Path Conversion Rate Trend Chart

The Path Conversion Rate Trend chart displays daily conversion rates for a selected path over time—revealing patterns, trends, and anomalies in conversion performance.

Quick start

1. Select a path from the Path filter

2. Check the pink trend line (7-day moving average) for overall direction

3. Look for sustained drops or spikes that warrant investigation

4. Hover over any point to see detailed metrics for that day

Understanding the display

The chart combines a line graph for conversion rate with a bar chart for volume context.

Chart elements

Element	What it shows
Pink solid line	7-day moving average of conversion rate. This smooths daily fluctuations to reveal the underlying trend.
Light pink line	Raw daily conversion rate. Shows actual daily values before smoothing.
Blue columns	Daily converting sessions. Provides volume context—a high CVR on low volume is less significant than on high volume.
Left axis (pink)	Conversion rate percentage scale.
Right axis (blue)	Converting sessions count scale.

How conversion rate is calculated

Path conversion rate measures how effectively the path converts visitors who start it. The calculation divides converting sessions by entrant sessions, where entrant sessions are sessions that reached step one of the path, and converting sessions are sessions that completed the path.

This approach focuses on path effectiveness rather than overall site conversion. A visitor who never enters the path doesn't affect the path's conversion rate.

Hovering over any data point reveals detailed metrics for that day.

Metric	Meaning
CVR (7-day MA)	Smoothed conversion rate for trend analysis.
Raw CVR	Actual conversion rate for that specific day.
Converting Sessions	Sessions that completed the path (numerator).
Entrant Sessions	Sessions that started the path (denominator).
Unique Converters	Individual visitors who converted. Cookie tracking required.
Unique Entrants	Individual visitors who entered the path. Cookie tracking required.
Total Conversion Events	Shown when sessions had multiple conversions. Indicates repeat purchases.
Revenue	Total revenue for that day. Hidden for micro-conversion paths.

What should I do next?

If you see...	Then...
Steady upward trend	Recent changes are working. Document what changed and continue.
Steady downward trend	Investigate recent changes. Check for technical issues. Run AI Analysis.
Sudden spike	Check what changed on that date. Could be a successful campaign or an anomaly.
Sudden drop	Check for technical issues, broken forms, or checkout problems. Review site changes.
High volatility (sawtooth pattern)	Low volume causes statistical noise. Focus on the moving average, not daily values.
Flat line at zero	No conversions occurring. Check tracking setup and path configuration.
Weekly pattern (dips on weekends)	Normal for B2B. Consider analysing weekdays and weekends separately.

Interactive features

Zoom

Click and drag horizontally to zoom into a specific date range. This is useful for examining periods of interest in detail. Click the Reset zoom button to return to the full view.

Legend controls

Click any legend item to show or hide that series. Useful for focusing on just the moving average or just the raw values.

Export

Click the menu icon (☰) in the top right to export the chart as PNG, JPEG, PDF, SVG, or download the data as CSV or Excel.

Annotations

The chart supports annotations to mark significant events. When annotations are configured for a path, they appear as labels on the chart at the relevant dates. Annotations can be dragged to reposition for clarity.

Troubleshooting

Chart shows 'Select a path to view conversion rate trend'

No path is selected. Use the Path filter to choose a conversion path.

Chart shows 'No CVR data available'

The selected path has no conversion data for the date range. Try expanding the date range or check that the path is configured correctly with tracking active.

Data looks too volatile

Low volume causes high statistical variance. Focus on the 7-day moving average (solid pink line) rather than daily values. Consider expanding the date range for more context.

Unique Converters and Unique Entrants require cookie tracking. Without cookie tracking, only session-level metrics are available.

Revenue is hidden for micro-conversion paths (paths with no monetary value). This is expected behaviour for lead generation or engagement paths.

FAQ

Why use a 7-day moving average?

Daily conversion rates fluctuate significantly due to random variation, especially at lower volumes. The moving average smooths these fluctuations to reveal the genuine underlying trend. The raw data remains visible for those who need daily precision.

What's the difference between converting sessions and conversion events?

Converting sessions counts unique sessions that completed at least one conversion. Conversion events counts all conversions, including multiple conversions within a single session. If a visitor purchases three items in one session, that's one converting session but three conversion events.

Why is my path CVR different from site-wide CVR?

Path CVR uses path entrants as the denominator—only sessions that reached step one of the path count. Site-wide CVR uses all sessions. Path CVR measures path effectiveness; site-wide CVR includes visitors who never engaged with the path.

Can I compare multiple paths?

This chart shows one path at a time. To compare paths, export the data from each path and analyse externally, or switch between paths and note the values.