Funnel analytics
Measure sources, campaigns, pages, offers, revenue, and attribution.
Updated July 29, 2026On this page
- A live saved Funnel
- Customer sessions with analytics consent for attribution reporting
Funnel analytics joins session progression, source, campaign assignment, page events, orders, and accepted offers without trusting browser-reported revenue.
Funnel metrics
| Metric | Definition |
|---|---|
| Visits | Essential Funnel sessions for hosted entry Pages, or trusted Shopify checkout starts, for the selected range |
| Submits | Managed form or page-submit actions |
| Click-through rate | Sessions that follow an outgoing action divided by eligible visits |
| Conversion rate | Paid orders divided by funnel sessions |
| Gross revenue | Captured base order and accepted offer amounts before refunds |
| Net revenue | Captured revenue less recorded refunds |
| Average order value | Net revenue divided by paid orders |
| Offer take rate | Accepted presentations divided by eligible offer presentations |
Open a Funnel and choose a 7-, 30-, or 90-day range. Total conversion compares paid orders with the same essential session cohort. Consent-qualified page events support the page table, while split rows use the server-pinned assignment rather than a client-reported variant. Shopify-source Funnels use checkout starts as their entry denominator because Shopify owns storefront page views.
Attribution
When analytics consent is present, the session captures supported UTM source, medium, and campaign values plus the referrer. Use the attribution table to compare visits, orders, conversion, and net revenue. Custom attributes used for routing should avoid directly identifying a customer.
Consent and retention
Essential funnel session state is stored so the requested purchase can progress. Optional analytics and marketing fields default off and are recorded only when the corresponding consent is true. Raw consent-qualified events expire after 13 months; non-identifying aggregate metrics can be retained longer for trend reporting.
Turning consent off prevents new optional events. It does not rewrite payment, order, tax, fulfillment, or fraud records that must remain for commerce operations.