# Conversion

**Use the Conversion page to answer the following questions:**

"Where in the funnel are visitors dropping off?"

"Which paths through my site drive the most conversions?"

"What changed after I launched a new test, theme, or promotion?"

The Conversion page brings funnel-stage visibility to Sitewide Analytics, helping operators identify where sessions fall out, which paths drive conversions, and how funnel metrics shift over time.

{% hint style="info" %}
Unlike other Sitewide Analytics pages, the Conversion page is **session-based**, not visitor-based. This aligns with how Shopify and GA4 measure funnel metrics. Session CVR will typically be lower than the visitor-based CVR shown on Performance P\&L, since a visitor can have multiple sessions before converting.
{% endhint %}

**Page Overview**

The Conversion page includes three sections:

* **Conversion Funnel Snapshot:** Eight metric tiles showing current funnel performance compared to the prior period of equal length.
* **Conversion Details Over Time:** Time-series chart for any of the eight funnel metrics, viewable by week or month over a selected date range.
* **Customer Journey (Sankey Chart):** Visual flow diagram showing how sessions move from entry to exit, segmentable by audience type.

**Metric Definitions**

All metrics are session-based.

| Metric                      | Definition                                                              |
| --------------------------- | ----------------------------------------------------------------------- |
| **View Collection Rate**    | % of sessions that viewed a /collections page                           |
| **View Product Rate**       | % of sessions that viewed a /products page                              |
| **Add-to-Cart Rate**        | % of sessions where a product was added to cart                         |
| **Begin Checkout Rate**     | % of sessions that reached /checkout                                    |
| **Conversion Rate**         | % of sessions that placed an order                                      |
| **Bounce Rate**             | % of sessions that never advanced past the first page                   |
| **Abandoned Cart Rate**     | % of sessions where a product was added to cart but no order was placed |
| **Abandoned Checkout Rate** | % of sessions that reached checkout but did not convert                 |

**Customer Journey (Sankey Chart)**

The Sankey chart shows how sessions flow through your site from entry point to final outcome. You can segment entry points by:

1. **Device:** Mobile vs Desktop
2. **New vs Returning:** Based on first session since Intelligems tracking began
3. **Channel:** Paid Social, Organic Search, Direct, Email, etc.
4. **Source Site:** Referring URLs or domains (e.g., Meta, Google, Pinterest)

The chart supports two directions of analysis:

* **Forward:** Click any node to filter the view to that segment and trace that path through the rest of the funnel.
* **Backward:** Click an end node ("Converted" or "Bounced") to see which entry points and paths drove that outcome.

The Sankey also includes a **second-page classification layer**, showing where visitors went after their landing page. This provides more funnel resolution than tools that only surface entry point and final outcome.

**When to Use**

* **Made a site change without a test** - Check the time-series to see if funnel metrics shifted before vs. after.
* **Conversion rate dropped** - Use the snapshot tiles to identify the underperforming stage, then use the Sankey to trace which path or audience is driving it.
* **Diagnosing drop-off** - Click the "Bounced" or "Abandoned" end nodes to work backwards from where visitors are leaving.
* **Finding what drives conversions** - Click the "Converted" end node to see which entry points and paths perform best.

Pairs well with [Audience Dive](https://docs.intelligems.io/analytics/sitewide-analytics/audience-dive): use that to identify *who* is underperforming, then use Conversion to see *where in their journey* they fall out.