User Behaviour Conversion Comparison

Conversion comparison on the User Behaviour dashboard shows how visitors who completed a conversion path behaved on the selected page, compared with visitors whose attempt ended without converting.

Turn on conversion comparison

On the User Behaviour dashboard, select one page in Page. The Compare conversion behaviour switch appears only when that page is part of a conversion path active in the selected period.
Turn on Compare conversion behaviour.
If the page is in more than one path, Conversion path appears. Choose a path there.
Keep Traffic source set to All traffic sources. Conversion comparison does not work with a single source.

Changing the website or page switches the comparison off.

What the conversion comparison counts

Conversion comparison counts attempts: each time a visitor started the path and reached the selected page.

Label	Meaning
Completion rate	Converted attempts as a share of attempts with a confirmed outcome.
Converted	The attempt completed the selected conversion path.
Dropped off	The time allowed to complete the path ended without a conversion. The visitor did not necessarily leave from this page.
Still open	Attempts that can still complete, shown as a note such as "1 attempt still open — excluded from the comparison."
Outcome not confirmed	Attempts whose outcome is missing or still being checked. They are left out of the comparison.

Attempts are counted by the date they started. Device and Audience use the device and sign-in state at the start of the attempt.

How the two groups behaved

How the two groups behaved compares Converted and Dropped off on the selected page only.

Measure	Meaning
Average observed time	Average time recorded on the page per attempt.
Clicks per attempt	Average clicks on the page per attempt.
Pageviews per attempt	Average views of the page per attempt.

Under each value, a note shows how many attempts in the group had data, for example "4 of 4 attempts with data". "Recorded time only" means some attempts in the group were only partly observed, so the average uses the time that was recorded.

Note	Meaning
No attempts in this group	The group is empty.
Not recorded	No attempt in the group has data for this measure.
No confirmed drop-offs yet.	No attempt has dropped off in this period.
No conversions recorded for this selection yet.	No attempt has converted in this period.

Conversion comparison in other sections

Section	Change
Page depth engagement	Adds dashed Converted and Dropped off lines.
Attention and friction	Shows each measure for the two groups.
Traffic sources	Adds Conversion attempts by entry referrer.
Page performance	Adds a Conversion outcome column. It uses "completed" and "not completed" for the same two groups.
Excel export	Adds Conversion outcomes and Cohort detail sheets.
Analyse with AI	Includes the comparison in the analysis.

When conversion comparison is unavailable

If the comparison cannot be shown, the Conversion comparison card says Unavailable with a reason.

Message	What to do
Select All traffic sources to compare conversion outcomes.	Set Traffic source to All traffic sources.
Choose a shorter date range to compare attempts.	The period has too many attempts. Shorten the date range.
Conversion data is refreshing or paused. Try again after the workers finish.	Conversion data is being updated. Try again later.
The required conversion data is not available yet.	Try again later.
Some conversion evidence could not be verified.	Try again later. The comparison is withheld rather than shown with gaps.
Conversion outcomes are not available for this selection.	Try another period or path.
The outcome data could not be loaded.	Refresh the page.
The selected conversion path is not available for these pages.	Shown above the dashboard when a link names a path that no longer includes the page. Choose another path.

Common misreadings of conversion comparison

Belief	Correction
The comparison shows why visitors converted.	It shows how the groups behaved differently, not the cause.
Dropped off means the visitor left from this page.	It means the time to complete the path ended without a conversion.
Still open attempts count as failures.	They are left out until they complete or their time ends.
Completed and not completed are different groups from Converted and Dropped off.	They are the same two groups, labelled differently in Page performance.
Completion rate is a session conversion rate.	Completion rate counts attempts that reached this page, not sessions, so it does not match session-based conversion rates.
Each attempt is a different person.	One person can make more than one attempt.