Post-purchase analytics

Understand your post-purchase funnel performance and product page upsell metrics in Aftersell.

This page covers analytics for post-purchase funnels (including A/B tests and multivariate tests) and product page upsells in Aftersell. For checkout widget analytics, see Checkout Analytics.

Analytics reflect data at the time of the transaction. If an order is later refunded, partially paid, or cancelled, the accepted offer count and associated revenue are not retroactively adjusted. An offer that was accepted will continue to count as an accepted offer in your analytics regardless of what happens to the order afterward. Keep this in mind when comparing analytics data to your actual payout or revenue reports.

Are analytics real-time? Yes. Post-purchase funnel analytics update in near real-time. Impressions, accepted offers, and revenue are recorded as offer events happen, and the numbers are calculated fresh each time you open the Analytics page — there is no fixed reporting delay or overnight batch. Refresh the page to pull the latest figures.

Two exceptions to keep in mind: the Custom Data CSV exports cover complete UTC days only (see Custom Data Tab), and internal Rokt/RevOps reporting warehouses are refreshed on a daily schedule separate from this dashboard.

---

General notes about graphs

The large summary numbers at the top of each graph are weighted averages of the data shown. This method gives a more accurate overall view than a simple average. For example, three days of conversion rates are shown:

• Day 1: 3 accepted / 10 shown = 30%
• Day 2: 1 accepted / 9 shown = 11%
• Day 3: 5 accepted / 15 shown = 33%

The summary number is calculated as: (3 + 1 + 5) ÷ (10 + 9 + 15) = 26.5% not a simple average like (30 + 11 + 33) ÷ 3 = 24.7%. Weighted averages ensure that days with more impressions have the right impact on your totals.

Throughout the analytics dashboard, you can hover over the ⓘ info icon next to any metric to see how that value is calculated. The formulas listed in the tables below match the tooltip calculations shown in the dashboard.

---

Exporting your data

Aftersell analytics export in two file formats, depending on which control you use:

Control	Where it is	File format
Export button (top-right of the tab)	Funnels, Checkout, Product Page Upsells, and Tests tabs	Excel workbook (.xlsx)
Export to CSV button on a single chart	Line and area chart cards	.csv
Export to CSV on the Top Performing Products table	Funnels and Checkout tabs	.csv
Custom Data tab downloads	Custom Data tab	.csv

• The tab-level Export button downloads everything on the current tab as a single Excel workbook (.xlsx), with a separate sheet for each chart and table. The Summary tab does not have an Export button.
• A single chart’s Export to CSV button downloads just that chart’s data series as a .csv file, including the comparison series when Compare is turned on.

Cards on custom dashboards and report widgets each have their own Export to CSV control that downloads that card’s underlying data as a .csv file.

---

Funnels Tab

The Funnels tab shows analytics for your post-purchase funnels. You can filter by a specific funnel using the “Select a funnel” dropdown or view “All funnels” combined. You can also use the “Select upsell types” checkboxes to filter analytics by specific offer positions (for example, Upsell 1, Upsell 2, Upsell 3, Downsell 1, Downsell 2, or Thank You page). Some metrics such as Revenue per visit and Product profit per visit show separate values for Post-purchase upsells and Thank You page.

Product profit analytics is currently in Beta. Aftersell tracks the cost of upsell items at the time of purchase to provide insights into profitability. Data will start tracking one day after activating. Product profit data is not available for historical data prior to activation. Contact our support team to enable product profit analytics for your store.

Funnels Tab Metrics

Metric	What it measures	Formula
Revenue	The amount of money, in the shop currency, that the customer paid for the upsold product. This is the gross amount before any costs to the store, but after any discount the customer received. Revenue from other products in the order is not included.	sum(upsold product revenue)
Revenue per visit	The average revenue per unique page visit. A unique visit is counted once per customer, even if they view the page multiple times on a single order. This is the recommended way to measure performance over time.	Post-purchase: post-purchase revenue / unique post-purchase visits TY Page: TY page revenue / unique TY page visits
Product profit	The total product profit generated by Aftersell. Calculated by subtracting the cost of goods sold from revenue.	sum(revenue) - sum(cost of goods sold)
Product profit per visit	The average product profit per unique page visit. Similar to revenue per visit but accounts for cost of goods sold.	Post-purchase: post-purchase profit / unique post-purchase visits TY Page: TY page profit / unique TY page visits
Impressions	The total number of times funnel offers were viewed. Counted once per order, even if the same offer is seen multiple times during the same order.	sum(offer views across all selected funnel offer types)
Conversion rate	The percentage of offer views that resulted in an accepted offer.	(accepted offers / offer impressions) x 100
Accepted offers	The total number of offers accepted. Counted when a customer clicks “Accept” and completes the purchase.	sum(accepted offers across all selected funnel offer types)
Product profit margin	The ratio of product profit to revenue. If your products had no costs, this would be 100%.	(product profit / revenue) x 100
Average upsell value	The average revenue per accepted upsell item. Particularly useful when using dynamic products in offers.	revenue / accepted offers

Revenue per visit is the recommended way to measure post-purchase funnel performance over time because it accounts for unique visits rather than raw impressions.

