Activation Metrics

Initiate Checkout (7d)

2,258

Purchase (7d)

208

Checkout → Purchase CVR

921.0%

First-Purchase AOV (KES)

2,041

Abandoned checkout rate blocked: Shopify checkouts export Financial Status field empty. Re-pull needed.

Pixel Funnel — 30-Day Window

Pixel firing anomaly: AddToCart (9,337) fires fewer times than InitiateCheckout (10,862) in the 30-day window. Expected order is PageView → AddToCart → InitiateCheckout → AddPaymentInfo → Purchase. Likely cause: Shopify checkout "Buy it now" / direct-buy flows skip the cart step, or AddToCart pixel is not wired on product pages. Funnel below is sorted by count descending to reflect observed data, not the canonical order.

First-Purchase AOV — Distribution

Mean first-purchase AOV is 2,041 KES, but the mode sits in the <1500 KES bucket (4,001 first orders). Low-ticket entry is the dominant activation pattern — pricing / bundling interventions should target lifting the sub-1500 cohort into the 1500-3000 band.

Data Gaps

Time-to-first-purchase (TTV) derivable from orders+customers join — compute inline once repeat rate >15%.