Conversion Path Flow Chart
Path Performance visualises how visitors move through a defined conversion flow — making it easy to spot where drop-off happens and which steps need attention.
Quick start
1. Open the Conversions Dashboard and select a domain.
2. Select a path from the path selector.
3. Read the funnel from top to bottom — bar width shows relative volume.
4. Check drop-off badges between steps for the biggest leaks.
5. Hover any bar for full step detail.
Understanding the display
The funnel renders as a vertical series of horizontal bars, one per step. Bar width is proportional to the number of entrants at step 1 — so a bar at full width means everyone who entered is still present; a narrower bar shows how many remain.
Below each bar, a sub-label shows the raw count and, for steps two onwards, the retention percentage from the previous step. Drop-off badges appear between steps to highlight where visitors leave, colour-coded by severity.
Step labels
| Element | What it shows |
| Bar width | Proportion of step 1 entrants still present |
| % of total (right side) | That step's entries as a percentage of step 1 entrants |
| Sub-label — step 1 | Raw entrant count |
| Sub-label — steps 2+ | Session count and percentage retained from previous step |
Drop-off badges
Between each pair of steps, a badge shows the percentage and volume of visitors who did not continue. Colour indicates severity.
| Colour | Drop-off rate |
| Green | Up to 20% — healthy retention |
| Orange | 21%–40% — moderate leak |
| Dark orange | 41%–60% — significant leak |
| Red | Over 60% — critical drop-off |
Hover tooltip
Hovering over any step bar opens a tooltip with the full picture for that step.
| Field | Description |
| Entrants (step 1 only) | Unique visitors who entered the path at this step |
| Sessions at step | Sessions that reached this step |
| Converters at step | Unique visitors who ultimately converted and passed through this step |
| Conversion events | Number of conversion events attributed to this step |
| Converting sessions | Sessions in which a conversion occurred at this step |
| % of step 1 | This step's entries as a share of step 1 entrants |
| % from previous | Percentage of the previous step's volume retained here |
| Drop-off | Percentage that left before reaching the next step |
What should I do next?
| What you see | Action |
| Red drop-off badge (>60%) | Investigate that step first. Review the page for friction, unclear CTAs, or form issues. |
| Dark orange badge (41%–60%) | Prioritise after critical steps. Check whether content or layout changes are needed. |
| Orange badge (21%–40%) | Monitor and test. Small copy or design changes often improve moderate leaks. |
| Green badge (≤20%) | Retention is healthy. Focus effort on higher-drop steps. |
| All bars narrow quickly | The path may be poorly defined or the entry page has low relevance. |
| No data shown | Check that the correct path and date range are selected. |
Using filters
Filters refine which sessions appear in the funnel. Changing any filter reloads the chart automatically.
Date range
| Option | Best for |
| Last 7 days | Recent changes and quick checks |
| Last 30 days | Standard trend analysis (default) |
| Last 60 days | Broader pattern review |
| Last 90 days | Quarterly comparison |
| Last 120 days | Long-term funnel health |
Path
Select the conversion path to analyse. Each path is a defined sequence of steps — for example, a checkout flow or a lead-generation journey. Only sessions that entered the selected path appear in the funnel.
Campaign
Filter sessions by UTM campaign. Select a specific campaign to compare funnel performance across acquisition channels, or leave blank to include all traffic. Selecting "(no campaign)" shows sessions with no campaign parameter.
Paths with many steps
The funnel is scrollable when a path contains more steps than fit in the visible area. Scroll down within the chart to see later steps. Drop-off severity colouring applies throughout, so critical badges remain visible regardless of scroll position.
Troubleshooting
No data shown
The funnel displays a "no data" message when no sessions match the current filters.
• Verify the correct path is selected in the path selector.
• Expand the date range — there may be no tracked sessions in a narrow window.
• Check that the selected domain has tracking active.
Funnel drops to zero after step 1
This usually means sessions entered the path but no events were recorded at subsequent steps.
• Confirm that tracking is configured for all steps in the path.
• Check whether the path steps reflect the actual pages visitors reach.
Step count looks too low
Session counts at step 1 may appear lower than expected if filters are applied.
• Check whether a campaign filter is active and restricting volume.
• Ensure the date range covers the period being reviewed.
Bars appear but converters show zero
Conversion data requires that conversion events are correctly configured in the path settings. If converters read zero across all steps, review the path's conversion goal configuration.
FAQ
What counts as a step 1 entrant?
An entrant is a session that reached the first step of the path within the selected date range. Step 1 is the baseline — every other step is measured as a proportion of this number.
Why does step 1 show "entrants" while later steps show "sessions"?
Step 1 counts are drawn from path entry data, which tracks unique journey starts. Steps two onwards count individual sessions that reached each step during the period. In most cases the numbers are similar, but they use different measurement methods.
Can I compare two paths at once?
Path Performance shows one path at a time. To compare paths, note the drop-off rates for each, then switch between them using the path selector.
Does the funnel include returning visitors?
Yes. Sessions are counted each time a visitor passes through a step during the selected period. A returning visitor who completes the path twice contributes two sessions.
Why does the drop-off percentage not match the bar width?
Bar width is proportional to step 1 entrants. Drop-off badges show the percentage lost between adjacent steps. These are different calculations, so a small badge does not always correspond to a large bar change.
Getting help
6. Review the troubleshooting steps above.
7. Use TIA, the wheremore AI assistant, for quick answers.
8. Contact support for data issues or unexpected behaviour.