Shopify Metric
Revenue
Stage Conversion Rate = Sessions Reaching Stage / Sessions Reaching Previous Stage x 100; Overall Funnel Conversion = Completed Orders / Total Sessions x 100
Purchase Funnel Analysis maps the proportion of Shopify shoppers who progress through each stage of the buying journey, from store session to product view, add to cart, checkout started and completed order. It uses Shopify session, cart and order data to expose the conversion rate at every step rather than only the final order rate. The analysis turns a single headline conversion number into a stage by stage view of where shoppers stall.
Full guide: definition, formula, and benchmarksShopifyRevenuePurchase Funnel Analysis
Purchase Funnel Analysis maps the proportion of Shopify shoppers who progress through each stage of the buying journey, from store session to product view, add to cart, checkout started and completed order. It uses Shopify session, cart and order data to expose the conversion rate at every step rather than only the final order rate. The analysis turns a single headline conversion number into a stage by stage view of where shoppers stall.
How to calculate purchase funnel analysis
Why purchase funnel analysis matters for Shopify users
A single store conversion rate hides the real problem. Two stores with the same overall conversion can be failing for very different reasons, one losing shoppers at the product page and another losing them at checkout. Purchase Funnel Analysis on Shopify data isolates the exact step where shoppers leave, so effort goes to the drop off that actually moves revenue.
Because every stage shares the same session base, the funnel also shows the compounding effect of small improvements. Lifting the add to cart step by a few points feeds more shoppers into checkout, so the team can quantify the revenue upside of each fix before committing engineering or marketing time.
Understand and act on purchase funnel analysis with KPI Tree
Sync your Shopify session, cart and order data into your warehouse and compute the funnel in KPI Tree, deriving the conversion rate at each stage from the same session base. Build a metric tree that links the funnel to cart conversion rate, checkout conversion rate and average order value, so a movement at one stage is traced through to its effect on revenue.
Assign RACI ownership in KPI Tree, with the ecommerce or growth lead accountable for the funnel and store, merchandising and checkout owners responsible for their respective stages. Set a weekly review cadence so drop off shifts are caught early and tied to recent store or checkout changes.
Get started with your Shopify data
MCPPull metrics from Shopify directly through the Model Context Protocol.
Connect your existing warehouse where Shopify data already lands.
Our professional services team can build you turn-key AI foundations in a matter of weeks. Data warehouse on Snowflake/BigQuery, ELT with Fivetran, all modelled in dbt with a semantic layer.
Related Shopify metrics
Cart Conversion Rate
E-commerceMetric Definition
Cart Conversion Rate = (Completed Orders / Sessions with Add-to-Cart) × 100
Cart conversion rate is the percentage of visitors who add items to their cart and subsequently complete a purchase. It isolates the effectiveness of the post-browse, pre-checkout stage of the buying journey.
Checkout Conversion Rate
E-commerceMetric Definition
Checkout Conversion Rate = (Completed Orders / Checkout Starts) × 100
Checkout conversion rate is the percentage of visitors who begin the checkout process and successfully complete a purchase. It isolates conversion performance at the critical final stage of the buying journey.
Checkout Abandonment Rate
E-commerceMetric Definition
Checkout Abandonment Rate = ((Checkout Starts - Completed Orders) / Checkout Starts) × 100
Checkout abandonment rate is the percentage of visitors who initiate the checkout process but leave before completing payment. Unlike cart abandonment, it focuses exclusively on drop-off after the buyer has committed to purchasing.
Average Order Value
E-commerceMetric Definition
AOV = Total Revenue / Number of Orders
Average order value (AOV) is the mean monetary value of each completed order. It captures the combined effect of pricing, bundling, upselling, and promotional strategies on basket size.
Explore purchase funnel analysis across integrations
All Shopify metrics
Average Order ValueCart Abandonment RateCheckout Conversion RateCustomer Acquisition CostCustomer Lifetime ValueCustomer Repeat RateDiscount Usage AnalysisFulfilment SpeedGross Merchandise VolumeInventory TurnoverMarketing Channel AttributionNew vs Returning CustomersOrder FrequencyOrders Per CustomerProduct Performance AnalysisProduct Return RateProfit Margin by ProductRevenue by ChannelRevenue by GeographyRevenue Per VisitorSessions to Purchase RatioShipping Cost AnalysisStore Conversion RateTop Selling Products AnalysisTraffic Source PerformanceAbandoned Cart Recovery RateAverage Product RatingCart Conversion RateCheckout Abandonment RateCollection Performance AnalysisCustomer Cohort AnalysisCustomer Segmentation AnalysisPayment Method DistributionRevenue Growth RateSeasonal Trend AnalysisCohort AnalysisConversion RateCross Sell AnalysisCustomer Churn RateDiscount EffectivenessDraft Order Conversion RateFulfillment Time AnalysisGift Card Utilization RateInventory Turnover RateLocation Based Sales AnalysisRefund RateRepeat Purchase RateRevenue Per CustomerRFM SegmentationStock Out FrequencyTransaction Success RateVariant Performance AnalysisEmpower your team to understand and act on Shopify data
Map what drives your metrics, measure progress at any grain, prove what works statistically, and deliver personalised action plans to every team member.
