Accessing your analytics
To view analytics for a test, go to the test table on your ABConvert homepage and open the Analytics dashboard for that test.
Open analytics from the test table
How the page is organized
- Test info: when the test started, how long it has run, and how traffic is split.
- Toolbar: filter the data, check its health, and export orders.
- Result summary: whether one test group is better, and how strong the evidence is.
- Metric cards: the four key metrics, compared across test groups.
- Performance: the detailed numbers behind the summary.
- Engagement: how visitors interact with your pages.
The result summary
The summary shows whether one test group is better on your primary metric, for example “Variant A has 30.4% higher Conversion Rate”. Early in a test, it says Collecting data and shows progress toward first results.
The result summary
- The Confidence number shows how strong the evidence is. At 95% or higher, the result is statistically significant. See Statistical significance.
- Estimated monthly revenue impact estimates what the best test group would add to your monthly revenue if all traffic saw it. The estimated range applies the 95% confidence interval of the measured difference, so it shows how much that estimate could vary.
Metric cards
Four cards compare the metrics that matter most for a revenue decision: Revenue per Visitor, Conversion Rate, Average Order Value, and Profit per Visitor.
The four metric cards
- The Primary badge marks your primary metric.
- Each card compares every test group against Control.
- Click Show funnel metrics to add funnel rates such as Add-to-cart Rate and Reached Checkout Rate.
- Click the expand icon on any card to open a detailed view of that metric, including the uplift range, p-value, and sample size per test group.
Expand a metric card for the full statistics
Profit metrics use your COGS settings. Until you set up COGS, profit assumes 0% cost.
Performance
Overall
A chart of any metric over time, with the Statistical Significance table below it. See Statistical significance for how to read each column.
The Overall tab: metric chart and Statistical Significance table
Funnel
The conversion funnel shows where visitors drop off, per test group. It counts sessions at each stage, not visitors, so Sessions is the 100% baseline and a visitor who returns and drops off again counts twice.
The conversion funnel per test group
1
Sessions
A distinct session in your test. Sessions is always the top of the funnel and serves as the 100% baseline for the funnel rates below it.
2
Added to Cart
The visitor adds the product to their cart. This is the first sign the visitor wants to buy.
3
Reached Checkout
The visitor reaches the checkout page. This shows they moved past browsing and are actively considering buying.
4
Completed Checkout
The visitor completes a purchase.
Custom funnel steps
You can customize the funnel to track more detailed steps like Shipping Information Submitted or Payment Submitted. This lets you see exactly where visitors drop off in your checkout flow.- Open the Funnel tab in the Performance section.
- Click the gear icon in the top right of the funnel.
- Select and reorder up to 5 steps. Sessions stays fixed as the baseline.
- Click Apply.
Customize the funnel steps
Funnel customization only changes your own view. It resets to the default when you refresh the page, and other team members see the default funnel unless they customize it themselves.
Discount
Discount metrics show how much discount cost contributes to each test group’s result: how many orders used a discount, and how much revenue and profit the discounts cost. See Discount metrics.Breakdown
The Breakdown table lets you compare the metrics you care about across test groups and audience segments. A segment dimension, such as country or device type, splits the results into one row per value.- Use Metrics to choose which columns to compare, such as visitors, orders, conversion rate, or average order value.
- Select Country, Device Type, Visitor type, or Traffic Source to group results by one preset dimension. Tests scoped to products also get a Product tab.
Preset dimensions in the Breakdown table
1
Open the custom breakdown
Click Custom in the Breakdown table.
2
Choose the primary dimension
Select the first level used to group results, such as Country.
3
Choose the secondary dimension (optional)
Optionally select a nested level, such as Device Type, to compare segments within each primary dimension.
4
Apply your dimensions
Click Apply to update the table. Use the swap button to reverse the primary and secondary order when needed.
A custom breakdown with two dimensions
Visitor type is not determined by Shopify’s session cookie. ABConvert compares each visitor’s first-seen timestamp with the test start time:If the first-seen timestamp is after the test start time, the visitor is counted as new.If the first-seen timestamp is before the test start time, the visitor is counted as returning.To segment this data correctly, enable the ABConvert app embed in your theme before the test starts and keep it enabled. Visitors tracked only after the embed is enabled may otherwise be treated as new by default.
Engagement
The Engagement section shows whether a test group keeps visitors interested: how often they click through, how often they bounce, and how long they stay. Click Show engagement to open it.
The Engagement section
The toolbar
The toolbar sits above the result summary. It is where you choose the measurement view, filter the data, check its health, and export orders.
The toolbar
Date range
Pick a preset such as Last 7 days or Start to date, or set custom dates. Useful for checking the impact of a promotion or seasonal change.Measure results by
The selector between the date range and Filters names the measurement view every number on the page uses. It is not a filter — it decides who counts as the denominator, so read it before you read any rate:- Visitors who experienced the test tells you whether the change was effective for the visitors who entered the test experience.
- Assigned visitors tells you the scale of its commercial impact across the full audience assigned to the test.
What counts as experiencing the test
A visitor is counted under Visitors who experienced the test at the first point where the test could affect them. That point is different for each test type, so exposure means something specific to what the test changes:A test only offers Visitors who experienced the test if it started after that basis became available for its type. A test that started earlier stays on Assigned visitors for its whole life, so its measurement population never changes mid-test. Theme tests never show the selector: they apply storewide, so every assigned visitor experiences the test.
Filters
The Filters dialog has two settings:Compare
When a test has more than two test groups, Compare switches between viewing all test groups and one test group against Control. In All groups, the verdict anchors on the strongest test group, ranking significant results first.
Compare one test group against Control
Export orders
To check results in your own tools, click the Export orders button. It downloads the order data behind the results, up to 10,000 orders.Refresh
Opening this dashboard recomputes your results if they are more than an hour old, so what you see is at most an hour behind your store. Updated shows when the numbers were last computed. To recompute them now, click Refresh.Health
Health verifies that the test is collecting trustworthy data. A green dot means every check passed, amber means one needs attention, and gray means the storefront checks have not finished verifying.
The three Health checks
- Traffic split (SRM): the actual split across test groups matches the target split.
- Web pixel health: the web pixel is firing on storefront sessions.
- Theme connection: the ABConvert app embed is active on your live theme, so visitors see the changes in each test group.
FAQ
Why does the dashboard say 'Not enough data yet' when I already have hundreds of visitors?
Why does the dashboard say 'Not enough data yet' when I already have hundreds of visitors?
The floor applies to every test group individually, and to both counts: each test group needs at least 100 visitors and 25 orders. A test with 900 visitors in Control but 60 in Variant A is still collecting, and so is a test with 5,000 visitors per test group but 12 orders each.
What does 'X% of assigned' under Total Visitors mean?
What does 'X% of assigned' under Total Visitors mean?
The line appears when you measure results by Visitors who experienced the test. Total Visitors then counts only the visitors who reached the point where the test could affect them, and the percentage shows what share of assigned visitors that is. Assigned visitors are everyone placed into a test group, whether or not they went on to experience the test. For example, 1,029 with 48.5% of assigned means 2,122 visitors were assigned to a test group and 1,029 of them experienced the test. A low share is normal, not lost data: many visitors never reach the pages the test changes. When you measure by Assigned visitors, the line disappears, because Total Visitors already counts every assigned visitor. See Measure results by for how the two views differ.
Can I go back to the old dashboard layout?
Can I go back to the old dashboard layout?
Yes. Switch to classic view is under More actions in the test header. The classic layout is frozen: fixes and new metrics land on the current dashboard only, and the switch will be retired.