Where is your funnel leaking?
Between the first click and the second order, a Shopify funnel can leak in seven places: the ad account, the creative, the landing or product page, the offer, the checkout, the emails and texts after purchase, and the tracking that measures the rest. Check tracking first; every other number depends on it.
From first click to second order.
Ad account
CheckEach campaign has one job: new buyers, deciding buyers or past buyers.
Leaking ifThe same people see every ad, and cost per purchase climbs with frequency.
Paid ads →Creative
CheckHow many new ads went live in the last 30 days, and the click-through on each.
Leaking ifThe same few ads have run for months while click-through falls.
Creative →Landing and product page
CheckOpen the page from the ad on a phone. Are size, shipping and returns answered above the buy button?
Leaking ifClicks arrive but add-to-cart doesn’t follow, and your inbox asks the same three questions.
Conversion →Offer
CheckWhat a first-time buyer gets here that they don’t get elsewhere: a bundle, a guarantee, a threshold.
Leaking ifSales only move when you discount.
Conversion →Checkout
CheckPlace a test order on a phone. Note every extra cost and every forced step.
Leaking ifCarts start and stop. 18% of US shoppers who abandoned blamed a forced account (Baymard, 2026).
Conversion →Email and SMS after purchase
CheckWelcome, abandoned-cart and post-purchase flows are live and sending.
Leaking ifFew first-time buyers order again, and the flows haven’t changed in a year.
Retention →Tracking and measurement
CheckA week of Shopify orders beside the purchases your ad platforms report.
Leaking ifThe numbers disagree widely, and budget moves on the platform’s figure.
Paid ads →
- Abandonment figures: Baymard Institute, cart abandonment rate statistics, updated October 2026. Reasons from its 2026 survey of 1,083 US adults who shopped online in the past three months.
Fixed in four places. Purchases up 84%.
Creative, ad account, offer and product pages, and email flows, on 5% more ad spend.
Store sales count every channel, so not all of the growth is from ads. The full case study, every number sourced.
