> ## Documentation Index
> Fetch the complete documentation index at: https://docs.aftersell.com/llms.txt
> Use this file to discover all available pages before exploring further.
# Post-Purchase Analytics
> Understand your post-purchase funnel performance and product page upsell metrics in Aftersell.
This page covers analytics for post-purchase funnels (including A/B tests and multivariate tests) and product page upsells in Aftersell. For checkout widget analytics, see [Checkout Analytics](https://aftersell.mintlify.app/aftersell/checkout_analytics).
Analytics reflect data at the time of the transaction. If an order is later refunded, partially paid, or cancelled, the accepted offer count and associated revenue are not retroactively adjusted. An offer that was accepted will continue to count as an accepted offer in your analytics regardless of what happens to the order afterward. Keep this in mind when comparing analytics data to your actual payout or revenue reports.
***
## General Notes About Graphs
The large summary numbers at the top of each graph are weighted averages of the data shown. This method gives a more accurate overall view than a simple average. For example, three days of conversion rates are shown:
* **Day 1:** 3 accepted / 10 shown = 30%
* **Day 2:** 1 accepted / 9 shown = 11%
* **Day 3:** 5 accepted / 15 shown = 33%
The summary number is calculated as: `(3 + 1 + 5) ÷ (10 + 9 + 15) = 26.5%` not a simple average like `(30 + 11 + 33) ÷ 3 = 24.7%`. Weighted averages ensure that days with more impressions have the right impact on your totals.
Throughout the analytics dashboard, you can hover over the **ⓘ info icon** next to any metric to see how that value is calculated. The formulas listed in the tables below match the tooltip calculations shown in the dashboard.
***
## Funnels Tab
The Funnels tab shows analytics for your post-purchase funnels. You can filter by a specific funnel using the "Select a funnel" dropdown or view "All funnels" combined. You can also use the "Select upsell types" checkboxes to filter analytics by specific offer positions (for example, Upsell 1, Upsell 2, Upsell 3, Downsell 1, Downsell 2, or Thank You page). Some metrics such as Revenue per visit and Product profit per visit show separate values for 1-Click Upsells and Thank You page.
Product profit analytics is currently in Beta. Aftersell tracks the cost of upsell items at the time of purchase to provide insights into profitability. Data will start tracking one day after activating. Product profit data is not available for historical data prior to activation. Contact our support team to enable product profit analytics for your store.
### Funnels Tab Metrics
| Metric | What it measures | Formula |
| ---------------------------- | --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | ----------------------------------------------------------------------------------------------------------------- |
| **Revenue** | The amount of money, in the shop currency, that the customer paid for the upsold product. This is the gross amount before any costs to the store, but after any discount the customer received. Revenue from other products in the order is not included. | `sum(upsold product revenue)` |
| **Revenue per visit** | The average revenue per unique page visit. A unique visit is counted once per customer, even if they view the page multiple times on a single order. This is the recommended way to measure performance over time. | 1-Click: `post-purchase revenue / unique post-purchase visits` TY Page: `TY page revenue / unique TY page visits` |
| **Product profit** | The total product profit generated by Aftersell. Calculated by subtracting the cost of goods sold from revenue. | `sum(revenue) - sum(cost of goods sold)` |
| **Product profit per visit** | The average product profit per unique page visit. Similar to revenue per visit but accounts for cost of goods sold. | 1-Click: `post-purchase profit / unique post-purchase visits` TY Page: `TY page profit / unique TY page visits` |
| **Impressions** | The total number of times funnel offers were viewed. Counted once per order, even if the same offer is seen multiple times during the same order. | `sum(offer views across all selected funnel offer types)` |
| **Conversion rate** | The percentage of offer views that resulted in an accepted offer. | `(accepted offers / offer impressions) x 100` |
| **Accepted offers** | The total number of offers accepted. Counted when a customer clicks "Accept" and completes the purchase. | `sum(accepted offers across all selected funnel offer types)` |
| **Product profit margin** | The ratio of product profit to revenue. If your products had no costs, this would be 100%. | `(product profit / revenue) x 100` |
| **Average upsell value** | The average revenue per accepted upsell item. Particularly useful when using dynamic products in offers. | `revenue / accepted offers` |
Revenue per visit is the recommended way to measure post-purchase funnel performance over time because it accounts for unique visits rather than raw impressions.
