Measuring conversion rate in WooCommerce

Understanding how many of your store's visitors actually complete a purchase is key to growing your business. In eCommerce, this metric is called conversion rate — and tracking it accurately can be the difference between guessing and growing.

In this article, we’ll walk you through:

• How to measure conversion rate in WooCommerce
• The difference in tracking between embedded and redirect checkouts
• Why Dintero’s embedded checkout consistently delivers higher conversion

 

What Is Conversion Rate?

Your conversion rate is the percentage of visitors who complete a purchase. The most common formula is:

Conversion Rate = (Number of Orders / Number of Unique Visitors) × 100

For example, if 1000 people visit your site, and 25 complete a purchase, your conversion rate is 2.5%.

 

How to Track Conversion Rate in WooCommerce

There are several ways to track conversions, but the two most common methods are:

1. Google Analytics 4 (GA4)

GA4 allows you to set up events and track checkout steps, payment sessions, and successful purchases. You’ll need to:

• Install the official WooCommerce GA4 plugin or a third-party solution like Enhanced Ecommerce Google Analytics Plugin

• Configure purchase events and funnels

• Track key steps like begin_checkout, add_payment_info, and purchase

2. WooCommerce Reports

Go to WooCommerce > Analytics > Conversion Rate to view basic insights, but keep in mind that this is limited compared to GA4 and doesn’t show you drop-offs in the checkout flow.

 

Understanding Drop-Off Tracking: Redirect vs Embedded

When comparing checkout flows in WooCommerce, one of the key differences is how and when the payment session starts — and this directly impacts what you can track.

Redirect Checkout

With a redirect flow, the payment session starts only after the shopper clicks “Go to payment.”

This means:

• You don’t track visitors who land on /checkout and never proceed to the payment step
• You may miss key insights about drop-off points before the redirect
• It’s harder to build a complete funnel from checkout start to successful payment without advanced event tracking

Redirect flows are simple to set up and offer a familiar user experience, but they limit how much insight you get into early checkout behavior.

Embedded Checkout (Dintero Express)

With embedded checkout, the payment session is created immediately when a user lands on /checkout. This provides:

• Full visibility into all payment sessions, including those that don’t complete
• A clearer picture of where users drop off (e.g., before selecting a method or entering details)
• Better data to optimize your funnel and increase conversion rate

 

Why Dintero Embedded Checkout Converts Better

At Dintero, we’ve built our embedded checkout to reduce friction at every step:

• No redirects: customers stay on your site
• Instant payment session tracking for better analytics
• Pre-filled info with stored customer data for faster checkouts
• Mobile-optimized UI with express options like Vipps and card wallets

Customers who switch to Dintero Checkout Embedded (or Embedded Express) typically see a measurable lift in conversion rate – especially on mobile – where every extra click counts.

 

Summary: Track Smarter, Convert Better

 

Tip: If you’re serious about increasing conversion rate, having detailed insight into how many shoppers start but don’t complete checkout is essential. That’s where Dintero Embedded Express gives you an edge.

Want help deciding which checkout flow is best for your store? Reach out to us here – We’re happy to advise.