There are several different Conversion Funnel reports that you can use. These funnels have many similarities, but are based on different variables and events. You can use these reports to see what percentages and general trends of users fire specific events you specify. Use this insight to see where users are not following through, enabling users to give attention to that point in the conversion process. The following are the different funnels available:

  • Purchase Conversion Funnel is a basic conversion funnel that initially shows Visits (Report-Specific), Carts, Orders, Units, and Revenue.
  • Cart Conversion Funnel shows by default Visits (Report-Specific), Carts, Checkouts, Orders, and Revenue.
  • Custom Event Funnel is a simple funnel designed for custom events on your site. It shows custom events 1-5 by default.
  • Campaign Conversion Funnel shows by default Click-Throughs, Checkouts, Orders, and Revenue.

General properties of the report

  • All funnels listed above have all conversion events available. If you can create a specific funnel in one, you can create that same funnel in all others. Their only main difference is based on default events used when initially opening the report.
  • Click-Throughs is available in the Campaign Conversion Funnel. The other three are also available if you apply a filter of Tracking Codes to the report.
  • Users do not have to fire the events in order. Instead, it is the total number of events fired within the time period.
  • The percentages of each step are calculated by comparing the current step to the step above it.
  • If events are out of order, percentages larger than 100% are possible.
  • Up to eight different success events can be included in each funnel, in addition to Units and Revenue.
  • In addition to the actual funnel, several tables are displayed:
    • The Conversions table lists each event's proportion to the final event in the funnel. It tells how many of each specific event fired to capture a single instance of that event. Most commonly, Orders are used as the final event in the funnel, but is not required.
    • The Averages table is only present when Orders are part of the conversion funnel. It shows the average number of orders per each event. If you select Revenue or Units set to display with Orders, averages for each of these metrics are displayed as well.

Product-specific properties

SiteCatalyst 14

  • You can find these reports (provided the menu is not customized) by going to:
    • Purchase Conversion Funnel: Site Metrics | Purchases | Purchase Conversion Funnel
    • Cart Conversion Funnel: Site Metrics | Shopping Cart | Cart Conversion Funnel
    • Custom Events Funnel: Site Metrics | Custom Events | Custom Event Funnel
    • Campaign Conversion Funnel: Campaigns | Campaign Conversion Funnel
  • You can compare each Conversion Funnel to another report suite's equivalent conversion funnel.

Marketing reports & analytics

  • These reports are located in the same places as SiteCatalyst 14.
  • Comparing funnels across report suite is also available.
  • Visits (Report Specific) have been relabeled to Instances.
  • This report can use segmentation.

Ad hoc analysis

  • In addition to all custom events, instances of all traffic and conversion variables are available. Different allocation for all conversion variables is also available.
  • This report can use multiple highly advanced segments.

Additional resources

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