{"id":1825,"date":"2025-09-01T05:00:00","date_gmt":"2025-09-01T05:00:00","guid":{"rendered":"https:\/\/lookercourses.com\/es\/?p=1825"},"modified":"2025-10-09T20:41:34","modified_gmt":"2025-10-09T20:41:34","slug":"grafico-de-embudo-de-conversion-en-looker-studio","status":"publish","type":"post","link":"https:\/\/lookercourses.com\/es\/grafico-de-embudo-de-conversion-en-looker-studio\/","title":{"rendered":"Gr\u00e1fico de embudo de conversi\u00f3n en Looker Studio: Gu\u00eda imprescindible para un an\u00e1lisis ecommerce eficaz"},"content":{"rendered":"\n<p>El <strong>gr\u00e1fico de embudo de conversi\u00f3n en Looker Studio<\/strong> es una visualizaci\u00f3n poderosa que te permite representar visualmente el recorrido del usuario y las ca\u00eddas de conversi\u00f3n a lo largo de etapas secuenciales, desde la visualizaci\u00f3n de productos hasta la compra. Lanzado en septiembre de 2024 como tipo de gr\u00e1fico nativo, es ideal para an\u00e1lisis ecommerce con datos de GA4 como los del <a href=\"https:\/\/support.google.com\/analytics\/answer\/6367342?hl=es\" target=\"_blank\" data-type=\"link\" data-id=\"https:\/\/support.google.com\/analytics\/answer\/6367342?hl=es\" rel=\"noreferrer noopener\">Google Merchandise Store<\/a>.<\/p>\n\n\n\n<p>En esta gu\u00eda, te ense\u00f1ar\u00e9 paso a paso c\u00f3mo crear y personalizar un gr\u00e1fico de embudo de conversi\u00f3n en Looker Studio usando la cuenta de demostraci\u00f3n de GA4.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">\ud83d\udd0d \u00bfQu\u00e9 es el gr\u00e1fico de embudo de conversi\u00f3n en Looker Studio?<\/h3>\n\n\n\n<p>El <strong>gr\u00e1fico de embudo de conversi\u00f3n<\/strong> en Looker Studio te permite visualizar c\u00f3mo cambia una m\u00e9trica a lo largo de etapas ordenadas, como <code>view_item<\/code>, <code>add_to_cart<\/code>, <code>begin_checkout<\/code> y <code>purchase<\/code>. La primera etapa suele ser la m\u00e1s grande, y se va reduciendo a medida que los usuarios abandonan el proceso. Puedes mostrarlo como barras suaves, barras escalonadas o tri\u00e1ngulo invertido.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">\ud83d\udcc1 Paso 1: Conecta los datos de Google Merchandise Store (GA4)<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Crea un nuevo informe en Looker Studio.<\/li>\n\n\n\n<li><a href=\"https:\/\/lookercourses.com\/es\/como-anadir-fuentes-de-datos-en-looker-studio\/\" target=\"_blank\" data-type=\"link\" data-id=\"https:\/\/lookercourses.com\/es\/como-anadir-fuentes-de-datos-en-looker-studio\/\" rel=\"noreferrer noopener\">A\u00f1ade la fuente de datos<\/a>: selecciona <strong>Google Analytics \u2192 GA4 \u2192 Google Merchandise Store (demo)<\/strong>.<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/lookercourses.com\/wp-content\/uploads\/2025\/08\/Add-GA4-to-create-funnel-chart-in-Looker-Studio-1024x460.png\" alt=\"\" class=\"wp-image-1562\"\/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">\ud83d\udcca Paso 2: A\u00f1ade el gr\u00e1fico de embudo de conversi\u00f3n en Looker Studio<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li>En la barra de herramientas, haz clic en <strong>A\u00f1adir gr\u00e1fico \u2192 Gr\u00e1fico de embudo de conversi\u00f3n<\/strong>.