Shopping Behavior Funnel Visualization with Google Data Studio

I never wanted to write this article, but after searching far and wide to find a Data Studio funnel visualization for myself, I knew it had to be written.

There’s a lot of templates and reports that will help you track how well your sales funnel is doing.  None are as important as the Shopping Behavior tab in Google Analytics.  So I went off to replicate it in Data Studio. 

Just kidding.  I spent an hour or two trying and passed the task off to one of my analysts.  I don’t know if he built, stole, or bought this report.  All I know is that he came back a day later with a version of the below.

You might also notice that the transactions are a little (lot) low.  The data source that I used is from my friend’s website that I just recently stood up.

I’d also like to preface this with while I’m giving you the template, depending on your Google Analytics implementation, you may have to tweak the template more than I lay out here.  I’ve replicated this template on my friend’s Shopify store, the Google Merchant store, and my company’s GA implementation on a Sales Force platform.

Every single time I’ve replicated this template, I’ve had to tweak the filters in some shape or form.

Copy the Ecommerce Funnel Template Below

As you can see below, I’ve embedded the template in my WordPress site.  To start, hover over the “Google Data Studio” in the bottom right corner of the embedded report.  A popup should appear that says “Open report in Google Data Studio”.  Click there and a new tab will open.

Once the report is open in Data Studio, copy the report by clicking on the two sheets of paper in the top right corner.

A light-box should appear and allow you to change data sources to your Google Analytics.

Adjusting the Shopping Behavior Funnel Filters

The top two thirds of the report works by setting “Shopping Stage” filters on all of the metrics. The bottom table works by creating a blended data source that’s blending 5 different filtered versions of your Google Analytics.

You’re going to want to pull up your GA once this is complete and compare them side by side. This will ensure that your GA implementation matches what this report was built on. If they don’t match, you’ll have to do some tweaking.

Looking at the shopping behavior funnel in Google Analytics and comparing this report side by side, you’re going to notice a few differences.

  • If there are no sessions with a transaction in the bottom table, for some reason Data Studio won’t show the rest of the metrics.
  • In cases where your “checkout” sessions is greater than your “add to cart” sessions, the two bars on the graph will be reversed. This is because the report is sorted on number of sessions. I’ve only seen this happen consistently on one website.
  • The bar chart unfortunately doesn’t show the sessions that came into your funnel at checkout.
  • If you have multiple e-commerce sites that you’d like to roll up into one view, <– that is the link for you.

And that’s it. Hopefully this Data Studio funnel visualization template has saved you a lot of time and headache instead of building this out from the ground up. If you’d like to increase the speed of your website using Google Data Studio, potentially leading to an increased conversion in your funnel, checkout our guide to Core Web Vitals in Data Studio.

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