Sales and traffic reports•Essential•Beginner

Analytics Dashboard: Live Traffic, Sales Funnel & UTM Attribution

Monitor real-time visitor sessions, Gross Merchandise Value (GMV), conversion funnels, and marketing campaign attribution.

6 min read•Updated 2026-09-18

In This Guide

Review the visitor and sales measures available for the selected date range.
Analyze your e-commerce checkout funnel: Product Views > Add to Cart > Checkout > Completed Purchase.
Group recorded orders by available campaign details and traffic source.
Review available conversation and sales data. Source grouping does not prove which interaction caused an order.

Prerequisites

Before configuring this feature, confirm that your store meets the following requirements:

Active Store:Storefront published and receiving customer traffic.

conversora.io/admin/analytics-reports

Analytics Dashboard: Live Traffic, Sales Funnel & UTM Attribution

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Interface view for this workflow.

1. Navigating Key E-Commerce Metrics

The dashboard may show sales, visit, order, and basket measures for the selected date range. Check each metric's definition and data status before using it. A general industry benchmark is not a target for every store.

Open Analytics Dashboard

From the admin menu, select 'Analytics' and click 'Overview'.

Path:Admin Sidebar → Analytics → Overview

Select Date Range

Use the calendar picker in the upper right to select Today, Last 7 Days, This Month, or Custom.

Path:Dashboard Header → Date Range Dropdown

Inspect Sales Funnel

Scroll down to the Funnel card to evaluate your conversion drop-off rates.

Path:Analytics Overview → Conversion Funnel Card

2. Tracking UTM Campaign Attribution

When you run social ads or influencer campaigns, append standard UTM parameters to your product links (e.g. ?utm_source=instagram&utm_campaign=summer_sale).

The Attribution panel breaks down total orders and revenue generated by each marketing source, so you know exactly which campaigns are profitable.

Open Attribution View

Switch to the 'Attribution' tab in the Analytics workspace.

Path:Analytics Workspace → Attribution Tab

Analyze Sources

Review the revenue table showing sales grouped by utm_source, utm_medium, and referral domains.

Path:Attribution Panel → Campaign Revenue Table

Practical Business Scenarios

How leading merchants implement this functionality in daily operations:

Evaluating Influencer Marketing Return

Situation: A brand pays three Instagram influencers to post stories with custom swipe-up links.

Best practice: Use a distinct campaign link for each promotion if your setup records those parameters. Review the grouped orders alongside campaign costs; source data alone does not show profit or prove causation.

Troubleshooting & Common Issues

Diagnose and resolve frequent failure points quickly:

Problem: All traffic appears as 'Direct / Unknown' in attribution reports

Why this occurs: Marketing links posted on social media or ad banners lacked UTM parameters.

Resolution: Use Google's free Campaign URL Builder to append standard UTM tags to all links shared on social media or external ads.

Frequently Asked Questions

Does Conversora analytics slow down my storefront loading speed?

Analytics collection can add work to a page. Check performance on the storefront and with the analytics features you have enabled.