Behaviour
What people do on the site — including the ones who don't order
From the menu to the door
How far people get. The number that matters is the fall between two rungs, not the height of any one of them.
Looked at, not ordered
A dish everybody opens and nobody buys is telling you something specific — usually the price, the photograph or the description. It's invisible in a sales report, where it simply doesn't appear.
What people search for
Terms that find nothing are marked. A search people keep making and never matching is a dish request in disguise.
Where checkouts stop
The last step each abandoned checkout reached.