One thing I think gets overlooked in website reporting is the difference between generating leads and generating profitable customers.
Knowing where an inquiry came from is useful. But the campaign bringing the most leads isn’t necessarily the campaign bringing the most revenue.
When evaluating a Wix business, I’d look at three different customer journeys:
Wix Forms
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Qualified inquiries, not just total submissions
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Lead-to-sale conversion rate
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Average deal value
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Time and effort required to close a customer
Wix Bookings
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Completed bookings vs. cancellations and no-shows
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Revenue per completed appointment
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Repeat booking rate
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Available service capacity
Wix Stores
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Average order value
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Product cost and contribution margin
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Refunds and returns
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Repeat purchases
The next step is connecting these outcomes to marketing sources where reliable attribution data is available.
For paid campaigns, I’d also compare customer acquisition cost and contribution margin when actual spending and sales data are available.
And I’d be careful with Direct or Unknown traffic. Missing attribution isn’t proof that a specific channel generated the customer.
A simple example: 40 inquiries producing two low-margin jobs may be worth less than 10 inquiries producing four profitable customers.
That’s why I prefer optimizing for customer value rather than lead volume alone.
For those managing Wix sites for clients, where does your reporting usually stop: traffic, form submissions, bookings, or actual revenue?