With this updated dashboard, you don’t have to switch between different tabs or export spreadsheets. All your insights are in one place, ready when you need them.

You can see how your funnels are performing and prove exactly how much value FERMÀT adds to your business.

What’s in this guide:

The Overall/Incremental Dashboard brings together your funnel analytics and incrementality testing in a single, easy-to-use view.

In the Overall Dashboard, you can view combined or individual funnel performance metrics in real time, including visits, conversions, and revenue. Visual graphs highlight trends and track progress over time. You can also filter data by channel, time period, funnel group, and more to uncover detailed insights.

The Incrementality Dashboard compares FERMÀT’s impact to your existing site or campaigns, showing lift metrics that quantify added value. Clear spend attribution links investment to outcomes, helping you calculate true ROI. You can also drill into each experiment to see what drives results and identify the most effective approaches.

To open the dashboard, go to: Overall Dashboard from the side navigation.

Set up and personalize your dashboard using any of the following options:

When you first open the dashboard, you’ll see:

You can choose the time frame for your analysis:

Focus on specific traffic sources by selecting:

Decide which funnels to include:

Groups help you quickly analyze related funnels. Any groups you’ve already created in the Funnels section will automatically appear at the top of the dashboard. Just click a group to view its data.

If you’d like to create a new group, you’ll need to set it up in the Funnels section first. Once created, it will show up in the dashboard.

To create a new group:

For analyzing specific funnels:

⚠️ Note: You can only use one selection mode at a time:

Choose which metrics you want to see:

This section shows cumulative metrics across all funnels based on the filters you’ve selected, including time range, channel, and whether you’re viewing a group or custom selection. You’ll see metrics that track the full funnel journey, from funnel views to purchases, giving you a high-level overview of overall performance.

The Funnel Comparison table helps you compare metrics across individual funnels you selected earlier. You can choose any key metric, like conversion rate or purchases, from the dropdown to create side-by-side comparisons for deeper insights.

This section breaks down performance funnel by funnel, showing metrics from views all the way to purchases for each selected funnel. It’s especially useful for identifying which funnels are performing well and which ones may need improvement within a campaign or group.

For the funnels you’ve selected, you can also drill down into product-level performance to see which items are driving results.

Metrics you can track include:

This section lets you track the trend of a specific metric over time, broken down by funnel. You can compare up to 8 funnels at once and adjust the view anytime by adding or removing funnels as needed.

This section shows the distribution of checkout methods—for example, Standard Checkout versus Apple Pay, based on your current selections.

It helps you understand customer preferences so you can optimize the checkout experience accordingly.

The Incrementality section shows FERMÀT’s impact on your results.

Set up and personalize your dashboard using any of the following options:

The following filters apply across the entire dashboard to help you tailor insights to your needs:

Choose Between Views

If you select an experiment, the results shown here will reflect that specific experiment. Otherwise, this section displays aggregate results based on your current dashboard filters.

You can use customized filters (such as time range, channels, and metrics) to view all split test funnels and their performance.

You can also choose which metrics to display in this section to focus on the results that matter most.

If your brand is running an external geo split test, you can select those specific tests from the dropdown menu.

When FERMÀT funnels have a higher conversion rate (CVR) than the external funnels, they will be tagged as winning funnels.

This section lets you compare the performance of individual metrics over time between:

The time series automatically adjusts based on your selected experiment or any filters you’ve applied.

This table shows daily order IDs for all in-unit purchases. You’ll clearly see whether each purchase came from a Fermat Funnel or an External Site.

If you select an experiment, the data will reflect only that experiment. If no experiment is selected, you’ll see results for the full selection.