Top Performing Products Table

This table highlights post-purchase upsells and the revenue generated from them.

Column	How it is calculated
Product	The upsold product name
Conversion rate (%)	(number of accepted upsells containing the product / number of impressions for that product) x 100
Revenue	Total revenue generated from accepted upsells of this product

The conversion rate in this table is based on the number of accepted offers, not the number of individual product units sold. For example, if a customer accepts one offer containing 3 units of a product, it counts as 1 accepted offer. However, the revenue column reflects the total value of all units purchased through that offer.

Resetting analytics on an offer card

You can reset the analytics displayed on an individual offer card in the funnel editor without affecting your overall funnel analytics or the analytics page.

To reset analytics for a standalone offer:

1. Open your funnel in the Aftersell admin.
2. Locate the offer card you want to reset.
3. Click the Reset analytics icon button (displayed between the Edit offer and Delete offer icons on the card).
4. Confirm the reset in the dialog that appears.

After the reset, the offer card recomputes its displayed metrics (impressions, revenue, profit, conversion rate, revenue per visit, and profit per visit) using only data from the reset point forward. No analytics data is deleted — the analytics page and other reports are unaffected.

The reset analytics action is available on standalone offers only. For A/B test and multivariate test offers, use the Reset analytics option in the test’s three-dot menu instead. See Post-Purchase A/B Testing for details.

---

Deleted Funnels

Deleting a funnel does not remove its historical analytics data. Revenue and performance from deleted funnels are still included when “All funnels” is selected in the Funnel dropdown. However, once a funnel is deleted, it will no longer appear in the dropdown and cannot be viewed individually. Historical data is preserved for overall reporting, but funnel-specific breakdowns are no longer accessible.

---

Tests Tab

The Tests tab tracks performance for post-purchase A/B tests and multivariate tests. This tab is exclusively for post-purchase funnel tests.

Checkout widget A/B test performance (Version A vs. Version B) is not shown in the Tests tab. To view checkout A/B test results, use the widget editor analytics view or the Checkout dashboard. See Checkout A/B Testing for details.

Selecting a Test

1. Use the Select a Funnel dropdown to choose the funnel containing your test.
2. Use the Select a Test dropdown to choose the specific test you want to analyze.

The test card shows the test name, status (for example “Finished” or “Not Running”), the variables tested (for example “Layout”), the start date, and an impression progress bar showing how many impressions the test has received out of the target (for example “0/5364 impressions”).

Top Groups

The Top 3 Groups section shows your test variations ranked by performance. Each group represents a variation (for example, Group 1 = Layout A, Group 2 = Layout B). You can sort the groups using the Sort by dropdown, which includes the following options: Profit Per Visit, Profit, Revenue Per Visit, Revenue, and Conversion Rate.

Click on any group to view its individual analytics. Click See all groups to expand and compare all test groups side by side.

Group-level Analytics

When you select a group, you see performance metrics for that specific variation.

Metric	What it measures	Formula
Profit per visit	The average product profit per unique visit for this variation. Takes into account cost of goods sold.	profit for this variation / unique visits for this variation
Profit	The total product profit generated by this variation.	revenue for this variation - cost of goods sold for this variation
Revenue per visit	The average revenue per unique visit for this variation. Accounts for both conversion rate and order value.	revenue for this variation / unique visits for this variation
Revenue	Total revenue generated by this variation.	sum(upsold product revenue for this variation)
Conversion rate	Percentage of offer views that resulted in an accepted offer for this variation.	(accepted offers for this variation / impressions for this variation) x 100

Performance by Variable

This view shows how each variable performs on average across all other variables. Use the dropdown to switch between the following metrics.

Variable	What it shows
Profit per visit	Average profit per visit for each variable value
Profit	Total profit for each variable value
Revenue per visit	Average revenue per visit for each variable value
Revenue	Total revenue for each variable value
Conversion rate	Conversion rate for each variable value
Impressions	Total impressions for each variable value

Use this to isolate which individual changes between variations had the most impact on performance.

