Conversion Path Flow Chart

Conversion Path Flow shows how a defined group of entrant sessions progresses through the ordered steps of a selected conversion path.

Overview

The chart starts with the sessions that entered the path during the selected period, then follows that same session cohort through each configured step.

Use it to answer:

• How many sessions entered the path?
• How many completed the first configured step?
• How many reached each later step?
• Where was the largest loss between consecutive steps?
• What proportion of the first-step sessions reached each later step?

Unlike Path Conversion Rate Trend, this is a cohort progression report. It does not compare all completions recorded on a day with all entrants recorded on that day.

Before data appears

Wheremore needs:

1. Interaction tracking installed and enabled on the selected website.
2. The relevant pages included in Manage Session Tracking.
3. A conversion path with ordered steps.
4. At least one working conversion zone for every step you want to measure.
5. Sessions that enter the path and interact with its zones.
6. Completed conversion, funnel and attribution background processing.

The report requires one domain and one conversion path.

Access and data scope

• Data is restricted to the active workspace and resources available to the signed-in user.
• The selected path must belong to the selected domain.
• Date Range, Domain, Path, Campaign, and Audience apply.
• The path's active schedule limits the effective reporting period.
• Markets do not apply.
• Channel and device controls elsewhere on the dashboard do not change this chart.

Quick start

1. Select a date range.
2. Select the domain.
3. Select the conversion path.
4. Leave Campaign set to all campaigns for the complete path cohort, or select a campaign segment.
5. Choose the audience.
6. Compare Path Entrants with the first configured step.
7. Follow the bars down the path to identify the largest step-to-step loss.
8. Hover over a row for its supporting cohort and completion figures.
9. Open Manage Conversions or Session Replay when a step needs investigation.

Apply the filters

Date range

The selected dates define when sessions must have entered the path. Start and end dates are inclusive.

The path's schedule can shorten the effective period. If the requested dates extend beyond the path's Active From or Active To settings, only the overlapping dates are used.

Later step activity is only counted up to the end of the effective selected period. This prevents future activity from changing a historical report.

Domain and path

Select a domain before selecting a path. The selected path must belong to that domain and be accessible in the active workspace.

Campaign

Campaign filtering is session-based and works with Cookie and Cookieless tracking.

• A named campaign includes sessions associated with that UTM campaign.
• (no campaign) includes sessions with no non-empty campaign anywhere in the session.
• A session containing both tagged and untagged activity belongs to the named campaign, not to (no campaign).

Audience

• Prospects includes sessions recorded with authenticated_user = 0 .
• Identified Visitors or Authenticated Users includes sessions recorded with authenticated_user = 1 .
• All Traffic includes both.

Audience is separate from Cookie or Cookieless identity. An authenticated user is not automatically the same thing as a cookie-recognised visitor.

Read the chart

Path Entrants

Path Entrants is the number of distinct sessions whose first-step path entry was recorded during the selected period.

Only eligible converter and drop-off journeys are included. The report uses the first-step entry record, rather than re-dating an existing entrant when a later journey record is created.

First configured step

The first step shows how many entrant sessions produced a qualifying event for a zone assigned to that step.

Path Entrants and the first-step count can differ. Wheremore can recognise a session's path entry from its processed journey before that session completes the configured first-step zone.

Later steps

Each later row shows how many sessions from the original entrant cohort recorded that step.

The report does not introduce new sessions at later steps. This means a later step should not be larger than the preceding step under normal processed data.

Bar widths

Bar width represents the share of the preceding row's sessions that reached the current step.

For the first configured step, the preceding row is Path Entrants.

Progression and drop-off

For each step, Wheremore can show:

• From previous: the percentage of the preceding row's sessions that reached this step.
• Drop-off count: preceding-row sessions minus current-step sessions.
• Drop-off rate: the drop-off count divided by the preceding-row sessions.
• Of first step: the percentage of first-step sessions that reached this step.

If a required denominator is zero, the percentage is unavailable. Wheremore does not turn an undefined result into 0% or 100%.

Tooltip

Hover over a chart row to see available supporting information, including:

• Cohort session count
• Progression from the previous row
• Share of first-step sessions
• Step-to-step drop-off
• Confirmed path-completing sessions
• Verified unique visitors, when persistent identity is available

How the cohort calculation works

Wheremore first identifies distinct sessions that entered the selected path during the effective date range. This becomes the fixed entrant cohort.

It then checks which of those same sessions recorded each ordered path step by the end of the selected period.

The core calculations are:

From previous = current-step cohort sessions ÷ previous-row cohort sessions × 100

Drop-off count = previous-row cohort sessions − current-step cohort sessions

Drop-off rate = drop-off count ÷ previous-row cohort sessions × 100

Of first step = current-step cohort sessions ÷ first-step cohort sessions × 100

Duplicate step records from one session do not increase the session count.

Confirmed completions and verified visitors

Confirmed path completions come from the durable attribution conversion ledger.

