KPIs for Shopify Monitoring

ComponentsEngineMobile AppRPA Bot RecorderRUM JS

Availability2024.1 or later

KPIs for Shopify Monitoring

Commerce funnel and feedback

Real-user experience KPIs

Browser experience measures

Shopify commerce-event KPIs

Cart and checkout events

Conversion KPIs

Define formulas before comparing

Overview

GermainUX provides preconfigured KPIs for analyzing Shopify customer experience, product discovery, cart behavior, checkout, conversion, feedback, application performance, and technical failures. You can also create custom KPIs for store-specific events, journeys, and business objectives.

KPI data sources

The available KPIs depend on the deployed monitoring components.

Data source	KPI coverage
RUM JS	Real-user sessions, pages, clicks, performance, errors, requests, Session Replay, and custom events
GermainUX Shopify App and Shopify Web Pixel	Product, collection, cart, checkout, and supported purchase events
Engine and Shopify APIs	Products, collections, orders, integrations, API health, and backend activity
Feedback popup	Customer feedback, CSAT, comments, and related session context
RPA synthetic monitoring	Availability, scenario duration, step duration, and scenario failures
Business-process monitoring	Funnel completion, abandonment, duration, and step-level analysis

Browser events describe the observed customer journey. Shopify order and API data should remain the authoritative source for financial reconciliation.

Real-user experience KPIs

Customer sessions

KPI	Description
User Session	One continuous customer interaction with the Shopify store
Sessions	Total number of sessions during the selected period
Unique Users	Number of distinct monitored customers or visitors
Session Duration	Elapsed time between the beginning and end of a session
Pages per Session	Average number of pages or logical views per session
Engaged Session	Session that meets the configured engagement criteria
Bounced Session	Session that ends without meeting the configured engagement criteria
Authenticated Session	Session associated with a known Shopify customer
Guest Session	Session associated with an unauthenticated visitor
Converted Session	Session associated with a completed conversion
Abandoned Session	Session that starts a defined journey but does not complete it

Configure guest-to-authenticated correlation so login does not unnecessarily split one customer journey into two sessions.

KPI	Description
Page View	Customer viewed a monitored storefront or checkout page
Page Load	Time required for a complete page load
Page Response Time	Customer-perceived duration associated with a page
Slow Page	Page whose duration exceeds its configured threshold
Navigation Time	Time from customer navigation to the resulting view becoming usable
Resource Load	Loading time for scripts, stylesheets, images, fonts, and other resources
Core Web Vitals	Supported browser-experience measurements, including LCP, INP, and CLS
Page Error Rate	Percentage of monitored page views associated with an error

Analyze these KPIs by page type, theme, browser, device, geography, campaign, and release.

Customer interactions

KPI	Description
User Click	Interaction with a monitored button, link, menu, or control
Click Duration	Duration of browser and network activity associated with a click
Slow Click	Click whose resulting activity exceeds the configured threshold
Rage Click	Repeated clicks in the same area within a short interval
Dead Click	Click that produces no expected response or state change
Form Submission	Attempt to submit a monitored form
Form Abandonment	Form interaction that starts but is not completed
Scroll Depth	Percentage of page content reached by the customer

Shopify commerce-event KPIs

Product and collection activity

KPI	Description	Primary source
Shopify Collection	Collection and product-count information collected from Shopify APIs	Engine
Shopify Collection Viewing	Customer viewed a collection page	Shopify event
Shopify Product	Product information collected from Shopify APIs	Engine
Shopify Product Viewing	Customer viewed a product-detail page	Shopify event
Shopify Product Cart Addition	Customer added a product to the cart	Shopify event
Shopify Product Cart Removal	Customer removed a product from the cart	Shopify event
Shopify Notify as Not in Stock	Customer requested notification for an unavailable product	RUM/custom event
Shopify Event	Store-specific activity such as filtering, pagination, menu selection, or product interaction	RUM/custom event

The previous descriptions of Shopify Product Viewing and Shopify Product Conversion appear to have been reversed. Product viewing should represent a product-detail view; product conversion should represent the configured conversion outcome for that product.

Cart and checkout activity

KPI	Description
Shopify Cart View	Customer viewed the cart
Shopify Cart Abandonment	Customer reached the configured cart stage but did not complete the defined conversion within the allowed period
Shopify Checkout Started	Customer began checkout
Shopify Checkout Contact Submitted	Customer submitted checkout contact information
Shopify Checkout Address Submitted	Customer submitted address information
Shopify Checkout Shipping Submitted	Customer selected or submitted shipping information
Shopify Checkout Payment Submitted	Customer submitted payment information
Shopify Checkout Completed	Shopify emitted a successful checkout-completion event
Shopify Order	Order collected through the configured Shopify API
Shopify Checkout Alert	Validation, warning, or error message displayed during checkout

Do not classify every checkout alert as an application error. An alert can represent expected user validation, a payment decline, a business rule, or a software failure.

