Sales dashboard
Weekly view of the funnel, channels, spend, and product mix. Order revenue comes from the Revenue Tracker sheet (ground truth); funnel, channel, and category splits come from the GA4 BigQuery export and undercount by design (see data quality at the bottom).
1. Sales funnel — last 28 days
Unique users per step (GA4). Overall 3.34% of product viewers purchase. The designer is the big gate: 83% of people who start designing never reach checkout. add_to_cart is excluded — the event is broken in GA4 (fires on a small subset of paths only).
2. Funnel conversion over time
3. Revenue by channel (GA4, weekly)
Last-click attribution. Cross-network = Performance Max.
4. Ad spend vs sales (Revenue sheet, weekly)
Ground truth from the manually maintained Revenue Tracker — not subject to analytics undercount.
5. Revenue by product category (GA4, weekly)
Categories classified from item names (GA4 item_category is not set on this site). "Programs" includes the MegaEdit funeral programs — the high-AOV products.
6. Data quality — how much of real revenue GA4 captures
GA4's purchase event fires from a DOM-based trigger and misses orders (historically 9–24%). Weeks well below ~80% mean the GA4-based charts above understate that week — judge trends, not absolute dollars, from GA4 sections.