### Top Performing Products Table
This table highlights post-purchase upsells and the revenue generated from them.
| Column | How it is calculated |
| ----------------------- | -------------------------------------------------------------------------------------------------- |
| **Product** | The upsold product name |
| **Conversion rate (%)** | (number of accepted upsells containing the product / number of impressions for that product) x 100 |
| **Revenue** | Total revenue generated from accepted upsells of this product |
The conversion rate in this table is based on the number of accepted offers, not the number of individual product units sold. For example, if a customer accepts one offer containing 3 units of a product, it counts as 1 accepted offer. However, the revenue column reflects the total value of all units purchased through that offer.
### Deleted Funnels
Deleting a funnel does **not** remove its historical analytics data. Revenue and performance from deleted funnels are still included when **"All funnels"** is selected in the Funnel dropdown. However, once a funnel is deleted, it will no longer appear in the dropdown and cannot be viewed individually. Historical data is preserved for overall reporting, but funnel-specific breakdowns are no longer accessible.
***
## Tests Tab
The Tests tab tracks performance for post-purchase A/B tests and multivariate tests. This tab is exclusively for post-purchase funnel tests.
Checkout widget A/B test performance (Version A vs. Version B) is not shown in the Tests tab. To view checkout A/B test results, use the widget editor analytics view or the Checkout dashboard. See [Checkout A/B Testing](https://aftersell.mintlify.app/aftersell/checkout_analytics) for details.
### Selecting a Test
1. Use the **Select a Funnel** dropdown to choose the funnel containing your test.
2. Use the **Select a Test** dropdown to choose the specific test you want to analyze.
The test card shows the test name, status (for example "Finished" or "Not Running"), the variables tested (for example "Layout"), the start date, and an impression progress bar showing how many impressions the test has received out of the target (for example "0/5364 impressions").
### Top Groups
The Top 3 Groups section shows your test variations ranked by performance. Each group represents a variation (for example, Group 1 = Layout A, Group 2 = Layout B). You can sort the groups using the **Sort by** dropdown, which includes the following options: Profit Per Visit, Profit, Revenue Per Visit, Revenue, and Conversion Rate.
Click on any group to view its individual analytics. Click **See all groups** to expand and compare all test groups side by side.
### Group-level Analytics
When you select a group, you see performance metrics for that specific variation.
| Metric | What it measures | Formula |
| --------------------- | ----------------------------------------------------------------------------------------------------------- | ----------------------------------------------------------------------------- |
| **Profit per visit** | The average product profit per unique visit for this variation. Takes into account cost of goods sold. | `profit for this variation / unique visits for this variation` |
| **Profit** | The total product profit generated by this variation. | `revenue for this variation - cost of goods sold for this variation` |
| **Revenue per visit** | The average revenue per unique visit for this variation. Accounts for both conversion rate and order value. | `revenue for this variation / unique visits for this variation` |
| **Revenue** | Total revenue generated by this variation. | `sum(upsold product revenue for this variation)` |
| **Conversion rate** | Percentage of offer views that resulted in an accepted offer for this variation. | `(accepted offers for this variation / impressions for this variation) x 100` |
### Performance by Variable
This view shows how each variable performs on average across all other variables. Use the dropdown to switch between the following metrics.
| Variable | What it shows |
| --------------------- | ------------------------------------------------- |
| **Profit per visit** | Average profit per visit for each variable value |
| **Profit** | Total profit for each variable value |
| **Revenue per visit** | Average revenue per visit for each variable value |
| **Revenue** | Total revenue for each variable value |
| **Conversion rate** | Conversion rate for each variable value |
| **Impressions** | Total impressions for each variable value |
Use this to isolate which individual changes between variations had the most impact on performance.
