Price Shown vs Price Paid

Price Shown vs Price Paid compares the price visitors saw on a product with what they paid for it. It shows how much you give away between the product page and the receipt.

How It’s Calculated

The report takes each item on an order that das Pixel linked to a visit. It compares what the visitor was shown for that item in the same visit with what the order charged for it. Use the Grain tabs to group the matched items by Product or Variant.

The comparison is always made per variant. Each row is one product or variant. The columns are:

• Product or Variant: the name.
• Units Sold: the items sold on those linked orders.
• Units Compared: the items where das Pixel had a price shown to the same visitor, in the same visit, for the same variant.
• Match Rate: Units Compared divided by Units Sold.
• Avg Price Shown: the average price shown per compared item. It is the last price the visitor saw for that variant in the visit, from a product view or an add to the cart.
• Avg Price Paid: the average price paid per compared item. It is the item’s price times its quantity, minus the discount on that item, and it leaves out shipping, tax and refunds.
• Gap Rate: the price gap divided by the total price shown.
• Price Gap: the total price shown minus the total price paid, for the compared items.

A positive Price Gap means customers paid less than the price shown, from automatic discounts, discount codes or market pricing. A negative gap means an item was charged above the price shown. Check a negative gap for a pricing rule or caching problem.

The table lists up to 200 rows, with the largest Price Gap first. A row with no compared units shows a Match Rate of 0% and blanks in the other columns.

Items you sold outside the orders das Pixel linked don’t count. A price shown in a currency other than your store’s is left out, though the items still count in Units Sold.

Summary Cards

The cards above the table are Items, Units Compared, Gap Rate and Price Gap. Items is the number of rows. The others cover every row.

With Compare on, each card shows its change.

Pinned to a dashboard, the report can show a bar chart of the 10 rows with the largest gap, in either direction.

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 visits inside the date range count, in your store’s time zone.
• Items on canceled or voided orders are left out.
• 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. A product with a steady gap that you didn’t plan is often a discount rule that outlived its campaign.

Check Match Rate first. A low rate means few items were compared, so the gap is thin evidence.

What to Do About It

• A large Price Gap on a product you didn’t promote: check your automatic discounts and active codes.
• A large gap on one variant: switch to the Variant tab and check that variant’s pricing.
• A negative Price Gap: compare the price on the product page with the price at checkout for that product.

Promotion Efficiency by Product shows how much each product’s sales depend on discounts.

Get AI Insight at the top of the report asks Copilot for a short read of it.

Where to Find It

• Price Shown vs Price Paid: open Reports and look under Web Analytics.