FERMÀT's Funnel Analytics Dashboard gives you a powerful view into how your funnels are performing—from high-level KPIs to individual user interactions. With traffic metrics, product performance, heatmaps, and session recordings all in one place, this dashboard helps you understand what’s working, what’s not, and where to optimize.
Where to find it
Go to Funnels in the left-hand sidebar.
Hover over a funnel card and click the Analytics button.
What’s in this guide:
Accessing the Funnel Analytics Dashboard
Navigate to the Funnels section in your FERMÀT dashboard
Hover over any funnel and click the Analytics button
You’ll land on the funnel’s full performance overview
You can toggle between tabs at the top for Overview, Heatmaps, and Recordings.
Reading key performance metrics
The Overview tab shows your funnel’s core KPIs for the selected date range.
Sessions: Total visits to the funnel
Conversion Rate: Purchases ÷ sessions
Revenue: Total in-unit revenue
Revenue per Session and Revenue per Order
Funnel Drop-Off Chart: See where users fall off—from PDP views to purchase
Each stat is compared to the previous period so you can monitor trends.
Using Heatmaps to see click behavior
The Heatmaps tab shows you exactly where users are clicking in your funnel. You can switch between:
Lander view: See engagement on the main funnel
PDP view: See engagement on specific product detail pages
Click hotspots are color-coded by activity level (low to high). Use this to:
Understand which CTAs or sections get the most attention
Spot underperforming areas users may ignore
Optimize layout or copy placement
Watching session recordings for context
The Recordings tab captures real visitor sessions across your funnel. You can:
See how long users stayed
Track their scrolling and clicking behavior
Filter by product, behavioral tags (rage clicks, dead clicks), and more
Clicking any session opens a playback window, so you can watch users interact with the funnel in real time.
Customizing metrics and filtering data
Click + Add metric to track custom KPIs like GMV, Add to Carts, etc.
Use filters at the top to adjust date range and channel view
Sort funnels by sessions, conversion rate, or revenue
These tools make it easy to tailor the dashboard to your goals—whether it’s daily health checks or campaign deep dives.
Pro tip
Use session recordings and heatmaps together:
First watch what users do, then confirm where they clicked. This helps validate hypotheses and spot high-friction moments in the funnel.