Analytics explained
Impressions, orders, display rate, conversion and the Order Browser.
The Analytics page shows your upsell performance in real time. This article explains every metric and answers the most common analytics questions.
The metrics
- Total upsell revenue: all revenue from accepted upsells, updated in real time. Filter by funnel or date range.
- Revenue per order: average upsell revenue per eligible order.
- Conversion rate: accepted offers divided by displayed offers.
- Items added: number of upsell products your customers accepted.
- Display rate: how many orders actually got an offer displayed.
Why are my impressions lower than my order count?
This is the number one analytics question, and it is expected. Not every order can receive an offer:
- Only eligible payment methods show upsells (cards via Shopify Payments, Shop Pay, approved PayPal). Klarna, wallets and express buttons never do. See Which payment methods show upsells?.
- Shopify skips offers on certain orders (duties, multi-currency, local delivery, other sales channels). See Shopify limitations (reference).
If 128 orders come in and 54 offers are shown, the difference is almost always the payment-method mix, not a broken funnel.
The Order Browser: check every single order
Open the Order Browser in the app to see order by order whether your customer was offered an upsell, which offer it was, whether it was accepted, or why it was skipped (for example "No funnel match" or "Shopify skipped"). This is the fastest way to find upsell orders and to debug specific cases.
Deleted funnels
Deleting a funnel does not remove its historical data. Its revenue and performance stay included when "All funnels" is selected. However, a deleted funnel no longer appears in the funnel dropdown, so its individual breakdown is not accessible anymore. If you might need the detail later, deactivate the funnel instead of deleting it.
Campaign tracking with UTM
With the UTM capture theme extension installed (see the Setup guide), you can trigger funnels per campaign and evaluate upsell performance per traffic source.
Ad platforms show different numbers?
Correct, tracking pixels do not capture upsell revenue. See Discounts, free shipping and tracking pixels.
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