At a glance
Primary Funnel Conversion % is the end-to-end conversion rate of your primary purchase funnel in Mixpanel, the share of users who enter at the first step and complete all the way to the purchase step. It is the single headline number that says how well your core buying journey is working. Because Mixpanel funnels track ordered, step-by-step completion within a conversion window, this card captures the real rate at which shoppers move from first touch to checkout. As a Key Metrics card it anchors the Funnels view, and a drop against the prior period is one of the clearest early warnings that something in the journey has broken.
Calculation
Vortex IQ reads your primary Mixpanel funnel, the ordered set of steps from the first event through to the purchase event, and computes the overall conversion rate over a rolling 30-day window. The rate is the number of users who completed every step in order within the funnel’s conversion window, divided by the number who entered at the first step. That figure is compared against the previous 30 days to surface the trend. Because Mixpanel enforces step order and a conversion window, the number reflects genuine sequential completion rather than users who merely fired the events in any order. The card renders the result as a funnel chart, stage by stage, so you can see where entrants fall away as well as the headline rate.Worked example
A representative reading of Primary Funnel Conversion % for a typical merchant on Mixpanel. Say the funnel runs Product Viewed, Add to Cart, Begin Checkout, Purchase, and for the 30 days to 14 Jun 26 the end-to-end rate reads 3.1%, down from 3.9% in the prior 30 days. That 0.8pp move is under the 5pp alert line but still meaningful on a Key Metric. Reading the stage-by-stage chart, you see Product Viewed to Add to Cart held steady, but Begin Checkout to Purchase fell sharply, which the Biggest Funnel Step Drop-off card confirms. Digging in, a new mandatory account-creation step was added before payment. You make guest checkout available again, and the purchase step recovers toward the prior rate across the following weeks. For deeper investigation, use Vortex Mind to trace upstream causes; for natural-language exploration, ask Ask Viq.Sibling cards merchants should reference together
Reconciling against Mixpanel
Where to look in Mixpanel’s own dashboard: Open Funnels, select your primary funnel definition, set the window to the last 30 days, and read the overall conversion figure at the end of the funnel. Mixpanel shows the percentage completing all steps along with the stage-by-stage breakdown, which should align with the card. Make sure the conversion window and the step order in your saved funnel match the definition the card uses. Why the Vortex IQ value may legitimately differ:
Cross-connector reconciliation: if your ecommerce platform reports a higher conversion rate than the Mixpanel funnel, some purchasers are skipping a tracked step or buying through a flow the funnel does not cover. For divergence investigations, use Vortex Mind.