Skip to main content
Traffic and conversion metrics tell you whether a variant improves shopper behavior through the funnel, not just final orders.

​
How are visitors and sessions derived in ABConvert?

ABConvert computes traffic metrics from experiment-attributed event data:
  • Visitors = distinct visitor_id values in experiment events.
  • Sessions = distinct session_id values in experiment events.
A visitor can create multiple sessions, so Sessions is usually higher than Visitors.

​
Which Shopify events power funnel tracking?

ABConvert’s funnel steps map to Shopify Web Pixels standard events. See Shopify’s full event reference at Shopify Web Pixels standard events.
Client-side vs. server-side tracking: Funnel-step metrics on this page are derived from experiment-attributed events, including Shopify Web Pixel events such as checkout_started and checkout_completed. Browser-side events can occasionally be blocked or dropped by ad blockers, privacy features, or network interruptions, so middle-funnel steps may be slightly underreported.Order-backed metrics come from confirmed Shopify order data, which reaches ABConvert server-to-server and is not affected by the visitor’s browser environment. As a result, order-backed metrics such as conversion rate, average order value, and revenue per visitor are less affected by missed browser-side events.

​
What do traffic, conversion, and abandonment metrics mean?

Funnel display is customizable in Analytics v2. Sessions stays as the baseline, and you can choose up to five additional steps in the funnel card. See Custom funnel steps.