Understanding the e-commerce funnel
Read the Ecommerce Funnel widget on the self-serve dashboard: 3 stages (Visitors, Checkout, Paid), stage-to-stage conversion rates, and what is coming next.
Goal
Read the E-commerce funnel dashboard widget so you understand how visitors progress from landing on your site to actually paying.
Prerequisites
- Tenant configured in self_serve mode (admin panel)
- Metrikia pixel installed on the site (otherwise the Visitors stage stays at 0)
- At least one active Stripe Checkout integration (otherwise the Checkout stage stays at 0)
wondeals synced from Stripe or your CRM (otherwise the Paid stage stays at 0)
Step 1: open the dashboard
- Go to /app/dashboard
- Locate the E-commerce funnel card in the main grid
- The period is fixed to last 7 days (aligned with the other widgets)
Step 2: read the 3 stages
| Stage | What it counts | Technical source |
|---|---|---|
| Visitors | Distinct site visitors | COUNT(DISTINCT visitor_id) on touchpoints |
| Checkout | Stripe Checkout sessions created (renewals excluded) | stripe_checkout_correlations |
| Paid | Deals with status won | deals WHERE status = 'won' |
Each row shows:
- the raw value (e.g.
1,230) - the conversion rate to the next stage (e.g.
12% to checkout) - a progress bar scaled to the visitors total
Step 3: interpret the rates
- Visitors to Checkout, healthy range: 2-8% for a standard B2C e-commerce. Below 1%, look at your offer, prices, and on-page cognitive load.
- Checkout to Paid, healthy range: 50-80%. Below 30%, cart abandonment is the prime suspect: email retargeting, payment options, surprise shipping costs.
What is not measured yet
The MVP funnel does not yet include the Engaged and Add to cart stages. Reason: the Metrikia pixel SDK does not yet emit pageview_count, session_duration or AddToCart events. When the SDK starts emitting them, both stages will land automatically.
If these metrics are critical to you right now, file a feature request:
- Settings > Ideas and Roadmap
- Submit a feature request and link this guide
Common issues
- "Visitors stays at 0": the pixel is not loaded or
mtk_vidis not set. Check the browser console on the site. - "Checkout stays at 0": verify your Stripe Checkout sessions pass a recognised
client_reference_idor email: otherwise they cannot be correlated. - "Paid stays at 0": confirm Stripe
checkout.session.completedwebhooks are arriving (Settings > Integrations > Stripe). - "Rate above 100%": impossible with the current formula (numerator capped at 100% via the UI). If you see this, please file a bug.
Previous guide
Activate Google Ads tracking (gclid → ad_id)
Next guide
Corrupted data on my dashboard: what to do
To go further, check out our blog, the documentation or contact support.