Funnel
The Funnel report shows where you lose potential customers along the e-commerce purchase journey — Entrances → View Product → Add to Cart → Begin Checkout → Purchase — with the conversion and drop-off rate at each step. It is built automatically from your traffic and the e-commerce events you track, so there is nothing to configure.
Accessing the Report
- Select a site from the site selector
- Click Funnel in the sidebar
URL pattern: /sites/{siteId}/funnel
How the funnel is built
The funnel is a fixed e-commerce sequence. Sealmetrics assembles it from the totals for the selected period:
| Step | Built from |
|---|---|
| Entrances | All entrances in the period (the funnel entry point) |
| View Product | view_item microconversion (legacy view_product also accepted) |
| Add to Cart | add_to_cart microconversion |
| Begin Checkout | begin_checkout microconversion (legacy start_checkout also accepted) |
| Purchase | purchase conversion |
A step only appears if the corresponding event exists in your data for the selected period. If you don't track add_to_cart, for example, that step is omitted and the funnel goes straight from the previous step to the next one present.
The funnel relies on the standard e-commerce event names above. Send them from your store or tag setup to populate every step. See E-commerce conversion tracking for the event names and how to fire them.
Funnel Visualization
The Conversion Funnel chart shows one bar per step in order, from Entrances to Purchase.
| Element | Description |
|---|---|
| Bars | Height represents the number of visitors who reached that step |
| Step label | Step name and count |
| Conversion rate | Percentage of the previous step that reached this step |
| Drop-off | Percentage of the previous step that did not reach this step |
For each step after Entrances:
- Conversion rate = step count ÷ previous step count × 100
- Drop-off rate = (previous step count − step count) ÷ previous step count × 100
Country filter
Use the country selector in the top-right of the report to recalculate the funnel for a single country (the top 20 countries by traffic are listed). Select All Countries to return to the global view. This is the funnel's built-in filter; global filters (geography and devices) also apply.
Funnel by UTM table
Below the chart, the Funnel by UTM table breaks the same period down by traffic source so you can see which campaigns drive each part of the journey.
| Column | Description |
|---|---|
| UTM Source / Medium / Campaign | The traffic source for the row |
| Entrances | Entrances attributed to that source |
| Page Views | Page views from that source |
| Microconversion columns | One column per microconversion type present (e.g. view_item, add_to_cart, begin_checkout) |
| Conversion columns | One column per conversion type present (e.g. purchase), showing count and revenue |
The table is sortable and paginated, and includes a totals row for Entrances and Page Views.
Filtering
- Country selector — recalculates the whole funnel for one country (see above).
- Global filters — geography and device filters from the filter bar apply to the funnel.
- Table filters — use the filter builder on the Funnel by UTM table to narrow rows by Source, Medium, Campaign, Term, Entrances or Page Views.
- Date range — the funnel respects the selected date range; events must occur within the period.
Export
Click Export to download the Funnel by UTM data:
- Columns: Source, Medium, Campaign, Term, Entrances, Page Views, plus a column per microconversion type and per conversion type (count and revenue)
- Respects the active country and table filters
- Available as CSV and PDF
Analyzing the funnel
- Look for the step with the largest drop-off — that's where you're losing the most potential customers.
- Use the country selector to check whether the leak is concentrated in specific markets.
- Use the Funnel by UTM table to see whether certain campaigns convert through the journey better than others.
| Transition | Common issues to investigate |
|---|---|
| View Product → Add to Cart | Pricing, product page clarity, stock |
| Add to Cart → Begin Checkout | Shipping costs, unexpected fees, account-required friction |
| Begin Checkout → Purchase | Payment options, trust signals, checkout length |