When you change a main image, A+ content, or listing copy, you want to know whether it actually improved conversion or just coincided with noise. The Funnel Analysis page lets you measure that cleanly, as long as you remove the two things that distort it: branded traffic and price. This SOP walks through a reliable before-and-after test.
When to use it: every time you make a meaningful listing or creative change.
Step 1: Set a clean baseline before you change anything
Open the Market Share & Funnel report and go to the Funnel Analysis page.
Exclude your brand name from the keyword filter. Branded shoppers convert at artificially high rates and will mask the real effect of the change.
Record your Funnel Score and the individual funnel rates (CTR, click to add-to-cart, add-to-cart to purchase) for the period before the change.
Step 2: Change one thing at a time
Change a single element, for example the main image. Testing one variable at a time is what lets you attribute the result to it.
Step 3: Compare after the change
Once enough time has passed for meaningful data, pull the same view with branded keywords still excluded, and compare to your baseline. Match the symptom to the lever:
CTR - reflects your main image and title.
Add-to-cart rate - reflects price, content, and trust signals.
Add-to-cart to purchase - reflects reviews and checkout friction.
Step 4: Rule out price as the cause
Check the average price versus market average price columns in the SQP table. If your relative price changed during the test, a move in add-to-cart or conversion rate may be the price, not your content. Always confirm price position before crediting the change.
Tip: keep a log of each change, the element you tested, and the before-and-after Funnel Score. Over time this tells you which kinds of creative changes actually move your conversion.