Conversion KPIs

Define conversion formulas consistently before comparing dashboards or periods. Unless otherwise noted, the following formulas use distinct sessions.

% Overall conversion rate

Percentage of all monitored sessions that completed the configured conversion:

Add-to-cart rate

Percentage of eligible sessions containing at least one add-to-cart event:

Product-page-to-cart rate

Percentage of product-detail-page sessions that subsequently add a product to the cart:

For product-level analysis, decide whether the added product must match the viewed product.

Collection-to-product success rate

Percentage of collection-page sessions that subsequently reach a product-detail page:

The previous formula based on collection events that did not reach a product page represented a drop-off rate, not a success rate.

Collection-to-product drop-off rate

Search-to-product success rate

Percentage of search sessions that subsequently reach a product-detail page:

The previous formula using searches that did not reach a product page represented search drop-off, not search success.

Search-to-product drop-off rate

Cart-view-to-checkout rate

Percentage of sessions with a cart view that subsequently start checkout:

For a strictly ordered funnel, include only checkout starts occurring after the cart view.

Checkout contact success rate

Checkout address success rate

Using shipping-information submissions as the numerator measures shipping-step progression, not address submission.

Checkout shipping success rate

Checkout payment-submission rate

Checkout completion rate

Percentage of checkout-started sessions that complete the purchase:

Checkout abandonment rate

When the same eligibility rules and observation window are used:

Cart abandonment rate

Define this KPI according to the store’s preferred funnel entry point. A session-based definition is:

Document whether “cart activity” means:

Add to cart
Cart viewed
Either event
Cart containing at least one product

Different definitions produce different results.

Business-process KPIs

GermainUX provides preconfigured Shopify business processes. Additional process and step KPIs are automatically created when you configure custom business processes.

KPI	Description
Shopify All Steps BP	End-to-end customer journey across the main storefront, product, cart, and checkout actions
Shopify All Steps BP Step	Individual step within the Shopify All Steps process
Shopify Checkout BP	Checkout journey from checkout start through completion
Shopify Checkout BP Step	Individual checkout step
Shopify Landing Page to Checkout BP	Journey from the initial landing page to checkout start
Shopify Landing Page to Checkout BP Step	Individual step between landing and checkout

Each process can provide:

Process volume
Completion rate
Failure rate
Abandonment rate
Process duration
Step duration

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Step conversion
Step drop-off
Affected users
Revenue or business impact

Customize the default processes to match the store’s actual customer paths. A returning customer, subscription checkout, accelerated checkout, or direct product-page visitor might follow a different valid sequence.

Revenue and order KPIs

When the required Shopify event and API data are available, configure:

KPI	Description
Gross Sales	Product value before configured deductions
Net Sales	Sales after configured discounts, returns, and allowances
Orders	Number of qualifying orders
Average Order Value	Revenue divided by qualifying orders
Units per Order	Items sold divided by qualifying orders
Revenue per Session	Revenue divided by eligible monitored sessions
Revenue per Customer	Revenue divided by qualifying customers
Lost or At-Risk Revenue	Estimated value associated with failed or abandoned journeys
Refund Rate	Refunded orders or value divided by qualifying orders or sales
Discount Usage	Orders or sessions using an approved discount

Document:

Gross versus net revenue
Tax and shipping treatment
Currency conversion
Test-order exclusions
Cancellation and refund treatment
Attribution window
Browser-event versus Shopify-order source

Do not use browser events alone as the financial system of record.

Customer-feedback KPIs

KPI	Description
Shopify Customer Satisfaction Score	CSAT response or calculated score
Shopify Net Promoter Score	NPS response or calculated score
Positive Feedback Rate	Positive responses divided by eligible responses
Negative Feedback Rate	Negative responses divided by eligible responses
Feedback Volume	Total feedback responses
Unique Respondents	Distinct customers or sessions providing feedback
Comment Volume	Number of submitted comments
Feedback Conversion Rate	Conversion rate for sessions containing feedback
Feedback by Journey Step	Feedback grouped by the related business-process step

Do not calculate NPS from a binary positive/negative question. NPS requires the appropriate recommendation scale and promoter, passive, and detractor groupings.

