Analytics Metrics: How ABConvert Groups and Calculates Them

How are metrics grouped in Analytics v2?

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 should you start?

Traffic, funnel, and conversion

Learn how visitor and session counts are derived, 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 roll up into discount KPIs, and why they are critical for offer tests.

See whether a variant 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 ABConvert’s Analytics v2 metric definitions in the app code.

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.