Browse Analytics
Conversion dashboard
Conversion: do they do the thing? shows whether visits convert, by channel, campaign, landing page and device, where the sign-up and purchase funnels lose people, and how many days and visits a first conversion takes.
Use it to find where conversions are won and lost.
Good to know
- A conversion is a purchase (the macro conversion) or a lead, demo request, newsletter signup or trial start (micro conversions), each kind once a visit.
- Conversions come from page and click types: an Order confirmation or Form confirmation page, or a form typed Request demo, Newsletter signup or Start trial. A Shopify store's orders come from the Shopify pixel.
- The funnels need their steps typed too, such as a Pricing page for the sign-up funnel and product pages, carts and checkout for the purchase funnel.
- Every figure counts a conversion under the visit it happened in. For credit across a visitor's earlier visits, use the Attribution dashboard.
At a glance
Whether visits convert, macro or micro, by channel, campaign, landing page and device; where the sign-up and purchase funnels lose them; which smaller yeses lead to a purchase; and how many days and visits a first conversion takes.
- Tabs: 5, Conversion, Who converts, Funnels, Micro vs macro and Time to convert
- Charts and numbers: 36
- Built on: the Visits explore
Filters
The filters across the top apply to every tile they can, unless a tile says it has its own range.
- Date range: the last 30 days, today included.
- Channel: not set when the dashboard opens, so it keeps everything until you pick a value.
- Device type: not set when the dashboard opens, so it keeps everything until you pick a value.
- Allowed origin: set to true, so tiles count only the origins your property allows. Clear it to see every origin the tag ran on.
Tabs
Conversion
| Tile | Kind | What it shows |
|---|---|---|
| Conversion rate | Number | The share of visits that converted, macro or micro: a purchase, a lead, a demo request, a newsletter signup or a trial start. |
| User conversion rate | Number | The share of users with at least one converting visit. |
| Purchase rate | Number | The share of visits with a purchase: the macro conversion rate. |
| Micro conversion rate | Number | The share of visits with a lead, a demo request, a newsletter signup or a trial start. |
| Conversions | Number | Purchases, leads, demo requests, newsletter signups and trial starts, each kind once a visit. |
| Revenue per visit | Number | Revenue over every visit, converting or not, in the site's own currency. |
Are they doing it more?
| Tile | Kind | What it shows |
|---|---|---|
| Micro and macro conversion rate by week | Line chart | The share of visits with a micro conversion, and with a purchase, by the week they began. |
| Converting visits by kind | Bar chart | Each converting visit once, under its biggest conversion: Purchase, Trial start, Demo request, Newsletter signup or Lead. |
Which channels bring visits that do it?
| Tile | Kind | What it shows |
|---|---|---|
| Conversion rate by channel | Bar chart | Each channel's share of visits that converted, largest channel by visits on top. |
How to read this dashboard
A conversion is a visit doing the thing: a purchase, the macro conversion, or a micro conversion - a lead, a demo request, a newsletter signup or a trial start. Conversion rate counts both, as Acquisition's does, and Purchase rate and Micro conversion rate split it, so the two can add up to more.
A purchase reaches an Order confirmation page and a lead a Form confirmation page, by page type; a demo request, a newsletter signup or a trial start is a form sent whose click type says so, declared with data-ac-event or typed on the Click types page, on properties that capture clicks.
Channel is how each visit arrived. Bot traffic, visitors who declined consent and origins the property does not allow are left out. A visitor is a first-party cookie, which Safari clears after 7 days.
Who converts
Which channels convert?
| Tile | Kind | What it shows |
|---|---|---|
| Channel scorecard | Table | Each channel's visits, and how they converted: macro and micro, per visit and per user, the conversions and the revenue per visit. |
Which campaigns convert?
| Tile | Kind | What it shows |
|---|---|---|
| Campaigns | Table | The 50 campaigns most visits arrived by, with how those visits converted, macro and micro, the conversions and the revenue per visit. |
Which landing pages convert?
| Tile | Kind | What it shows |
|---|---|---|
| Landing pages | Table | The 50 pages most visits began on, with how those visits converted, macro and micro, and the revenue per visit. |
Which devices convert?
| Tile | Kind | What it shows |
|---|---|---|
| Micro and macro conversion rate by device | Column chart | Each device type's share of visits with a micro conversion and with a purchase, largest device by visits first. |
| Device scorecard | Table | Each device type's share of visits and of converting visits, and its conversion rate. |
About who converts
Every figure here is as the visit arrived: a conversion counts under the channel, campaign, landing page and device of the visit it happened in. Acquisition's Campaigns tab is where a direct visit's conversion is credited to the campaign that brought the visitor before, and weighed against spend. Per user is the share of devices with a converting visit. Revenue per visit is in the site's own currency, and empty where no order value is read.
