Conversion Analytics | Razorpay Magic Checkout

Magic Checkout's Conversion Analytics offers a detailed overview of your business's conversion activities and performance metrics.

It offers insights into your conversion funnels, checkout completion rates and user behavior patterns to help you optimise your checkout experience via:

Conversion Funnel Analysis: Track user progression through checkout steps.
User Behaviour Insights: Understand logged-in vs logged-out user performance.
Checkout Optimisation: Identify drop-off points and improvement opportunities.

Watch Out!

This feature is available only for Shopify users.

Get Started

Follow the steps given below to view insights about the various conversion activities:

Log in to the Dashboard.
Navigate to Magic Checkout → Analytics and click Conversion.

You can now view the Conversion Analytics on the Dashboard with conversion metrics.

Handy Tips

Select the date range of your choice to view the data.
Hover over the card headings to understand the calculation methodology.
Hover alongside the graph lines to view the exact values for specific time periods.
Download detailed reports including UTM attribution data (date, source, medium, campaign, orders, sales) and conversion funnel details (checkout render, address step reached, payment step reached, payment attempted, payment success, checkout conversion rates) for further analysis.

Conversion Metrics

The Conversion Analytics dashboard displays the following metrics to track your Magic Checkout conversion performance:

Detailed View

The Detailed view section displays charts that allow you to analyse trends and patterns in your conversion data:

Checkout conversion funnel: Bar chart showing user progression through each checkout step from initiation to order completion.
Logged out conversion funnel: Step-by-step funnel analysis for users who started as guests and logged in during checkout.
Logged in conversion funnel: Performance breakdown for users who were already logged in when they started checkout.
Checkout conversion rate over time: Line chart tracking overall conversion rate trends across your selected time period.
Logged out conversion rate: Line chart showing conversion trends for guest users over time.
Logged in conversion rate: Line chart displaying conversion patterns for pre-logged users over time.
Sales attribution: Checkout performance segmented by UTM source, medium and campaign data showing how different traffic sources contribute to orders and revenue.

Bar Chart Terms

The following table explains each bar displayed in the conversion charts:

Watch Out!

The Order placed metric in the checkout funnel reflects the number of sessions with at least one successful order, whereas Total orders counts every individual transaction. If a user completes multiple purchases within a single session, the funnel records it as one Order placed event. For instance, if 43 sessions result in 50 total orders, it indicates that 7 additional orders were placed by users during their existing sessions.
The Order conversion rate may appear higher because it accounts for every individual transaction. In contrast, the Checkout conversion rate is session-based and only tracks whether a session was successful, regardless of how many orders were placed. When users place multiple orders in a single visit, the Order conversion rate will be higher while the Checkout conversion rate remains stable.
The Address pre-fill rate counts all users who are logged in by the time they reach the address step. However, the logged-in funnel tracks pre-logged users who were already authenticated before starting the checkout process.