Conversion Funnel
Conversion funnel reports what happened at each required step of the selected path, and the routes journeys actually took. Two tabs answer different questions: Required steps reports the outcomes at each configured step, and Paths taken shows the observed page routes behind completed journeys and confirmed drop-offs.
Both tabs count journeys rather than sessions. A session that attempted the path three times contributes three journeys, so these counts include repeat attempts and are not unique sessions.
Path versions
A conversion path can be reconfigured over time, and each configuration is a version. The panel never merges them, because a step that changed position or destination is not the same step.
Where the period covers more than one version, a selector appears and the panel reports one version at a time. The summary line names the path and the number of journeys in the version on display.
Required steps
Each step appears as a card with its position, name and page address, a bar showing reach as a share of this version's journeys, and a row of outcome readings.
| Reading | Meaning |
|---|---|
| Reached | The step was reached in order, after every earlier step was completed. |
| Action completed | The step's configured interaction was completed. |
| Progressed | The next step was reached. On the final step this reads Converted and means the path completed. |
| Dropped off | A confirmed stop at this step. |
| Unconfirmed | The step was reached but no settled outcome was recorded. This reading appears only when it applies. |
A drop-off is a confirmed outcome, not an arithmetic leftover. Subtracting progressed journeys from reached journeys will not give the drop-off figure, because journeys still inside their completion window and journeys without settled evidence sit between the two.
Step names come from the path configuration where one is set. Where a step has no meaningful name, the panel derives a readable label from its page address.
Paths taken
This tab reports the routes behind completed journeys and confirmed drop-offs only. Journeys still open or without settled outcomes are excluded, because a route that has not finished cannot describe how a journey ended.
Identical routes are grouped, so each row reports how many journeys took that exact sequence and how it ended. Rows are ordered by journey count, ten to a page.
Markers in the route describe what happened between pages:
| Marker | Meaning |
|---|---|
| → | The next observed page |
| ↘ Off path | The journey left the configured funnel |
| ↪ Rejoined | The journey returned to a funnel page within the same session |
| → New session | The next observed page belongs to a later session |
Off-path pages are labelled and styled distinctly so a detour is never mistaken for a required step.
What the routes do and do not establish
Routes are partial. They cover the pages retained in the conversion evidence for the member sessions, so a route is a record of what was observed rather than a complete history of the visit.
Two limits follow from that, and both appear in the notes beneath the panel. A confirmed drop-off is not proof that the visitor left the website, and the final page in a route is not necessarily the page they left from. A page appearing in a route is not proof that its required action was completed, because reaching a page and completing its configured interaction are separate observations.
Coverage
Where some journeys in the selection have no usable step or route evidence, the panel reports how many. Those journeys are excluded from the readings rather than counted as failures, and an unavailable count is not a zero.
Troubleshooting
Reached minus progressed does not equal dropped off
That subtraction assumes every journey has settled, and many have not. Journeys still inside their completion window, and journeys whose outcome could not be established, sit between the two figures. Use the drop-off reading itself.
Journeys exceed the converting session count
Journey counts include repeat attempts by the same session, while converting sessions are counted once. Both figures are correct for their own question.
A step shows unconfirmed journeys
Those journeys reached the step but no settled outcome was recorded for them. They are reported separately so they are neither treated as progress nor counted as losses.
The version selector changed my figures
Each version is reported separately and the panel does not merge them. Check which version is selected; a path reconfigured during the period will split its journeys across versions.
No routes are shown
Routes cover completed journeys and confirmed drop-offs for the selected path and version. Where the period contains none, or where route evidence was not retained, the panel reports that rather than showing an empty list.
A completed journey includes off-path pages
That is expected. Visitors can leave the configured funnel and return, and the route reports what was observed. The configured path is not the only route to completion.