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Metrics type: Key Metrics • Category: Cross-Platform: Revenue at Risk

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At a glance

FullStory Session Outcome vs Ecom Conversion is a cross-platform card that plots what FullStory saw happening in sessions against what your ecommerce platform actually recorded as conversions. The two should track together. When they diverge by more than about ten percentage points, something is wrong in the gap between behaviour and the order record: a tracking miss, a checkout that completes but does not register, or successful-looking sessions that never convert. It is the bridge between experience data and revenue data.

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Calculation

Calculated automatically from your FullStory and ecommerce-platform data. Vortex IQ plots FullStory’s session-outcome rate against the platform’s recorded conversion rate on a shared timeline and tracks the divergence between them. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading.

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Worked example

A representative reading of FullStory Session Outcome vs Ecom Conversion for a typical merchant on FullStory. Suppose FullStory shows sessions reaching the order-confirmation step at 4.1% while the platform records conversions at 2.8%, a 1.3-point gap that suddenly widens past ten points one week. The cause: a thank-you-page tracking tag broke, so completed orders stopped registering in analytics even though FullStory still saw them finish. Revenue was fine; the data was wrong. This card caught a reporting failure that a conversion chart alone would have read as a slump. For deeper investigation, use Vortex Mind to isolate the broken step; for natural-language exploration, ask Ask Viq why the two conversion figures disagree.

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Sibling cards merchants should reference together

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Reconciling against the vendor’s own dashboard

Where to look in FullStory’s own dashboard: The FullStory side comes from its funnel and conversion reporting; the platform side comes from your ecommerce analytics. Reconcile by checking each source separately, then comparing them over identical dates. Why the Vortex IQ value may legitimately differ: Cross-connector reconciliation: this card is itself a reconciliation, so use Vortex Mind to attribute any persistent gap to a specific step.

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Known limitations / merchant FAQs

Q: How often does FullStory Session Outcome vs Ecom Conversion update? The card refreshes on the standard data refresh (typically every 30-60 minutes for live integrations). For real-time signals, force a manual refresh from the dashboard. Q: A small constant gap, is that a problem? No. A stable gap usually reflects definitional differences between the two systems. The signal is a sudden widening, which points to a real tracking or checkout break. Q: Why does my FullStory dashboard show a different number? The most common reasons are how a successful outcome is defined, attribution windows, and tracking gaps on either side. Align these before assuming a real divergence. Q: Can I customise the alert threshold? Yes, the divergence alert threshold is configurable per profile in the Alert Rules tab. The 10-point default is a starting point; tune it to your normal gap.

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Tracked live in Vortex IQ Nerve Centre

FullStory Session Outcome vs Ecom Conversion is one of hundreds of KPI pulses Vortex IQ tracks across FullStory 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 or book a demo to see this metric running on your own data.