Abandoned Carts: Analytics and Reports

What this solution does

A cart abandonment represents the most accessible conversion opportunity: the customer has already selected items, reached the checkout stage, and stopped just before completing the order. Stores lose revenue for years without data on how many carts are abandoned, their total value, which items they contain, how many customers return on their own, and how many leave permanently.

In essence, this is analytics for incomplete orders: the order is not placed, but the cart contents and the customer's path through the site are known if these data were preserved.

Standard 1C-Bitrix tools cannot collect this data. The issue is not the lack of a report, but the absence of the data itself: when an order is placed, the system does not copy the cart lines but assigns them an order identifier. At the moment of purchase, the abandoned cart as an object ceases to exist, making retrospective calculation impossible.

The module solves this problem in the only honest way: it creates its own snapshot of every abandoned cart, recording the contents, prices, discounts, and stock levels at the time of saving. The system then independently tracks the fate of that cart: whether the customer returned, for the full contents or part of the items, after how much time, from which traffic source they arrived, whether they reached the checkout stage, or abandoned the order earlier.

Abandoned Carts: Analytics and Reports

You receive a detailed summary of abandoned carts for selected periods: day, week, month, year, or all time, with daily trend visualization. The system calculates the return rate and lost revenue in specific monetary units, excluding approximate percentage estimates. The report includes a top list of products most frequently abandoned and products that customers return to purchase. Data can be segmented by traffic source, abandonment step, cart total, and number of items. The module identifies the share of customers with whom contact is possible.

Setup takes a few minutes: simply connect the module, enable data collection, and optionally load the history of accumulated carts from previous months in a single operation. Regular summaries can be sent via email, Telegram, Bitrix24, as well as through SMS and other messengers.

Important Note

This is the first release, intentionally limited to analytics functions: the module measures metrics but does not perform distributions. Customer retention tools, such as email sequences, coupons, and scenarios, are planned for future versions. Priority is given to obtaining accurate data before making decisions; attempts at automation without prior analytics often lead to ineffective communications.

Abandoned Carts: Analytics and Reports

The module tracks abandoned, recovered, and lost carts in units and currency for any period: today, yesterday, week, month, year, all time, or a custom interval. The total number of abandoned carts for selected days is displayed in a single line.

Metrics include the recovery rate and the average time to recovery—the number of hours or days until the order is placed. A daily trend chart is available directly on the report page. The number of carts still in progress is shown separately, meaning their fate is undetermined and the buyer may return.

The module calculates the share of reachable buyers—those with an email or phone number available for re-engagement. A site filter is provided for multi-site stores.

Product Report

The system generates a top list of products by the number of abandoned carts, showing which items are most frequently left unpurchased and which positions buyers do not return to. For each product, the recovery rate is displayed, indicating which items buyers return to on their own and which are abandoned permanently.

Data includes quantity and amount in the base currency, along with catalog sections. Trade offers are aggregated by the owner product, so sizes and colors of a single model are counted together rather than scattered across the report. Data export to CSV is available for further analysis.

Breakdowns: Why Carts Are Abandoned

The "Abandoned Carts: Analytics and Reports" module by Pavel Shulaev provides detailed analysis of customer behavior when orders are not completed.

Analytics covers key metrics:

Abandonment step: the system distinguishes between carts abandoned before the checkout process begins and those abandoned after reaching the order form. This helps identify issues with the catalog, pricing, or the checkout form itself.

Traffic sources: data from UTM tags and external site referrals is displayed, allowing evaluation of advertising effectiveness that leads to incomplete purchases.

Order match type: records whether customers returned for the full cart contents, only part of the items, or made a different purchase.

Cart sum distribution: shows where revenue is lost, whether on small or large checks. Range boundaries are configurable to match the store's assortment.

Position count distribution.

The abandoned cart card contains full information for customer engagement:

Full cart snapshot: list of items, prices, and applied discounts at the moment of abandonment.

Stock status: warehouse inventory and purchase availability, immediately indicating if the cart was abandoned due to out-of-stock items.

Buyer contacts: displayed if known to the system.

Session details: traffic source, entry page, abandonment step, time until return, and information about the related order.

A registry of abandoned carts with sorting by all key fields and an advanced filter: date, status, exit step, site, number of items, cart total in the purchase currency and in the base currency, referral source, order number, and buyer details. Sum and quantity values are set as a range from and to. The referral source is searched by partial match: yandex will find yandex-direct.

A separate reachable filter displays only carts with contact data for recovery, specifically the buyer's email or phone number. This same flag is used to calculate the share of reachable carts in the summary. The filtered selection is ready for calling or mailing. The reverse view is also useful: carts without any contacts show how much the store loses on anonymous buyers.

The from history filter separates carts imported in a one-time batch from those collected on a live site. Imported records lack a referral source and remaining items, so they should be analyzed separately.

