# Tables and funnel

> Read the Analytics funnel and the four breakdown tables, and what to do with each.

Source: https://backtrackhq.com/docs/analytics/tables-and-funnel/

Below the chart, the **Analytics** page breaks your results down. The
**Funnel** shows where shoppers drop off. Four tables split the results
by promotion, upsell offer, placement and offer type.

All of them follow the **Date range**, **Compare to** and filter at the
top of the page. See [Analytics overview](https://backtrackhq.com/docs/analytics/overview/).

## Funnel

**What it is:** the **Funnel** card has three steps:

1. **Visits that saw an offer**
2. **Visits that added an offer item**
3. **Orders with an offer item**

Each step shows its count and, in brackets, its share of the visits
that saw an offer. The bar length matches the share.

With **Compare to** set to **Previous period**, each step has a second,
lighter bar for the earlier period. "Blue bars: ... Light blue bars:
the period you compare to."

**Why it matters:** it shows the step where shoppers give up. That is
the step to fix.

**How to use it:**

- **Big drop from step 1 to step 2:** shoppers see the offer but don't
  add. Try a clearer message or other products.
- **Big drop from step 2 to step 3:** shoppers add but don't buy.
  Check that the discount applies at checkout and combines with your
  other discounts.

> **Note:** "Orders count every shopper. Visits count only shoppers we
> could track, so the last step can look high." See
> [How we count](https://backtrackhq.com/docs/analytics/how-we-count/).

(Screenshot: The Funnel card and the Offer units per order card)

## Offer units per order

**What it is:** this card sorts orders with offers by how many units of
the offer they took: **1 unit**, **2 units** or **3 or more units**. It
uses the last 90 days of orders. With no orders it says "No orders with
offers in these days."

**Why it matters:** it shows if shoppers go for your higher tiers.

**How to use it:** if almost every order takes **1 unit**, your volume
tiers may ask for too much. Try a lower second tier.

## Breakdown tables

Every table has the same number columns, so they read alike.

**How to use them:** click **Columns** to hide columns you don't need.
The name column always shows. The CSV export still has every column.
To sort the rows, export the CSV and sort it in a spreadsheet.

(Screenshot: The By upsell offer table with the Columns button)

### Table columns

#### Offers

How many upsell offers the promotion has. **By promotion** only.

#### Added revenue and Discount orders

Added revenue, and orders where the promotion's discount applied.
**By promotion** only. "Added revenue and discount orders come from
orders where your AndOr discount applied, from the last 90 days."

#### Visits

Visits that saw the offer. Use it to check reach.

#### Adds

Times shoppers added an offer item.

#### Add rate

Visits with an add, out of visits that saw it. Use it to compare
offers with different traffic.

#### Value added

The price of items added through offers. An estimate, higher than
revenue.

#### Orders and Revenue

Orders with an offer item, and what those items sold for. These are
the real results.

#### Avg. order value

"Avg. order value is the whole order total of orders with this offer,
before refunds. From the last 90 days of orders."

See [Metrics](https://backtrackhq.com/docs/analytics/metrics/) for the full meaning of each.

### By promotion

**What it is:** one row per promotion. The name links to the promotion.
Columns: **Offers**, **Added revenue**, **Discount orders**,
**Visits**, **Adds**, **Add rate**, **Value added**, **Orders** and
**Revenue**.

- A name with a star (`*`) has an offer linked to two promotions. "One
  offer here is linked to two promotions, so it counts under both.
  These rows can add up to more than the total."
- With no offers yet: "No promotion has an upsell offer yet."

**Why it matters:** it compares whole promotions: the discount and its
offer together.

**How to use it:** find the promotion with the highest **Added
revenue**. That one brings the most extra money. Click its name to open
it and copy what works.

### By upsell offer

**What it is:** one row per offer. The name opens the offer form.
Columns: **Offer type**, **Visits**, **Adds**, **Add rate**, **Value
added**, **Orders**, **Revenue** and **Avg. order value**.

**Why it matters:** it shows which single offer works best.

**How to use it:** look for offers with many visits but a low add rate.
Click the name and try a new message.

### By placement

**What it is:** one row per place: **Product page**, **Cart page** and
**Cart drawer**. Columns: **Visits**, **Adds**, **Add rate** and
**Value added**.

"Orders have no placement, so this table shows storefront activity
only." A visit counts once for each place where the shopper saw the
offer.

**Why it matters:** it shows where on your store offers work best.

**How to use it:** if one place has a much lower add rate, untick it in
the offer's **Where it shows**. See
[Message and where it shows](https://backtrackhq.com/docs/offers/message-and-placements/).

### By offer type

**What it is:** one row per offer type, like **Goal suggestions** or
**Free gift**. Columns: **Visits**, **Adds**, **Add rate**, **Value
added**, **Orders**, **Revenue** and **Avg. order value**.

**Why it matters:** it shows which kind of offer suits your shoppers.

**How to use it:** if one type clearly wins, use it on more products.
See [Offer types](https://backtrackhq.com/docs/offers/offer-types/).