Store Conversion Rate
Store Conversion Rate shows what share of your online store’s visits ended in an order, period by period. It’s the headline measure of how well your store turns visitors into customers.
How It’s Calculated
The cards at the top show Sessions, Converted Sessions and Conversion Rate for the date range. With a comparison on, each card also shows the change from the comparison period. The chart draws Sessions as bars and Conversion Rate as a line, with a dashed line for Conversion Rate (prior) when you compare.
The table has one row per period. The columns are:
- Sessions: the number of visits to your store.
- Converted Sessions: the visits that ended in an order.
- Conversion Rate: Converted Sessions divided by Sessions.
The length of the date range sets how long a period is:
- 3 days or less: one row per hour
- Up to 93 days: one row per day
- Longer: one row per month
The cards add up the periods first and divide after, so a busy period counts for more than a quiet one.
Where the Numbers Come From
The figures come from one tracking source at a time, never a mix of two. The report uses das Pixel when it’s installed, and otherwise your connected Google Analytics property.
A badge above the cards says which. With neither, the report asks you to connect one.
Web Analytics Reports and Dashboard explains how das Pixel counts visits.
- das Pixel: a session is one visit. It counts as converted when it contains a completed checkout. Crawlers and scripted visits are left out. Visitors who decline analytics on your cookie banner aren’t counted.
- Google Analytics: the report adds up GA4’s own sessions and conversions for each day. The conversions are the events you’ve marked as conversions in GA4, so the count can differ from your Shopify orders.
What Counts
- Only visits to your online store are measured, so point of sale orders aren’t in the rate.
- A session counts in the period it started.
- Days follow your store’s time zone with das Pixel, and your Google Analytics property’s time zone with GA4.
- With das Pixel, a period with no sessions has no row. With Google Analytics, it shows a row with 0 sessions and a 0% rate.
- Only the date range and Compare change this report. Segment, Sales Channel and Filters don’t apply.
What Good Looks Like
What’s normal depends on what you sell, your price and where your traffic comes from. Compare your store with itself over time rather than with another store.
Set Compare to 1 year ago to cancel out the season. If sessions rise and the rate falls, the new traffic is converting less than your usual traffic. Look at where it came from.
What to Do About It
- A falling rate with steady sessions: open Conversion Funnel to find the step where visitors drop off.
- A falling rate with rising sessions: open Traffic & Conversions to see which channel brought the new visits and how it converts.
- A rate that’s low everywhere: check your product pages, shipping costs shown at checkout and checkout steps.
Where to Find It
- Store Conversion Rate: open Reports and look under Marketing.
- Conversion Funnel: where visitors drop off on the way to an order.
- Traffic & Conversions: sessions and conversions by channel.