Traffic & conversions

The Analytics group in the sidebar answers two questions: how much you sold, and where the buyers came from. It has two pages: Sales and Traffic & conversions.

On a plan without it, Traffic & conversions opens blurred under an upgrade prompt. Team members need the permission to view reports to see the Analytics group.

Sales

Sales shows tiles for Revenue, New customers, Transactions, Avg. order value, Sessions and Conversion rate, and a Revenue & traffic chart. Pick the period from presets such as Today, Last 7 days, Last 30 days, This month, Year to date or All time. Two tables, By product and By checkout, break the numbers down; clicking a row filters the whole report to that product or checkout, and All analytics clears the filter.

The four views of Traffic & conversions

A switch next to the page title changes the view: Conversions, Traffic, Ads and Events. Above the content you choose the scope (All products, All checkouts) and the period: Today, Yesterday, Last 7 days, Last 30 days or any range from the date picker. Refresh reloads the data.

Conversions

This view starts at the checkout, because every sale passes through one.

• Summary line: the number of checkout sessions, how many converted, and the conversion rate (shown separately as purchase conversion and signup conversion when you have both paid and free checkouts). A small arrow with a percentage next to each number compares it with the previous period of the same length; it appears only when that earlier period has data.
• Conversion funnel: four bars. Checkout opened, Forms started, Payments started, Purchases. The first bar is split into from your pages (checkouts opened from a tracked page visit) and direct link (checkouts opened straight from a link or an embed).
• Performance by checkout: a table with Checkout, Sessions, Purchases and the conversion rate. Clicking a checkout name opens that checkout's own Analytics view.
• Sessions: one row per checkout visit. Clicking a row opens Session detail with the visitor's timeline (opened the checkout, entered an e-mail, picked a payment method, completed payment and so on) and the Source of the visit. Clicking a funnel bar filters the list to the sessions that reached that stage; the tag Reached: [stage] shows the filter and its ✕ removes it.

Traffic

This view covers the pages: your storefront, product pages, custom pages and sales pages, plus external pages that carry the tracking snippet.

• Summary line: visits, page views and how many visits led to a checkout.
• Traffic over time: a chart with chips for Page views, Visits, Checkout opens and Purchases. Click a chip to show or hide its line; the last remaining line cannot be switched off. For a single day the chart is drawn by the hour.
• Traffic by source: visits, views, purchases and revenue grouped by Source, Medium, Campaign or Referrer. Visits with no campaign data are counted as Direct.
• Traffic by page: the same numbers per page. Each page carries a tag for its kind: Storefront, Product page, Custom page, Sales page or External.
• Audience: visits grouped by Country or Device (Desktop, Mobile, Tablet).

An empty Traffic view does not mean something is broken. If you send buyers straight to checkout links from your own site or from ads, the checkout is the top of your funnel and the Conversions view has your numbers. To bring an outside website into this view, see Track a website outside Zanfia.

Events

Events is the log of every tracking event Zanfia sent, or tried to send, to your connected platforms (for example a purchase reported to Meta or Google Analytics). Each row names the event, the integration, the checkout and the session, and can be filtered by Status and Integration. Opening a row shows what was sent and how the platform answered. Load older events goes further back.

With no integration connected the view says No conversion events yet. and offers Connect a tracking integration, which leads to Integrations → Analytics. See Connect tracking pixels and analytics tools.

Analytics of a single checkout

Every checkout has its own Analytics view (/checkouts/<id>/analytics), reached from the switch at the top of the checkout editor or from Performance by checkout. Its tabs are Live (who is on the checkout right now and at which stage), Funnel, Ads, Events and Tracking, where you choose which integrations receive this checkout's events.