Funnel analysis provides a visual representation of the customer journey, from the initial website visit to the completed purchase. By tracking user behavior at each stage of the funnel, you can gain valuable insights into shopping trends, optimize sales performance, enhance user experience, and refine marketing strategies.
In This Article
- Viewing the Funnel Analysis Report
- Key Dimensions in Funnel Analysis
- Decoding Conversion Funnel Metrics
Viewing the Funnel Analysis Report
To review the conversion funnel analysis, follow these steps:
- From your SHOPLINE admin panel, go to Analytics. Locate Conversion rate and click the View report icon in the upper-right corner.
- The first tab of the report displays the Conversion funnel, which visually illustrates the customer journey from the initial visit to the final conversion.
- Use the following features to tailor the report to your specific needs:
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Select a Date Range:
- Custom Range: Choose any specific time period you want to analyze.
- Compare Periods: Compare data from two different time periods to identify trends.
- Set Time Unit: Select the desired time granularity.
- Set Filters: Click Manage filters to set various filtering criteria, such as country/region, device type, etc.
- Sort Data: Click on the metric name in the header to sort the data in ascending or descending order.
- Choose Data Display Format: Select how you want to display your data, either as absolute values, percentages, or a combination of both.
- Edit Report: Click Edit to select the dimensions and metrics you're interested in. The system will automatically save your selected dimensions and metrics for future reference.
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Select a Date Range:
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- Export Analysis: After customizing your report, you can export the data for further analysis or archiving.
Key Funnel Analysis Dimensions
This table provides an overview of common dimensions used in funnel analysis reports:
| Dimension | Description |
| Landing page type | The type of page where a visitor first enters your store (e.g., homepage, product page). |
| Landing page path | The path of the first page a visitor enters your store. |
| Landing page URL | The URL of the first page a visitor enters your store. |
| Country/Region | Represents the visitor's location, as determined by their IP address, both when they visit your site and when they place an order. Since a visitor's IP may change during browsing, the IP in the visit record may differ from that in the order record. The report will display "1 visitor from the US completed 1 order" only if the IP country/region matches in both records. |
| Device type | The type of device used by the visitor (e.g., desktop, smartphone). |
| Referrer site | The website that referred a customer to your store before they placed an order (e.g., www.facebook.com). |
| Referrer name |
The name of the source that directed the customer who placed an order in your store (e.g., Google, Facebook, Instagram, TikTok). If the referrer cannot be identified, the source name will display as "N/A" for direct traffic. |
| Referrer path | The path of the page that referred the customer who placed an order (e.g., /products/shirt). |
| Referrer source | The origin source where customers access your store, which may include:
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| Referrer URL | The URL where customers arrive at your store. |
| UTM content | The utm_content parameter, used to differentiate variations of the same ad or link in your marketing campaign. |
| UTM medium | The utm_medium parameter, set to identify the marketing medium through which a visitor finds your link. |
| UTM name | The utm_campaign parameter, used to specify the marketing campaign name. |
| UTM source | The utm_source parameter, set to indicate the source of the traffic. |
| UTM term | The utm_term parameter, mostly used for paid search campaigns to identify keywords that triggered the ad. |
Decoding Funnel Analysis Metrics
The common definitions of metrics for the Conversion Funnel Analysis are as follows:
| Metric | Description |
| Sessions |
Sessions that enter your online store. This metric is specific to your online store channel. A session (unique visitor, UV) may involve multiple actions (page views, PV). A visitor session ends after 30 minutes of inactivity. For example, if Customer A visits your store through social media and then returns a few days later, it counts as two sessions. A session also ends if it spans midnight in the time zone where the store is located or midnight in UTC. For example, if Customer A visits your store at 11:30 PM on January 1 and leaves at 12:20 AM on January 2, the visit on January 2 is counted as a new session. Therefore, when you view session metrics, there will be one session recorded for each of these two days. |
| Added to cart |
The number of sessions in which visitors clicked the Add to cart button. Visitors who click the Buy Now or PayPal Express Checkout button are not counted. |
| Reached checkout | The number of sessions in which visitors reached the checkout page. |
| Added customer info | The number of sessions where visitors added a valid email or mobile number and clicked Next on the checkout page. |
| Added shipping method | The number of sessions where visitors selected a shipping method and clicked Next on the checkout page. |
| Added payment Info | The number of sessions where visitors added valid payment information (e.g., credit card/debit card/PayPal account) and clicked Check out or Submit order. |
| Completed checkout | The number of sessions where visitors successfully placed orders. |
| Conversion rate | Conversion rate = Completed checkout sessions / Sessions × 100%. |
| Bounce rate |
The percentage of visitors who view only one page out of all the visitors. For example, a bounce rate of "16.8%" means that 16.8% of visitors to your store viewed only one page. |
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