Understanding Order Conversion Metrics – SHOPLINE Help Center

The order conversion summary records the customer's visits to the store before placing an order and the behaviors that led to a purchase within the store. This summary is displayed on the Order Details page and mainly includes an overview of the following:

Customer’s order count to date.
The number of days and frequency of visits before the customer completes the order.
Information on the customer's first interaction source within the last 30 days.
Information on the customer's last interaction source within the last 30 days.

Viewing Conversion Details

Under the Orders > Order details page > Conversion summary section, you can view the conversion details of an order. This section shows the customer's order count to date and calculates the number of days and visits it took for the customer to complete this transaction. This data helps evaluate the effectiveness of specific customer or channel conversions.

In the Conversion summary section, the terms "Total traffic" and "Days for conversion" are defined as follows:

Total traffic	It refers to the total number of visits made by the customer during the current order conversion period.
Days for conversion	It indicates the time interval from the customer's first visit to the completion of the order within the current order conversion period.

Note: Calculating the order conversion requires tracing the customer's visit history; thus, detailed summary information may take about 3-5 minutes to display after the order is completed.

First and Last Interaction Sources

Under Orders > Order details page > Conversion summary > View conversion details section, you can further examine the customer's first and last interaction sources. SHOPLINE uses a 30-day attribution window to determine the origin of interaction visits based on the customer's source of visit and changes in landing page UTM parameters.

Example 1: Jason clicked on your Facebook ad link, visited your store for the first time, and immediately made a purchase of a product. Both the first and last interaction sources for this order are Facebook.

Example 2: Jacqueline found your product link via Google search, visited your store out of interest, browsed several products, and registered an account with her email, but left without making a purchase. After a few days, you sent her a promotional email via the email marketing tool Omnisend. She clicked on the discounted item in the email and completed the order. The first interaction source for this order is Google, and the last interaction source is the email marketing tool Omnisend.

First interaction source	The first source from which a customer interacted with your online store within 30 days before successful order creation. Examples of such sources include Facebook and Google.
URL of the landing page for the first visit	The specific URL of the page the customer landed on during their first interaction within 30 days before successful order creation. Example of URL: https://www.abc.com/products/shirt&utm_source=fb&utm_medium=123&utm_ campaign=456&utm_content=789&utm_term=100
Date of the first visit	The time when a customer first visited and interacted with your online store within 30 days before successful order creation.
First visit UTM parameters	These parameters are extracted from the URL of the landing page where customers initially interacted. The common UTM parameters include: utm_source: UTM campaign source utm_medium: UTM campaign medium utm_campaign: name of the UTM campaign utm_content: content of the UTM campaign utm_term: term of the UTM campaign For example, in the landing page URL: https://www.abc.com/products/shirt&utm_source=fb&utm_medium=123&utm_campaign =456&utm_content=789&utm_term=100 The common UTM parameters include: utm_source = fb utm_medium = 123 utm_campaign = 456 utm_content = 789 utm_term = 100
Last interaction source	The last source from which the customer interacted with your online store within 30 days before creating successful orders. Examples of such sources include Facebook and Google.
URL of the landing page for the last visit	The specific URL of the page the customer landed on during their last interaction within 30 days before successful order creation. Example of URL: https://www.abc.com/products/shirt&utm_source=fb&utm_medium=123&utm_campaign =456&utm_content=789&utm_term=100
Date of the last visit	The time when a customer last visited and interacted with your online store within 30 days before successful order creation.
Last visiting UTM parameters	These parameters are extracted from the URL of the landing page where customers last interacted. The common UTM parameters include: utm_source: UTM campaign source utm_medium: UTM campaign medium utm_campaign: name of the UTM campaign utm_content: content of the UTM campaign utm_term: term of the UTM campaign For example, in the landing page URL: https://www.abc.com/products/shirt&utm_source=fb&utm_medium=123&utm_campaign =456&utm_content=789&utm_term=100 The UTM parameters would be: utm_source = fb utm_medium = 123 utm_campaign = 456 utm_content = 789 utm_term = 100

Customer Conversion Journey (Limited Access)

In the Orders > Order details > Conversion summary > View conversion details section, you can click View the customer journey to access each customer's page visit path before completing the conversion. This feature helps in understanding the customer's interaction path with your store.

Restricted Access: The Customer Conversion Journey is available to selected merchants only. To request access, contact SHOPLINE customer service by clicking the blue chatbox in your admin.

How Visits Are Grouped

Visits are grouped into interactions by how the customer arrived, and each group is labeled with its source:

Visit store through [source]: A known referral source, such as "Visit store through Facebook."
Direct store visit: The customer arrived directly, with no referring source.
Visit store through unknown channel: The source could not be identified.

The first group is tagged First interaction and the group that led to the order is tagged Last interaction.

Reading Page Visit Events

Each event shows a single page as Visit [page type], for example, Visit Cart or Visit Checkout. The page type is an underlined link that opens the page in a new tab.

Some pages also show the item viewed: Visit Product [name], Visit Blog [title], Visit Activity [title], or Visit Search [keyword].

Repeated visits to the same page type are combined with a count, such as Visit Checkout x 3; click the line to expand it.

Special Cases

Shopper App orders also include in-app pages, such as product details, the shopping bag, the wishlist, and sign-in pages.
Processing and Thank you pages may show a time slightly after the order completed, because they finish loading a moment after purchase. A help icon (?) next to the time explains this on hover.

Empty Conversion Summary

In some cases, the conversion summary may not be available due to the following reasons:

Applications and specialized browsers that block cookie tracking can prevent the collection of conversion data.
Initial orders that are created as draft orders may not track conversion details until they are finalized.
The order may not have originated from the online store. Since order attribution is based on customer visits and interactions in your online store, orders created through other sales channels will not display attribution data.
The same conditions apply to the Customer Conversion Journey. When no journey is available, the panel shows "There aren't any customer journey analysis of this order."