Conversion Performance

Track your visitors' journey to conversions

Conversion Performance shows you exactly how visitors move through your website before completing important actions. Think of it as your customer journey map—from first click to final purchase.

You'll see where people drop off, which traffic sources convert best, and how much revenue each step generates.

Getting started

Open your dashboard

1. Find "Conversion Performance" in your main menu
2. Click to view your analytics dashboard
3. Your data loads automatically

What you'll see

• Filter controls at the top to customise your view
• Performance cards for each conversion path
• Charts and visuals showing your data clearly

Understanding conversion paths

A conversion path maps the steps visitors take before completing your goal. Here's how it works:

Example journey:

• Step 1: Land on homepage
• Step 2: Browse product pages
• Step 3: Add items to basket
• Step 4: Complete checkout

Each path tracks real visitor behaviour. You'll spot exactly where people lose interest.

Your key metrics explained

Conversions

The total number of completed goals. You'll see:

• Current period totals
• Percentage change from last period
• Green arrows = improvement, red = decline

Conversion rate

What percentage of visitors actually convert. Shows:

• Your current rate vs target rate
• Industry benchmarks range 1-5%
• Higher rates mean better performance

Value

Total revenue generated from conversions:

• Calculated using your set conversion values
• Trend comparisons with previous periods
• Formatted as £1.2K for easy reading

Reading your funnel charts

Funnel charts reveal your conversion story visually.

What the bars show

• Bar width: Relative visitor volume at each step
• Numbers: Actual visitor counts
• Percentages: Stage-to-stage progression rates
• Drop-off indicators: Where you're losing people

Device breakdown badges

Coloured badges show traffic by device:

• Desktop: Traditional computer users
• Mobile: Smartphone visitors
• Tablet: Tablet device users

Revenue data appears alongside session counts when available.

Using filters effectively

Date range options

Choose your timeframe:

• 7 days: Spot recent trends quickly
• 30 days: Standard performance view
• 90 days: Longer-term patterns

Longer ranges give more reliable data trends.

Domain selection

• All domains: Combined view across sites
• Specific domain: Focus on one website
• Perfect for multi-site comparisons

Active status filter

• Active: Currently running paths only
• Inactive: Paused or ended campaigns
• All: Complete overview of everything

Source breakdown analysis

Where your converters come from

Traffic sources reveal conversion gold mines:

Direct traffic

• Visitors typing your URL directly
• Often your most loyal audience
• Typically converts at higher rates

Search engines

• Google, Bing organic results
• Shows SEO effectiveness
• Often high-intent visitors

Social media

• Facebook, Twitter, LinkedIn traffic
• Reveals social campaign success
• Device preferences often vary

Email campaigns

• Newsletter and promotional clicks
• Usually strong conversion rates
• Loyal subscriber engagement

Reading source performance

Each source shows:

• Traffic share: Percentage of total visitors
• Funnel flow: Step-by-step progression
• Conversion rate: Success percentage
• Revenue: Total value generated
• RPV: Revenue per visitor average

Device-specific insights

Under each source, you'll see:

• Desktop performance: Full-screen experience users
• Mobile breakdown: On-the-go conversions
• Tablet activity: Mid-screen experience data

This reveals which combinations work best.

Spotting opportunities

High drop-off points

Look for funnel steps with big visitor losses:

• Check page loading speeds
• Simplify complex forms
• Remove unnecessary steps

Underperforming sources

When strong sources decline:

• Investigate external changes
• Test different messaging
• Adjust advertising spend

Device disparities

If mobile converts poorly:

• Improve mobile page design
• Speed up loading times
• Simplify checkout process

Taking action

Focus on the biggest wins

• High-traffic, low-conversion sources: Huge potential
• Near-target conversion rates: Small tweaks, big results
• Popular devices with poor rates: Technical fixes needed

Test improvements systematically

1. Pick one problem area
2. Make targeted changes
3. Monitor for 2-4 weeks
4. Compare before and after

Leverage your successes

• Increase spend on top-performing sources
• Replicate winning strategies elsewhere
• Double down on high-converting content

Troubleshooting common issues

"No data available"

Quick fixes:

• Expand your date range
• Remove restrictive filters
• Check conversion tracking setup

Empty source breakdown

Likely causes:

• Referrer tracking not configured
• UTM parameters missing from campaigns
• All traffic showing as "Direct"

Solutions:

• Verify tracking codes installed
• Add UTM tags to campaigns
• Contact support for setup help

Numbers don't match other tools

This is normal because:

• Different counting methods
• Various time zones
• Processing delays

Focus on trends rather than exact figures.

Frequently asked questions

How often does data update? Every few hours, with full accuracy within 24 hours.

What's the difference between sessions and conversions? Sessions = website visits. Conversions = completed goals. One visit might create zero or multiple conversions.

Can I export this data? Yes, look for export buttons on charts and tables.

Why do conversion rates vary by source? Different traffic sources bring visitors with varying intent levels. Email subscribers often convert better than casual social media visitors.