Buyer contacts: data sources

To return to an incomplete order, an email or phone number is required. The module collects this data from four sources and displays it in the cart card, indicating the origin and timestamp for each entry.

The abandoned cart analytics module collects data from four primary sources. The buyer profile consists of information provided during registration; these data are always available as the store already stores them. Properties of recent orders include email and phone numbers from the twenty most recent completed purchases. Contact details from orders three years old are considered outdated and are highly likely to be invalid. Website forms are a separate setting, disabled by default. When enabled, the module script connects to public pages to monitor form submissions and extract email and phone numbers from the submitted data. The script listens specifically for the submission event rather than text input, ensuring that the contact was consciously provided by the visitor, such as during a subscription, a callback request, or a product inquiry. The checkout page is another separate setting, also disabled by default. This is the most valuable source: if a buyer fills out the order form but leaves without clicking 'checkout', their email and phone number are still saved in the abandoned cart card, even though no order was created. To control data collection, any field, block, or entire form can be excluded by adding the attribute data-rover-basket-ignore. For example, this can be used to protect a manager's phone number field in the site header.

The server does not trust data from the browser: value types are re-evaluated, email addresses are validated using standard kernel checks, and phone numbers are parsed by format. This ensures that entries like '8 900…' and '+7 900…' are merged into a single contact rather than duplicated. The cart ID sent from the client side is completely ignored, preventing any possibility of writing data to another user's cart.

The module does not collect or store consent for personal data processing; this responsibility remains with the website form, as before the module installation. A corresponding notice is placed directly below the checkbox in the settings.

Desktop Widget

Weekly totals and a daily chart are displayed on the main page of the admin panel. Figures are visible immediately without needing to navigate to the reports section. The calculation uses the same code as the summary, ensuring that the widget and report always show identical data. Users without module permissions see no information within it: the desktop is accessible to all users with admin panel access, while the report displays store revenue.

History for Past Months

A one-time import of accumulated forgotten carts can be performed up to a specified depth. Results become available immediately, without waiting for a month of observation. The import runs in the background with progress tracking and without impacting site performance.

Regular Summary

Summaries can be sent via email, Telegram, Bitrix24, other messengers, and through webhooks.

The dispatch time for reports is configured individually: daily summaries are sent at a specified hour, weekly summaries on Mondays, and monthly summaries on the first day of the month. If the site is unavailable at the scheduled time, the summary is sent later on the same day.

Reporting periods are calendar-based: daily summaries cover the previous day, weekly summaries cover the full preceding week, and monthly summaries cover the previous month. Incomplete current days are excluded from the totals.

Five delivery channels are available, each enabled separately:

— Email: a standard email event where the message template is edited like any other.

— Telegram: direct sending via bot to a chat, group, or channel. Only the bot token and chat identifier are required; no third-party services are needed.

— Bitrix24: notifications to an employee or messages to a portal chat and work group via incoming webhook. Data arrives where the team works, and recipients can be listed as a comma-separated list.

— SMS and messengers: delivery via WhatsApp and MAX using standard Bitrix message templates.

— Webhook: sending the summary as JSON to a specified address with an HMAC signature to allow the recipient to distinguish the store request from external traffic.

A failure in one communication channel does not disable the others. The test send button reports the status for each channel individually, displaying specific reasons such as "Telegram — bot not added to chat" instead of a generic "not sent" message.

When tracking is configured for multiple websites, summary reports are generated and delivered separately for each resource, ensuring that storefront figures remain distinct. Settings allow you to track data across all connected sites while sending reports only to selected ones.

Data under control

The system implements two-level data storage. Detailed records containing buyer personal data are retained for a configurable period and then automatically purged. Daily summaries are preserved indefinitely, ensuring historical reports remain intact without unnecessary accumulation of personal data. The retention period is adjustable in settings.

Collected contact information never leaves the website. Regular summaries include only aggregate figures and product names. Emails, phone numbers, and buyer names are excluded from emails, messenger messages, and webhooks. The module does not utilize external services except for those explicitly configured by the store, such as a Telegram token, a Bitrix24 webhook, or a custom data reception address.

When the module is removed, accumulated data can be preserved. Upon reinstallation, tracking resumes from the same point.

Site care

Background agents process tasks in batches with progress saving and time limits, avoiding hosting constraints and preventing delays in page generation. The system tracks purchases by anonymous users, including carts without authentication. Configurable tracking is available for items placed in a wishlist. Built-in logging supports file size limits and cleanup via settings. Access to the module in the administrative panel can be restricted and divided among users. The product is compatible with MySQL and PostgreSQL databases. Planned features include customer retention tools: email and notification sequences for abandoned carts, personalized coupons, and segment-based scenarios, as well as integration with Bitrix24.

If “Abandoned Carts: Analytics and Reports” is required, General iT can help with installation, configuration and a technical check after integration.