At a glance
FullStory Session Outcome vs Ecom Conversion is a cross-channel 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.
| What it counts | FullStory’s session-outcome rate plotted on a dual axis against the ecommerce platform’s conversion rate over the period. |
| Sample type | Backend API data from FullStory combined with the connected ecommerce platform, refreshed on the standard data refresh. |
| Why it matters | A divergence between observed session success and recorded conversions points to lost revenue or lost data in the seam between the two systems, which neither tool catches alone. |
| Reading the value | Watch the gap between the two lines. A widening divergence past ten points is the signal to investigate tracking and checkout completion. |
| Currency | percent |
| Time window | 30D |
| Alert trigger | >10pp divergence vs platform |
| Sentiment key | fs_xc_funnel_vs_ecom_conversion |
| Roles | owner, marketing |
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.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.Sibling cards merchants should reference together
| Card | Why merchants reach for it |
|---|---|
ful_session_conversion_rate | The FullStory-side conversion view. |
fs_checkout_path_frustration | Friction that can explain low session outcomes. |
fs_xc_session_quality_vs_cart_abandonment | The abandonment-side cross-channel view. |
fs_xc_traffic_source_vs_revenue | Source-level revenue attribution. |
ful_cart_abandonment_rate | The downstream commerce outcome. |
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:| Reason | Direction | What to do |
|---|---|---|
| Definition of outcome. What FullStory counts as a successful session may not equal a recorded order. | Variable | Align the success and conversion definitions. |
| Attribution window. The platform may credit conversions on a different window than the session view. | Variable | Match the windows. |
| Tracking gaps. A broken tag on either side widens the gap artificially. | Variable | Verify both tags are firing. |