Funnel by Channel, Device & Entry Page
Funnel by Channel, Device & Entry Page splits the On-Site Conversion Funnel by channel, device or entry page. It shows which group has the weakest funnel.
How It’s Calculated
Use the Dimension tabs to choose Channel, Device or Entry Page. Each row is one value of that dimension, with the most sessions first. The table lists at most 50 rows.
The columns are:
- The first column: the channel, device or entry page.
- Sessions: visits in the group.
- Viewed Product, Added to Cart, Viewed Cart, Reached Checkout and Purchased: the number of sessions that reached each stage at any point in the visit.
- Add-to-Cart Rate: Added to Cart divided by Sessions.
- Checkout Completion: the sessions that reached checkout and also purchased, divided by the sessions that reached checkout. It is blank when nobody in the row reached checkout.
- Conversion Rate: Purchased divided by Sessions.
- Revenue: the value of the purchases. It is the total of the Shopify order each purchase links to: items minus discounts, plus shipping, plus tax that isn’t already in the prices, minus refunds. Where das Pixel couldn’t match an order, it uses the value it saw at checkout.
A value with fewer than 20 sessions is left out of the table. A funnel built on a handful of visits is mostly noise. Those sessions still count in the cards.
The stages aren’t a strict chain. An express checkout button reaches checkout without the cart, so the counts across a row don’t always fall one from the next. The channel rules are the ones in Sessions by Source & Channel.
Entry Page is the full address of the first page view, including anything after a ?. Device is the device type das Pixel read from the browser.
Select a row to open Sessions Explorer with that channel, device or entry page.
The Step Grid
Above the table, a grid shows 4 step rates for up to 12 groups: To Product View, To Add to Cart, To Checkout and To Purchase. Each rate is the share of the sessions at the stage before that also reached this one. The first row, All Sessions, is your whole store.
Each other cell shows how that group compares with the whole store, such as 0.80x, and is shaded below or above it. Point at a cell for the counts behind it.
Summary Cards
The cards above the table are Sessions, Add-to-Cart Rate, Checkout Completion, Conversion Rate and Order Match Rate. They cover the whole store, including groups too small to list. With Compare on, the first four show their change.
What Counts
- Visitors who declined analytics cookies, or who opted out of the sale or sharing of their data while Require Sale-of-Data Consent is on, aren’t recorded. Known bots are left out.
- Only events inside the date range count, in your store’s time zone.
- Turn on Live to refresh the report every 30 seconds. Without it, a figure can be up to 10 minutes old.
A warning shows above the report when das Pixel saw less than 70% of your online-store orders in the last 30 days. This report has no Segment, Sales Channel or Filters control.
What Good Looks Like
There’s no target. Look for the cell that is shaded well below the whole store, and check the sessions behind it.
A low Checkout Completion on one device can point to a checkout problem on that device.
What to Do About It
- A channel with a low Add-to-Cart Rate: its visitors may not be the right audience, or the landing page doesn’t match the ad.
- A device with a low Checkout Completion: test checkout on that device.
- An entry page with many sessions and a low To Add to Cart rate: improve its link to products.
Get AI Insight at the top of the report asks Copilot for a short read of it.
Where to Find It
- Funnel by Channel, Device & Entry Page: open Reports and look under Web Analytics.
- On-Site Conversion Funnel: the same funnel for your whole store.