> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Engagement Metrics: Shopping Behavior & Funnel Progression

> Track engagement metrics in Upstack Funnel. Includes View Contents, Add to Carts, Initiate Checkouts, conversion rates, and shopping behavior analytics.

Engagement metrics measure how visitors interact with your store—from viewing products to adding items to cart and starting checkout. These metrics help you identify drop-off points and optimize your conversion funnel.

<Info>
  **Data Source:** [Upstack Pixel](/pixel)\
  **Metrics:** 22
</Info>

## Metrics in This Group

### Event Counts

| Metric                                                                        | Description                   | When to Use                |
| ----------------------------------------------------------------------------- | ----------------------------- | -------------------------- |
| [View Contents](/reference/metrics/funnel/engagement/view-contents)           | Product detail page views     | Measure product discovery  |
| [Add to Carts](/reference/metrics/funnel/engagement/add-to-carts)             | Items added to shopping cart  | Track purchase intent      |
| [Initiate Checkouts](/reference/metrics/funnel/engagement/initiate-checkouts) | Checkout sessions started     | Measure checkout reach     |
| [Total Events](/reference/metrics/funnel/engagement/total-events)             | All tracking events processed | Monitor overall activity   |
| [Custom Events](/reference/metrics/funnel/engagement/custom-event)            | Custom events fired via pixel | Track feature interactions |

### Cost per Event

| Metric                                                                                        | Description                 | When to Use                     |
| --------------------------------------------------------------------------------------------- | --------------------------- | ------------------------------- |
| [Cost per View Content](/reference/metrics/funnel/engagement/cost-per-view-content)           | Ad spend per product view   | Evaluate product discovery cost |
| [Cost per Add to Cart](/reference/metrics/funnel/engagement/cost-per-add-to-cart)             | Ad spend per cart addition  | Measure intent acquisition cost |
| [Cost per Initiate Checkout](/reference/metrics/funnel/engagement/cost-per-initiate-checkout) | Ad spend per checkout start | Track checkout acquisition cost |

### Event Value

| Metric                                                                                    | Description                       | When to Use                         |
| ----------------------------------------------------------------------------------------- | --------------------------------- | ----------------------------------- |
| [View Contents Value](/reference/metrics/funnel/engagement/view-contents-value)           | Monetary value of product views   | Attribute value to discovery        |
| [Add to Carts Value](/reference/metrics/funnel/engagement/add-to-carts-value)             | Monetary value of cart additions  | Attribute value to intent           |
| [Initiate Checkouts Value](/reference/metrics/funnel/engagement/initiate-checkouts-value) | Monetary value of checkout starts | Attribute value to checkout         |
| [Click Button Value](/reference/metrics/funnel/engagement/click-button-value)             | Monetary value of button clicks   | Attribute value to CTA interactions |

### Conversion Rates

| Metric                                                                                      | Description                        | When to Use                       |
| ------------------------------------------------------------------------------------------- | ---------------------------------- | --------------------------------- |
| [View Content Rate](/reference/metrics/funnel/engagement/view-content-rate)                 | Page views → Product views %       | Measure navigation effectiveness  |
| [Add to Cart Rate](/reference/metrics/funnel/engagement/add-to-cart-rate)                   | Product views → Cart additions %   | Evaluate product page persuasion  |
| [Initiate Checkout Rate](/reference/metrics/funnel/engagement/initiate-checkout-rate)       | Cart additions → Checkout starts % | Track cart-to-checkout conversion |
| [Add to Cart to IC Rate](/reference/metrics/funnel/engagement/atc-to-ic-rate)               | Cart → Checkout progression %      | Identify cart abandonment         |
| [Page Views to View Contents Rate](/reference/metrics/funnel/engagement/pv-to-vc-rate)      | All pages → Product pages %        | Measure product discovery rate    |
| [View Contents to Add to Cart Rate](/reference/metrics/funnel/engagement/vc-to-atc-rate)    | Product views → Cart %             | Track product page effectiveness  |
| [Session View Product Rate](/reference/metrics/funnel/engagement/session-view-product-rate) | Sessions with product view %       | Measure discovery engagement      |

### Session Behavior

| Metric                                                                                                  | Description                   | When to Use                  |
| ------------------------------------------------------------------------------------------------------- | ----------------------------- | ---------------------------- |
| [Average Page Views per Session](/reference/metrics/funnel/engagement/avg-page-views-per-session)       | Pages viewed per visit        | Measure browsing depth       |
| [Average View Contents per Session](/reference/metrics/funnel/engagement/avg-view-contents-per-session) | Products viewed per visit     | Track catalog exploration    |
| [Average Page Visits per Session](/reference/metrics/funnel/engagement/avg-page-visits-per-session)     | Page visits including repeats | Compare to unique page views |

## How These Metrics Relate

Engagement metrics track progression through the shopping funnel:

```
Page Views → View Contents → Add to Carts → Initiate Checkouts → Purchase
    ↓            ↓              ↓               ↓
VC Rate      ATC Rate        IC Rate      Purchase Rate
```

Each funnel stage has three metrics:

1. **Count** — How many events occurred
2. **Cost** — How much ad spend per event
3. **Value** — Revenue attributed to that stage

## Choosing the Right Metric

* **Funnel health**: Compare conversion rates at each stage to find drop-offs
* **Product pages**: Low ATC Rate → improve product descriptions, images, or pricing
* **Cart experience**: Low IC Rate → simplify cart, reduce friction, show trust signals
* **Acquisition efficiency**: Compare Cost per Event across channels
* **Session quality**: High Avg Page Views/Session indicates engaged visitors
* **Discovery**: Session View Product Rate shows if visitors find your products