Checkout Funnel Conversion %, Amplitude

Checkout Funnel Conversion % for Amplitude stores. Tracked live in Vortex IQ Nerve Centre. How to read it, why it matters, and how to act on it.

Metrics type: Key Metrics • Category: Analytics

At a glance

Checkout Funnel Conversion % is the end-to-end completion rate across the merchant’s primary purchase funnel in Amplitude, measuring how many users who entered the funnel reached the final purchase step. It is the single most important funnel signal because it compresses every intermediate step into one number that tracks whether the path to purchase is working. The card pairs with sibling metrics in the Analytics category to build a complete diagnostic picture; cross-reference the related cards listed below for context.

What it counts	The percentage of users who entered the primary purchase funnel and completed the final purchase step, computed by Amplitude’s Funnels analysis over the defined step sequence.
Sample type	Backend API data from Amplitude, refreshed on the standard data refresh.
Why it matters	This is the headline conversion outcome for the funnel. A falling rate signals friction somewhere between funnel entry and purchase, even when traffic and event volume look healthy.
Reading the value	Compare the current 30-day window against the prior period. A drop means proportionally fewer entrants are completing; pair with the step drop-off card to find where they leave.
Currency	percent
Time window	30D vsP
Alert trigger	drop >5pp vsP
Sentiment key	amp_funnel_conversion
Roles	owner, marketing

Calculation

Calculated automatically from your Amplitude data. Amplitude’s Funnels analysis takes the ordered step sequence for the primary purchase funnel, counts unique users who completed the first step, and divides the count who reached the final step by that entry count over the selected conversion window. The card reports that overall completion percentage for the 30-day window and compares it against the prior period. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading.

Worked example

A representative reading of Checkout Funnel Conversion % for a typical merchant on Amplitude. Imagine the primary funnel runs from product view to add to cart to checkout started to purchase. Over the last 30 days, 40,000 users entered at product view and 1,360 completed a purchase, giving a funnel conversion of 3.4 percent, down from 3.9 percent in the prior period. That 0.5pp slip trips the alert. The headline number tells you the path is leaking but not where. Use Vortex Mind to trace the upstream cause and see whether the loss concentrates at a single step or spreads across the journey; for natural-language exploration, ask Ask Viq to compare the drop by device or traffic source.

Sibling cards merchants should reference together

Card	Why merchants reach for it
amp_funnel_step_dropoff	Names the step bleeding the most users, so you know where the overall conversion loss is concentrated.
amp_funnel_time_to_convert	Shows whether converters are slowing down, which often precedes a conversion-rate decline.
amp_top_conversion_paths	Reveals which routes actually convert, useful when the headline rate moves.
amp_session_conversion_rate	Session-level conversion view that complements the user-level funnel number.
amp_cart_abandonment_rate	Isolates the cart-to-purchase leak, the most common cause of funnel decline.

Reconciling against Amplitude

Where to look in Amplitude’s own dashboard:

Open the Funnels chart for your primary purchase funnel and read the overall conversion percentage at the end of the step sequence. Confirm the step definitions, the conversion window, and any segment filters match the Vortex IQ profile. The Dashboards section may also pin a saved funnel chart, and Event Segmentation can verify the per-step event counts that feed the funnel.

Why the Vortex IQ value may legitimately differ:

Reason	Direction	What to do
Period boundary. Vortex IQ uses a 30-day rolling window by default; an Amplitude funnel chart may be set to calendar months or a different range.	Variable	Match the date range on the Amplitude funnel to a rolling 30 days.
Time zone. Amplitude buckets events by the project time zone; Vortex IQ aligns to the merchant reporting time zone.	Marginal	Confirm the project time zone matches your reporting time zone.
Filter or segment scope. Profile-level filters (platform, B2B, test users) may narrow the Vortex IQ view versus an all-users funnel.	Variable	Apply the same segment to the Amplitude funnel.

Cross-connector reconciliation: complement with sibling cards in the same category for the full diagnostic picture. For divergence investigations, use Vortex Mind.

Known limitations / merchant FAQs

Q: How often does Checkout Funnel Conversion % update? The card refreshes on the standard data refresh (typically every 30-60 minutes for live integrations). For real-time signals, force a manual refresh from the dashboard.

Q: Why does my Amplitude dashboard show a different number? The most common reasons are step-definition differences, conversion-window length, period-boundary differences (Vortex IQ uses 30-day rolling vs an Amplitude funnel set to calendar months), time-zone alignment, and segment scope. Match these settings before assuming a real divergence.

Q: How does Checkout Funnel Conversion % relate to other Amplitude metrics? It is the summary of the whole funnel. Read it alongside the biggest step drop-off and median time to convert cards to see where and why the headline rate moves. Single-metric reads can mislead; the diagnostic value is in the cross-reference.

Q: Can I customise the alert threshold? Yes, alert thresholds are configurable per profile in the Alert Rules tab. The default trips on a drop greater than 5 percentage points versus the prior period; adjust it to match your business baseline rather than relying on the generic default.

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Tracked live in Vortex IQ Nerve Centre

Checkout Funnel Conversion % is one of hundreds of KPI pulses Vortex IQ tracks across Amplitude and 70+ other ecommerce connectors. Nerve Centre runs the detection layer; Vortex Mind investigates the cause when something moves; Ask Viq lets you interrogate any number in plain English.

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