# Ecommerce Funnel Metrics by Product and Category > Measure the steps from product view to cart, checkout and purchase, then break them down by product, category and device. A store-wide average can hide one product that customers cannot buy. - Type: Merchant guide - Level: Intermediate - Reading time: About 4 minutes - Audience: Written for store owners, builders, and designers refining high-performance ecommerce stores. - Last updated: 2026-11-04 - Canonical page: https://academy.getzenbasket.com/merchant-questions/ecommerce-funnel-metrics-by-product-and-category/ - Part of: [Merchant Questions](https://academy.getzenbasket.com/merchant-questions/) on ZenBasket Academy --- ## What you need to know ### What does each rate mean? Product-view-to-cart compares additions with product views; cart-to-checkout compares checkout starts with carts; checkout completion compares purchases with checkout starts. Define whether each count uses events, sessions or users before calculating. ### What might you find by product? One product may receive many views but few additions to cart, while another is added often but dropped at checkout. The first suggests examining product details and choices; the second points toward costs, delivery or checkout errors. ### Why check by category? A gift category might receive more exploratory visits than a precise product search. Comparing it blindly with a replacement-parts category can make a healthy page look weak. Review trends within the same context. ### What to check in your store Calculate the same funnel steps for two product groups using identical definitions and dates. Investigate the first meaningful difference before making changes. --- ## Frequently asked questions ### Does a low rate prove a design problem? No. Check stock, price, campaign targeting, tracking and product seasonality before deciding what to change. ### Where do I find product-level funnel data? Use current analytics documentation and confirm that product and category dimensions use the same funnel definitions before comparing. ## Related articles - **Ecommerce Conversion Rate and Funnel Basics** - **Ecommerce Conversion Audit** - [ZenBasket Build Guide](https://help.getzenbasket.com/zenbasket-builder/)