Product Funnel
Product Funnel shows, for each product, how many sessions viewed it, added it to the cart and then bought, so you can see where each product loses visitors.
How It’s Calculated
Each row is one product, with the most Sessions Viewed first, then the most Sessions Added. The table lists up to 200 rows. Use the Break Down By tabs to read the same funnel by Product, Variant, SKU or Vendor.
The columns are:
- SKU and Product: what the row is. Which of these show depends on the tab.
- Sessions Viewed: sessions that viewed the product page.
- Sessions Added: sessions that added the product to the cart.
- Sessions Purchased: sessions that added the product and also completed a purchase.
- View → Cart: Sessions Added divided by Sessions Viewed.
- Cart → Purchase: Sessions Purchased divided by Sessions Added.
- Units Added: the number of items added to the cart.
- Add-to-Cart Value: the items added times the price shown at that moment, before discounts. It leaves out adds where the theme sent no price.
- Never Bought (Checkouts), Never Bought (Units) and Never Bought (Value): the checkouts that held the product and were never completed, with the items and the value in them.
Every count is sessions, not events. A visitor who views a product 5 times in one visit counts once.
Sessions Purchased means the session that added the product also completed a purchase. das Pixel’s purchase event doesn’t list the items. It can’t confirm the product was still in the cart at checkout. Treat it as an upper bound.
The funnel isn’t strictly stepwise. Sessions Added can be higher than Sessions Viewed when your theme lets visitors add to the cart straight from a collection page, so View → Cart can pass 100%.
The 3 Never Bought columns come from Shopify’s own record of abandoned checkouts, not from das Pixel. They count checkouts started in the date range, whether or not das Pixel saw the visit. They are blank for a row with no abandoned checkout, and only the top 200 rows by value have them.
On the SKU tab, a variant with no SKU still gets its own row, labeled by product and option. On the Vendor tab, products with no vendor are grouped as (no vendor). Shopify’s abandoned-checkout record has no vendor, so every Never Bought figure there lands on that one row, and named vendors show blank.
Select a row on the Product tab to open Sessions Explorer with that product and date range.
Summary Cards
The cards above the table are Items, Sessions Viewed, View → Cart and Add-to-Cart Value. Items is the number of rows. The other 3 add up the rows, so a session that viewed 3 products counts 3 times in Sessions Viewed.
With Compare on, each card shows its change.
What Counts
- Visitors who declined analytics cookies, or who opted out of the sale or sharing of their data while Require Sale-of-Data Consent is on, aren’t recorded. Known bots are left out.
- Only events inside the date range count, in your store’s time zone.
- Turn on Live to refresh the report every 30 seconds. Without it, a figure can be up to 10 minutes old.
A warning shows above the report when das Pixel saw less than 70% of your online-store orders in the last 30 days. This report has no Segment, Sales Channel or Filters control. Pinned to a dashboard, it can show a bar chart of the 10 most viewed rows.
What Good Looks Like
There’s no target. Compare products with each other. A product with many views and a low View → Cart has a problem on its page, such as price, photos or stock.
A product that is added often but has a low Cart → Purchase loses the sale later, at the cart or checkout.
What to Do About It
- A low View → Cart: review the product’s photos, price, reviews and stock.
- A low Cart → Purchase: check shipping costs and checkout. Cart & Checkout Abandonment Value shows the value left behind.
- A product with high Never Bought figures: see which products visitors leave in the cart in Most Abandoned Products.
- A variant that is viewed but never added: check that it is in stock and priced like the others. Variant Demand vs Sales compares options.
Get AI Insight at the top of the report asks Copilot for a short read of it.
Where to Find It
- Product Funnel: open Reports and look under Web Analytics.