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The conversion funnel shows the journey a visitor takes from clicking an affiliate’s link all the way to buying, and where along the way people fall out. It sits at the bottom of the Program Performance tab, and like the rest of that tab it reflects the time period and filters you’ve chosen.

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The three steps

The funnel has three stages, shown as bars that narrow as fewer people make it through:
  1. Clicks — everyone who clicked an affiliate link.
  2. Referrals — the visitors who became tracked referrals (the middle step; you can change this — see below).
  3. Sales — the referrals who went on to buy.
In the top-right corner, the conversion rate tells you what share of all those clicks ended in a sale — your single headline number for how efficiently traffic turns into revenue.

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See the detail behind each step

Hover over any step to open its details. For each one you’ll see:
  • The conversion rate from the previous step — for example, how many of your clicks became referrals.
  • How many dropped off — the number of people lost between that step and the one before it.
  • Value per action — the average revenue behind each click, referral, or sale at that step.
  • Top affiliates and countries — who and where is driving that step.
This makes it easy to find the weak point. A big drop between clicks and referrals points to a traffic-quality or landing-page problem; a big drop between referrals and sales points to something in your checkout or offer.

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Choose the middle step

Select the gear icon in the top-right of the funnel card to open its settings. The Middle funnel step toggle lets you choose what the middle stage counts:
  • Referrals — visitors who became tracked referrals in the period. This is the default.
  • Carts — unique add-to-cart events tied to affiliate clicks, so you can see how many shoppers added a product before buying.
The Carts view only shows numbers if add-to-cart tracking is set up for your store. This setting applies to your whole program, so changing it here changes the funnel for everyone on your team.

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Choose what the sales step counts

The same settings popover has a Last step: sales toggle that changes which sales the final step includes:
  • All — every sale in the period.
  • New — only each referred customer’s first-ever purchase.
  • Repeat — only the sales that came after a customer’s first purchase, such as renewals.
Switching to New shows how well your affiliates convert fresh customers, while Repeat shows the ongoing value of customers they referred earlier. Unlike the middle-step choice, this toggle only changes your own view.

Performance

Track clicks, referrals, revenue, and commission.

Analytics overview

A tour of the whole Analytics area.

Affiliate acquisition

See where your affiliates come from and how they onboard.

Date ranges and granularity

Change the period and resolution of your charts.
Last modified on July 21, 2026