Funnel and Website Stats: What Each Metric Means

Use this glossary to read the numbers on your funnel and website Stats screens accurately.

Traffic and Opt-Ins

• Page Views (All): every visit, including repeats. Unique: each visitor counted once. Someone visiting twice adds 2 to All and 1 to Unique.
• Opt-Ins: people who bought, submitted a form or survey, or booked a calendar appointment. Opt-In Rate is opt-ins divided by unique views, so 50 opt-ins from 200 unique views is 25%.

Sales Metrics

• Orders: how many orders were placed. At step level it ignores quantities. At product level it counts orders containing that product, and a bump product is counted the same way. Example: 30 orders, 18 with product A, 5 with the bump.
• Sales Rate: purchases divided by unique views. The exception is a bump product, which is divided by the total orders in that step. So 20 bump purchases from 100 orders is 20%.
• Quantity: total items sold. Ten orders of three items each equals 30.
• Amount: total revenue for the step or product.
• Average Cart Value: amount divided by orders. $1,000 over 20 orders is $50. It is not shown per product.
• Earnings per Page View: sales value divided by all views, or by unique views for the unique version. $5,000 across 5,000 views is $1 per view.

Reading the Signals

Healthy pages show growing unique traffic, steady conversion rates, a solid average cart value and rising revenue per view. Warning signs are falling traffic, low opt-in or sales rates, and small orders with weak add-on take-up.

Good to know: Compare rates on unique views rather than total views, since repeat visitors can make a page look worse than it is.