Conversion Report

Added in Thelia 3.2. The conversion report answers two questions: how many of the carts opened on the shop become paid orders, and at which step the others drop off.

It is rebuilt from the cart, cart_item and order tables for the chosen period. Nothing new is recorded: no tag, no cookie, no page view. The report starts at the first cart row. A shop that wants to know how many visitors reached the cart page still needs a web analytics tool, for instance through the GoogleTagManager module.

Open the report

In the back office, open Reports then Conversion (/admin/reports/conversion). The report needs the admin.order resource. The export button needs admin.export.

The period is one of the presets of the dashboard: today, 7 days, 30 days (the default), 90 days, this month, this year.

A second tab, Searches without result, needs admin.product. It reads the search log of the TntSearch module and is separate from the funnel.

The six steps

The screen shows six steps. Each one has its count, its share of the step before and its share of the carts holding a line.

#	Step	Counted as
1	Carts created	One cart row created in the period
2	Carts with a line	Carts holding at least one line that a promotion did not offer
3	Delivery module chosen	Carts with a delivery module
4	Payment module chosen	Carts with a delivery module and a payment module
5	Orders placed	order rows created in the period
6	Orders paid	Orders whose status is paid, processing or sent

The four cart steps are nested: a cart reaches a step only if it reached the one before.

The conversion rate is the orders paid divided by the carts with a line (step 6 over step 2). The screen prints the formula next to the figure, because analytics tools do not all define a conversion rate the same way.

How to read the steps:

• Step 1 includes empty carts. A row is written at the first add to cart and also when the cart page is displayed, so a visitor or a bot that never added a line is counted.
• Steps 3 and 4 are lower bounds. The checkout stores the delivery and the payment module when the shopper clicks one, and clears them when the shopper goes back to the cart page, changes the delivery address, or when the postage computation fails. A cart that went through these steps can therefore show as not having reached them. When the period holds more orders than carts carrying a payment module, a note under the table says so.
• Steps 5 and 6 are counted on the orders alone. An order stays counted after its cart is purged, and a cancelled attempt followed by a retry counts as two orders placed. Orders placed from the back office count like the others.
• A custom order status counts as paid when it is given paid, processing or sent as its equivalent code. refunded and canceled never count.
• A cart that was emptied afterwards looks like it never had a line: step 2 reads what is in the cart now.

Cart purge and the start of the period

The maintenance:purge command deletes the carts that never became an order. Orders, and the carts that led to one, are kept. A period reaching before the purge would compare orders to carts that no longer exist, and the rate would climb above what the shop really converts.

The report therefore never starts before the purge horizon: now minus the retention, to the second. The retention is the shorter of two configuration variables:

Variable	Default
purification_cart_anonymous_days	30 days
purification_cart_no_order_days	60 days

When the period starts earlier, the screen computes it from the horizon, prints the effective dates next to the period presets and says so in a notice. A negative value is read as 0: the purge then deletes every cart without an order, and the report starts at the current time.

Nothing runs maintenance:purge by itself. A shop that never schedules it keeps all its carts, but the report still starts at the horizon, because it reads the configured retention and not whether the command ever ran.

Export

The export thelia.export.conversion_funnel, in the Reports category of the export screen, writes the same figures one day at a time.

Each row is a calendar day. A day without any cart is kept, with zeros, so a quiet period gives a file rather than an error. The columns are:

date, carts_created, carts_with_items, carts_with_delivery_module, carts_with_payment_module, orders_created, orders_paid

The export has no daily rate on purpose: the orders of a day come from carts created on other days, so a daily ratio would mislead. The rate of the period is read on the screen.

The period starts on the purge horizon at the earliest, as on the screen. Without a start date, the export runs from the horizon; without an end date, up to today. A period that ends before the horizon has no data, and the export reports that no data was found.

From the command line, the arguments are the export reference and the serializer. --start and --end take a date. An --end given without a time covers the whole day.

php Thelia export thelia.export.conversion_funnel thelia.csv --start=2026-01-01 --end=2026-01-31 --locale=en_US

The command prints the path of the file it wrote.

For developers

The calculation is reusable. Thelia\Domain\Report\ConversionFunnel\ConversionFunnelCalculator counts a period in two queries, one on cart joined to cart_item and one on order:

Method	Returns
total($from, $to)	A ConversionFunnel holding the six FunnelStep objects, each with its count and its ratios
daily($from, $to)	A list of DailyFunnelRow, one per day from $from to $to included, zero-filled

Every ratio is null when its denominator is zero. Thelia\Domain\Cart\Service\CartPurgeHorizon exposes the retention (fromConfig(), earliestSurvivingCartDate(), boundedStart()), for any report that sets carts against orders.

A module can add its own reports under the same menu entry with the main.top-menu-reports hook of the default-twig theme.

Limits

• Steps 3 and 4 are lower bounds, as explained above.
• cart.created_at has no index, so both queries scan the period. On 200,000 carts, MariaDB 10.11 answers in about 0.3 seconds.
• The report counts carts and orders. It does not know about visits.