Path Conversion Rate Trend Chart
The Path CVR Chart tracks how the conversion rate for a specific path changes over time, revealing whether performance is improving, declining, or holding steady.
Quick start
1. Select a conversion path from the path filter
2. Set the date range to Last 30 Days
3. Read the bold pink line — this is the 7-day moving average CVR
4. Check the bar chart for daily converting session volumes
5. Click AI Analysis for recommendations if the trend is declining
Understanding the display
The chart combines three visual elements to show both trend and volume at a glance.
| Element | What it shows |
| Bold pink line | CVR 7-day moving average — the smoothed trend |
| Faint pink line | Raw daily CVR — unsmoothed, shows daily variation |
| Blue bars | Daily converting sessions — volume context |
How CVR is calculated Path CVR divides converting sessions by entrant sessions for each day. An entrant session is one that reached Step 1 of the path. A converting session is one that completed the path.
The 7-day moving average smooths short-term noise, making underlying trends easier to read. Use the faint raw line to spot individual days that deviates from the trend.
Left axis shows CVR as a percentage. Right axis shows the count of converting sessions. Hover over any point on the bold line for a full breakdown.
Tooltip breakdown
Hovering over the 7-day moving average line shows a detailed summary for that date.
| Field | Meaning |
| CVR (7-day MA) | Smoothed conversion rate for this day |
| Raw CVR | Actual CVR calculated for this specific day |
| Converting Sessions | Sessions that completed the path |
| Entrant Sessions | Sessions that reached Step 1 of the path |
| Unique Converters | Individual visitors who converted (cookie tracking only) |
| Unique Entrants | Individual visitors who entered (cookie tracking only) |
| Total Conversion Events | Shown when some sessions converted multiple times |
| Revenue | Total revenue attributed to this path on this day |
Visitor-level fields (Unique Converters and Unique Entrants) appear only when cookie tracking is enabled for the domain. Revenue is hidden for micro-conversion paths, which do not have a monetary value.
What should I do next?
| What you see | Recommended action |
| CVR trending upward | Monitor and maintain current approach |
| CVR trending downward | Run AI Analysis to identify content and UX gaps |
| CVR flat at a low rate | Review step-level drop-off data; check for friction at Step 1 |
| CVR flat at a healthy rate | No immediate action required; continue monitoring |
| High entrants, low converting sessions | The path attracts traffic but does not convert — audit the path steps |
| Low entrants, low CVR | Increase traffic to the path entry point before optimising CVR |
| Spike in raw CVR on one day | Investigate that day for anomalies — tracking changes or traffic quality issues |
Filters
Path Select the conversion path to analyse. The chart clears when no path is selected. Only one path displays at a time.
Date range Controls the period shown on the chart. Data is clamped to the path's active dates, so selecting a range before a path was created will show the earliest available data.
| Option | Best for |
| Last 7 Days | Recent changes and short-term shifts |
| Last 30 Days | Trend analysis (default) |
| Last 60 Days | Medium-term performance review |
| Last 90 Days | Quarterly analysis |
| Last 120 Days | Long-term trend identification |
Interactive features
Zoom Click and drag along the x-axis to zoom into a specific period. Double-click to reset.
Annotations Click anywhere in the chart area to add a labelled marker for a specific date. Enter a name and press Save or Enter. Annotations are visible across sessions and workspaces. Click an existing annotation label to delete it.
Export Use the menu icon (⋮) in the top-right corner to download the chart or the underlying data.
| Format | Use it for |
| PNG / JPEG | Presentations and reports |
| Print-ready output | |
| SVG | Scalable graphics for design tools |
| CSV / XLS | Raw data analysis in spreadsheet tools |
Troubleshooting
No data available The date range may fall outside the path's active period, or no sessions reached Step 1 during this period. Expand the date range or verify the path is active.
CVR shows zero for several days This is normal when no sessions entered or converted on those days. Check entrant volumes for the same period — low traffic naturally produces zero-CVR days.
Visitor-level fields not showing in tooltip Cookie tracking is not enabled for this domain. The chart still shows session-based CVR; visitor-level context requires cookie tracking to be active.
Chart shows a very different CVR from other tools CVR calculation methods vary between tools. wheremore uses path entrants as the denominator — sessions that reached Step 1. Tools using broader denominators (all site sessions, for example) produce lower CVR figures. Neither is wrong; they measure different things.
Revenue not showing in tooltip The selected path is configured as a micro-conversion, which tracks completions without a monetary value. Revenue display is disabled for these paths by design.
FAQ
Why is my CVR different to what I calculated manually?
wheremore counts converting sessions — sessions that completed the path — divided by entrant sessions. Manual calculations often use different denominators, such as all sessions or all visitors. Use the tooltip to see exactly which numbers feed into the CVR calculation.
Why does the 7-day moving average lag behind the raw line?
The moving average incorporates the preceding six days plus the current day. This smoothing reduces the visual impact of single-day spikes and dips. Use the raw line when precise daily values matter.
Can I compare multiple paths on the same chart?
The chart displays one path at a time. To compare paths, note the CVR figure for one path, then switch to another using the path filter.
What counts as a path entrant?
Any session that reached Step 1 of the path and is classified as a converter or drop-off cohort. Sessions that never reached Step 1 are excluded from both the numerator and denominator.
Why does the chart start part-way through my selected date range?
Dates are clamped to the path's active period. If the path was created after the start of the selected range, data begins from the path creation date.
Getting help
6. Check the tooltip — it shows the exact figures behind each data point
7. Expand the date range to rule out a clamp on path active dates
8. Contact support for persistent data gaps or unexpected values