Funnels
Where do sign-ups drop off?
| Tile | Kind | What it shows |
|---|---|---|
| Sign-up funnel | Funnel | Of every visit, the share that saw a Pricing page, then started a sign-up, then completed it, each step after the one before. |
| Sign-up funnel by device | Table | Each device type's visits, and at every step of the sign-up funnel the share of the step before it that took it. |
Where do purchases drop off?
| Tile | Kind | What it shows |
|---|---|---|
| Purchase funnel | Funnel | Of every visit, the share that viewed a product, then added to cart, then began checkout, then purchased, each step after the one before. |
| Purchase funnel by device | Table | Each device type's visits, and at every step of the purchase funnel the share of the step before it that took it. |
About the funnels
A visit counts at a step only after taking every step before it, in order, so a visit that signed up without seeing pricing is a conversion and leaves the sign-up funnel at its second step. Started sign-up is reaching a Form page or clicking Sign up, Start trial, Request demo or Begin application; completed is reaching a Form confirmation page or sending a form typed Sign up, Start trial, Request demo or Submit application. Added to cart is clicking Add to cart or reaching a Cart page, and began checkout reaching a Checkout page or clicking Begin checkout. A funnel shows no results where no visit took its second step: a store has no Pricing page, and a site that sells nothing online no Product detail page. Pages are typed on the Page types page and clicks on the Click types page.
Micro vs macro
| Tile | Kind | What it shows |
|---|---|---|
| Micro-converting visits | Number | Visits with a lead, a demo request, a newsletter signup or a trial start. |
| Leads | Number | Visits that reached a Form confirmation page. |
| Demo requests | Number | Visits that sent a form typed Request demo. |
| Newsletter signups | Number | Visits that sent a form typed Newsletter signup. |
| Trial starts | Number | Visits that sent a form typed Start trial. |
| Micro to purchase rate | Number | The share of visits with a micro conversion whose device has purchased since. |
Where do the smaller yeses come from?
| Tile | Kind | What it shows |
|---|---|---|
| Micro conversion rate by channel | Bar chart | Each channel's share of visits with a lead, a demo request, a newsletter signup or a trial start, largest channel by visits on top. |
| Micro and macro conversion rate by landing page type | Bar chart | Each landing page type's share of visits with a micro conversion and with a purchase, largest type by visits on top. |
Which small yes leads to the big one?
| Tile | Kind | What it shows |
|---|---|---|
| Micro conversions and the purchases that followed | Table | Each kind of micro conversion, with the share of its visits whose device has purchased since, so far, and the median days it took. |
About micro conversions
A micro conversion is a smaller yes than a purchase: a lead, reaching a Form confirmation page, or a form sent as a demo request, a newsletter signup or a trial start; a click that sent no form, such as the link to one, starts a funnel instead. The tiles count each kind on its own, and the table each visit once, under its most telling kind. Then purchased is the share of those visits whose device has bought since, in that visit or a later one, so far: a recent visit has had less time to, so compare kinds over one date range.
Time to convert
| Tile | Kind | What it shows |
|---|---|---|
| First conversions | Number | Devices' first converting visits. |
| Converted on the first visit | Number | The share of first conversions made on the device's first visit. |
| Converted within 7 days | Number | The share of first conversions made within 7 days of the device's first visit. |
| Median days to convert | Number | How many days after its first visit a device typically first converted. |
| Median visits to convert | Number | How many visits a device typically took to first convert, that visit included. |
| Median days to first purchase | Number | How many days after its first visit a device typically first purchased. |
How long is the road to a yes?
| Tile | Kind | What it shows |
|---|---|---|
| First conversions by time to convert | Column chart | How long after their device's first visit first conversions were made: under a day, 1-2 days, 3-6, 7-29, and 30 or more. |
| First conversions by visits to convert | Column chart | How many visits first conversions took, the converting one included: 1, 2, 3-4, 5-9, and 10 or more. |
Who takes longest?
| Tile | Kind | What it shows |
|---|---|---|
| Time to convert by first-touch channel | Table | For devices by the channel they first arrived by: their first conversions, the share made on the first visit and within 7 days, and the median days and visits it took. |
About time to convert
These tiles read each device's first conversion, of any kind, made on a visit in the date range: the days from the start of the device's first visit to the conversion, which may be before the range, and the visits it took, that one included; in the bands, 0 days is under a day. Medians, because a few very long roads would drag an average far from the usual one. A device is a first-party cookie, which Safari clears after 7 days, so a long road reads short there. First-touch channel is how the device first arrived, and a time under a day reads in hours.