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Your analytics dashboard shows how families are using your estimator, from their first visit through to a completed estimate and, ultimately, an enquiry. Use it to understand what’s working, spot where families are dropping off, and make informed decisions about your pricing and content. To view your analytics, go to Analytics in the sidebar. Use the date range picker at the top to focus on a specific period.

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Key metrics explained

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Conversion funnel

The funnel visualises the full journey a family takes through your estimator:
  1. Estimator loads, someone opened your estimator
  2. Service type selected, they chose cremation, burial, or another service type
  3. Options browsed, they interacted with at least one category
  4. Estimate completed, they reached the estimate summary screen
  5. Enquiry submitted, they left their contact details
Look at where the biggest drop-off happens. A large drop between “Estimator loads” and “Service type selected” might mean the greeting screen isn’t compelling. A drop between “Estimate completed” and “Enquiry submitted” is normal, many families are researching, not ready to commit yet.

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Average estimate over time

A monthly trend line showing the mean estimate value across all completed estimations. Useful for spotting shifts, if your average estimate drops in a particular month, it might follow a price change, a shift in service type mix, or seasonal factors. A monthly breakdown of cremation versus burial estimates (including sub-types if you’ve configured them, such as direct cremation or graveside service). Watch this over time to understand how local preferences are shifting.

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Device breakdown

Shows what proportion of families used mobile, tablet, or desktop when completing their estimate.
The estimator is designed mobile-first, and most families will use their phone. If you’re seeing unexpectedly high desktop usage, it might mean families are revisiting on a laptop after initially browsing on their phone, a sign they’re taking the process seriously.
Which individual options are chosen most often across all your categories. This highlights your most valued services and helps you understand what families are drawn to. If you’re considering retiring an option or raising its price, check here first.

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Geography

Shows where your visitors are coming from by country. For most New Zealand funeral homes this will be almost entirely domestic traffic, but it’s useful context if you’re seeing unusual patterns or want to understand your reach.

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Lead metrics

A summary of your enquiry performance:
A conversion rate between 5–15% is typical for an estimator that’s been live for a few months. If yours is lower, it may be worth reviewing the copy on your estimate screen or making sure your categories feel complete and trustworthy.

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Multi-location analytics

If you have multiple branches configured, an Organisation Analytics page is available from the sidebar. This shows a side-by-side comparison of key metrics across all your locations, useful for understanding which branches are driving the most activity and whether pricing or content differences are affecting results.