Conversion Path Flow Chart

The Conversion Funnel visualises how visitors progress through each step of a conversion path—revealing where they advance and where they drop off.

Quick start

1. Select a path from the Path filter

2. Check the first step for total entrants

3. Follow the bars down to see progression through each step

4. Look at drop-off badges to identify problem areas

Understanding the display

The funnel shows each step as a horizontal bar. Bar width represents the proportion of step one entrants who reached that step. Wider bars indicate better retention through the funnel.

Funnel elements

Element	What it shows
Step name	The name of each step in the conversion path, shown above the bar.
Pink bar	Sessions that reached this step. Width is proportional to step one entrants.
Entry count	Number displayed on the bar showing sessions at this step.
Metrics line	Text below the bar showing session count and percentage from previous step.
Drop-off badge	Coloured badge between steps showing the percentage and count of sessions lost.

Drop-off severity colours

Colour	Drop-off	Interpretation
Green	≤20%	Healthy progression. Most visitors continue to the next step.
Amber	21–40%	Moderate drop-off. Worth investigating but not alarming.
Orange	41–60%	High drop-off. This step is losing significant traffic.
Red	>60%	Critical drop-off. Prioritise investigating this transition.

Hover over any step bar to see detailed metrics.

Metric	Meaning
Entrants (Step 1 only)	Sessions that entered the path at step one. This is the funnel denominator.
Sessions at step	Sessions that reached this step (steps 2+).
Converters at step	Unique visitors who converted and touched this step. Cookie tracking required.
Conversion events	Total conversion events at this step. One session can have multiple events.
Converting sessions	Sessions that converted at this step.
% of Step 1	What proportion of original entrants reached this step.
% from previous	What proportion of the previous step continued to this step.
Drop-off	Percentage of sessions lost between the previous step and this one.

What should I do next?

If you see...	Then...
Red drop-off badge	This transition is losing most visitors. Review the page, check for friction, test alternatives.
First step has low entrants	Traffic isn't reaching the path start. Check acquisition and landing pages.
Steady green badges throughout	Funnel is healthy. Focus on increasing top-of-funnel traffic.
Final step has biggest drop	Visitors engage but don't convert. Review the conversion action—pricing, form length, trust signals.
Middle step has biggest drop	Content or UX issue at that step. Review page content, load time, mobile experience.
High converters but low conversion events	Many people convert once. Normal for most paths.
Conversion events much higher than converting sessions	Repeat conversions occurring. Could indicate upsells or multiple purchases per session.

Interactive features

Hover tooltips

Move the cursor over any step bar to see detailed metrics for that step. The tooltip follows the cursor and shows all available data including conversion metrics when cookie tracking is enabled.

Export

Click the menu icon (☰) in the top right to export the funnel as PNG, JPEG, PDF, or SVG.

Troubleshooting

Funnel shows 'Please select a path'

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

Funnel shows 'No funnel data available'

The selected path has no data for the date range. Try expanding the date range or verify the path has active tracking.

All bars are the same width

Either all steps have similar traffic (rare), or the data isn't loading correctly. Check that step tracking is configured for all steps in the path.

Converter metrics not showing

Converters at step, conversion events, and converting sessions require cookie tracking. Without cookies, only session-level step data is available.

Drop-off percentages don't add up to 100%

This is expected. Drop-off is calculated step-to-step, not cumulatively. Each badge shows what percentage left at that specific transition.

FAQ

What's the difference between entrants and sessions at step?

Entrants (step one) come from the journey tracking system and represent sessions that started the path. Sessions at step (steps 2+) come from event tracking and represent sessions that triggered that step's event. These use different data sources for technical accuracy.

Why do converters appear at earlier steps?

Converters at step shows visitors who eventually converted AND touched that step during their journey. A visitor who viewed step two then later converted at step four appears in the converter count for both steps. This helps identify which steps converters engage with.

Can sessions skip steps?

It depends on path configuration. Some paths enforce linear progression; others allow entry at any step. The funnel shows actual behaviour—if step three has more entries than step two, sessions are entering mid-funnel.

Why is my conversion rate different from the funnel completion rate?

Conversion rate in the KPIs uses path entrants as the denominator. The funnel shows step-to-step progression. If 100 enter step one and 10 complete the final step, the funnel shows 10% completion. This matches the path conversion rate.