At a glance
Amplitude Funnel Conversion vs Ecom Conversion is a cross-platform card that plots the conversion rate Amplitude measures from behavioural funnel data against the conversion rate your ecommerce platform reports from actual orders. The two should track closely. When they diverge by more than about 10 percentage points, it usually means one side is mismeasuring: Amplitude may be missing a tracking step, or the platform may be counting orders the funnel never saw. Watching the gap protects your trust in both numbers and surfaces revenue that may be falling through an instrumentation crack.
Calculation
This card pairs the end-to-end conversion rate of your primary Amplitude funnel with the conversion rate your ecommerce platform computes from its own order records over the same period. Both are expressed as percentages so the gap is directly comparable, and the alert watches for divergence beyond the configured threshold. Because the two come from different systems with different definitions, a modest persistent gap is expected. See the At a glance summary above for what the card tracks and the worked example below for a typical reading.Worked example
A representative reading of Amplitude Funnel Conversion vs Ecom Conversion for a typical merchant on Amplitude. For the 30 days to 20 Mar 26 the Amplitude funnel reports an end-to-end conversion rate of 2.4 percent, while the ecommerce platform reports 3.7 percent from its order data. That 1.3-point gap is within normal range and the lines move together. A month later the Amplitude figure has slipped to 1.9 percent while the platform still reports 3.6 percent, opening a 1.7-point divergence that keeps widening. Vortex Mind traces the growing gap to a checkout redesign that moved the order-confirmation event off the page Amplitude was tracking, so real orders were no longer being seen by the funnel. Ask Viq is used to ask, in plain English, how many platform orders had no matching Amplitude completion event, which sizes the blind spot before the tracking is corrected.Sibling cards merchants should reference together
Reconciling against Amplitude
Where to look in Amplitude’s own dashboard: Open the Funnels report for your primary conversion path and note the end-to-end conversion rate for the same 30-day window. This card compares two different systems, so also pull the conversion rate from your ecommerce platform’s own analytics. Amplitude’s Dashboards and Alerts can track the funnel rate, but the platform figure lives outside Amplitude entirely. Confirm the funnel definition, the conversion window, and the order-counting rules before deciding the two genuinely disagree. Why the Vortex IQ value may legitimately differ: Because this is a cross-platform card, you are comparing Amplitude event data with the ecommerce platform’s own order and revenue data. Definitional differences between the two systems are expected, not a fault.
Cross-connector reconciliation: because two systems are being compared, expect a baseline gap and focus on changes in the gap rather than its absolute size. For divergence investigations, use Vortex Mind.