Browse Analytics
Carts explore
The Carts explore has one row for every visit that had a cart, and what became of it. What it covers, what to know when reading it, and every dimension and metric in it.
The Carts explore has one row for every visit that had a cart: one that added to it, opened a checkout, bought, or viewed its cart page with something in it. Cart outcome says what became of it.
You have this explore when your organisation captures a store's purchases with Kontala's Shopify pixel, or when your data layer says what carts and orders come to through the standard fields.
Good to know
- A cart belongs to a visit, as GA4 and Shopify count one. A cart left in one visit and bought in the next is abandoned in the first and purchased in the second, and Recovered within 7 days and Recovered within 30 days say how often an abandoned cart's device went on to buy.
- A visit that only saw a cart still holding what an earlier visit put in it has no cart of its own: it has to add to the cart, view its cart page, open a checkout or buy.
- Cart value is the cart's last reading in the visit: the cart page as the Shopify pixel reports it, a checkout opened, or the standard fields Cart total, else Cart subtotal, and Cart item count. On a store whose cart is a drawer that is never read, it is what was added less what was removed.
- Each cart's visit is a row of the Visits explore, so orders, revenue, channel and every outcome read alike in both, and a cart has every dimension a visit has.
Used on dashboards
None of the ready-made dashboards is built on the Carts explore, so its charts are the ones you build.
Dimensions
The Carts explore has 83 dimensions.
| Dimension | Type | Description |
|---|---|---|
| Cart outcome | String | What became of the cart in its visit: Purchased, where the visit reached an Order confirmation page; Abandoned at checkout, where it opened a checkout and did not buy; Abandoned in cart, where it never reached one. A cart bought in a later visit is abandoned in this one; Recovered within 7 days says how often. |
| Cart outcome order | Number | Where the outcome falls, from 1 for Abandoned in cart to 3 for Purchased, to sort Cart outcome by. |
| Cart value | Number | What the cart came to at its last reading in the visit that held something, in its currency: its total on the cart page as Kontala's Shopify pixel reports it or as the site's data layer states it, else its subtotal, or at a checkout opened, its lines before shipping and taxes. Where the visit never read its cart, what it added less what it removed. Empty where nothing says. |
| Cart units | Number | How many units the cart held at the same reading as Cart value: every line's quantity, or the site's own Cart item count. |
| Cart currency | String | The currency the cart was priced in, as the last row about it said: the Shopify pixel's, or the site's Order currency. Group by it before reading a sum: amounts in two currencies do not add up. |
| Viewed cart page | Boolean | Whether the visit reached a page whose page type is Cart, a Shopify store's cart page as Kontala's Shopify pixel declares it included. |
| Added to cart | Boolean | Whether the visit added anything to the cart: a line Kontala's Shopify pixel reported added, or a click whose Click type is Add to cart, on a property that captures clicks. |
| Removed from cart | Boolean | Whether the visit took anything out of the cart: a line Kontala's Shopify pixel reported removed, or a click whose Click type is Remove from cart. |
| Reached checkout | Boolean | Whether the visit opened a checkout: a page whose page type is Checkout, a Shopify checkout as Kontala's Shopify pixel declares it included, or a click whose Click type is Begin checkout. |
From the Visits explore
Every row also has these 74 dimensions of the Visits explore, which mean the same here and are described there:
- When: Visit start
- How it arrived: Channel, Mid-visit campaign touches, Source, Medium, Source / medium, Campaign, Campaign ID, Term, Content, Click ID source
- Where it landed: Landing page, Landing hostname, Landing page type
- The visitor: Visitor, Visit number, Visit number band
- Who it was: Signed in, Sign-in state
- What happened in it: Engaged, Converted, Purchased, Lead, Demo request, Newsletter signup, Trial start, Micro-converted, Conversion kind, Micro conversion, Furthest sign-up step, Furthest purchase step, Pages in visit, Visit depth
- How long it took: First conversion, Days to convert, Time to convert, Visits to convert, First purchase, Days to first purchase, Purchased since, Days to next purchase
- Whether it came back: Days to next visit
- The features it used: Features used, Feature path, Typed page or click
- What it met: Friction measured, Frustrated, Friction met, Had a JavaScript error, Landing page LCP rating
- Page: Referring domain
- Geo: Country, Country name, Continent, Region, City
- Browser environment: Language, Language code, Language name, Device class
- Browser, operating system and device: Device type, Browser, Browser version, Operating system
- Data source and quality: Site, Allowed origin
- First touch: First-touch channel
- Signed-in user: Organisation, Company domain
- An app: Platform, OS version, App version, App build, Device model
Metrics
The Carts explore has 25 metrics.
| Metric | Calculation | Description |
|---|---|---|
| Carts | Count | Visits that had a cart: added to it, viewed its cart page with something in it, opened a checkout or bought. |
| Purchased carts | Count | Carts whose visit reached an Order confirmation page. |
| Abandoned carts | Count | Carts whose visit did not buy, at a checkout or before one. |
| Cart conversion rate | Ratio (%) | The share of carts whose visit bought. |
| Cart abandonment rate | Ratio (%) | The share of carts whose visit did not buy: one less Cart conversion rate, as Baymard counts it. |
| Carts that reached checkout | Count | Carts whose visit opened a checkout. |
| Checkout rate | Ratio (%) | The share of carts whose visit opened a checkout. |
| Abandoned checkouts | Count | Carts whose visit opened a checkout and did not buy. |
| Checkout abandonment rate | Ratio (%) | The share of carts that reached a checkout whose visit did not buy. |
| Cart value | Sum | What the carts came to, as Cart value reads each. Group by Cart currency where the store sells in more than one: it adds up amounts as they are, whatever their currency. |
| Average cart value | Average | Cart value per cart, over the carts something said the value of; grouped by Cart currency for the reason Cart value gives. |
| Abandoned cart value | Sum | What the abandoned carts came to: the value left in carts whose visit did not buy. |
| Average cart units | Average | Units per cart, over the carts something said the units of. |
| Units added | Sum | Units the visits added to their carts, as Kontala's Shopify pixel reports each line added. Empty on a property without it. |
| Value added | Sum | What the lines added to the carts cost, as Kontala's Shopify pixel reports each, in their currency. |
| Units removed | Sum | Units the visits took out of their carts, as Kontala's Shopify pixel reports each line removed. |
| Value removed | Sum | What the lines taken out of the carts cost, as Kontala's Shopify pixel reports each, in their currency. |
| Orders | Sum | The orders the carts' visits paid, each once, as the Visits explore counts them. |
| Revenue | Sum | What the carts' visits paid for their orders, as the Visits explore counts it: the standard field Order value on Order confirmation pages, or a Shopify order's value as Kontala's Shopify pixel reported it, in the site's own currency. |
| Revenue per cart | Ratio | Revenue over every cart, bought or not. |
| Average order value | Ratio | Revenue per order. |
| Recovered within 7 days | Count | Abandoned carts at least 7 days old whose device bought in a later visit within 7 days. |
| 7-day recovery rate | Ratio (%) | The share of abandoned carts whose device bought within 7 days, over the abandoned carts at least 7 days old. A purchase is the device's, so it may hold other things than the cart did. Empty while no abandoned cart is 7 days old. |
| Recovered within 30 days | Count | Abandoned carts at least 30 days old whose device bought in a later visit within 30 days. |
| 30-day recovery rate | Ratio (%) | The share of abandoned carts whose device bought within 30 days, over the abandoned carts at least 30 days old. Low on Safari, which clears the device cookie after 7 days. Empty while no abandoned cart is 30 days old. |