Ecommerce funnel — QA
Ecommerce funnel QA
Validating the ecommerce_funnel wide mart and its quiz-step companion against the PRD ground truth and the platforms. Data: dev_matt (local build of the prd028-ecommerce-funnel branch).
Window: 27 May → 30 Jun 2026 . Every figure below is a distinct-user count summed across the daily grain, except purchase_value (GBP revenue).
Reconciliation vs PRD ground truth
Machine-verifiable acceptance criteria. Small deltas are expected — the data has grown since the PRD was written (2026-06-29).
users, purchase_value, quiz_complete are exact; the rest sit within the expected drift as later events land.
Wide funnel by channel
The SAME funnel, sliced by either attribution lens. Toggle first-click (acquisition) vs last-click and confirm the drop-off reads sensibly against GA4 traffic acquisition.
Funnel stages, overall
Every Event-Registry stage as distinct users, in registry order. Stages are NOT monotonic — the funnel is co-located parallel sub-funnels (entry / lead-gen / quiz / on-page intent / ecommerce), not one linear path.
begin_checkout (73) fires far more than view_item (19) or add_to_cart (8). Plausible if the buybox goes direct-to-checkout past the cart, but it inverts the usual view → cart → checkout order. Confirm in GA4 ecommerce events whether view_item / add_to_cart are under-firing or begin_checkout is over-counting. Candidate for /qa-to-issues.Primary conversions by campaign
lead_capture / quiz_complete / purchase_value by derived campaign, on the selected lens. Eyeball the top campaigns against Google Ads / Meta.
Primary conversions by landing page
First-click landing page only (single column, first-click by design). Eyeball which pages carry the conversions.
Quiz-step drop-off
The long companion mart: distinct users reaching each question. Read where the quiz loses people; the branching step 10 splits into q10_bleed / q11_rinse / q10_wear.
q11_rinse appears at BOTH step_number = 10 and step_number = 11. Confirm against the Event Registry whether rinse is intended as the post-q10 branch (so the shared step_number is expected) or a step-number mapping quirk. Candidate for /qa-to-issues.