Using the checkout conversions dashboard

The Checkout Conversions Dashboard provides a clear visualization of your checkout conversion journey, enabling you to monitor sessions, orders, and completed orders. You can access it from the Revenue Dashboard section of your account.

Why use the checkout conversions dashboard?

• Understand buyer behavior across Sessions, Orders, and Completed Orders
• Explore checkout performance by timeframe, product, country, or segment
• Identify conversion issues and troubleshoot drops in engagement or completion

What this guide covers

This guide explains how to:

• Understand your Sessions, Orders, and Completed Orders data
• Use filters to explore specific segments or timeframes
• Analyze the area chart and funnel chart

Understanding conversion data

Data definitions

Below is a table outlining the key data definitions used in the dashboard:

Conversion rate calculations

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About these examples

The examples below use fictional data for illustration purposes only. Your conversion rates may vary based on your storefront setup, audience, or pricing strategy.

The checkout conversions dashboard shows two key conversion metrics: Orders / Sessions and Completed Orders / Orders. Here’s how each metric is calculated and how to interpret the results:

Orders / Sessions

(Orders ÷ Sessions) × 100

What this tells you: How many Sessions result in Orders.

• Helps identify checkout abandonment
• A low rate indicates buyers are leaving before clicking Pay

Example: You had 1,000 Sessions and 350 Orders.

Example calculation:

(350 ÷ 1,000) × 100 = 35%

This 35% conversion rate is lower than your usual average. After reviewing the area chart by day, you notice the drop began right after a layout change on your pricing page. You roll back the update, and the rate climbs back above 50% the following week.

Completed Orders / Orders

(Completed Orders ÷ Orders) × 100

What this tells you: How many Orders were successfully completed (paid + cleared fraud checks).

• Helps detect payment failures or fraud blocks
• A high rate means your payments are being approved

Example: You had 120 Orders, but only 78 Completed Orders.

Example calculation:

(78 ÷ 120) × 100 = 65%

A 65% success rate is well below your usual 90%. After filtering your data, you notice the drop is tied to orders placed in Canada. You dig in further and discover that many of those orders were declined due to expired credit cards. You contact the affected buyers with a retry link and see your completion rate improve the following week.

Dashboard components

Filters

Filters appear at the top of the dashboard and work consistently across all reports. You can filter by:

• Timeframe: Focus on specific periods (e.g., last 30 days).
• Products: View conversion behavior for one or more products.
• Countries: Segment buyer behavior by location.
• Segments: Use the FS_Segmentation order tag to filter data by a specific customer segment (for example, B2B or B2C).

Checkout Conversions chart

The Checkout Conversions chart provides a day-by-day view of how Sessions, Orders, and Completed Orders trend over time.

Hover behavior

• Hover over Orders to see the Orders / Sessions conversion rate for that day.
• Hover over Completed Orders to see the Completed Orders / Orders rate.

Use case: Use the Checkout Conversions chart to detect spikes or dips in buyer behavior and investigate anomalies day by day.

Checkout Funnel chart

The Checkout Funnel chart provides a high-level view of the total number of Sessions, Orders, and Completed Orders over a selected timeframe.

Hover behavior

• Hover over Orders for the overall Orders / Sessions rate
• Hover over Completed Orders for the Completed Orders / Orders rate

Use case: Use the Checkout Funnel chart to quickly assess overall conversion performance for a specific campaign or product line.

Top 10 Bank Decline Reasons chart

The Top 10 Bank Decline Reasons chart displays the ten most common reasons a payment attempt was declined by the buyer's bank. These declines directly impact your Completed Orders / Orders rate.

Hover behavior

• Hover over a bar to view the absolute number of declines and their percentage of total attempts

Use case: Use the Top 10 Bank Decline Reasons chart to investigate payment friction and identify recurring decline patterns.

Decline reason descriptions

Note: You might see additional decline reasons in your dataset depending on the filters you’ve applied. This chart only shows the top 10 reasons for the selected timeframe and criteria.