On-Site Conversion Funnel
On-Site Conversion Funnel shows how many sessions reach each step between arriving at your store and buying, so you can see where visitors drop off.
How It’s Calculated
The table has 6 rows, in the order of a purchase. The columns are:
- Stage: Sessions, Viewed Product, Added to Cart, Viewed Cart, Reached Checkout or Purchased.
- Sessions: the number of sessions that reached the stage at any point in the visit.
- % of Sessions: the stage’s sessions divided by all sessions in the first row.
- Step Conversion: the share of the sessions at the stage above that also reached this stage.
Sessions counts every visit in the date range. Viewed Product is a product page view and Added to Cart is an item added to the cart. Viewed Cart is a view of the cart page, and Reached Checkout is the start of checkout.
The stages aren’t a strict chain. A visitor can reach checkout with an express checkout button without adding to the cart, or add to the cart from a collection page without viewing the product. A later stage can therefore hold more sessions than the one above it.
Step Conversion is measured only on sessions that reached both stages, so it always reads as a share of the stage above. It is blank when no session reached the stage above. The first row shows 100%.
Select a row to open Sessions Explorer with the sessions that reached that stage. The first row opens all sessions.
Summary Cards and Chart
- Sessions: the first row.
- Conversion Rate: Purchased divided by Sessions.
- Revenue: the value of the purchases. It is the total of the Shopify order each purchase links to: items minus discounts, plus shipping, plus tax that isn’t already in the prices, minus refunds. Where das Pixel couldn’t match an order, it uses the value it saw at checkout.
- Order Match Rate: the share of purchases valued from their Shopify order.
With Compare on, the first 3 cards show their change, and the Sessions column shows the change for each stage. The funnel chart draws the 6 stages in order, and a bar can be wider than the one above it.
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.
What Good Looks Like
There’s no target. Look for the step with the lowest Step Conversion. That is where most visitors leave.
Compare steps over time rather than against another store. A step that gets worse after a change to your store is a sign to check that change.
What to Do About It
- A low Viewed Product step: most visitors leave before they reach a product. Check your landing pages in Entry Pages.
- A low Added to Cart step: check product pages, prices and stock. Product Funnel shows which products lose visitors.
- A low Reached Checkout step: check the cart page and your shipping costs.
- A low Purchased step: check checkout. Cart & Checkout Abandonment Value shows the value left behind.
To split the funnel by channel, device or entry page, use Funnel by Channel, Device & Entry Page.
Get AI Insight at the top of the report asks Copilot for a short read of it.
Where to Find It
- On-Site Conversion Funnel: open Reports and look under Web Analytics.