visitors opt out — your site will automatically track site visitor behavior, unless they opt out
• Don’t track by default — your site will not automatically track site visitor behavior unless or until they explicitly opt in

After you’ve enabled tracking, chosen a tracking default, and (optionally) implemented a consent management solution, publish your site to start tracking site visitor behavior. Data will start to appear within 30 minutes. Analyze will also track any new pages you create and publish.

How to disable Analyze

To remove Analyze from your site:

1. Go to Insights panel > Settings > General
2. Toggle Start tracking visitor behavior data to off
3. Publish your site

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

FAQ

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.