How do I read the Checkout and Funnel tabs?
What each card, chart and table column means on the Checkout tab (pre-purchase offers) and the Funnel tab (post-purchase and Thank You page offers).
The Checkout tab covers offers shown in checkout before the buyer pays. The Funnel tab covers what happens after payment: post-purchase upsells, downsells and Thank You page offers. Both tabs use the date range in the page header.
Checkout tab
The Checkout tab only counts pre-purchase (checkout) offers. As on the Summary tab, a view is one checkout that went on to become an order, however many products the offer showed.
Revenue & Value Insights
| Card | Definition |
|---|---|
| Checkout Revenue | Revenue from checkout offers accepted in the range. |
| Average Revenue per Order | The average full order total of orders placed while you had an active funnel. The daily averages are then averaged across days that had orders. This is not upsell revenue per order. |
| Average Upsell Value | Checkout Revenue ÷ accepted checkout offers. |
Conversion & Funnel Insights
| Card | Definition |
|---|---|
| Unaccepted Upsell Rate | 100% minus the Conversion Rate: the share of views where no offer was accepted. |
| Conversion Rate | Accepted checkout offers ÷ checkout views × 100. |
| Accepted Offers | The number of checkout offers accepted. Each accepted product counts once, so a buyer who adds two offered products counts twice. |
A checkout offer counts as accepted only when the order is placed. If a buyer adds an offer and then abandons the checkout, nothing is counted.
Each card has a badge comparing it with the period of the same length just before. See Why does a percentage change look wrong?
Top Funnels (Checkout tab)
| Column | Definition |
|---|---|
| Funnel Name | The checkout funnel. |
| Views | Checkouts that saw this funnel's offer. |
| Pre-Purchase | Conversions ÷ views × 100, to one decimal place. |
| Revenue | Total upsell revenue for this funnel. |
| Avg. Funnel Value | Revenue ÷ views, to two decimal places. Shows "—" when there are no views. |
Funnel tab
Filters
- Select a funnel: choose All Funnels or a single funnel.
- Step checkboxes: Upsell #1, Upsell #2, Downsell #1 and Thank you page. All four are ticked by default. Unticking a step removes it from the charts and from the headline numbers.
The three charts
Each chart draws one line per ticked step. The headline number above each chart adds up all ticked steps.
| Chart | Headline number |
|---|---|
| Revenue | Total revenue from the ticked steps. |
| Revenue per View | Revenue ÷ views across the ticked steps (RPV), to two decimal places. |
| Conversion Rate | Conversions ÷ views × 100 across the ticked steps (CVR). |
With all steps ticked, the views here include every step. A buyer who sees Upsell #1 and then the Downsell counts as two views. The Summary tab counts that buyer as one view (first upsell only). So the Funnel tab's Conversion Rate and the Summary tab's Conversion Rate measure different things and won't match. To see one step's true rate, tick only that step.
When All Funnels is selected, revenue, views and conversions are added up across funnels before RPV and CVR are worked out. A small funnel with one view can't skew the line.
Top Funnels (Funnel tab)
Below the charts, a second Top Funnels table has two buttons: Post-Purchase and TY Page Offer.
| Column | Definition |
|---|---|
| Views | Shoppers who saw the first offer only: Upsell 1 for Post-Purchase, the Thank You offer for TY Page Offer. |
| Upsell 1, Upsell 2, Downsell (Post-Purchase) or TY Page Offer | Each step's own rate: that step's conversions ÷ that step's views × 100. Shows "—" if the step had no views. |
| Revenue | Total revenue for the funnel across all steps of that surface. |
| Avg. Funnel Value | Revenue ÷ first-step views, to two decimal places. |
Avg. Funnel Value divides by first-step views only. The Revenue per View chart divides by the views of every ticked step. That's why Avg. Funnel Value is usually the higher figure.
Short ranges and long ranges
- With Today selected, both tabs show the day hour by hour (see What does 'Today' mean?).
- Ranges longer than about two months show one point per month.