The conversion funnel in Auware shows you exactly where visitors drop off between viewing your landing page and completing a purchase. This is one of the most actionable pieces of data in the platform because it tells you not just whether your pages are working, but specifically where to focus your optimization efforts.
The Four Funnel Stages
Stage 1: Page Viewed - A visitor loaded your landing page. This is the starting point of the funnel and represents everyone who arrived at the page, regardless of what they did next. If this number is low relative to your ad spend, the issue is likely in your ad targeting or creative - people are not clicking through to the page.
Stage 2: Add to Cart - The visitor clicked your call-to-action button and added the product to their Shopify cart. The drop-off between Page Viewed and Add to Cart is the biggest and most important gap in most campaigns. A large drop here means visitors are viewing the page but not finding enough reason to take action. This is where your landing page copy, images, pricing, reviews, and overall persuasion come into play. If this drop-off is high, consider whether your headline speaks to the audience’s motivation, whether your social proof is compelling, and whether the CTA is clear and prominent.
Stage 3: Checkout Started - The visitor began the Shopify checkout process. Drop-off between Add to Cart and Checkout Started is usually smaller. If it is significant, visitors may be experiencing sticker shock at the checkout page (unexpected shipping costs or taxes), or they may be comparison shopping and leaving the cart open while they look at alternatives.
Stage 4: Checkout Completed - The visitor completed the purchase. Drop-off between Checkout Started and Checkout Completed typically reflects checkout friction - payment issues, overly long forms, or last-minute hesitation. Since checkout happens on Shopify’s native checkout page, this stage is largely outside of Auware’s control, but you can influence it by setting accurate price expectations on the landing page and using discount codes that reduce the final total.
Reading the Funnel
Each stage shows two numbers: the count (how many visitors reached that stage) and the percentage of the previous stage. For example, if 1,000 people viewed your page and 150 added to cart, the Add to Cart stage shows “150” and “15%.”
A healthy funnel typically shows the largest drop between Page Viewed and Add to Cart, with progressively smaller drops at each subsequent stage. If you see an unusually large drop at a later stage, that points to a specific issue worth investigating.
Using the Funnel to Optimize
The funnel is available on the main dashboard, in campaign reports, and can be viewed per audience. Comparing funnels across audiences is particularly revealing. If one audience has a much higher Page Viewed to Add to Cart rate than others, that audience is responding well to the copy and you might want to allocate more ad spend to them. If an audience has a high Add to Cart rate but low Checkout Completed rate, the copy is persuasive but there may be a pricing or shipping issue for that demographic.
The funnel data combines with your audience and channel metrics to give you a complete picture of performance at every stage of the buyer journey.