Track your purchase funnel

Track your purchase funnel

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Last updated September 25, 2026 20:30

Use the Purchase funnel report to find out how often your visitors turn into buying customers.

The Purchase funnel panel reports on your store's sales funnel and how each stage converts. Use it to see how many visits become purchases, where customers drop off, and how changes to your store affect conversion over time.

Also try: Track abandoned cart and recovery trends, Track your store's revenue, orders, and top products

The Purchase funnel panel is available on the Core, Plus, and Advanced plans. To filter by product or member site, you'll need both reporting and store manager permissions.

Review the Purchase funnel analytics

To view your Purchase funnel report:

Open the Analytics panel, click Sales, then click Purchase funnel.
Click the date range dropdown menu to filter by time frame.
Search by product or member site to see how it's selling, or whether a recent change affected its conversion.

Note: The purchase funnel doesn't include test orders, or recurring revenue from subscription product or member site renewals.

Visits

Visits represent the total number of visits in the selected time. A visit is one browsing session on your site, which could potentially include multiple pageviews. Learn more about site pageviews.

Viewed product

Viewed product represents the number of visits in which a visitor viewed at least one product. These areas count toward Viewed product:

Product details pages
Quick view

Views of product blocks and member sign up blocks don't count toward this metric. If you only sell member sites (and not products), this column won’t contain data.

Added to cart or Started checkout

Added to cart represents the number of visits where a customer added at least one item to their carts. Each visitor’s cart counts once, no matter how many items they added.

If express checkout is enabled, this column will be Started checkout instead, representing the number of times customers clicked the Buy now button to start the purchase. This happens because express checkout disables the shopping cart and instead takes visitors directly to a checkout page.

Purchased

The Purchased column represents the final step in the funnel: how many visits resulted in a purchase in that same visit.

How express checkout affects your Member Sites purchase funnel

If you have a Member Site, the column you see in step three of the purchase funnel depends on whether you have express checkout enabled:

If you have express checkout enabled, this column will be Started checkout, and includes data for all customers who click the join button in a member sign up block on your site.
If you don’t have express checkout enabled, this column will be Added to cart and won’t include data for member site interactions. If you only sell member sites (and not products), this column won’t contain data.

Tip: If you only sell member site memberships and not products, enabling express checkout for your site won’t impact the checkout experience for your site visitors. Learn more about digital product and pricing plan analytics.

How conversion rate is calculated in the Purchase funnel

In the Purchase funnel, the percentage of visits that convert into at least one order is calculated using this formula:

(Visits resulting in an order ÷ Total visits) × 100.

The Top products by conv. rate graph in that panel uses the Sales by product formula instead:

(Orders containing the product ÷ Total views of the product) × 100.

How are sessions that go past midnight tracked?

You may see purchases without the earlier funnel events, depending on when a visitor was shopping. If a browsing session goes past midnight, its events count toward different days.

For example, if a session ran like this:

A visit started at 11:58 PM.
The visitor added Product A to their cart at 11:59 PM.
They viewed Product B at 12:05 AM.
They purchased Product A at 12:10 AM.

The funnel counts one visit, one product view of Product A, and one add to cart on the first day. Then one visit, one product view of Product B, and one purchase on the second.

Abandoned carts

Added to cart in the Purchase funnel and Carts in Abandoned cart both count customers who added at least one product, so they're usually identical for the same date range. They can differ because they're timed differently:

Added to cart is based on when the visit started.
Carts is based on when the customer added the product to their cart.

So a cart from a session that goes past midnight can land in one panel's date range and not the other's.

What product views don't count?

Views of product details pages and quick views count toward Viewed product. Views in these places don't:

Main store page
Product blocks
Summary blocks
Member sign up blocks

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Track your purchase funnel