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Conversion Funnels

Conversion funnels track the user journey from search → product detail page → cart → purchase, identifying drop-off points and optimization opportunities.

Overview

Conversion funnels help you understand where users drop off in the purchase journey, enabling you to identify and fix issues that prevent conversions. The Marqo pixel automatically collects user interaction data throughout the funnel (searches, page views, add-to-cart events, purchases), so funnel analytics are available automatically.

Viewing Conversion Funnels

Conversion funnel analytics are available in both the Search and Collections tabs:

  1. Navigate to Analytics & Reporting → Search tab (or Collections tab)
  2. View funnel metrics for aggregate searches/collections or drill down into specific queries/collections
  3. Click on a specific search query or collection to see its conversion funnel

Funnel Stages

The conversion funnel tracks users through these stages:

Search Stage

  • Searches: Total number of search queries
  • Results viewed: How many results users viewed
  • Clicks: Clicks on product results

Product Detail Page (PDP) Stage

  • PDP views: Product detail page views from search
  • Time on page: How long users spend viewing products
  • Add to cart: Products added to cart from search

Cart Stage

  • Cart views: Users who viewed their cart
  • Checkout starts: Users who began checkout

Purchase Stage

  • Purchases: Completed purchases
  • Revenue: Total revenue generated
  • Average order value: Average value per purchase

Drop-Off Analysis

The funnel view shows drop-off rates between stages:

  • Search → PDP: Percentage of searches that result in product views
  • PDP → Cart: Percentage of product views that result in add-to-cart
  • Cart → Purchase: Percentage of carts that result in purchases

Click on any stage to see detailed drop-off analysis and identify bottlenecks.

Custom Metrics

You can add custom metrics to track additional funnel stages or events that matter to your business:

  • Custom stages: Add additional stages to your funnel
  • Custom events: Track specific user actions
  • Custom conversions: Define what counts as a conversion for your business

Accessing Funnel Data

Via UI Dashboard

All conversion funnel analytics are accessible through the merchandising console UI. View aggregate funnels or drill down into specific searches or collections.

Via Analytics API

To programmatically retrieve conversion funnel data, use the Analytics API. See the Ecommerce API tab for full API documentation.

Data Export

Export conversion funnel data from the console:

  1. Navigate to Analytics & Reporting → Search or Collections tab
  2. View funnel metrics for the desired queries or collections
  3. Click the Export button
  4. Choose export format (CSV, JSON, etc.)
  5. Download the exported file

Best Practices

  1. Track all stages: Monitor the complete funnel to understand the full user journey
  2. Identify bottlenecks: Focus on stages with high drop-off rates
  3. Compare periods: Use date range filters to compare funnel performance over time
  4. Segment analysis: Analyze funnels by user segment, device, or other dimensions
  5. Test improvements: A/B test changes to improve conversion at each stage
  6. Monitor trends: Track funnel performance over time to identify improvements or issues