Analyse Funnel Across Source Attributes by % of Prior Funnel Stage

Conversion > Funnel Analysis > Source > % of Prior Funnel Stage

Summary

The report shows how users progress through each stage of the customer journey based on the marketing source that brought them to the site. This report helps you understand how well different sources (e.g., campaigns, channels, mediums) contribute to moving users through the conversion funnel, relative to the prior stage.

Questions the report answers

• Which sources drive the most efficient conversion rates through the funnel?
• How do conversion rates vary between different sources?

How to read the report

• This report breaks down funnel conversion rates by different sources to help you see how effectively each source moves users through the funnel. By analyzing the conversion metrics for each funnel stage, you can pinpoint specific sources where the transition rates between different stages (e.g., sessions to cart, cart to checkout, checkout to order) were higher, indicating a more efficient funnel.
• If certain sources show a significant decline in rates, it's crucial to investigate why users dropped off during those stages. For instance, if the Checkout to Order Rate is low for a specific traffic source, it might indicate that users from this source are abandoning the checkout process.
• Compare the performance of different marketing channels, mediums, or campaigns to see which ones are more effective at converting sessions.

Interpreting Color Coding

• The color coding in the report helps you quickly identify performance trends:
  • Green indicates a strong performance or a positive result.
  • Red highlights areas of concern where the performance is low and requires attention.

Switching Between Source Attributes

A key feature of this report is the ability to switch between different source attributes for more detailed insights:

• Marketing Channel
• Medium
• Source
• Campaign
• Referring Site

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.