> ## Documentation Index > Fetch the complete documentation index at: https://docs.vortexiq.ai/llms.txt > Use this file to discover all available pages before exploring further. # Amplitude Funnel Conversion vs Ecom Conversion, Amplitude > Amplitude Funnel Conversion vs Ecom Conversion for Amplitude stores. Tracked live in Vortex IQ Nerve Centre. How to read it, why it matters, and how to act on it. **Card class:** [Hero](/nerve-centre/overview#card-classes-explained) • **Category:** [Analytics](/nerve-centre/connectors#connectors-by-type) ## At a glance > **Amplitude Funnel Conversion vs Ecom Conversion** is a cross-channel card that plots the conversion rate Amplitude measures from behavioural funnel data against the conversion rate your ecommerce platform reports from actual orders. The two should track closely. When they diverge by more than about 10 percentage points, it usually means one side is mismeasuring: Amplitude may be missing a tracking step, or the platform may be counting orders the funnel never saw. Watching the gap protects your trust in both numbers and surfaces revenue that may be falling through an instrumentation crack. | | | | --------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | **What it counts** | The Amplitude funnel conversion rate alongside the ecommerce platform's own order-based conversion rate, shown together so the gap is visible. | | **Sample type** | Amplitude funnel data compared against the ecommerce platform's order data, refreshed on the standard data refresh. | | **Why it matters** | A widening gap means one system is wrong about how many customers convert. That undermines forecasting, attribution, and the funnel diagnostics built on top of it. | | **Reading the value** | Compare the two lines. A small steady gap is normal; a divergence beyond the threshold is the signal to investigate which side moved. | | **Currency** | percent | | **Time window** | `30D` | | **Alert trigger** | `>10pp divergence Amplitude vs platform` | | **Sentiment key** | `amp_xc_funnel_vs_ecom_conversion` | | **Roles** | owner, marketing | ## Calculation This card pairs the end-to-end conversion rate of your primary Amplitude funnel with the conversion rate your ecommerce platform computes from its own order records over the same period. Both are expressed as percentages so the gap is directly comparable, and the alert watches for divergence beyond the configured threshold. Because the two come from different systems with different definitions, a modest persistent gap is expected. See the At a glance summary above for what the card tracks and the worked example below for a typical reading. ## Worked example *A representative reading of **Amplitude Funnel Conversion vs Ecom Conversion** for a typical merchant on Amplitude.* For the 30 days to 20 Mar 26 the Amplitude funnel reports an end-to-end conversion rate of 2.4 percent, while the ecommerce platform reports 3.7 percent from its order data. That 1.3-point gap is within normal range and the lines move together. A month later the Amplitude figure has slipped to 1.9 percent while the platform still reports 3.6 percent, opening a 1.7-point divergence that keeps widening. Vortex Mind traces the growing gap to a checkout redesign that moved the order-confirmation event off the page Amplitude was tracking, so real orders were no longer being seen by the funnel. Ask Viq is used to ask, in plain English, how many platform orders had no matching Amplitude completion event, which sizes the blind spot before the tracking is corrected. ## Sibling cards merchants should reference together | Card | Why merchants reach for it | | ---------------------------------------------------------------------------------------------------------------- | -------------------------------------------------------------------- | | [`amp_funnel_conversion`](/nerve-centre/kpi-cards/amplitude/checkout-funnel-conversion) | Shows the Amplitude funnel conversion side of the comparison. | | [`amp_session_conversion_rate`](/nerve-centre/kpi-cards/amplitude/session-conversion-rate) | Gives a session-level conversion reading to cross-check the funnel. | | [`amp_funnel_step_dropoff`](/nerve-centre/kpi-cards/amplitude/biggest-funnel-step-drop-off) | Pinpoints where the funnel leaks when the gap widens. | | [`amp_xc_traffic_source_vs_revenue`](/nerve-centre/kpi-cards/amplitude/event-source-vs-ecom-revenue-attribution) | Another cross-channel view tying Amplitude data to platform revenue. | | [`amp_health_score`](/nerve-centre/kpi-cards/amplitude/amplitude-tracking-health-score) | Indicates whether tracking gaps could explain the divergence. | ## Reconciling against Amplitude **Where to look in Amplitude's own dashboard:** Open the Funnels report for your primary conversion path and note the end-to-end conversion rate for the same 30-day window. This card compares two different systems, so also pull the conversion rate from your ecommerce platform's own analytics. Amplitude's Dashboards and Alerts can track the funnel rate, but the platform figure lives outside Amplitude entirely. Confirm the funnel definition, the conversion window, and the order-counting rules before deciding the two genuinely disagree. **Why the Vortex IQ value may legitimately differ:** Because this is a cross-channel card, you are comparing Amplitude event data with the ecommerce platform's own order and revenue data. Definitional differences between the two systems are expected, not a fault. | Reason | Direction | What to do | | --------------------------------------------------------------------------------------------------------------------------------------------------- | --------- | ------------------------------------------------------------------- | | **Period boundary.** The funnel window and the platform's order period may not align exactly. | Variable | Match both to the same 30-day window. | | **Time zone.** Amplitude uses the project time zone; the platform may report in its own; Vortex IQ aligns to the merchant reporting time zone. | Marginal | Confirm time zone match across both systems. | | **Definition and scope.** Amplitude counts tracked funnel completions; the platform counts orders, which can include channels the funnel never saw. | Variable | Treat a steady gap as definitional; investigate only widening gaps. | **Cross-connector reconciliation:** because two systems are being compared, expect a baseline gap and focus on changes in the gap rather than its absolute size. For divergence investigations, use Vortex Mind. ## Known limitations / merchant FAQs **Q: Why is there always a gap between the two conversion rates?** The two come from different systems with different definitions. Amplitude measures tracked behavioural funnels, while the platform counts completed orders that can include channels and flows Amplitude never instrumented. A steady gap is normal; only a widening one warrants investigation. **Q: Which number should I trust for reporting?** For revenue and finance, the platform's order data is the source of truth. For diagnosing where customers drop off, the Amplitude funnel is more useful. The value of this card is in watching whether they agree. **Q: My Amplitude rate dropped but the platform rate held steady. What does that mean?** That pattern usually points to a tracking gap on the Amplitude side rather than a real conversion decline, since real orders are still completing on the platform. Check the tracking health and funnel step cards to confirm. **Q: Can I customise the divergence threshold?** Yes, the 10-point divergence trigger is configurable per profile in the Sensitivity tab. Set it to reflect the baseline gap your two systems normally show rather than relying on the generic default. *** ### Tracked live in Vortex IQ Nerve Centre *Amplitude Funnel Conversion vs Ecom Conversion* is one of hundreds of KPI pulses Vortex IQ tracks across Amplitude and 70+ other ecommerce connectors. Nerve Centre runs the detection layer; Vortex Mind investigates the cause when something moves; Ask Viq lets you interrogate any number in plain English. [Start for free](https://app.vortexiq.ai/login) or [book a demo](https://www.vortexiq.ai/contact-us) to see this metric running on your own data.