CONVERSION ANALYTICS GUIDE

Investigate checkout abandonment
with better evidence.

A checkout page view is an intention signal. It is not a failed payment, and a missing purchase event is not proof that a sale was lost.

1. Verify the purchase event

Report purchase success from a confirmed order state. Test a completed checkout and verify the conversion appears in Insights. A click on “Pay” should not count as a purchase.

2. Build an ordered funnel

In Insights, define product page → cart → checkout → purchase conversion. Use your actual page paths and conversion name. Compare visits in the same time window. One visit can contain repeated steps; review the ordered journey.

3. Review the recordings behind a drop-off

Filter recordings by your checkout path, then prioritize cart activity and error signals. Look for repeated submissions, confusing delivery details, or interactions that do not change the page. These are questions to investigate, not conclusions about the visitor’s motivation.

4. Make one change and measure it

If several recordings show visitors returning to shipping information, make those details easier to find. Compare subsequent funnel counts and review new sessions. Account for traffic source, device mix, and sample size before attributing a change to your edit.

Example

A fictional store has 100 checkout visits and 60 captured purchase events. The remaining 40 are candidates for review, not 40 proven lost orders. Purchases on another device, later visits, and integration gaps can change the picture.

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