• A completing session remains valid in Cookie and Cookieless modes.
• Multiple completion records for one session do not create multiple completing-session counts.
• Verified unique visitors require a non-empty persistent visitor identity with full identity status.
• Session-only conversions remain valid even when verified visitor totals are unavailable.

These completion figures provide context. The step bars themselves are based on the selected entrant session cohort.

Cookie and Cookieless behaviour

The primary cohort, step progression and drop-off calculations are session-based in both tracking modes.

Cookie tracking

With valid consent and a persistent visitor identity, Wheremore can also show verified unique-visitor context and recognise qualifying conversion progression across visits in its durable conversion records.

Cookieless tracking

Each session remains separate. Wheremore can still report path entrants, step progression, drop-off, campaign scope and confirmed session completions, but it cannot assume that two separate sessions belong to the same person.

Conversion Path Flow is deliberately a session-cohort view. If a visitor enters in one session and continues in a later session, the later session is not added to the original bar progression even when visitor-level conversion processing recognises the broader multi-visit journey.

Why bars should not increase

Every step is counted from the same fixed entrant cohort, so later bars should remain equal to or smaller than earlier bars.

If a later step appears larger:

1. Allow conversion and funnel processing to finish.
2. Refresh the report.
3. Confirm the path step order.
4. Check for duplicate or incorrectly assigned zones.
5. Treat a persistent increase as a data-integrity or processing issue.

Difference from Path Conversion Rate Trend

The two reports answer different questions.

Conversion Path Flow

• Starts with sessions that entered during the selected period.
• Follows those same sessions through the path.
• Shows cohort progression and step-to-step loss.
• Later bars should not exceed earlier bars.

Path Conversion Rate Trend

• Compares entrants and completions recorded on each day.
• The sessions completing on a day may have entered earlier.
• Shows same-day throughput and a seven-day rolling rate.
• Daily rates can exceed 100%.

Use Path Conversion Rate Trend to see when throughput changed. Use Conversion Path Flow to see where an entrant cohort was lost.

Interpret common patterns

• Large loss before the first step: Sessions entered the page journey but did not complete the first configured zone. Check whether the first step represents a real user action and whether its selector works.
• Large loss at one middle step: That page, action or transition is the clearest investigation point.
• High progression but few entrants: The path may work well for a small audience; review acquisition and entry visibility.
• Many entrants but few completions: Investigate the largest step loss, unintended exits and form or selector failures.
• One campaign performs differently: Compare its audience and volume before concluding that the campaign caused the difference.
• Verified visitors are lower than completing sessions: Some completions were session-only, or one recognised visitor completed in more than one session.

These are investigation signals, not proof of cause.

What should I do next?

• Open Manage Conversions to inspect path order, page assignment, zone selectors, device variants and form-submission tracking.
• Use Funnel Design Validation to find exits, returns and unintended pages.
• Use Session Replay to watch sessions around the largest loss.
• Use Page Engagement to review clicks, scroll behaviour and attention on the affected page.
• Open Path Conversion Rate Trend to see when conversion throughput changed.
• Use Campaign Performance by First-Touch UTM when a campaign segment differs.

Data timing

Conversion Path Flow uses processed funnel, conversion and attribution data. It is not real time.

Recent activity can appear in raw interaction tracking before its path journey, step events and confirmed completion records are available. Allow background processing to finish before treating the latest period as final.

Troubleshooting

Select a domain or path appears

• Select an accessible domain.
• Select a conversion path belonging to that domain.
• Confirm the active workspace is correct.

No path activity appears

• Confirm the selected dates overlap the path's active schedule.
• Confirm interaction tracking is enabled.
• Confirm all relevant pages are tracked.
• Confirm the path contains ordered steps.
• Confirm zones are configured and working.
• Remove campaign and audience filters temporarily.
• Allow conversion, funnel and attribution processing to complete.

Path Entrants appear but the first step is zero

• Confirm the first-step zone represents an action rather than page entry alone.
• Test the zone selector on each relevant device.
• Check embedded-form or form-submission tracking where applicable.
• Confirm the zone is assigned to the correct path, step and webpage.

A later step is larger than an earlier step

• Wait for background processing and refresh.
• Confirm the path step order.
• Check zone assignments and duplicate zones.
• Escalate a persistent increase as a data-integrity issue.

A campaign returns no activity

• Confirm the campaign value exactly matches captured UTM data.
• Confirm sessions entered the selected path under that campaign.
• Allow attribution-touch processing to finish.

Verified unique visitors are absent

• Confirm Cookie tracking and consent provide a persistent visitor identity.
• Confirm conversion records have full identity status.
• Session-based cohort and completion figures can remain valid without verified visitors.

Recent sessions are missing

• Confirm the interaction reached a working conversion zone.
• Confirm the path was within its active schedule.
• Allow conversion, funnel and attribution processing to complete.

The chart differs from Path Conversion Rate Trend

This is expected when entrances and completions occur on different days. Conversion Path Flow follows one entrant cohort; Path Conversion Rate Trend reports daily throughput.