<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"404\" src=\"https:\/\/lookercourses.com\/es\/wp-content\/uploads\/2025\/08\/Anadir-grafico-de-embudo-de-conversion-en-Looker-Studio.png\" alt=\"\" class=\"wp-image-1863\" srcset=\"https:\/\/lookercourses.com\/es\/wp-content\/uploads\/2025\/08\/Anadir-grafico-de-embudo-de-conversion-en-Looker-Studio.png 512w, https:\/\/lookercourses.com\/es\/wp-content\/uploads\/2025\/08\/Anadir-grafico-de-embudo-de-conversion-en-Looker-Studio-300x237.png 300w\" sizes=\"auto, (max-width: 512px) 100vw, 512px\" \/><\/figure>\n\n\n\n<ol start=\"2\" class=\"wp-block-list\">\n<li>En el panel derecho de configuraci\u00f3n, selecciona:\n<ul class=\"wp-block-list\">\n<li><strong>Dimensi\u00f3n<\/strong>: <code>Event name<\/code><\/li>\n\n\n\n<li><strong>M\u00e9trica<\/strong>: <code>Total users<\/code><\/li>\n<\/ul>\n<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"238\" height=\"373\" src=\"https:\/\/lookercourses.com\/es\/wp-content\/uploads\/2025\/08\/Configuracion-del-grafico-de-embudo-de-conversion-en-Looker-Studio.png\" alt=\"\" class=\"wp-image-1864\" srcset=\"https:\/\/lookercourses.com\/es\/wp-content\/uploads\/2025\/08\/Configuracion-del-grafico-de-embudo-de-conversion-en-Looker-Studio.png 238w, https:\/\/lookercourses.com\/es\/wp-content\/uploads\/2025\/08\/Configuracion-del-grafico-de-embudo-de-conversion-en-Looker-Studio-191x300.png 191w\" sizes=\"auto, (max-width: 238px) 100vw, 238px\" \/><\/figure>\n\n\n\n<ol start=\"3\" class=\"wp-block-list\">\n<li>Por defecto, Looker Studio mostrar\u00e1 un embudo con todos los eventos. A continuaci\u00f3n, aplicaremos un filtro para centrarnos en los eventos de ecommerce relevantes.<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/lookercourses.com\/wp-content\/uploads\/2025\/08\/Default-funnel-chart-in-Looker-Studio.png\" alt=\"\" class=\"wp-image-1565\"\/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">\ud83e\uddf9 Paso 3: Aplica un filtro para eventos clave de ecommerce<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li>En el panel de configuraci\u00f3n, haz clic en <strong>A\u00f1adir un filtro \u2192 Crear un filtro<\/strong>.<\/li>\n\n\n\n<li>Usa una expresi\u00f3n regular para <a href=\"https:\/\/lookercourses.com\/es\/como-crear-filtros-en-tus-informes-de-looker-studio\/\" target=\"_blank\" data-type=\"link\" data-id=\"https:\/\/lookercourses.com\/es\/como-crear-filtros-en-tus-informes-de-looker-studio\/\" rel=\"noreferrer noopener\">filtrar los eventos<\/a>:<br><code>view_item|add_to_cart|begin_checkout|purchase<\/code><\/li>\n\n\n\n<li>Aplica el filtro. As\u00ed limitar\u00e1s el embudo a estas cuatro etapas.<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/lookercourses.com\/wp-content\/uploads\/2025\/08\/eCommerce-funnel-chart-in-Looker-Studio.png\" alt=\"\" class=\"wp-image-1566\"\/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">\ud83c\udff7\ufe0f Paso 4: Renombra los eventos para que sean m\u00e1s legibles<\/h3>\n\n\n\n<p>Nombres como <code>view_item<\/code> funcionan, pero es mejor usar etiquetas m\u00e1s claras para el usuario:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Ve a <strong>Recurso \u2192 Gestionar las fuentes de datos a\u00f1adidas \u2192 Editar<\/strong><em> tu fuente de datos GA4<\/em><\/li>\n\n\n\n<li>Haz clic en <strong>A\u00f1adir un campo \u2192 <a href=\"https:\/\/lookercourses.com\/es\/como-crear-dimensiones-con-campos-personalizados-en-looker-studio\/\" target=\"_blank\" data-type=\"link\" data-id=\"https:\/\/lookercourses.com\/es\/como-crear-dimensiones-con-campos-personalizados-en-looker-studio\/\" rel=\"noreferrer noopener\">A\u00f1adir campo calculado<\/a><\/strong> y crea el campo <code>Nombre del evento (legible)<\/code> con esta f\u00f3rmula:<\/li>\n<\/ol>\n\n\n\n<pre class=\"wp-block-preformatted\"><code>CASE <br>  WHEN Event name = 'view_item' THEN \"Visualizaci\u00f3n de productos\"<br>  WHEN Event name = 'add_to_cart' THEN \"A\u00f1adido al carrito\"<br>  WHEN Event name = 'begin_checkout' THEN \"Inicio del checkout\"<br>  WHEN Event name = 'purchase' THEN \"Compra\"<br>END<\/code><\/pre>\n\n\n\n<ol start=\"3\" class=\"wp-block-list\">\n<li>Regresa al gr\u00e1fico de embudo y reemplaza la dimensi\u00f3n <code>Event name<\/code> por <code>Nombre del evento (legible)<\/code>.