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It offers insights into your conversion funnels, checkout completion rates and user behavior patterns to help you optimise your checkout experience via:
  • Conversion Funnel Analysis: Track user progression through checkout steps.
  • User Behaviour Insights: Understand logged-in vs logged-out user performance.
  • Checkout Optimisation: Identify drop-off points and improvement opportunities.
Watch Out!This feature is available only for Shopify users.

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Get Started

Follow the steps given below to view insights about the various conversion activities:
  1. Log in to the Dashboard.
  2. Navigate to Magic Checkout → Analytics and click Conversion.
You can now view the Conversion Analytics on the Dashboard with conversion metrics.
Handy Tips
  • Select the date range of your choice to view the data.
  • Use Compared to option to compare current data with a previous period or specific date range. Green indicators show improvements, while red indicators show declines.
  • Hover over the card headings to understand the calculation methodology.
  • Hover alongside the graph lines to view the exact values for specific time periods.
  • Download detailed reports including UTM attribution data (date, source, medium, campaign, orders, sales) and conversion funnel details (checkout render, address step reached, payment step reached, payment attempted, payment success, checkout conversion rates) for further analysis.

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Compare Data Across Time Periods

You can compare your current data against previous periods to track performance changes:
  1. In the Compared to field, select the date or time range you want to compare against.
  2. View the results with clear indicators:
    • Green arrows indicate improvements.
    • Red arrows show declines.
    • Descriptive text explains the changes. For example: Conversion rate increased from 21.26% to 27.78%.
    • Charts display overlapping lines for visual comparison between the selected time periods, with date labels at the bottom showing which line represents which period.

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Conversion Metrics

The Conversion Analytics dashboard displays the following metrics to track your Magic Checkout conversion performance:

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Field | Description | Calculation

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Checkout conversion rate | Percentage of sessions with one or more successful Magic Checkout order. A session begins when a user arrives at Magic Checkout and a new session is created after 30 minutes of inactivity. | Total sessions (minimum one successful Magic Checkout order) divided by total Magic Checkout sessions.

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Order conversion rate | Percentage of unique Magic Checkout orders placed within total number of sessions. | Total orders divided by total Magic Checkout sessions.

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Total orders | Total number of Magic Checkout orders placed. | Count of orders placed.

Address pre-fill rate | Percentage of logged-in users who see their addresses prefilled at checkout. | Number of logged-in users with pre-filled addresses divided by number of logged in users.

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Detailed View

The Detailed view section displays charts that allow you to analyse trends and patterns in your conversion data:
  • Checkout conversion funnel: Bar chart showing user progression through each checkout step from initiation to order completion.
  • Logged out conversion funnel: Step-by-step funnel analysis for users who started as guests and logged in during checkout.
  • Logged in conversion funnel: Performance breakdown for users who were already logged in when they started checkout.
  • Checkout conversion rate over time: Line chart tracking overall conversion rate trends across your selected time period.
  • Logged out conversion rate: Line chart showing conversion trends for guest users over time.
  • Logged in conversion rate: Line chart displaying conversion patterns for pre-logged users over time.
  • Sales attribution: Checkout performance segmented by UTM source, medium and campaign data showing how different traffic sources contribute to orders and revenue.

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Bar Chart Terms

The following table explains each bar displayed in the conversion charts:

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Term | Description

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Checkout started | Number of sessions in which a user initiated checkout. Each session is counted once, even if the user enters checkout multiple times within the same session.

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Address step reached | Number of sessions in which a user reached the address or shipping details step. Each session is counted once, even if the step is revisited.

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Payment step reached | Number of sessions in which a user reached the payment details step. Each session is counted once, regardless of how many times the payment step is viewed.

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Payment attempted | Number of sessions in which a user attempted to complete payment. Each session is counted once, even if multiple payment attempts are made.

Order placed | Number of sessions that resulted in at least one successful order. Each session is counted once, even if multiple orders are placed in the same session.
Watch Out!
  • The Order placed metric in the checkout funnel reflects the number of sessions with at least one successful order, whereas Total orders counts every individual transaction. If a user completes multiple purchases within a single session, the funnel records it as one Order placed event. For instance, if 43 sessions result in 50 total orders, it indicates that 7 additional orders were placed by users during their existing sessions.
  • The Order conversion rate may appear higher because it accounts for every individual transaction. In contrast, the Checkout conversion rate is session-based and only tracks whether a session was successful, regardless of how many orders were placed. When users place multiple orders in a single visit, the Order conversion rate will be higher while the Checkout conversion rate remains stable.
  • The Address pre-fill rate counts all users who are logged in by the time they reach the address step. However, the logged-in funnel tracks pre-logged users who were already authenticated before starting the checkout process.