E-commerce Analytics: Understanding and Monitoring Your Sales Funnel
Analytics for Purchase Funnel helps track customer journey through your website's sales process, from initial visit to final purchase.
The Sales Funnel report breaks down conversion data into four key stages:
- Visits
- Total number of browser sessions on your website
- Each session may include multiple page views
- Product Viewed
- Number of visits where customers viewed at least one product
- Includes product detail pages and quick views
- Excludes product blocks and member registration blocks
- Added to Cart/Checked Out
- Shows visits where customers added items to cart
- For Express Checkout: Shows "Checked Out" instead, tracking Buy Now clicks
- Each cart counts once, regardless of items added
- Purchased
- Number of visits resulting in completed purchases
- Tracked during the same browsing session
Percentage indicators between stages show conversion rates from one step to the next. The accompanying line graph visualizes funnel performance over time, helpful for measuring the impact of:
- Marketing changes
- Pricing strategies
- Website design updates
- Special promotions
Important Notes:
- Available for e-commerce subscriptions and digital item sellers
- Data tracking available since August 2016
- Filter results by date range, product, or member site
- Late-night sessions crossing midnight may show slight data discrepancies
- Product views only count from detail pages and quick views
- Cart tracking may differ slightly between Sales Funnel and Abandoned Carts reports
Understanding these metrics helps optimize your online store's conversion rate by identifying where customers drop off and which changes improve sales performance.
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