Store owners, DTC brands

E-commerce

Where do carts die? An ordered funnel shows every step — and you can open the query behind any number you see.

Questions it answers

How many people drop at each checkout step?

Build cart → checkout started → address → shipping → completed as an ordered funnel. Order matters: unordered counting treats abandoners as conversions.

Which campaign actually sold something?

UTM campaign reporting and channel breakdown. We do not impose a single attribution model — imposing one would contradict the provability claim.

Am I losing mobile buyers?

Device, browser and screen-size breakdowns; rage clicks point at the element that isn't responding.

Is the store slow enough to cost sales?

Core Web Vitals from real visits (p75), plus the slowest pages by LCP.

Setting it up

Report the checkout steps

vitrus("checkout_started");
vitrus("checkout_address");
vitrus("checkout_completed", { value: 249 });

On the Shopify vertical these names come preconfigured as the default funnel.