PostHog Funnel Conversion vs Ecom Conversion, PostHog

PostHog Funnel Conversion vs Ecom Conversion for PostHog 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

PostHog Funnel Conversion vs Ecom Conversion is a cross-platform metric that plots PostHog’s behavioural funnel conversion against the conversion rate reported by your ecommerce platform. When the two move together you can trust both. When they diverge, one side is wrong: usually a tracking gap in PostHog or an attribution quirk on the platform. This card is a reconciliation lens, built to catch the moment your behavioural analytics and your order data stop agreeing.

What it counts	PostHog primary funnel conversion plotted against your ecommerce platform’s conversion rate, on a dual axis.
Sample type	Backend API data from PostHog funnel insights and the connected ecommerce platform, aligned on the standard data refresh.
Why it matters	A gap between behavioural and platform conversion flags revenue at risk: either orders are happening that PostHog cannot see, or PostHog sees intent that never becomes orders.
Reading the value	Watch the gap between the two lines. A divergence of more than 10 percentage points against the platform is flagged for investigation.
Currency	percent
Time window	30D
Alert trigger	>10pp divergence vs platform
Sentiment key	ph_xc_funnel_vs_ecom_conversion
Roles	owner, marketing

Calculation

Calculated automatically from your PostHog data alongside your connected ecommerce platform. 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 PostHog Funnel Conversion vs Ecom Conversion for a typical merchant on PostHog. Suppose PostHog reports a 3.0% funnel conversion while your platform reports 3.1%, a healthy near-match. After a checkout deploy on 14 May 26, PostHog drops to 1.8% but the platform holds at 3.0%, a 1.2pp gap that widens to over 10pp on a higher-base funnel. Orders are still landing, so the break is in PostHog’s instrumentation, not in sales. The card isolates that immediately. Cross-reference Primary Funnel Conversion and the Event Tracking Broken alert to confirm the tracking gap. For deeper investigation, use Vortex Mind to trace upstream causes; for natural-language exploration, ask Ask Viq.

Sibling cards merchants should reference together

Card	Why merchants reach for it
ph_funnel_conversion	Funnels sibling: the PostHog side of the comparison.
ph_alert_tracking_broken	Nerve Centre sibling: a tracking break that explains a gap.
ph_xc_traffic_source_vs_revenue	Cross-platform sibling: source vs revenue attribution.
pos_session_conversion_rate	Conversion sibling: session conversion.
ph_health_score	Executive sibling: overall tracking health.

Reconciling against the vendor’s own dashboard

Where to look in PostHog’s own dashboard:

In PostHog, read the primary funnel conversion from your funnel insight. For the platform side, read the conversion rate in your ecommerce platform’s own analytics. Place the two periods side by side. Most apparent divergence comes from different conversion definitions rather than a real fault.

Why the Vortex IQ value may legitimately differ:

Reason	Direction	What to do
Definition mismatch. PostHog funnels start wider than platform checkout conversion.	PostHog lower	Compare comparable funnel stages.
Attribution window. Platforms attribute orders over a window that PostHog does not mirror.	Variable	Align the windows.
Tracking gap. A missing purchase event understates PostHog conversion only.	PostHog lower	Check core events firing.

Cross-connector reconciliation: this card is itself a reconciliation tool. For persistent divergence, use Vortex Mind to trace which side is at fault.

Known limitations / merchant FAQs

Q: How often does PostHog Funnel Conversion vs Ecom 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 don’t the two lines match exactly even when nothing is broken? They measure conversion differently. PostHog’s funnel usually starts at pageview, while platform conversion starts at session or visit. A steady offset is normal; a sudden widening gap is the signal.

Q: PostHog is lower than the platform. Which do I trust? If orders are landing on the platform, sales are real and PostHog is likely missing a purchase or checkout event. Use the Event Tracking Broken alert and Core Events Firing to confirm.

Q: Can I customise the alert threshold? Yes, alert thresholds are configurable per profile in the Alert Rules tab. Adjust to match your business baseline rather than relying on the generic default.

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Tracked live in Vortex IQ Nerve Centre

PostHog Funnel Conversion vs Ecom Conversion is one of hundreds of KPI pulses Vortex IQ tracks across PostHog 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.

Start for free or book a demo to see this metric running on your own data.