# Visitors and leads > How Willo counts your site's visitors, bounce rate and leads, why the numbers can differ from Google Analytics, and where you see them. Last updated: October 19, 2026 Source: https://www.willo.ai/docs/site/visitors-and-leads Every Willo site has analytics built in from the first build. There's nothing to install. You see the numbers in four places: - The **Analytics** view (Business, then Analytics): every number for today, 7, 30 or 90 days, with pages, sources, countries, devices and leads. See [Read your site's analytics](https://www.willo.ai/docs/site/analytics). - **Site pulse** on your business's overview: visitors over the last 7 days, the change on the week before, a 14-day chart, and your top traffic source. - The **weekly results report**, an email every Monday on paid plans. See [Notifications](https://www.willo.ai/docs/team/notifications). - **Chat.** Ask Willo "how is my site doing?" and it reads the same numbers. ## Visitors A **visitor** is one browser that opened your site. Someone on a phone and a laptop counts twice. In the Analytics view and Site pulse, visitors are unique over the period: someone who came back on four different days counts once. In chat, periods other than 7 days add up each day's visitors, so someone who returned on several days counts once per day, and chat says so. A **visit** is one trip to your site. It ends after 30 minutes with no activity. The Analytics view reads the numbers live, every few minutes. Site pulse, chat and the weekly report update about every hour. ## What isn't a visitor Willo doesn't count your own visits while you look at your site inside the Willo dashboard, or browsers driven by testing software. Sites built before October 2026 pick this up the next time Willo changes them. Some visits only show their nature in the pattern: headless browsers, and email security scanners that open every link in a campaign within a second or two. When Willo can leave those out, the Analytics view says how many it left out in the period. If it says you're seeing raw counts, they're still included. ## Bounce rate **Bounce rate** is the share of visits that saw only one page. A visitor who lands on your homepage and leaves bounces; one who goes on to your pricing page doesn't. It is always between 0% and 100%. A high bounce rate on a one-page site is normal. ## Why it can differ from Google Analytics If you also run Google Analytics, expect its numbers to be different. The usual reasons: - **Email link checkers.** Many company email systems open every link in an email in a real browser before anyone reads it, to check for danger. If you send a campaign, its links can show up as a burst of one-page visits spread evenly across the links in your footer. Willo counts these, and Google Analytics filters out more of them. - **Blockers.** Privacy settings and ad blockers stop some analytics scripts. They block Google Analytics more often. - **Consent banners.** If your site asks visitors before loading Google Analytics, it only counts the ones who agree. - **Your own visits.** Opening your site in a normal browser tab counts, in both tools. - **Cookies.** Willo's analytics uses no cookies, so it never needs a consent banner. Neither number is wrong. They answer slightly different questions. Use one of them to watch the trend week to week. Google Analytics 4 and Google Search Console are coming to the Analytics view, shown next to Willo's numbers rather than mixed in. ## Leads A **lead** is someone who sends you their details through a form on your site. The Analytics view counts them for the period you pick, and how many you get per 100 visitors: - a signup or newsletter form, - a contact form, including one that saves to your business's own database, - a waitlist. Willo emails you as soon as one arrives, with what they sent, and puts a note in your inbox. Reply to the email to answer them directly. You can turn either off in [Notifications](https://www.willo.ai/docs/team/notifications). When someone on your team fills in the form, often you checking it works, you still get the alert, marked as a test. A test doesn't count as a lead in your report. What a lead sent stays where your form saved it, in your subscriber list or your business's own database. The one copy Willo keeps is the note in your inbox: their name, email and the start of their message. Only the business's admins see it, and inbox notes are deleted after 90 days. ## Your first two weeks The two things that best show a new site is working are being **live on your own domain**, and a **first real visitor or lead**. If you're on a paid plan, Willo's founders email you the next step toward both in your first two weeks, and stop once you've reached them. [Connect a custom domain](https://www.willo.ai/docs/domains/connect-a-custom-domain) is usually the first. ## Questions ### Why does Willo show more visitors than Google Analytics? The two tools count differently. Willo's analytics counts any browser that runs your page, including the link-checking browsers some email providers use. Google Analytics filters more of those out, and is blocked more often by browser privacy settings. ### Does me looking at my own site count as a visit? Viewing your site inside the Willo dashboard isn't counted. Older sites pick this up the next time Willo changes them. Opening your site in a normal browser tab counts like any other visit.