Tango.ad Analytics – Cart Analysis
The Cart Analysis section provides insights into shopping cart activity, abandoned carts, customer behavior, and checkout performance. These reports help identify lost revenue opportunities and optimize the customer purchase journey.
Accessing Cart Analysis
- Navigate to Analytics from the main menu.
- Select Cart Analysis.
- Review the available reports and widgets to analyze cart and checkout behavior.
Visitors with Open Carts
The Visitors with Open Carts widget displays the number of visitors who currently have products in their shopping cart but have not completed a purchase.
Purpose
This metric helps track active shopping activity and identify potential customers who may still convert.
Benefits
- Monitor current shopping engagement.
- Identify opportunities for cart recovery campaigns.
- Measure customer buying intent.
No Data Available
If no data is available, the system displays:
No results were returned for this query.
Revenue Left in Cart
The Revenue Left in Cart widget estimates the total value of products currently left in open or abandoned carts.
Purpose
Measures potential revenue that has not yet been converted into completed orders.
Benefits
- Quantify lost sales opportunities.
- Prioritize abandoned cart recovery efforts.
- Evaluate the impact of retention campaigns.
Example Use Cases
- Sending abandoned cart emails.
- Offering discount incentives.
- Optimizing checkout processes.
No Data Available
If no information exists for the selected period, the system displays:
No results were returned for this query.
Identified Visitors
The Identified Visitors report displays customers who have been recognized through available identification methods such as email capture, account login, or previous interactions.
Purpose
Provides visibility into known visitors who have interacted with shopping carts.
Benefits
- Support personalized marketing campaigns.
- Improve customer segmentation.
- Enable targeted abandoned cart recovery.
Status Message
When data is still being processed or unavailable, the system may display:
Waiting on database...
Abandoned Product Categories
The Abandoned Product Categories report identifies product categories most frequently left behind in abandoned carts.
Purpose
Helps determine which categories experience the highest abandonment rates.
Benefits
- Identify underperforming product categories.
- Improve category-specific marketing efforts.
- Optimize pricing, promotions, or product presentation.
Example Insights
- Fashion products abandoned more frequently than electronics.
- Seasonal products experiencing increased abandonment.
Status Message
If the data is still loading or unavailable:
Waiting on database...
Most Abandoned Products
The Most Abandoned Products report highlights individual products that are most commonly removed from the purchasing journey before checkout completion.
Purpose
Identifies products contributing to cart abandonment.
Benefits
- Investigate pricing concerns.
- Review product descriptions and images.
- Analyze inventory and shipping factors.
Common Actions
- Improve product content.
- Offer discounts or promotions.
- Test different pricing strategies.
Status Message
When information is unavailable:
Waiting on database...
Top Abandoned Brands
The Top Abandoned Brands report shows which brands are most frequently associated with abandoned carts.
Purpose
Provides insight into brand-level shopping behavior.
Benefits
- Identify brands with lower conversion rates.
- Evaluate brand pricing and positioning.
- Improve brand-specific campaigns.
Example Use Cases
- Running promotional campaigns for specific brands.
- Comparing abandonment rates across manufacturers.
Status Message
When data is unavailable:
Waiting on database...
Customer Decision Time (Average in Hours)
The Customer Decision Time report measures the average amount of time customers take between adding products to their cart and making a purchase decision.
Purpose
Helps understand customer purchasing behavior and buying cycles.
Benefits
- Optimize campaign timing.
- Improve remarketing strategies.
- Identify products requiring longer consideration periods.
Interpretation
- Short decision times often indicate high purchase intent.
- Longer decision times may indicate comparison shopping or hesitation.
Status Message
When information is still being processed:
Waiting on database...
Carts by Checkout Status
The Carts by Checkout Status report categorizes carts based on their current checkout stage.
Purpose
Provides visibility into where customers exit or continue within the checkout process.
Typical Checkout Statuses
Depending on configuration, statuses may include:
- Cart Created
- Checkout Started
- Payment Initiated
- Payment Completed
- Order Completed
- Abandoned
Benefits
- Identify checkout bottlenecks.
- Measure conversion efficiency.
- Improve checkout completion rates.
No Data Available
If no data exists for the selected period, the report displays:
No results were returned for this query.
Widget Controls
Most reports include controls in the upper-right corner of each widget.
Filter Icon
Allows filtering data by:
- Date range
- Product category
- Brand
- Customer segment
- Checkout status
Active Filter Indicator
Displays the number of active filters currently applied.
Options Menu (⋮)
Provides additional report actions such as:
- Exporting data
- Viewing detailed records
- Adjusting widget settings
Best Practices
- Monitor Revenue Left in Cart regularly to estimate potential lost revenue.
- Use Most Abandoned Products and Top Abandoned Brands to identify conversion issues.
- Track Customer Decision Time to improve campaign timing and automation workflows.
- Analyze Carts by Checkout Status to uncover checkout process bottlenecks.
- Combine cart analysis data with abandoned cart email campaigns to increase recovery rates.
Summary
The Cart Analysis section helps you understand customer shopping behavior by providing visibility into:
- Open shopping carts
- Potential revenue left in carts
- Identified visitors
- Abandoned product categories
- Most abandoned products
- Top abandoned brands
- Customer decision time
- Checkout status distribution
These insights can be used to improve conversion rates, recover abandoned carts, optimize the checkout experience, and increase overall revenue.