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Analytics glossary

This guide includes common terms you’ll see across the Squarespace Analytics panels and the Analytics mobile app.


AOV, or Average Order Volume, is the average revenue earned per order, or Revenue ÷ Orders.

Audience Size

An estimate of the total number of visitors that reached your site in the selected time period. We track this number using a browser cookie created when a visitor first visits your site. This cookie lasts for two years. Audience Size is a good measure of your loyal audience and readership.

Every time a visitor clears their cookies or opens your site from a different browser, Analytics counts their first new visit toward Audience Size.

Data on Audience Size isn't currently available in the Commerce plans. For similar statistics, use our integration with Google Analytics. 

In earlier versions of Analytics, Audience Size was called Unique Visitors.


In the Referrers and Traffic Sources panels, Direct represents when someone typed your URL directly into their browser, rather than coming to your site from another page.

If this number appears inflated, it could be because some of those visits are from you visiting your site without logging in. When you're logged in, your activity doesn’t count toward visits. However, when you're logged out, we have no way to identify that the visit is you, so those visits can count as Direct, or as a different source if you clicked to your site from somewhere else without logging in, like your Facebook page.

Conv. Rate

The percentage of visits convert into orders, or Orders ÷ Visits. Conversion Rate is a good indicator of how you’re converting interest into purchases. For a deeper look into conversion rates, use Purchase Funnel.


In RSS Subscribers, Individual represents specific visits to your site’s RSS feed URL. It can also include instances where we can’t detect a visitor’s specific feed reader.

Not provided

In Search Engine Queries, “Not provided” represents search activity that Google and other search engines hide from third-party platforms like Squarespace to keep search more secure. Google only shares specific queries resulting in clicks on your paid search ads.

If (not provided) has a high page view count, you might infer that most of this combined search traffic is actually from Google searches. Due to Google’s search security practice, there’s no way to see what those terms are from the Squarespace interface. Instead, we recommend using Google Search Console to see more search terms visitors are using to find you.


Orders represents the total number of completed orders. Since some orders may contain multiple products, this number can be lower than Units Sold.

Page View

A record of page requests on your site. Requests for specific image URLs or other scripts don’t count toward this number—only full page loads do.

Data on Page Views isn't currently available in the Commerce plans. For similar statistics, use our integration with Google Analytics


Revenue represents the total revenue value of all orders in the selected time filter.

  • Revenue is the sum of all subtotals and excludes costs like shipping fees and taxes.
  • In panels except Sales Overview, discounts on subtotals are subtracted from the revenue number. Discounts aren't excluded from Revenue data in Sales Overview.
  • Analytics doesn’t factor in refunds at this time.
  • The large number at the top is rounded up or down.
  • The number beneath it is the actual revenue.


RPV, or Revenue Per Visit, is Revenue ÷ Visits, or the average revenue generated per visit—even visits that didn’t result in a purchase. Many companies who do paid marketing use this as a benchmark for how much to spend per visit and for measuring marketing ROI.


In RSS Subscribers, Subscribers represents the number of times an RSS feed or post within the feed was accessed in the selected time filter. It doesn’t represent the actual number of subscribers to your RSS feed.

Units Sold

Units Sold represents the total number of products sold. Since some orders may contain multiple products, this number can be higher than Orders.


A single browsing session by the same visitor. A visit can encompass multiple page views. Visits are a good measure of attention on your site, as they correlate with a single browsing session and are frequently used in marketing applications.

We tracks visits with a browser cookie that expires after 30 minutes. Any hits within that 30-minute browsing session count as one visit. This means that one person can count as multiple visits in a day if they come to your site more than once.

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