Conversion Funnel

• Conversion rate: defined as number of orders divided by number of unique visitors. Note the denominator is visitors, not sessions. Other tools, like Shopify reporting, may report conversion rate on a session basis. If you have defined target products and have filtered to “Orders with Target Products,” then only orders with at least one target product would count in the numerator here

• Add to cart rate: the percentage of visitors who added at least one product to cart. If you have defined target products and have filtered to “Orders with Target Products,” then only visitors who added at least one target product to cart would count in the numerator here

• Checkout stages: you can view checkout stages as rates (i.e., percentage of visitors who reached the stage), or use them as filters (i.e., filter only to those visitors who reached the stage). Stages are sequential — if someone reached “Address Info Submitted,” for example, then they must have also reached “Started Checkout” and “Contact Info Submitted.” A visitor who made an order would have reached every stage. If you have defined target products and have filtered to “Orders with Target Products,” then only visitors who reached checkout with at least one target product to cart would count

  • Started Checkout: opened checkout

  • Contact Info Submitted: entered email or phone number

  • Address Info Submitted: entered shipping address. A visitor who reached this stage saw shipping rate options