Website metrics explained
How sessions, unique visitors, conversion rate, add-to-cart rate, checkout rate, bounce rate and mobile share are counted from the Fabrik pixel.
3 min readUpdated 7 October 2026
Website figures come from the Fabrik pixel, a small piece of tracking that runs on your Shopify store and records visits, product views, add to carts, checkouts and purchases. They show how well the store turns visits into orders.
Before you start
- The pixel must be active. It is registered once the brand's Data Processing Agreement is accepted, either in the setup wizard or in Settings, Tracking.
- The Website page is open to anyone whose role can see the Dashboard, on every plan.
- Visitor country is recorded from 6 September 2026, so country splits of visits do not go back further.
The figures
| Figure | How it is worked out |
|---|---|
| Sessions | Visits to the store that the pixel recorded. A visit is split at each hour. |
| Unique visitors | Distinct visitors the pixel recorded. |
| Page views | Pages viewed across all sessions. |
| Conversion rate | Sessions with a purchase divided by sessions, times 100, weighted by each day's sessions. |
| Add-to-cart rate | Sessions with an add to cart divided by sessions, times 100, weighted by each day's sessions. |
| Checkout rate | Sessions reaching checkout divided by sessions, times 100, weighted by each day's sessions. |
| Bounce rate | Single page sessions divided by sessions, times 100. Lower is better. |
| Average session duration | The average time on site of sessions with more than one event. |
| Mobile share of sessions | Sessions on a phone divided by sessions, times 100. Tablets count as their own device. |
| Tracked purchases and Tracked revenue | Purchases and order value the pixel recorded. |
| Tracked new customers | First time buyers the pixel recorded. |
A worked example
Fellwick's store has 20,000 sessions in a week. 1,600 of them add something to the basket, 700 reach checkout and 400 buy.
- Add-to-cart rate: 1,600 divided by 20,000 = 8%
- Checkout rate: 700 divided by 20,000 = 3.5%
- Conversion rate: 400 divided by 20,000 = 2%
Step by step: read the Website page
- Open the brand and choose Website.
- Pick the period and comparison in the command bar. Rate changes are shown in points (a move from 2% to 2.5% is 0.5 points).
- The tiles across the top show sessions, unique visitors, conversion rate, add-to-cart rate, checkout rate, bounce rate, mobile share and tracked new customers.
- Below them, see sessions over time, the conversion funnel, then sessions or conversion by channel, source, device or landing page. Choose View every page for the full landing page list.
What you will see
- Figures are rolled up every hour. The latest hour is read directly, so recent visits appear without waiting.
- Channels follow your UTM tags: the medium names the channel, for example paid_social, paid_search or email.
Troubleshooting
- "No pixel data yet": choose Set up pixel and accept the Data Processing Agreement in Settings, Tracking. Visits appear from then on; the pixel cannot record visits from before it was active.
- Conversion rate differs from Shopify's. Fabrik's sessions are split at each hour and counted from its own pixel, so the rate is not Shopify's. Compare Fabrik's figure with its own past, not with Shopify's.
- A channel shows as Direct when it was an ad. Check that the ad's links carry UTM tags. Settings, Tracking explains how to set them.