Conversion
Understand where visitors drop off and which paths through your site drive conversions.
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.
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.
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.
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:
Device: Mobile vs Desktop
New vs Returning: Based on first session since Intelligems tracking began
Channel: Paid Social, Organic Search, Direct, Email, etc.
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: use that to identify who is underperforming, then use Conversion to see where in their journey they fall out.
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