Interpreting a Funnel Analysis

Metrics

Within Funnel, there are a number important data points to take note of. Funnels are user-centric and reflect unique user counts and conversion percentages. Funnel metrics are constrained to both the Date Range and Completion Window selected.

  • Avg Time through Funnel is the average time it took users to get from the first step to the last. 
  • Total Conversion Rate is the percentage of users who successfully completed the entire funnel.
  • Events are represented by blue circles, each containing the unique count of users who completed a particuar event or series of events.
  • Webbing is the area that connects each event in the funnel. Within the webbings, you can view the conversion rate between each step.

 

Path Insights

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Path Insights displays a variety of important funnel metrics. To access Path Insights, click on an event in your funnel. 

  • Path displays which steps users completed before completing the selected step.
  • Total Drop displays the percentage of users lost in the progression from the previous step to the selected step. 
  • Total Conversion displays the percentage of users that made it from the previous step to the selected step.
  • Average Step Time displays the average amount of time it took users to get from the previous step to the selected step.

 

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In the Path Insights, you may click on a path to access the Data Insights Menu. From there, click "Open in Cohort" or "Open in People Insights" to view the funnel information in other contexts. See Cross-Tool Compatibility in Funnel for more information.

 

Zoom

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You may zoom in and out of your funnel by using the dropdown menu in the top right corner of the chart window. 

 

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