Analyzing Your Upsell Performance: The Funnel Report

Understanding how your post-purchase upsells perform is crucial for optimizing your revenue and improving customer experience. Without proper tracking, you’re running campaigns blind and missing opportunities to increase your profits.

Growth Suite provides two powerful ways to analyze your upsell performance: built-in funnel reports and advanced Shopify Analytics integration. This guide will show you how to use both methods to get deep insights into your upsell success.

Method 1: Growth Suite Built-In Funnel Reports

The easiest way to check your upsell performance is through Growth Suite’s built-in reporting system. This gives you instant access to key metrics for each funnel.

How to Access Your Funnel Reports

1. Open Growth Suite: Log into your Growth Suite app from your Shopify admin panel
2. Navigate to Funnels: Click “Post Purchase Funnels” in the left menu
3. Select Your Funnel: Click on the specific funnel you want to analyze
4. View Performance Data: Inside the funnel, you’ll see key performance metrics

Key Metrics You’ll See

Metric	What It Shows	Why It Matters
Total Offers Made	How many times your funnel was shown to customers	Indicates funnel reach and trigger accuracy
Successful Conversions	Number of customers who accepted the offer	Shows actual sales generated by the funnel
Conversion Rate	Percentage of offers that converted to sales	Key performance indicator for funnel effectiveness

What Good Performance Looks Like

• Conversion Rate: 15-30% is considered good for post-purchase upsells
• Consistent Offers: Your funnel should trigger regularly based on your conditions
• Revenue Impact: Upsells should contribute 10-25% additional revenue per order

Method 2: Advanced Analytics with Shopify Reports

For deeper insights and custom reporting, you can use Shopify’s Analytics feature with a special query to track Growth Suite performance.

Setting Up Your Custom Report

1. Access Shopify Reports: In your Shopify admin, click “Reports” in the left menu
2. Open Analytics: Click “Analytics” from the submenu that appears
3. Create New Exploration: Click the “New Exploration” button
4. Enter Custom Query: In the ShopifyQL code area, paste this exact code:

The ShopifyQL Query

FROM discounts, sales
  SHOW order_id, applied_discounts, discounted_orders, gross_sales, returns,
    net_sales, total_sales
  WHERE discount_name CONTAINS 'GS_PPO'
  GROUP BY order_id, discount_name WITH TOTALS
  SINCE startOfDay(-30d) UNTIL today
  ORDER BY total_sales DESC
  LIMIT 1000

5. Run the Query: Click the “Run” button to generate your report
6. Analyze Results: Review the data showing all Growth Suite post-purchase sales

Understanding Your ShopifyQL Report

This query will show you all orders that included Growth Suite post-purchase offers in the last 30 days. Here’s what each column means:

Column	Description	How to Use It
order_id	Unique identifier for each order	Track specific transactions
applied_discounts	Number of discounts used in the order	See how many upsells were accepted
discounted_orders	Orders that included discounted items	Count successful upsell orders
gross_sales	Total sales before returns	Calculate total revenue impact
net_sales	Sales after returns and refunds	See actual revenue generated
total_sales	Final sales amount	Primary metric for performance

Customizing Your Report

After running the query, you can customize your report using Shopify’s interface:

• Add Dimensions: Include customer location, device type, or traffic source
• Change Metrics: Add profit margins, refund rates, or customer lifetime value
• Adjust Time Period: Modify the date range in the query (change “-30d” to any period)
• Visualization Options: Create charts, graphs, or tables
• Export Data: Download reports for external analysis

Comparing Both Methods

When to Use Each Method

Use Case	Growth Suite Reports	Shopify Analytics
Quick Performance Check	✅ Perfect	❌ Too complex
Detailed Revenue Analysis	❌ Limited data	✅ Comprehensive
Individual Funnel Performance	✅ Funnel-specific	❌ All funnels combined
Custom Reporting	❌ Fixed format	✅ Fully customizable
Historical Data	❌ Limited history	✅ Any time period

Key Performance Indicators to Track

Primary Metrics

• Acceptance Rate: Percentage of customers who accept upsell offers
• Revenue Per Offer: Average additional revenue generated per offer shown
• Average Order Value Increase: How much upsells boost your AOV
• Profit Margin on Upsells: Actual profit after discounts and costs

Secondary Metrics

• Return Rate on Upsells: How often upsold items get returned
• Customer Satisfaction: Impact on overall customer experience
• Offer Frequency: How often your funnels trigger
• Product Performance: Which upsell products perform best

Analyzing Your Results

Identifying Top Performers

Look for patterns in your data:

• Best Converting Funnels: Which conditions and triggers work best?
• Highest Revenue Products: Which upsell items generate most money?
• Optimal Discount Levels: What discount percentages perform best?
• Customer Segments: Which customer types accept offers most?

Spotting Problems

Watch for these warning signs:

• Low Acceptance Rates (<10%): Offers might be poorly targeted or discounts too small
• High Return Rates: Customers may feel pressured or products don’t meet expectations
• Declining Performance: Customers might be getting “offer fatigue”
• Poor Revenue Impact: Discounts might be too aggressive, hurting profit margins

Optimizing Based on Your Data

Weekly Review Process

1. Check Growth Suite Reports: Review basic performance for each active funnel
2. Run Shopify Query: Get detailed revenue and order data
3. Identify Trends: Look for patterns in acceptance rates and revenue
4. Test Changes: Adjust one element at a time based on data
5. Monitor Results: Track how changes impact performance

Monthly Deep Dive

• Comprehensive Analysis: Use Shopify Analytics for detailed reporting
• A/B Testing Review: Analyze results of any tests you’ve run
• Strategy Adjustments: Make larger changes based on solid data
• Seasonal Planning: Prepare for upcoming events or seasons

Advanced Tips for Better Analysis

Segmentation Strategies

• By Customer Type: New vs. returning customers
• By Device: Mobile vs. desktop performance
• By Traffic Source: Organic vs. paid traffic conversion
• By Geographic Location: Regional performance differences

Time-Based Analysis

• Day of Week: When do upsells perform best?
• Time of Day: Peak conversion hours
• Seasonal Trends: Holiday vs. regular period performance
• Campaign Lifecycle: How performance changes over time

Creating Action Plans

If Performance is Good (20%+ Acceptance)

• Scale successful funnels to more products
• Test small optimizations to improve further
• Analyze what makes these funnels successful
• Consider expanding to similar customer segments

If Performance is Average (10-20% Acceptance)

• Test different discount levels
• Optimize offer copy and presentation
• Review product selection and relevance
• Adjust targeting conditions

If Performance is Poor (<10% Acceptance)

• Review funnel conditions – are they too broad/narrow?
• Increase discount levels or improve value proposition
• Change upsell products to more relevant options
• Consider pausing funnel until issues are resolved

Conclusion

Analyzing your upsell performance is essential for maximizing revenue and improving customer satisfaction. By using both Growth Suite’s built-in reports for quick checks and Shopify Analytics for deep insights, you can make data-driven decisions that boost your bottom line.

Start with the simple Growth Suite reports to get familiar with your performance, then graduate to custom Shopify Analytics queries for more detailed analysis. Remember to track your changes and measure their impact consistently.

The key to success is regular monitoring, systematic testing, and gradual optimization based on real data rather than assumptions. With proper analysis, your post-purchase upsells can become a significant revenue driver for your business.