Analytics Metrics: How ABConvert Groups and Calculates Them

How are metrics grouped?

Metric group	Includes
Traffic	Visitors, Sessions
Funnel	Product Viewed, Added to Cart, Reached Checkout, Contact Submitted, Address Submitted, Shipping Submitted, Payment Submitted, Completed Checkout
Conversion	Conversion Rate (Visitors), Conversion Rate (Sessions), Add-to-cart Rate, Reached Checkout Rate
Abandonment	Cart Abandonment Rate, Checkout Abandonment Rate, Shipping Step Drop-off Rate
Revenue / Profit	Orders, Average Order Value (AOV), Revenue per Visitor (RPV), Profit per Visitor (PPV)
Discount	Discounted Order Rate, Average Discount Value, Revenue Discount Percentage, Profit Discount Percentage
Engagement	Click-Through Rate, Bounce Rate, Avg Time on Page

Where does the data come from?

Each metric card on the Analytics dashboard shows its data source at the bottom. ABConvert combines three sources:

Source	What it provides
Shopify web pixel	Storefront events such as sessions, product views, add to carts, and checkout steps. Used for traffic, funnel, and conversion metrics.
Shopify orders	Completed orders and their values. Used for order, revenue, profit, and discount metrics.
ABConvert app embed	Runs the test on your storefront: it assigns each visitor to a test group, labels new and returning visitors, and tracks how visitors interact with your pages. Used for engagement metrics.

For how funnel steps map to Shopify events, see Traffic and conversion metrics.

Where should you start?

Traffic, funnel, and conversion

Learn how visitors and sessions are counted, how funnel steps map to Shopify events, and how conversion and abandonment rates are calculated.

Understand ecommerce impact metrics such as Orders, AOV, RPV, and PPV, and how COGS settings affect profit accuracy.

See how product, order, and shipping discounts combine into discount metrics, and why they matter for offer tests.

See whether a test group makes a page or template more engaging: click-through, bounce, and active time on the page.

How are these metrics calculated?

All metric formulas in these pages match how ABConvert calculates them in the app.

If you want to choose one primary metric and decide what to do next, see How to interpret Analytics results.

If you want to interpret p-values, confidence intervals, and probabilities alongside these metrics, see Statistical significance.