### Key Metrics to Evaluate When Selecting a Winner
A winning variation should perform well across multiple metrics, not just one:
* **Higher profit per visit** - Each unique visit generated more profit after accounting for cost of goods sold.
* **Higher revenue per visit** - Each unique visit generated more revenue.
* **Higher conversion rate** - More customers accepted the offer.
* **Comparable or better average upsell value** - The accepted offers are generating equal or higher revenue per acceptance.
***
## Product Page Upsells Tab
The Product Page Upsells tab shows analytics for upsells displayed on your product pages.
Product page upsells do not currently support A/B testing.
### Product Page Upsells Metrics
| Metric | What it measures | Formula |
| ------------------------- | ------------------------------------------------------------------------------------------------------ | -------------------------------------------------------------- |
| **Revenue** | The total revenue from product page upsells. | `sum(PDP upsell revenue)` |
| **Revenue per view** | The average revenue generated per unique view on product page upsells. | `revenue / unique impressions` |
| **Unique impressions** | The number of unique views on product page upsells. | `sum(unique PDP views)` |
| **Conversion rate** | The percentage of unique visitors who completed an order with a product page upsell. | `(upsold orders / unique impressions) x 100` |
| **Purchased products** | The number of products purchased through a product page upsell. | `sum(PDP products purchased)` |
| **Upsold orders** | The number of orders that included a product purchased through a product page upsell. | `sum(orders with PDP upsell)` |
| **Revenue per order** | The average revenue per order containing a product page upsell. | `revenue / upsold orders` |
| **Average upsell value** | The average revenue per product page upsell product purchased. | `revenue / purchased products` |
| **Profit** | The total profit from product page upsells. Calculated by subtracting cost of goods sold from revenue. | `sum(PDP upsell revenue) - sum(PDP upsell cost of goods sold)` |
| **Profit per view** | The average profit generated per unique view on product page upsells. | `profit / unique impressions` |
| **Average upsell profit** | The average profit per product page upsell product purchased. | `profit / purchased products` |
| **Profit per order** | The average profit per order containing a product page upsell. | `profit / upsold orders` |
***
## Custom Data Tab
This feature is in beta and is available on request. Contact the support team to enable access.
The Custom Data tab provides advanced CSV exports for detailed analytics analysis. You can export data for a 30-day period ending on any fully complete UTC day.
### Available Exports
Exports post-purchase upsell latency metrics per session, including:
* TTI (Time to Interactive)
* RTTI (Relative Time to Interactive)
* PTTI (Perceived Time to Interactive)
Exports per-upsell daily totals with the following columns:
* Store Name
* Date
* Upsell Name
* Upsell Type
* Sum of Impressions
* Sum of Clicks
Exports per-funnel daily totals with the following columns:
* Store Name
* Date
* Funnel ID
* Upsell Name
* Sum of Impressions (unique visits)
* Revenue
* Revenue Per Visit
### How to Export Custom Data
1. Go to **Analytics** in your Aftersell dashboard.
2. Click the **Custom Data** tab.
3. Select an end date (must be a fully complete UTC day in the past).
4. Click the download button for the export you want:
* **Download Latency CSV**
* **Download Upsell Breakdown CSV**
* **Download Funnel Breakdown CSV**
All exports cover the 30-day period ending at the end of the selected date.
***
**Want to go further?**
* [Order Browser Overview](https://aftersell.mintlify.app/aftersell/order_browser_overview) - understand how Aftersell is performing across your orders
* [Order Browser Troubleshooting](https://aftersell.mintlify.app/aftersell/order-browser-troubleshooting) - resolve common issues with your order data
* [Post-Purchase Best Practices](https://aftersell.mintlify.app/aftersell/best_practices) - tips to improve conversion across all your offers