<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"749\" height=\"482\" src=\"https:\/\/lookercourses.com\/es\/wp-content\/uploads\/2025\/08\/Grafico-de-embudo-de-conversion-en-Looker-Studio.png\" alt=\"Gr\u00e1fico de embudo de conversi\u00f3n en Looker Studio\" class=\"wp-image-1865\" srcset=\"https:\/\/lookercourses.com\/es\/wp-content\/uploads\/2025\/08\/Grafico-de-embudo-de-conversion-en-Looker-Studio.png 749w, https:\/\/lookercourses.com\/es\/wp-content\/uploads\/2025\/08\/Grafico-de-embudo-de-conversion-en-Looker-Studio-300x193.png 300w\" sizes=\"auto, (max-width: 749px) 100vw, 749px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">\ud83c\udf08 Paso 5: Elige el estilo del embudo de conversi\u00f3n en Looker Studio<\/h3>\n\n\n\n<p>Looker Studio ofrece tres estilos:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Barra suavizada<\/strong>: transici\u00f3n fluida entre pasos<\/li>\n\n\n\n<li><strong>Barras escalonada<\/strong>s: ca\u00edda clara en cada etapa<\/li>\n\n\n\n<li><strong>Tri\u00e1ngulo invertido<\/strong>: forma cl\u00e1sica de embudo<\/li>\n<\/ul>\n\n\n\n<p>Elige el que mejor se adapte al estilo de tu dashboard. Si no sabes c\u00f3mo cambiarlo, consulta esta <a href=\"https:\/\/lookercourses.com\/es\/cambia-el-tipo-de-grafico-en-looker-studio-en-3-clicks\/\" target=\"_blank\" data-type=\"link\" data-id=\"https:\/\/lookercourses.com\/es\/cambia-el-tipo-de-grafico-en-looker-studio-en-3-clicks\/\" rel=\"noreferrer noopener\">gu\u00eda sobre c\u00f3mo cambiar el tipo de gr\u00e1fico en 3 clics<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">\ud83d\udcc9 Paso 6: Muestra etiquetas como porcentaje y\/o n\u00famero<\/h3>\n\n\n\n<p>Tienes varias opciones para mostrar los datos:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>En la pesta\u00f1a <strong>Estilo<\/strong>, busca la secci\u00f3n <strong>Etiqueta de datos<\/strong>.<\/li>\n\n\n\n<li>Elige una de las siguientes opciones:\n<ul class=\"wp-block-list\">\n<li><strong>Porcentaje<\/strong><\/li>\n\n\n\n<li><strong>N\u00famero<\/strong><\/li>\n\n\n\n<li><strong>N\u00famero y Porcentaje<\/strong><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Selecciona el tipo de porcentaje:\n<ul class=\"wp-block-list\">\n<li>Comparado con el valor m\u00e1ximo<\/li>\n\n\n\n<li>Comparado con el paso anterior<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\">\ud83d\udee0\ufe0f Paso 7: Usa cuadros de resultados (scorecards) para dar contexto<\/h3>\n\n\n\n<p>Muchos usuarios ignoran los tooltips del embudo. Para mostrar las cifras de cada etapa de forma clara:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>A\u00f1ade <strong>cuadros de resultados<\/strong> para cada evento: Visualizaci\u00f3n de productos, A\u00f1adido al carrito, etc.<\/li>\n\n\n\n<li>Aplica un filtro en cada tarjeta para mostrar solo el evento deseado:\n<ul class=\"wp-block-list\">\n<li>Ej.: <code>Event name = view_item<\/code>, con la m\u00e9trica <code>Total users<\/code><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Coloca estos cuadros de resultados encima o al lado del gr\u00e1fico de embudo para una mejor visualizaci\u00f3n.<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\">\ud83c\udfaf \u00bfPor qu\u00e9 usar el gr\u00e1fico de embudo de conversi\u00f3n en Looker Studio?