Device Funnel Performance Gap
Expose where mobile, desktop, or tablet drop off relative to each other so fixes stay device-specific.
The steepest funnel drop-off is happening on mobile between add-to-cart and final purchase. While mobile captures the vast majority of initial traffic, its cart-to-purchase completion rate is less than 40%, compared to 58% on desktop. Here is the breakdown from GA4 and Google Ads for 16/04/2026 - 15/05/2026:
| Device | Sessions | Add to cart | Purchase | Read |
|---|---|---|---|---|
| Mobile | 19,840 | 1,560 | 620 | Volume, but leakier |
| Desktop | 12,430 | 1,440 | 840 | Cleaner conversion path |
| Tablet | 2,140 | 110 | 42 | Small sample |
Mobile needs the most attention because it brings over 60% of traffic volume but loses the highest proportion before purchase. That indicates mobile checkout friction, payment gateway issues, or page load speed barriers rather than a top-of-funnel targeting flaw.
Desktop is healthiest because it converts cleanly, capturing high purchase intent with minimal leak from cart to checkout. That makes desktop user journeys an effective baseline benchmark.
Prioritize resolving mobile cart and checkout friction (e.g. implementing Apple Pay/Google Pay one-click checkouts) before increasing mobile ad spend. Unclogging mobile checkout will generate an immediate boost in blended revenue.