You’ve got the data. GA4, Shopify, WooCommerce, Meta Ads, Klaviyo, the works. But when you try to make sense of your ecommerce funnel? Chaos.

Enter Looker Studio (formerly Google Data Studio): a free, powerful tool for building visual dashboards that turn complex data into actionable insights.

In this guide, we’ll show you how to:

• Map your ecommerce funnel in Looker Studio
• Connect GA4, your CRM, and ad platforms
• Visualise drop-off points and conversion paths
• Use it to make smarter marketing and CRO decisions

Whether you’re running a Shopify, WooCommerce, or Magento store – this is for you.

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What Is an Ecommerce Funnel (in Data Terms)?

A typical ecommerce funnel includes:

1. Sessions – People who visit your site
2. Product Views – Browsing activity
3. Add to Cart – Expression of intent
4. Checkout Started – User begins purchase
5. Purchase Completed – The money moment

We map this across platforms:

• GA4 for sessions and conversion events
• Shopify/Woo data for cart and purchase metrics
• CRM (like HubSpot or Klaviyo) for lead captures and post-purchase
• Ads platforms for acquisition metrics

The goal: see how many users you retain at each step – and where they drop off.

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Step 1: Connect Your Data Sources to Looker Studio

Start by integrating your main data sources:

GA4 – Use the native GA4 connector
Shopify or WooCommerce – via tools like Supermetrics or Power My Analytics
Klaviyo – Use CSV exports or Klaviyo’s API with third-party connectors
Google Ads / Meta Ads – Native connectors available

Pro Tip: Use a blended data source when possible to combine GA4 and Shopify metrics for consistent funnel reporting.

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Step 2: Define Funnel Stages as Custom Metrics

In Looker Studio, each stage of the funnel needs to be clearly defined.

Here’s a basic example:

Funnel Stage	GA4 Event / Source
Sessions	session_start
Product Views	view_item
Add to Cart	add_to_cart
Checkout Started	begin_checkout
Purchase	purchase

Set these as scorecards or time series graphs to track trends.

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Step 3: Visualise Funnel Drop-Off

Use a Funnel Chart or Bar Chart to show how many users make it through each stage.

Example:

10,000 sessions → 6,000 product views → 2,500 add to cart → 1,200 checkouts → 750 purchases

This instantly reveals your weakest stages.

Segment by device, source/medium, or product category to isolate friction points.

Use filters like:

• Mobile vs Desktop
• Organic vs Paid
• New vs Returning Users

You’ll often find mobile checkout drops or high bounce from Meta traffic.

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Step 4: Add Calculated Metrics

Now bring your dashboard to life with real business KPIs:

• Cart-to-Checkout Rate = begin_checkout / add_to_cart
• Checkout-to-Purchase Rate = purchase / begin_checkout
• Overall Conversion Rate = purchase / session_start
• AOV = revenue / purchase
• Customer Acquisition Cost (CAC) = Ad spend / purchases (blend with ad platforms)

Track these monthly, weekly, and vs. targets.

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Step 5: Layer in Marketing & Email Data

Use secondary data sources to enrich your funnel view:

• Email performance (from Klaviyo or dotdigital)
  • Open/click/purchase by flow or campaign
• Ad performance (from Meta, Google, TikTok Ads)
  • ROAS by channel
• Referral or affiliate performance
  • Add UTM breakdowns to see source influence

This cross-channel view helps answer:

• Which channels drive quality traffic?
• Are email flows supporting second purchases?
• Which campaigns contribute to revenue beyond last-click?

Looking for help with this? Our analytics & reporting consultancy builds custom Looker Studio dashboards like these.

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Real Use Case: DTC Brand on Shopify

One of our clients (a fashion retailer) saw strong traffic but weak sales. Their Looker Studio funnel showed:

• High add-to-cart (5.6%)
• But low checkout starts (1.2%)

On deeper inspection:

• Mobile users dropped off during shipping options
• International buyers saw unexpected VAT costs

We simplified the mobile checkout and clarified shipping policies – result: +28% increase in checkout starts in 6 weeks.

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Bonus: Templates & Tools

Want to speed things up? Try these:

• Looker Studio GA4 Ecommerce Funnel Template (by GA4Hero)
• Supermetrics + Looker Funnel Template
• Our custom GA4 for ecommerce guide

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Final Thought on How to Use Looker Studio to Visualise Your Ecommerce Funnel

Looker Studio isn’t just for pretty graphs – it’s a powerful diagnostic tool.

Use it to:

• Spot funnel friction (and fix it)
• Attribute sales across channels
• Align your CRO, email and paid media strategies

Want help setting up an ecommerce funnel dashboard that drives decisions? Explore our Analytics & Reporting services
Or book a free discovery call – and we’ll build your first funnel live with you.