Traffic and conversion

Use traffic sources, sales views, funnel stages, cart abandonment, and refunds to locate store friction.

Traffic and conversion views help you see where shoppers arrive, how far they progress, and where a journey may need attention.

Entry path

Open a store project → Analytics → scroll below the summary cards.

Select one time range and keep it active while comparing sections.
The store needs recorded sessions for traffic analysis and orders for sales or refund analysis.
Use the funnel as evidence of where to inspect, not as proof of why shoppers left.

Section or control	What it shows or does
Traffic Sessions	Shows the visit trend in the selected period.
Sales-source view	Breaks down recorded sales by source when source data is available.
Product net-sales view	Compares product contribution to net sales.
Conversion Rate funnel	Shows progress through Traffic, Add to Cart, Checkout, and Purchase.
Shopping Cart Abandonment Rate	Summarizes carts that did not reach a completed purchase.
Refund Rate	Shows refunded activity for the reporting window.
Time-range selector	Recalculates every section for the new period.

Select a period with enough sessions to be useful.
Check whether traffic rose, fell, or stayed steady.
Compare traffic sources to see whether the mix changed.
Find the largest drop between adjacent funnel stages.
If Traffic → Add to Cart drops, inspect product information, pricing, trust, and product-page clarity.
If Add to Cart → Checkout drops, inspect cart costs, shipping clarity, and the route to checkout.
If Checkout → Purchase drops, test the payment and checkout path without placing an unnecessary real order.
Review refunds separately so post-purchase problems are not hidden inside top-line sales.

State	Meaning and next step
Funnel stage is zero	No matching event reached that stage in the selected range. Confirm tracking with a safe storefront walkthrough.
Traffic exists but sales do not	The store received visits without a recorded purchase. Inspect the first large funnel drop.
Sales exist but source is blank	Source attribution was not available for those sales; do not assign a source by guesswork.
Refund rate changes sharply	Check the underlying order period and number of orders before drawing a conclusion.
Charts disagree with another service	Align date ranges, time zones, event definitions, and filters before comparing totals.