> ## Documentation Index
> Fetch the complete documentation index at: https://docs.abconvert.io/llms.txt
> Use this file to discover all available pages before exploring further.

# Traffic and Conversion Metrics in Analytics v2

> Understand how ABConvert derives visitor and session metrics, maps funnel steps to Shopify standard events, and calculates conversion and abandonment rates.

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](https://shopify.dev/docs/api/web-pixels-api/standard-events).

| Funnel step in ABConvert | Shopify standard event             |
| ------------------------ | ---------------------------------- |
| Product Viewed           | `product_viewed`                   |
| Added to Cart            | `product_added_to_cart`            |
| Reached Checkout         | `checkout_started`                 |
| Contact Submitted        | `checkout_contact_info_submitted`  |
| Address Submitted        | `checkout_address_info_submitted`  |
| Shipping Submitted       | `checkout_shipping_info_submitted` |
| Payment Submitted        | `payment_info_submitted`           |
| Completed Checkout       | `checkout_completed`               |

<Info>
  **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.
</Info>

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

| Metric                      | Definition                                                              | Formula                                                                          |
| --------------------------- | ----------------------------------------------------------------------- | -------------------------------------------------------------------------------- |
| Visitors                    | Distinct visitors attributed to the experiment.                         | `COUNT(DISTINCT visitor_id)`                                                     |
| Sessions                    | Distinct sessions attributed to the experiment.                         | `COUNT(DISTINCT session_id)`                                                     |
| Product Viewed              | Sessions where a product view event occurred.                           | `COUNT(DISTINCT session_id where event_type = product_viewed)`                   |
| Added to Cart               | Sessions where an add-to-cart event occurred.                           | `COUNT(DISTINCT session_id where event_type = product_added_to_cart)`            |
| Reached Checkout            | Sessions where checkout started.                                        | `COUNT(DISTINCT session_id where event_type = checkout_started)`                 |
| Contact Submitted           | Sessions where contact info was submitted.                              | `COUNT(DISTINCT session_id where event_type = checkout_contact_info_submitted)`  |
| Address Submitted           | Sessions where address info was submitted.                              | `COUNT(DISTINCT session_id where event_type = checkout_address_info_submitted)`  |
| Shipping Submitted          | Sessions where shipping info was submitted.                             | `COUNT(DISTINCT session_id where event_type = checkout_shipping_info_submitted)` |
| Payment Submitted           | Sessions where payment info was submitted.                              | `COUNT(DISTINCT session_id where event_type = payment_info_submitted)`           |
| Completed Checkout          | Sessions where checkout completed.                                      | `COUNT(DISTINCT session_id where event_type = checkout_completed)`               |
| Conversion Rate (Visitors)  | Share of visitors with at least one completed order.                    | `Visitors with orders / Visitors × 100`                                          |
| Conversion Rate (Sessions)  | Share of sessions with at least one completed order.                    | `Sessions with orders / Sessions × 100`                                          |
| Add to Cart Rate            | Share of sessions that reached add to cart.                             | `Added to Cart / Sessions × 100`                                                 |
| Reached Checkout Rate       | Share of sessions that reached checkout start.                          | `Reached Checkout / Sessions × 100`                                              |
| Cart Abandonment Rate       | Share of add-to-cart sessions that did not reach checkout.              | `(1 - (Reached Checkout / Added to Cart)) × 100`                                 |
| Checkout Abandonment Rate   | Share of checkout-started sessions that did not complete checkout.      | `(1 - (Completed Checkout / Reached Checkout)) × 100`                            |
| Shipping Step Drop-off Rate | Share of sessions that dropped between address and shipping submission. | `(1 - (Shipping Submitted / Address Submitted)) × 100`                           |

<Note>
  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](/analytics/overview#custom-funnel-steps).
</Note>