The Checkout journey report shows the number and percentage of users who began checkout on your ecommerce website or app and completed each of the subsequent steps in the checkout funnel.
The funnel in the Checkout journey report is a closed funnel; it includes only users who began at the first step (the Begin checkout step) and didn't begin at another step in the funnel.
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When the use the report
The report can help you identify bottlenecks in the checkout process. For example, if you notice a large drop off between the Add shipping and Add payment steps, then you might look for issues during the shipping step, such as high shipping costs or requiring users to login without an option to checkout as a guest.
View the report
- Sign in to Google Analytics.
- From the left menu, select Reports
.
- On the left, in the Monetization topic of the Life cycle collection or the Drive online sales topic of the Business objectives collection, open the Checkout journey report.
Where the data comes from
In order to see data in the Checkout journey report, you must implement the ecommerce events (website instructions, mobile app instructions) in your store. These include:
begin_checkout, which populates the Begin checkout stepadd_shipping_info, which populates the Add shipping stepadd_payment_info, which populates the Add payment steppurchase, which populates the Purchase step
begin_checkout, add_payment_info, and purchase events after you set up Google Analytics on your Shopify store. In addition to these events, you must also set up the add_shipping_info event to get the data required for this report. Learn more about the automatically collected events through Shopify.View the funnel steps
To open a read-only view of the steps that make up the funnel, click View funnel steps. You can't change the steps or conditions in the funnel from this view.
Interpret the report
The Checkout journey report consists of a funnel chart and a table that helps you segment the data in the funnel by one dimension.
How many users abandoned each step
The Abandonment rate is shown below each bar that has a next step in the funnel. It shows the percentage of users you lost between the current step and the next step in a funnel.
For example, if 200 users complete the first step and only 140 users complete the next step, then the abandonment rate below the current step would be 60 (or 30%).
How many users were retained after each step
The Retention rate is the inverse of abandonment rate. It refers to the percentage of users who came from the previous step. The header of the next step shows the retention rate. In the previous example, the header in the next step would be 70%.
When you hover over a step in the report, you can see the number of users who completed the current step. In the previous example, when you hover over the current step, you will see 200 users and when you hover over the next step, you will see 140 users.
Adjust the size of the chart
You can zoom in and out of the bar chart using the + and - in the bottom right of the chart. Zooming in increases the size of each bar so you see smaller bars in more detail.
Note: If you zoom in so the height of a bar is greater than the height of the graph, Analytics adds a curve to the bar. The curve indicates that the bar is not drawn to scale.
Dimensions in the report
You can choose from the following dimensions, which update the dimension values in the table.
| Dimension | What it is | How it's populated |
|---|---|---|
| Browser | The browser from which user activity originated. Typical browsers include 'Chrome', 'Edge', 'Firefox', 'Internet Explorer', 'Opera', and 'Safari'. | This dimension is populated automatically. |
| City | The city from which user activity originates. For example, if someone visits your website from New York City, the text 'New York' populates the dimension. | This dimension is populated automatically. |
| Country | The country from which user activity originated. For example, if someone visits your website from the United States, the text 'United States' populates the dimension. | This dimension is populated automatically. |
| Device category |
The type of device from which user activity originated. Device categories include 'desktop', 'mobile', and 'tablet'. This is the default dimension in the report. |
This dimension is populated automatically. |
| Language | The name of the language of a user's browser or device (e.g., 'French', 'English'). | This dimension is populated automatically. |
| Region | The geographic region from which user activity originated. For example, if someone visits your website from New York City, the text 'New York' populates the dimension. If someone visits your website from England, the text 'England' populates the dimension. | This dimension is populated automatically. |
Frequently asked questions
I don't see the Checkout journey report. How do I add it?
- In Google Analytics, click Reports
- In the left navigation, click Library on the bottom left. If you do not see the option, you don't have permission to customize the left navigation.
- In the 'Collections' section, click Edit collection where you want to add the report.
- Search for the report under "Drag reports to create collection".
- Drag and drop the report in the report collection on the left.
- Click Save.
How do I change the funnel steps in the report?
- Open the Checkout journey report.
- When viewing the report, click Add comparison
in the top right.
- In the "Edit comparisons" dialog, click Explore at the bottom.
Google Analytics will open an exploration with the steps from the Checkout journey report in the Tab Settings. Next, you can create a new custom funnel report based on the funnel exploration. To learn more about custom funnel reports, see Create a custom funnel report.