Shopify first purchase
Ads and organic to a collection or product page, add to cart, checkout, and the first order with a post-purchase upsell.
How this funnel works
The base ecommerce path on Shopify. Product page to add-to-cart and cart to checkout are the two rates that move revenue most, and they behave differently by source: paid social drops at the product page, search drops at the cart. The order comes in by Shopify webhook so the purchase value is exact, including discounts.
Benchmarks
Low, typical, and high values a marketer would recognize. The forecast preset uses the typical column.
| Step | Low | Typical | High |
|---|---|---|---|
Product page to add to cart Conversion rate · Shopify stores, blended traffic | 5% | 9% | 15% |
Cart to checkout started Conversion rate | 40% | 55% | 70% |
Checkout started to order Conversion rate · Shop Pay and guest checkout mix | 35% | 50% | 65% |
Post-purchase upsell take rate Conversion rate | 5% | 12% | 20% |
Average order value Order value | $45 | $78 | $140 |
Paid social CPC Cost per click · Meta, ecommerce, US | $0.50 | $0.90 | $1.80 |
Setup checklist
In the app, items flip to done when the Setup Assistant verifies the matching node.
- 1Collection and product pages tracked with a path match
- 2Add to cart captured as a click or custom event
- 3Cart page tracked
- 4Checkout start captured on the checkout domain (cross-domain linker on)
- 5Order created sent by Shopify webhook with value and order id
- 6Post-purchase upsell captured as a second purchase
- 7Thank-you page tracked
More ecommerce templates
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Checkout starts that never finish, a three-email recovery sequence, and the orders it wins back.
Product launch waitlist
A pre-launch page collects emails and SMS numbers, then launch-day messages drive the waitlist to the product page.