Funnel by traffic source
Last 28 days · 15 Oct 2026 – 11 Nov 2026 vs prior 28 days
How to read this: Each row is a GA4 default channel group. Step columns show the number of sessions on that channel where the step fired. The right-hand conversion rate is order ÷ session for that channel, with the change vs the prior 28 days. Sort by sessions to find biggest channels, by conversion rate to spot the most efficient ones.
| Source | Session | Search results | Product page | Cart | Checkout | Order | Conv. rate | vs prior |
|---|---|---|---|---|---|---|---|---|
| Direct | 49,736 | 190 | 10,678 | 3,271 | 89 | 36 | 0.07% | +0.03pp sess +43% |
| Organic Search | 12,924 | 806 | 8,019 | 692 | 198 | 56 | 0.43% | -0.08pp sess -0% |
| Paid Shopping | 1,516 | 60 | 1,395 | 106 | 38 | 12 | 0.79% | +0.05pp sess +2% |
| AI Assistant | 1,074 | 69 | 774 | 77 | 25 | 14 | 1.30% | -0.22pp sess +36% |
| Organic Shopping | 1,013 | 41 | 946 | 121 | 39 | 11 | 1.09% | +0.08pp sess +2% |
| 307 | 26 | 199 | 48 | 11 | 5 | 1.63% | +0.61pp sess -55% | |
| Referral | 275 | 19 | 164 | 25 | 10 | 4 | 1.45% | +1.11pp sess -5% |
| Organic Social | 94 | 3 | 51 | 1 | 0 | 0 | 0.00% | 0.00pp sess +19% |
| Paid Search | 32 | 1 | 15 | 0 | 0 | 0 | 0.00% | 0.00pp sess +256% |
| Organic Video | 20 | 1 | 6 | 0 | 0 | 0 | 0.00% | 0.00pp sess +900% |
| Cross-network | 5 | 0 | 2 | 0 | 0 | 0 | 0.00% | 0.00pp sess -50% |
Showing sources with ≥5 sessions in the current window. Smaller channels are hidden as noise.