Hinweis: Während unsere beliebtesten Anleitungen ins Deutsche übersetzt wurden, sind einige Anleitungen nur auf Englisch verfügbar.

Purchase Funnel Analytics

The Purchase Funnel panel in Analytics is a report on your store’s sales funnel and how each stage of the funnel converts. With this data, you have insight into:

  • How many visits convert into purchases
  • Where customers are dropping off
  • How changes you make to your store affect conversion over time

The Purchase Funnel panel is available in:

  • Commerce plans (Basic and Advanced).

To filter results by product, you must have both Reporting and Store Manager permissions.

Review the Purchase Funnel panel

  1. Klicke im Startmenü auf Analyticsund dann auf Trichter kaufen.
  2. Klicken Sie oben im Menü auf das Dropdown-Menü „Datumsbereich“, um die Ergebnisse nach Zeitrahmen zu filtern. Die Daten sind ab August 2016 verfügbar.
  3. Search by product to see how well a specific item is selling or if a recent change affected conversion for the product. As a best practice, keep track of when you make changes to see how your data responds.

The four stages in the purchase funnel

The funnel shows these four stages in a customer’s shopping experience, represented by four columns:

Visits > Viewed Product > Added to Cart or Started Checkout > Purchased

Hinweis: Der Verkaufstrichter enthält keine Testbestellungen oder den wiederkehrenden Umsatz aus Abonnementprodukt-Verlängerungen.

1. Visit

„Besuche“ stellt die Gesamtzahl der Besuche innerhalb des ausgewählten Zeitraums dar. Ein Besuch ist eine Browsersitzung auf deiner Website, die potenziell mehrere Seitenaufrufe beinhalten kann.

2. Viewed Product

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

  • Produktdetailseiten
  • Schnellansicht
Note: Purchase Funnel tracks Quick Views that occurred starting on April 6, 2016.

3. 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.

4. Purchased

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

Percentages between stages

The percentages between columns are the rates of customers who moved to the next step.

Im folgenden Screenshot wird gezeigt, dass z. B. 62 % der 85.705 Besuche ein Produkt angesehen haben.


Line graph

The line graph at the bottom of the panel tracks changes to your purchase funnel over time. The four shades of gray in the graph represent the different steps in the funnel from top (Visited) to bottom (Purchased).

Hover anywhere over the graph to see data for that specific day or time. Click the Daily drop-down menu to change the time scale. Time scale options depend on the number of available data points.

This graph is useful for seeing if a change in your store affected how often visits convert to purchases. For example, making these changes could have an impact:

Potential discrepancies

Late-night browsing sessions

The Purchase Funnel is a very close estimate, but it may not be 100% precise. You may have purchases without earlier events in the funnel, depending on the time of day a visitor was shopping.

For example, if a visitor had a late-night shopping session that technically spanned multiple days because it straddled the midnight boundary, certain events will count toward different days.

For example, if a late-night browsing session went like this:

  • A visit started at 11:58pm.
  • They added a product to a cart at 11:59pm.
  • They viewed another product at 12:05am.
  • They made a purchase at 12:10am.

We’ll count this purchase in the Purchase Funnel like this:

  • We’ll count 1 visit, 1 product view, and 1 add to cart on the first day.
  • We’ll count 1 product view, 1 add to cart, and 1 purchase for the following day.

Product views

Views of details pages and Quick View count toward Viewed Product. However, views of the product in other areas don’t count:

  • Main Products Page
  • Produkt-Block
  • Übersichts-Block

Carts in Purchase Funnel vs. Added to Cart in Abandoned Cart

In most cases, Added to Cart in Purchase Funnel and Carts in Abandoned Cart should be identical when you’re looking at the same date range. They both represent customers who added at least one product to their carts. However, there might be slight differences.

  • In Purchase Funnel, Added to Cart is based on the start of a visit where a customer added a product to a cart.
  • In Abandoned Cart, Carts is based on the time when a customer added a product to their cart, regardless of when the visit started.

Depending on the date range you’re viewing, their cart could count in one panel and not the other. For example, a customer might have had a late-night shopping session, where they opened your site before midnight and added a product to their carts after midnight.

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Purchase Funnel Analytics