Track Conversion Funnel Metrics Over Time

Conversion > Conversion Funnel > KPI Trend

Summary

The report provides key insights into the different stages of the customer journey over time, allowing you to track the progress of critical metrics and compare the current year’s performance against the prior year.

Questions the report answers

• How the conversion metrics are performing over time?
• How the conversion metrics are performing compared to the prior year?

How to read the report

Understanding the Comparison Between Years

The report allows you to compare the Selected Year (blue line) against the Prior Year (gray line) for each KPI. This comparison helps you quickly assess whether your business is improving or underperforming in specific areas.

• If the blue line is consistently above the grey line: This indicates that your selected year performance is better than the prior year for that specific metric. For example, if your Session count is consistently higher this year, it suggests that your marketing campaign is more effective.
• If the blue line is below the grey line: This indicates that your selected year performance is worse than the prior year for that metric. If you notice this in metrics like Checkout to Order Rate, it may indicate issues checkout process or unexpected costs during the checkout.
• Crossing lines: If the blue line starts below the grey line but eventually crosses above it (or vice versa), this indicates a turnaround or change in performance relative to the prior year.
  • A positive shift (the blue line starts below the grey line but eventually crosses above it) suggests improvement due to recent actions.
  • A negative shift (the blue line starts above the grey line but eventually crosses below it). A negative shift may suggest that a successful strategy from the prior year is no longer working or promoting a review of your current approach.

Spotting trends over time:

• Look for patterns or spikes in the data. For example, if the metric Sessions in certain months, this could indicate seasonality or the impact of a successful strategy or tactic.
• Identify declines or dips in KPIs. For example, if you see a drop in Add to Cart during a specific month, it may point to issues like website issues, product appeal, or changes in customer behavior.
• Compare performance during key periods like holiday seasons, sale events, or campaign launches to see how these initiatives affected key metrics. For example, did the Sessions Converted spike during specific event.

Glossary

Add to Cart

The total number of shopping carts created during the sessions tracked in Shopify. It is calculated by summing the total number of carts created.

Cart to Checkout Rate

The percentage of carts that reached the checkout stage. It is calculated by dividing the number of checkouts by the number of shopping carts created.

Checkouts to Order Rate

The percentage of checkouts that result in a successful order. It is calculated by dividing the sessions converted by the total number of sessions reached at checkouts.

Sessions (Shopify)

The total number of sessions tracked in Shopify.

Session Converted

The total number of orders created during the sessions is tracked in Shopify.

Session Converted Rate

The percentage of sessions tracked by Shopify that resulted in an order. It is calculated by dividing the number of sessions by sessions converted.

Session to Cart Rate

The percentage of sessions that resulted in the creation of a shopping cart on Shopify. It is calculated by dividing the number of add-to-cart by the total number of sessions

Session to Checkout Rate

The percentage of sessions that result in a checkout being initiated. It is calculated by dividing the reached checkout by the total number of sessions.