Abandons Report

The Abandons Report reveals what happens between the moment a customer starts an order and the moment it's either completed or lost. By tracking both customer-level and order-level outcomes — including authorization attempts, declines, and captures — this report helps you pinpoint exactly where your checkout funnel is leaking revenue.

What This Report Includes

This report analyzes first-cycle orders (initial purchases, not recurring rebills), organized by the date each order was created.

Orders Included:

All orders — including those with no transaction attempt (abandons), declined attempts, and successful purchases
Only first-cycle activity is tracked (initial purchases, not recurring rebills)
Test orders are excluded
Date range is based on Order Created Date (when the order was first created)

Why This Matters: Not every customer who starts checkout completes a purchase, and not every order attempt results in a successful charge. Understanding where and why prospects drop off — whether before submitting payment, during authorization, or at capture — is essential for maximizing conversion and revenue.

Report Metrics

Customers

The total number of unique customers who created an order during the selected period. This is your top-of-funnel count representing everyone who initiated a purchase, regardless of whether it was completed.

Abandoned Customers

The number of unique customers who created an order but never had a transaction attempted. These customers entered your checkout flow and left without any payment attempt being made to the gateway. This metric is available as an additional column and helps quantify the human impact of checkout friction.

Abandoned Customer Rate

The percentage of total customers who abandoned their purchase. This is calculated as Abandoned Customers divided by Customers. A high abandonment rate signals opportunities to streamline checkout, improve trust signals, or address usability issues.

Declined Customers

The number of unique customers whose payment was declined during checkout. These customers attempted to pay but their transaction was not approved. This metric is available as an additional column.

Decline Customer Rate

The percentage of total customers whose payment was declined. This is calculated as Declined Customers divided by Customers. This metric is available as an additional column and helps separate payment-related drop-off from checkout abandonment.

Success Customers

The number of unique customers who successfully completed a purchase. This metric is available as an additional column and represents the customers who made it through your entire checkout and payment process.

Success Customer Rate

The percentage of total customers who successfully completed a purchase. This is calculated as Success Customers divided by Customers. This is your overall customer conversion rate and the single most important metric in this report for measuring checkout effectiveness.

Orders

The total number of orders created during the selected period. A single customer may create multiple orders (for example, retrying after an error), so this count may be higher than the Customers count.

Abandoned Orders

The number of orders that were created but never submitted for payment processing. These represent pure checkout abandonment — the customer started an order but left before attempting payment. This metric is available as an additional column.

Abandoned Orders Rate

The percentage of total orders that were abandoned before payment was attempted. This is calculated as Abandoned Orders divided by Orders. This metric is available as an additional column.

Transaction Attempted

The number of orders where a payment transaction was initiated. This represents orders that moved past checkout abandonment and entered the payment processing stage. This metric is available as an additional column.

Transaction Attempted Rate

The percentage of total orders where payment was attempted. This is calculated as Transaction Attempted divided by Orders. This metric is available as an additional column.

Authorizations

The total number of authorization requests sent to the payment gateway. An authorization is the initial step where the gateway checks whether the payment method is valid and has sufficient funds. This metric is available as an additional column.

Authorization Rate

The percentage of orders that resulted in an authorization attempt. This is calculated as Authorizations divided by Orders. This metric is available as an additional column.

Successful Authorizations

The number of authorization requests that were approved by the payment gateway. An approved authorization means the payment method was validated and funds were held for capture. This metric is available as an additional column.

Successful Authorization Rate

The percentage of orders that had a successful authorization. This is calculated as Successful Authorizations divided by Orders. This metric is available as an additional column and is a direct indicator of payment method quality and gateway performance.

Declined Authorizations

The number of authorization requests that were denied by the payment gateway. Declines can result from insufficient funds, expired cards, fraud flags, or other issuer-level rejections. This metric is available as an additional column.

Declined Authorization Rate

The percentage of orders that had a declined authorization. This is calculated as Declined Authorizations divided by Orders. This metric is available as an additional column. A high decline rate warrants investigation into payment method quality, fraud settings, or gateway configuration.

Captured

The number of orders where payment was successfully captured (charged) after authorization. Capture is the final step that completes the financial transaction. This metric is available as an additional column.

Capture Rate

The percentage of orders that were successfully captured. This is calculated as Captured divided by Orders. This metric is available as an additional column. A gap between authorization and capture may indicate post-authorization issues in your order processing flow.

Declined Orders

The number of orders that ultimately resulted in a decline — meaning the customer attempted payment but the transaction was not successfully completed. This metric is available as an additional column.

Decline Order Rate

The percentage of total orders that ended in a decline. This is calculated as Declined Orders divided by Orders. This provides a clear view of how many orders are lost specifically to payment failures, separate from checkout abandonment.

Success Orders

The number of orders that were fully completed with a successful payment. This metric is available as an additional column and represents orders that made it through the entire funnel from creation to capture.

Success Order Rate

The percentage of total orders that resulted in a successful purchase. This is calculated as Success Orders divided by Orders. This is your overall order conversion rate — the share of created orders that converted to revenue.

Success Order Revenue

The total revenue generated from all successfully completed orders. Revenue calculations depend on your Company Profile settings for shipping and tax inclusion. This is the bottom-line output of your checkout funnel.

