Funnel — sessions to orders

The conversion funnel shows how visitors progress from “landed on your store” to “placed an order.” It’s the Store Conversion section on Brand Pulse, your home page.

The five steps

From top of funnel to bottom:

1. Sessions — unique pixel-observed sessions in the date range. A session = one visitor’s browsing run on the storefront.
2. Product views — sessions that viewed at least one product detail page. Answers “what fraction of visitors got to a product?”
3. Add to cart — sessions that added at least one product to cart. Answers “what fraction were interested enough to commit to cart?”
4. Checkout — sessions that reached the checkout page (past cart). The classic abandoned-cart boundary.
5. Orders — sessions that completed a purchase.

Step-to-step rates

Between each pair of steps, a pill shows the share of visitors who made it from one step to the next. It’s always visible and colour-coded: green for strong retention, amber for moderate, rose for a steep drop. For example, a Sessions → Product view rate of 45% means less than half of visitors view a product — a sign your landing pages might need better hierarchy, faster load, or stronger hero hook.

Typical DTC benchmarks to compare against:

Step	Good	Excellent
Sessions → Product view	40-55%	60%+
Product view → ATC	8-15%	20%+
ATC → Checkout	40-60%	70%+
Checkout → Orders	50-75%	85%+

Your numbers will swing with promotions, traffic mix, and device split. Use the trend over time (compare today vs. last week) more than the absolute number.

Tracked counts

Bars whose count includes activity the browser never saw carry a small “tracked” label — “559/624 tracked” means 559 of the step’s 624 came with a directly-observed browser session, and the rest are real orders or checkouts from sources without one (draft orders, app sales channels, sessions where the pixel couldn’t run).

The funnel also floor-clamps for consistency: if you had 100 orders today, it never shows fewer than 100 checkouts, 100 ATCs, or 100 product views — because each order had to have passed through every step.

Comparing periods

When comparison is on in the date range picker, each step shows a dashed outline bar at the comparison window’s level beside the solid bar (prior period on the left), and each step’s count carries a green/red % change. See Report date windows for how the comparison window is chosen.

Subscription reorders

If you sell subscriptions through Recharge or Shopify’s native subscriptions, recurring renewal orders are split out as a lighter-blue segment on the Checkout and Orders bars, on every plan. This matters because renewal orders don’t have a customer-facing funnel — the customer isn’t clicking through your store again; the subscription app just bills them.

The number under the bar shows the total including subscription reorders, with the sub count called out next to it. For example, “23 (4 subs)” means the store had 23 total orders in this step, 4 of which were subscription renewals. The 4 render as the light-blue segment at the top of the bar.

By default, subscription reorders are excluded from the conversion-rate math, because they bypass the browser flow entirely and including them would falsely inflate your conversion rate. The Include subs in CVR switch at the top of Brand Pulse (off by default) folds them into the conversion rates on the page if you want them counted.

What “session” really means

A session is a distinct pixel-observed visit. It has:

• A start time (first event on this visit)
• An end time (last event, or an idle timeout)
• A set of events (page views, product views, ATCs, etc.)

One human might generate multiple sessions — a morning visit, a lunchtime visit, a purchase from mobile that evening. All three are counted as separate sessions, and the funnel recognizes them as coming from the same visitor’s browser so the journey stays linked.

What’s next

• Attribution reports — per-channel revenue once you’ve understood the funnel shape.
• Why do I see “partial data”? — if your funnel looks suspiciously truncated.