Marketing Funnel [Coming Soon] – RetentionX

Included in: Core & Growth

The Marketing Funnel connects your marketing traffic with on-site behavior using the UTM parameters and clicks captured by the RetentionX pixel. Analyze what happens after visitors reach your store: from sessions and product views to add-to-cart and purchase.

Instead of looking at traffic and conversions in isolation, the report helps you understand which channels and campaigns bring valuable traffic, where engagement drops off, and what customers from different sources actually buy. For example, compare how Meta and TikTok traffic behave on-site, identify which campaigns generate the strongest purchase intent, or see which products are particularly popular with shoppers coming from a specific source.

Marketing Funnel.png

Questions You Can Answer

Use the Marketing Funnel to understand not just how much traffic each channel or campaign generates, but what that traffic does once it reaches your store.

You can use the report to answer questions such as:

Which channels bring the most engaged traffic?
Where does a specific campaign lose momentum?
Which sources drive new customers versus repeat purchases?
Which campaigns generate the highest conversion rates?
What are customers coming from TikTok, Meta, Google, or a specific campaign actually buying?
Which traffic sources contribute to a purchase, even when they are not the final click?

The Marketing Funnel relies on the RetentionX pixel. Data becomes available from the point tracking begins.

For the most detailed analysis, use consistent UTM tagging across your campaigns. RetentionX uses these parameters to break down traffic by source, medium, campaign, content, and term.

Break Down Your Traffic

The funnel at the top of the report summarizes activity across the main stages of the shopping journey:

Sessions → Product Views → Add to Cart → Purchases

Use the funnel to see where engagement strengthens or drops off. For example, one channel may generate a high volume of sessions but relatively little add-to-cart activity, while another brings less traffic but converts much more efficiently.

The funnel shows the overall performance for your current selection, while the data table below provides the detailed breakdown.

Marketing Funnel_Filter.png

Start with channel for a high-level view of where your traffic comes from, then use the individual UTM dimensions to understand what is driving the results:

RetentionX automatically groups your sources into pre-identified channels. If you would like to add an additional channel grouping for your sources, reach out to your Account Strategist.

Source identifies where the traffic came from.
Campaign lets you compare individual campaigns.
Medium describes the marketing medium associated with the session.
Content provides an additional level of campaign detail, such as different ads or creatives.
Term shows the keyword or search term associated with the session.

Add or remove dimensions depending on the level of detail you need. For example, you might start by comparing channels and then add campaign to understand which individual campaigns are responsible for the differences you see.

Marketing Funnel_Table.png

See What Different Traffic Buys

Add Product to understand what customers from different channels and campaigns are actually interested in.

For example, you can see which products are most popular with visitors coming from TikTok, compare the product mix of Meta and Google traffic, or understand which products a specific campaign generates demand for.

This adds another layer to your analysis: not only whether traffic converts, but what it converts into.

Understand Purchase Attribution

The report includes different attribution views to help you understand the role a traffic source played throughout the customer journey.

Purchases (Last Click) attributes the purchase to the final marketing touchpoint before the order. This is the primary purchase metric used for Conversion Rate and AOV.
Purchases (First Click) attributes the purchase to the first marketing touchpoint in the customer journey, helping you understand which traffic initially introduced the customer.
Purchases (Any Click) counts a purchase whenever the selected traffic appeared anywhere in the customer journey. Since one purchase can therefore be associated with multiple touchpoints, this metric is usually higher and should not be compared directly with First Click or Last Click purchases.

Understand What Drives Conversion

Use Sessions of New Customers and Sessions of Repeat Customers to understand who each traffic source brings to your store, then compare New Customers and Orders of Repeat Customers to see whether that traffic is more effective at acquiring first-time buyers or bringing existing customers back to purchase.

Go beyond Conversion Rate by using Basket Rate to understand add-to-cart activity, Session Time and Avg. Clicks to evaluate engagement, and Avg. Touchpoints and Days to Conversion to understand how much interaction customers typically need before purchasing.

Together, these metrics help you distinguish between traffic that mainly generates visits and traffic that creates meaningful engagement and drives purchases. Use the filters to narrow the report to specific traffic or products, and add or remove dimensions to adjust the level of detail in your analysis.

Not using RetentionX yet?