Average Order Revenue

The average revenue per successful order. This is calculated as Success Order Revenue divided by Success Orders. Revenue calculations depend on your Company Profile settings for shipping and tax inclusion. Use this to understand the value of each converted order and track changes in order composition over time.

Available Dimensions

Use these dimensions to slice and filter your cart abandonment data for deeper analysis.

Dimension	Description
Order Created Date	The date the order was originally created
Order Created Hour	Hour of day when the order was created (0–23)
Order Created Day Of Week	Day of the week the order was created
Order Created Week	ISO week number of order creation
Order Created Month	Month and year of order creation
Order Created Year	Year the order was created
Customer ID	The customer's ID in the system
Customer Email	The customer's email address
Customer Information	Combined customer details (name, email, phone) for searching
Connection	The connection (CRM instance) associated with the customer
Order ID	The unique order identifier
Transaction Attempt	The attempt number for this charge
Tracking 1–10	Customizable tracking parameters passed with the order (e.g., affiliate ID, sub ID, click ID)
Campaign	The campaign associated with the order
Primary Campaign Category	Primary category assigned to the campaign
Secondary Campaign Category	Secondary category assigned to the campaign
Merchant	The merchant account used for processing
Merchant Group	The merchant group the merchant belongs to
Card Bin Number	First six digits of the card number identifying the issuing bank
Card Type	Card brand (e.g., Visa, Mastercard, Amex)
Card Issuer	The bank or institution that issued the card
Card Category	Category of the card (e.g., Consumer, Business)
Card Country	Country where the card was issued
Is Prepaid Card	Whether the card is a prepaid card
Ship Country	Shipping destination country
Ship State	Shipping destination state or province

Key Business Insights

Funnel Stage Analysis: Walk through the funnel from Customers → Orders → Transaction Attempted → Authorizations → Captured to identify which stage has the largest drop-off. Each stage requires different optimization tactics.
Abandonment vs. Decline Split: Compare the Abandoned Customer Rate with the Decline Customer Rate to understand whether you're losing more customers to checkout friction (abandonment) or payment failures (declines). The fix for each is fundamentally different.
Authorization-to-Capture Gap: If Successful Authorizations significantly outpace Captured orders, investigate your post-authorization workflow. Issues like inventory checks, fraud reviews, or processing delays between auth and capture may be causing unnecessary losses.
Revenue Recovery Opportunity: Multiply your Abandoned Customers by your Average Order Revenue to estimate the revenue opportunity in reducing checkout abandonment. Even a small improvement in abandonment rate can yield meaningful revenue gains.
Success Rate Benchmarking: Track your Success Customer Rate and Success Order Rate over time to establish baselines. Any significant deviation should trigger investigation into recent checkout, gateway, or pricing changes.

Optimization Strategies

Reduce Checkout Abandonment

Simplify your checkout flow — reduce form fields, enable guest checkout, and minimize page loads
Add trust signals such as security badges, clear return policies, and customer reviews
Implement exit-intent popups or abandoned cart email sequences to recover lost customers
Ensure your checkout is fully optimized for mobile devices

Improve Authorization Rates

Work with your gateway provider to optimize fraud thresholds — overly aggressive fraud filters decline legitimate orders
Support multiple payment methods to give customers alternatives if their primary method fails
Ensure Address Verification and card security settings balance fraud prevention with approval rates

Increase Capture Success

Minimize the delay between authorization and capture to reduce the chance of authorization expiration
Monitor for post-authorization errors in your order processing pipeline
Set up alerts for sudden drops in capture rate, which may indicate a system or integration issue

Boost Overall Conversion

Use A/B testing on your checkout pages to identify high-impact improvements
Offer real-time payment assistance (live chat, clear error messages) to help customers complete purchases
Analyze declined customer data to identify patterns — specific card types, regions, or order values that decline at higher rates

Pro Tips

Enable the hidden columns for detailed funnel analysis. The default view shows key rates and outcomes, but columns like Transaction Attempted, Authorizations, and Captured provide the granularity needed to diagnose specific funnel issues.
Compare this report with your Gateway Report to determine whether decline issues are checkout-specific or affecting all transaction types. If declines are high across all transactions, the issue is likely gateway- or payment-level. If only first orders are affected, the problem is likely checkout-specific.
Focus on Success Customer Rate as your North Star — it captures the full customer journey from checkout initiation to successful purchase and is the most meaningful single metric for checkout performance.
Segment by traffic source or product (using filters) to identify whether abandonment and decline rates vary by audience or offering. This helps prioritize where to invest in checkout optimization.

Frequently Asked Questions

Why does this report only include first-cycle orders? The Abandons Report focuses on initial purchases — the first transaction in a customer's journey. Recurring subscription charges (rebills) have a fundamentally different flow and are not subject to checkout abandonment, so they are tracked separately in other reports.

What's the difference between an abandoned order and a declined order? An abandoned order is one where the customer left the checkout before attempting payment. A declined order is one where the customer submitted payment, but the transaction was rejected by the payment gateway. Both result in lost revenue, but they require different strategies to address.

Why might my Orders count be higher than my Customers count? A single customer may create multiple orders — for example, if they abandon checkout and return to start a new order, or if they retry after a declined payment. The Orders metric counts each order created, while Customers counts unique individuals.