Here are 11 Magento data points you probably aren’t paying attention to—but should.
Checkout Abandonment by Step
Magento’s checkout process is typically multi-step. Instead of only tracking overall cart abandonment, you should analyse where users drop off: shipping method selection, payment page, or order review. For example, if 60% of abandonments occur at the payment step, there could be a UX issue, a lack of preferred payment methods, or security concerns.
Why it matters: It gives you actionable insights, not just surface-level metrics.
Add-to-Cart Rate by Product Type
This metric tracks how many product views result in an add-to-cart action, segmented by category. If one category consistently underperforms, that could mean the pricing, photos, or product descriptions need improvement. For example, if electronics have a 4% rate and accessories only 0.8%, that’s a signal worth digging into.
Why it matters: Helps adjust product positioning, images, or descriptions for specific categories.
Search Terms with Zero Results
Magento’s search logs reveal what your customers type into your site search. When users search for something and get no results, that’s a missed opportunity. This could be due to naming mismatches, missing synonyms, or products you don’t yet carry. According to Baymard Institute, 70% of e-commerce search engines can’t return relevant results for product-type synonyms.
Why it matters: Reveals product demand you’re not meeting, or tagging/indexing issues.
Discount Usage by Customer Group
Are your B2B clients ignoring your discount codes while B2C customers flood in for promotions? Tracking discount code usage across different customer segments can show you which offers are working and which are wasting margin. You can also spot abuse or overuse of discounts among certain user groups.
Why it matters: Refines your discounting strategy to avoid margin loss.
Product View-to-Purchase Ratio
You probably know your top-selling products, but what about those viewed frequently yet rarely purchased? This ratio shows which products attract attention but fail to convert. It might be due to pricing, lack of social proof, unclear specs, or poor mobile presentation.
Why it matters: These products might need price adjustments, reviews, or better photos.
Mobile vs Desktop Checkout Completion
Most e-commerce traffic now comes from mobile, but conversion rates are typically lower than on desktop. This metric compares how effectively your checkout performs by device type. If desktop conversions are 2.5% and mobile is 0.9%, it’s likely not just a traffic issue—it’s a mobile UX issue.
Why it matters: Highlights technical UX issues that cost mobile revenue.
Refund Rate by Product
Which of your products are most likely to be returned or refunded? This data can help you pinpoint quality issues, misleading descriptions, or fulfilment problems. High refund rates often result in lost revenue and increased support costs.
Why it matters: You might be better off removing or revising underperforming SKUs.
Average Time to First Purchase
This metric tracks how long a new visitor takes to place their first order. A long delay could indicate that customers need more touchpoints before converting. You can address this with email sequences, retargeting ads, or better onboarding.
Why it matters: Helps you plan nurturing campaigns (email, retargeting, etc.).
Customer Lifetime Value (CLV)
CLV tells you how much revenue a customer brings over their relationship with your store. It’s not about just one purchase, but repeat business over time. If your CLV is €500 and your acquisition cost is €300, you’re still profitable—but if it’s only €200, you need to rethink your strategy.
Why it matters: It helps you identify high-value customer segments, guide retention strategies, and make better decisions on how much to spend on acquisition.
Customer Service Contact Rate per Order
How many customers contact support after placing an order? If the rate is high, it could mean unclear shipping details, a lack of tracking information, or confusing product information.
Why it matters: High contact rates = friction points in your post-purchase experience.
Extension Load Time Impact
Every Magento extension adds weight to your store. While they’re helpful, they can also slow down performance. Running a load time audit can show which modules are hurting speed. For example, one poorly optimised slider or pop-up can add a full second to your page load time.
Why it matters: Site speed is directly tied to conversion rates and SEO rankings. If an extension adds 1 second of load time, it had better be worth it.
Need Help With E-commerce Data Strategy?
Most Magento store owners focus on traffic and revenue. However, the Magento performance metrics are often overlooked and reveal the most significant growth opportunities.
At Younify, we’ve spent nearly 15 years helping merchants improve store performance, drive more revenue, and reduce operational headaches. Through our e-commerce management services, we support you in understanding and acting on the correct data so that you can scale with confidence.
If you need help identifying where your store is leaking conversions or simply want to better understand what your Magento data is really saying, contact us today.
