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Read your conversion funnel: Sessions, Checkout, Purchase

What Sessions, Checkout and Purchase count on a product's Overview, how the percentages work, and how to read a drop between stages.

Your product page received 400 sessions and recorded six purchases. The Conversion Rate card helps you see how many sessions reached checkout and how many recorded a purchase. These are product-page sessions, not Instagram link taps or unique people.

Find the Conversion Rate card

  1. Open Products and click your product.

  2. On Overview, pick your date range at the top.

  3. Find Conversion Rate under the revenue and sales figures.

You'll see a tile for each stage, then a funnel chart below them.

Conversion Rate card with Sessions, Checkout and Purchase tiles above the funnel chart

Know what each stage counts

  • Sessions: recorded visits to the product page, grouped by browser-tab session. Reloading within the same session does not create a new session for that day. Editor previews are excluded.

  • Checkout: sessions where the buyer tapped your buy button and the checkout page opened.

  • Purchase: sessions with a recorded, confirmed purchase event. This differs from the order count shown as Sales.

Stages count sessions, not clicks, so a visitor who taps the button three times is still one checkout session.

Read the percentages

Each tile shows a count and its share of Sessions. When there are recorded sessions, Sessions is 100%. Checkout and Purchase are each divided by Sessions, not by the previous stage.

The small change figure on each tile compares the count with your comparison period. If you picked No Comparison, it shows a dash.

Purchase is reported by the buyer's browser after payment, so it can read a little lower than Sales.

Spot where people drop off

Take the Story example: 400 sessions, 60 checkouts and 6 purchases. Checkout reads 15.00% and Purchase 1.50%.

  • A large drop from Sessions to Checkout means fewer tracked sessions opened checkout. Review the price, cover, description and button wording. The funnel does not tell you why someone left.

  • A large drop from Checkout to Purchase can indicate checkout friction or incomplete browser tracking. Compare with Sales, then check the checkout experience on your phone.

Change one thing, give it a week, then set the comparison to Previous Period and see which count moved.

If there's no traffic in the range, the chart shows No sessions in this period.

Next: See where buyers come from: traffic sources and UTM links.

All guides: Digital Products help hub.

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