Checkout Started Rate

Question

Hello,I’m running an email funnel by campaign custom report, and I want to make sure I understand the data correctly. When I see a metric for checkout started rate and I’m comparing it to placed order rate, are all checkout started events considered part of the checkout started rate, or are they only counting uncompleted started checkouts that did not go onto place an order?To simplify with whole numbers, if I see 4 people started checkout after viewing an email campaign, and 4 people placed an order for the same campaign, does that mean 100% of people who started checkout went on to complete the checkout? Or does it mean that 8 people started checking out, and only 4 people finished checking out, giving me a dropout rate of 50%? Thanks for any clarification on this!

retention · Accepted Answer

Hi@KatherineB,My understanding is it’s a total count of any event is independent of other events. In other words, when you run those custom reports, they are giving you the aggregation of raw events regardless of which event you select.So yes, technically everyone who “Placed Order” most likely alsoinvoked a “Started Checkout” unless you have purchases that can occur outside of the standard online order processthat are added into your ecommerce platform (e.g. Brick and Mortar POS systems, Subscription Platforms, etc).

retention · Answer

@KatherineB-If you’re on Shopify, other items then the ones I mentioned already (Subscriptions, POS, etc) that can occur are “Draft Invoices” - these are purchases placed that are started internally (for example, through an inbound sales person) and completed. Sometimes external sales people can “make a purchase” for clients by logging into the admin of Shopify and then placing the order internally.Also check to see if you have any “checkout replacement” solutions like Bolt, Carthook - basically any tools that take people through a different checkout system that don’t follow the typical end-user online checkout flow.Finally, there are a lot of ERP or reportingtools that “injectorders into Shopify” such as Netsuite or other ERPs that do this to maintain record consistency or to properly account for orders within Klaviyo. Check to see if you have any private apps that may also do this too!Outside of that, you can do a careful audit of a limited time scope (say 1-day, 3 days, or 7 days) to keep the data size manageable and just go through each order to see where they originate from. Shopify typically tells you where the order came from if you look at each orders’ detail page.Hope this helps!

Checkout Started Rate

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