Troubleshooting the funnel analysis report

You will learn

Learn how to troubleshoot potential issues with your funnel analysis cards that may be producing errors or inaccurate numbers. This guide will walk through the main issues that arise when placing certain events together and in certain orders.

Placing an onsite event before an event from another source

For example, you add Viewed product as the first step in a checkout funnel, but the counts of Checkout started and Placed orders seem to have dropped significantly.

Klaviyo’s funnel analysis report allows you to combine events from different sources in order to visualize various customer journeys. However, when combining events from Klaviyo’s onsite JS tracking with events from an integration partner, it’s important to keep in mind how your shoppers are tracked across these different sources.

Examples of common events from an ecommerce platform include:

• Checkout started
• Checkout completed
• Placed order
• Refunded order
• Canceled order
• Fulfilled order

Examples of common events driven by Klaviyo.js include:

• Active on site
• Viewed product
• Custom events sent via `klaviyo.track` from the browser.

Klaviyo onsite tracking considerations

Klaviyo’s onsite tracking (klaviyo.js) only fires for “identified” site visitors that Klaviyo has been able to cookie.

There are 3 key ways Klaviyo will identify a site visitor for onsite tracking: 

1. If someone has, at some point, clicked through a Klaviyo email to your website.
2. If someone has, at some point, subscribed/opted-in through a Klaviyo form.
3. If someone has, at some point, logged into your site and you have tracking installed.

For example, if you support a “guest checkout” experience on your website then you may have a significant list of customers whom Klaviyo has not yet cookied, which means you could be recording events like Checkout started, Placed order, Refunded order etc., but are not recording events like Active on site or Viewed product.

Consequently, when using the funnel analysis report, you may notice that the counts of events from your ecommerce integration drop when you add a Klaviyo onsite event in a preceding funnel step. This is because you are now limiting subsequent steps in your funnel only to “Klaviyo identified” shoppers.

Additionally, even fully identified shoppers may use different devices and browsers, use ad blockers that prevent onsite tracking from firing, or reside in a country/locale that prevents or blocks cookies. These behaviors can also contribute to a gap between onsite tracking coverage and the server-side tracking supported by integration partners.

Using Viewed product and Active on site events together

For example, you see a drop in Viewed product counts when you add Active on site in a preceding funnel step.

It is not recommended to combine Active on site and Viewed product events within the same funnel chart because these events are fired asynchronously. This means that when a user visits your website, we may record a Viewed product event before an Active on site event, or vice versa. Since this behavior is inconsistent, it can provide a misleading view of shopper behavior when visualized in a funnel diagram, which relies on a logical sequence of events.

For example, you see a large drop in Active on site counts when you add Viewed product in a preceding funnel step.

As noted above, it is not recommended to combine these events within the same funnel chart. You may notice a larger drop in Active on site counts when Viewed product precedes it in a funnel.

In addition to the asynchronous relationship between these events, it’s also important to note that Active on site fires once per session (which can last up to an hour), while Viewed product events can fire multiple times per session. This means that if a Viewed product event happens to fire after the initial Active on site event, a user will need to return after their session expires in order to record an Active on site event after the Viewed product event. Hence, you may notice a big drop in Active on site events when you order your funnel this way.

Additional resources

Getting started with the funnel analysis report

Getting started with Klaviyo onsite tracking

Understanding cookies in Klaviyo