Key Metrics to Evaluate When Selecting a Winner

A winning variation should perform well across multiple metrics, not just one:

• Higher profit per visit - Each unique visit generated more profit after accounting for cost of goods sold.
• Higher revenue per visit - Each unique visit generated more revenue.
• Higher conversion rate - More customers accepted the offer.
• Comparable or better average upsell value - The accepted offers are generating equal or higher revenue per acceptance.

---

Product Page Upsells Tab

The Product Page Upsells tab shows analytics for upsells displayed on your product pages.

Product page upsells do not currently support A/B testing.

If analytics data could not be fully loaded, a warning banner appears at the top of the tab: “Product page analytics may be incomplete — Some analytics data couldn’t be loaded. Refresh the page to try again.” Refreshing the page will attempt to reload the data.

Product Page Upsells Metrics

Metric	What it measures	Formula
Revenue	The total revenue from product page upsells.	sum(PDP upsell revenue)
Revenue per view	The average revenue generated per unique view on product page upsells.	revenue / unique impressions
Unique impressions	The number of unique views on product page upsells.	sum(unique PDP views)
Conversion rate	The percentage of unique visitors who completed an order with a product page upsell.	(upsold orders / unique impressions) x 100
Purchased products	The number of products purchased through a product page upsell.	sum(PDP products purchased)
Upsold orders	The number of orders that included a product purchased through a product page upsell.	sum(orders with PDP upsell)
Revenue per order	The average revenue per order containing a product page upsell.	revenue / upsold orders
Average upsell value	The average revenue per product page upsell product purchased.	revenue / purchased products
Profit	The total profit from product page upsells. Calculated by subtracting cost of goods sold from revenue.	sum(PDP upsell revenue) - sum(PDP upsell cost of goods sold)
Profit per view	The average profit generated per unique view on product page upsells.	profit / unique impressions
Average upsell profit	The average profit per product page upsell product purchased.	profit / purchased products
Profit per order	The average profit per order containing a product page upsell.	profit / upsold orders

---

Custom dashboards

📝 Beta access — This feature is available on request. Contact the customer support team to enable access.

Custom dashboards appear as additional tabs on the Analytics page, alongside the built-in tabs such as Summary, Funnels, and Checkout. Each dashboard tab displays a grid of cards, where each card visualizes a saved query.

Viewing a dashboard

Click any dashboard tab to open it. The date range picker and compare period picker in the top-right corner apply to all cards in the active dashboard. Switching to a different tab resets any date or compare overrides you have set.

Creating a dashboard

Click Create dashboard (visible in the top-right corner from any tab) to create a new dashboard. A new tab named “Untitled dashboard N” is created and becomes the active tab in view mode.

Editing a dashboard

On a dashboard tab you own, click Edit dashboard to enter edit mode. In edit mode you can:

• Rearrange cards by dragging them.
• Remove a card using the remove button on the card.
• Change a card’s title or chart type.

Click Save to commit your changes, or Cancel to discard them. Switching tabs while in edit mode discards the draft without a confirmation prompt.

Global (template) dashboards are read-only. The Edit dashboard button is not shown for global dashboards.

Tab bar scrolling

When there are more tabs than fit in the tab bar, left and right arrow buttons appear at each end of the bar. Click the arrows to scroll through the tabs. The arrows are disabled when you have reached the start or end of the list.

---

Custom Data Tab

This feature is in beta and is available on request. Contact the support team to enable access.

The Custom Data tab provides advanced exports for detailed analytics analysis. Each export downloads as a .csv file. You can export data for a 30-day period ending on any fully complete UTC day.

Available Exports

Latency Metrics CSV

Exports post-purchase upsell latency metrics per session, including:

• TTI (Time to Interactive)
• RTTI (Relative Time to Interactive)
• PTTI (Perceived Time to Interactive)

Upsell Breakdown CSV

Exports per-upsell daily totals with the following columns:

• Store Name
• Date
• Upsell Name
• Upsell Type
• Sum of Impressions
• Sum of Clicks

Funnel Breakdown CSV

Exports per-funnel daily totals with the following columns:

• Store Name
• Date
• Funnel ID
• Upsell Name
• Sum of Impressions (unique visits)
• Revenue
• Revenue Per Visit

How to Export Custom Data

1. Go to Analytics in your Aftersell dashboard.
2. Click the Custom Data tab.
3. Select an end date (must be a fully complete UTC day in the past).
4. Click the download button for the export you want:
   • Download Latency CSV
   • Download Upsell Breakdown CSV
   • Download Funnel Breakdown CSV

All exports cover the 30-day period ending at the end of the selected date.

---

Want to go further?

• Order Browser Overview - understand how Aftersell is performing across your orders
• Order Browser Troubleshooting - resolve common issues with your order data
• Post-purchase Best Practices - tips to improve conversion across all your offers