<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Destaca los puntos donde cae el engagement o la conversi\u00f3n.<\/li>\n\n\n\n<li>\u00dasalo junto con filtros (por pa\u00eds, dispositivo, campa\u00f1a&#8230;) para obtener insights m\u00e1s profundos.<\/li>\n\n\n\n<li>Proporciona informaci\u00f3n accionable r\u00e1pida para dashboards ecommerce.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">\u2753Preguntas frecuentes sobre el gr\u00e1fico de embudo en Looker Studio (FAQs)<\/h3>\n\n\n<div id=\"rank-math-faq\" class=\"rank-math-block\">\n<ul class=\"rank-math-list \">\n<li id=\"faq-question-1754234955223\" class=\"rank-math-list-item\">\n<div class=\"rank-math-question \"><strong>\u00bfEl gr\u00e1fico de embudo es nativo en Looker Studio?<\/strong><\/div>\n<div class=\"rank-math-answer \">\n\n<p>S\u00ed, est\u00e1 disponible desde septiembre de 2024 como opci\u00f3n de visualizaci\u00f3n nativa. Ya no necesitas componentes de la comunidad, salvo que necesites una personalizaci\u00f3n muy avanzada.<\/p>\n\n<\/div>\n<\/li>\n<li id=\"faq-question-1754235107955\" class=\"rank-math-list-item\">\n<div class=\"rank-math-question \"><strong>\u00bfPuedo ordenar las etapas manualmente?<\/strong><\/div>\n<div class=\"rank-math-answer \">\n\n<p>Puedes ordenar alfab\u00e9ticamente por dimensi\u00f3n o por m\u00e9trica. Si el orden por defecto no se ajusta a tu embudo, usa etiquetas como:<br \/><code>1. Visualizaci\u00f3n<\/code>, <code>2. Carrito<\/code>, <code>3. Checkout<\/code>, <code>4. Compra<\/code>, y ordena ascendentemente.<\/p>\n\n<\/div>\n<\/li>\n<li id=\"faq-question-1754235157633\" class=\"rank-math-list-item\">\n<div class=\"rank-math-question \"><strong>\u00bfPuedo mostrar recuentos y porcentajes a la vez?<\/strong><\/div>\n<div class=\"rank-math-answer \">\n\n<p>S\u00ed. En <strong>Etiqueta de datos<\/strong>, selecciona la opci\u00f3n <strong>N\u00famero y Porcentaje<\/strong>.<\/p>\n\n<\/div>\n<\/li>\n<li id=\"faq-question-1754235204018\" class=\"rank-math-list-item\">\n<div class=\"rank-math-question \"><strong>\u00bfEste gr\u00e1fico sirve para cualquier tienda online?<\/strong><\/div>\n<div class=\"rank-math-answer \">\n\n<p>\u00a1Absolutamente! Si puedes mapear eventos como <code>view_item<\/code>, <code>add_to_cart<\/code>, <code>begin_checkout<\/code> y <code>purchase<\/code> desde GA4, puedes usar este gr\u00e1fico con los datos de tu tienda.<\/p>\n\n<\/div>\n<\/li>\n<\/ul>\n<\/div>\n\n\n<h3 class=\"wp-block-heading\">\u2705 Conclusi\u00f3n<\/h3>\n\n\n\n<p>El <strong>gr\u00e1fico de embudo de conversi\u00f3n en Looker Studio<\/strong> es una forma vers\u00e1til e intuitiva de visualizar la ca\u00edda de usuarios a lo largo del proceso de compra. Es perfecto tanto para el Google Merchandise Store como para los datos de tu tienda online.<\/p>\n\n\n\n<p>Con solo unos clicks, algunos filtros y etiquetas bien pensadas, obtendr\u00e1s una vista clara de d\u00f3nde abandonan los usuarios el embudo y d\u00f3nde puedes mejorar.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El gr\u00e1fico de embudo de conversi\u00f3n en Looker Studio es una visualizaci\u00f3n poderosa que te permite representar visualmente el recorrido [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":1896,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center 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gr\u00e1fico de embudo de conversi\u00f3n en Looker Studio es una visualizaci\u00f3n poderosa que te permite representar visualmente el recorrido 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