Creating Ecommerce Funnels in Data Studio

Creating Ecommerce Funnels in Data Studio

Funnel charts are a great way to visualize the flow of visitors through a conversion process. In Google Analytics, enhanced ecommerce reporting provides funnels to analyze your customers’ shopping and checkout behaviour. If you have become accustomed to using these reports in GA, you may wish to also display an ecommerce funnel on a dashboard in Data Studio.

Although Data Studio does not have a native “funnel” chart, a standard bar chart is often sufficient. In fact, the ecommerce flow reports in Google Analytics are just bar charts.

Here is what the Shopping Behaviour funnel report looks like in Google Analytics:

Google Analytics Ecommerce Funnel

Here is the version we will create in Data Studio:

 

Read on for a step-by-step guide to creating a shopping behaviour ecommerce funnel in Data Studio.

How to Create an Ecommerce Funnel in Data Studio

1. Connect to the data

Connect to Google Analytics in a new data source or use an existing one.

2. Create the calculated field

The key to enabling us to efficiently create an ecommerce funnel is the Shopping Stage dimension. Shopping Stage is a standard Google Analytics dimension; its values map to the steps and metrics of the Shopping Behaviour Flow report (For further detail, refer to this Help Centre article).

Here are the Shopping Stage values we will use in our funnel:

Shopping Stage Funnel Step
ALL_VISITS All Sessions
NO_SHOPPING_ACTIVITY No Shopping Activity
PRODUCT_VIEW Sessions with Product Views
NO_CART_ADDITION No Cart Addition
ADD_TO_CART Sessions with Add to Cart
CART_ABANDONMENT Cart Abandonment
CHECKOUT Sessions with Checkout
CHECKOUT_ABANDONMENT Checkout Abandonment
TRANSACTION Sessions with Transactions

 

We will create a calculated field that converts the raw Shopping Stage value to a more user-friendly label for our chart. At the same time, we will also take care of sorting the stages in the right order.

Create a new calculated field in your data source with the following formula:

CASE
WHEN Shopping Stage = "ALL_VISITS" THEN "1. All Sessions"
WHEN Shopping Stage = "PRODUCT_VIEW" THEN "2. Sessions with Product Views"
WHEN Shopping Stage = "ADD_TO_CART" THEN "3. Sessions with Add to Cart"
WHEN Shopping Stage = "CHECKOUT" THEN "4. Sessions with Checkout"
WHEN Shopping Stage = "TRANSACTION" THEN "5. Sessions with Transactions"
ELSE "NA"
END

3. Create the bar chart

  1. Add a new bar chart to your report.
  2. Select the calculated field you created in step 2 as the dimension.
  3. Select Sessions as the metric.
  4. Add a filter to the chart to include only the relevant shopping stages. Note that our calculated field above sets an “NA” label to any non-applicable stages, so we can equivalently exclude whenever our calculated shopping stage dimension equals “NA”:

4. Create the scorecards

  1. Add separate scorecards for each of the step metrics above and below the bar chart.
  2. Create and add a filter to each scorecard that includes only the respective Shopping Stage value. Refer to the table above for the raw values to match. For example, the No Shopping Activity scorecard should have a filter to include Shopping Stage = "NO_SHOPPING_ACTIVITY":

5. Create the ratios

When you blend data with two scorecards, Data Studio will automatically create a ratio in a new scorecard. See our post on Calculating Ratios with Filtered Metrics in Data Studio for more details.

We can use this method to create the abandonment percentages below the funnel. For example, to create the “No Cart Activity” abandonment rate, blend the No Cart Activity scorecard with the All Sessions scorecard.

Create each of the abandonment rate scorecards by blending the respective metric scorecards. Although we have not done this in our example above, you can use the same blending method to create the progress rates and the percent of total metrics at each step as in the GA report.

Those are all the essential components. Feel free to further enhance and style your funnel report. You could also incorporate it into a larger ecommerce dashboard or report.

Let us know whether this method works for you!

Complete list of posts in our 2019 Data Studio series:
1. 5 More Calculated Fields for Data Studio
2. Using Drill-Down Charts in Data Studio
3. How to Schedule Email Delivery of Reports in Data Studio
4. 4 Scatterplot Hacks for Google Data Studio
5. How to Add Clickable Images in Data Studio
6. Calculating Ratios with Filtered Metrics in Data Studio
7. Using Optional Metrics in Data Studio
8. Using Conditional Formatting in Data Studio
9. Creating Ecommerce Funnels in Data Studio
10. How to Create a Slope Chart in Data Studio
11. Creating Radar Charts in Data Studio
12. Creating Stepped Line Charts in Data Studio

 

By |2019-12-17T11:13:18-05:00December 12th, 2019|2 Comments

2 Comments

  1. Ed March 26, 2020 at 4:52 pm - Reply

    This article is beautiful! Thank you for having this. BTW, do you know of an easy-to-follow resource (like yours!) on how to code calculated fields on data studio?

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