Error KPIs

KPI	Description
User-Facing Application Error	Software failure visible to the customer
Silent Application Error	Software failure not visible to the customer
User Validation	Expected feedback preventing invalid customer input or action
JavaScript Error	Browser-side JavaScript failure
Unhandled Promise Rejection	Unhandled rejected JavaScript promise
Failed HTTP Request	Network request that failed or returned a configured unsuccessful result
Resource Error	Script, image, stylesheet, font, or other resource failed to load
Error Rate	Failed eligible operations divided by all eligible operations
Affected Customers	Distinct customers experiencing an error
Error-Affected Sessions	Sessions containing at least one qualifying error
Checkout Error Rate	Checkout sessions containing an application error divided by checkout-started sessions

Keep user validation separate from software failures. A required-field message normally indicates that the software is working as intended.

Search and product-discovery KPIs

Recommended discovery KPIs include:

Searches
Search Sessions
Search with No Results
No-Results Rate
Search-to-Product Rate
Search-to-Cart Rate

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Search Conversion Rate
Collection-to-Product Rate
Product View Rate
Product Engagement
Filters Used
Sorting Used
Pagination Used
Sold-Out Encounters
Back-in-Stock Signups

No-results rate

Normalize search terms while protecting customer-entered personal or sensitive information.

Synthetic-monitoring KPIs

When Shopify scenarios are executed by GermainUX RPA automation, use:

KPI	Description
Scenario Availability	Percentage of scheduled executions that complete successfully
Scenario Duration	Total scenario execution time
Step Duration	Time required for an individual scenario step
Scenario Failure	Scenario that cannot complete
Validation Failure	Expected page, product, value, or state was not found
SLA Compliance	Percentage of runs meeting the configured objective
Execution Volume	Number of scheduled scenario executions

Exclude synthetic traffic from real-user conversion and engagement KPIs.

Recommended pivots

Analyze Shopify KPIs by:

Store
Environment
Page and page type
Product
Variant
Collection

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Cart or checkout stage
Customer segment
Guest or authenticated status
New or returning customer
Browser
Device
Operating system
Geography
Campaign and traffic source
Discount
Currency
Error category
Business process and step
Theme or release version

Avoid using dimensions containing uncontrolled high-cardinality or sensitive values.

Recommended dashboards

Conversion overview

Include:

Sessions
Conversion rate
Orders
Revenue
Average order value
Add-to-cart rate
Checkout completion rate
Cart and checkout abandonment

Product-discovery analysis

Include:

Collection views
Product views
Searches
No-results rate
Collection-to-product rate
Search-to-product rate
Product-page-to-cart rate
Sold-out encounters

Checkout analysis

Include:

Checkout starts
Step success rates
Step drop-offs
Checkout duration
Application errors
User validation
Payment declines
Completed purchases

Customer-experience analysis

Include:

Page and click performance
Core Web Vitals
Rage and dead clicks
Errors
Feedback
Affected sessions
Session Replay links

Technical health

Include:

JavaScript errors
Failed HTTP requests
Third-party failures
Slow requests
Resource errors
Error-affected customers
Errors by theme or release

Create custom KPIs

Create a custom KPI when the preconfigured KPIs do not represent the store’s exact business outcome. Define:

KPI name
Business purpose
Source event or data model
Numerator and denominator
Unit
Eligibility rules

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Attribution window
Required dimensions
Warning and critical thresholds
Privacy requirements
KPI owner

Examples include:

Subscription Conversion Rate
Wishlist-to-Purchase Rate
Back-in-Stock Conversion
Chat-Assisted Conversion
Discount Failure Rate
Product-Comparison Conversion
Return-Request Completion
Loyalty Enrollment Conversion

Validation checklist

Before using Shopify KPIs for production decisions, verify that:

Event names and KPI mappings are correct.
Product viewing and product conversion are not reversed.
Success rates use successful outcomes in their numerators.
Drop-off rates use unsuccessful outcomes in their numerators.
Events are not duplicated across the app, pixel, theme, and custom code.
Storefront and checkout activity correlate correctly.

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Product, value, quantity, and currency attributes are accurate.
Test orders and synthetic traffic are excluded.
Guest and authenticated sessions correlate as intended.
User validation is separate from application errors.
Conversion formulas use consistent eligibility rules.
Revenue definitions are documented.
Shopify order data is used for financial reconciliation.
Dashboards use the correct store, environment, and time filters.
KPI thresholds are based on representative baseline data.

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The content of this document is proprietary to GERMAIN SOFTWARE.