Conversion funnel report
The conversion funnel report shows how many visitors who saw a campaign went on to reach each of up to 3 goals, so you can see where each variation loses visitors compared with the original.
How it works
- Open a campaign's report and select the Funnel tab.
- The Conversion Funnel card shows Impression followed by the goals you picked as funnel steps, by default the campaign's goals.
- For each step, it counts the unique visitors who saw the campaign and reached that goal and every goal before it.
- Each variation is shown next to the Original (control), so you can compare where each one drops off.
A visitor counts once per step, however many times they reach the goal. A conversion counts when it happens within your website's attribution window after the visitor saw the campaign.
Set up
By default, the funnel uses the campaign's first 3 goals, in the order they are listed in the campaign's Goals card. The Add to cart, Checkout start and Purchase goals are always put in that order, whatever order they were added in. Other goals keep their place in the list, so to move them, drag the goals into place in the campaign editor.
To pick different steps for the report, open the card's settings:
Option | What it does | Values / default |
|---|---|---|
Funnel steps | The goals shown after Impression, in order. Drag to reorder. You can pick any of your website's goals, not only the campaign's. | 2 to 3 goals. Defaults to the campaign's first 3 goals, with the ecommerce goals in funnel order. |
Report type | Shows the funnel as a funnel chart or a bar chart. | Funnel (default), Bar |
Grid lines / Grid labels | Axis grid lines and labels, bar chart only. | |
When an A/B test has more than one variation, or a personalization has more than one segment, a selector at the top of the card picks the variation or segment to compare against the original.
Behavior details and limitations
- The Funnel tab appears only for campaigns with at least 2 goals. A funnel needs at least 2 steps after Impression. If you remove steps in the settings until fewer than 2 are left, the card asks you to pick more.
- Steps are cumulative: a visitor counts at a step only if they also reached every earlier step. Visitors who skip a step don't count at the later steps, even if they reached them.
- Steps are not ordered in time. A visitor who reached step 3 before step 2 still counts at both steps, as long as they reached both within the attribution window.
- A/B tests: each variation is compared with the shared original. If the test holds out no control traffic, only the variation is shown.
- Personalizations: the report shows one segment at a time, next to that segment's own control group.
- Your report's date range and visitor filters (device, country, UTM, referrer and others) apply to every step. See report filters.
- The product filter applies to each step on its own: a step counts only the conversions of that step's goal that match the selected products.
- The goal value, tag and z-score filters only apply to a Purchase goal step, because only purchases carry an order value and tags. If none of the steps is a Purchase goal, these filters bring every step after Impression down to 0.
- The step selection isn't saved: reloading the report goes back to the campaign's goals.
- Printing the report prints only the tab that is open. Use the card's export menu to export the funnel as CSV, PDF or image.
Examples
- Shopify purchase funnel: with the Add to cart, Checkout start and Purchase goals as steps, see whether a product page test gets more visitors into the cart but loses them at checkout.
- Lead funnel: with a form submit goal and a thank-you page visit goal as steps, see whether a new hero section brings more visitors to the form without lowering completions.
Troubleshooting
- Every step after Impression shows 0, but conversions show on the Results tab → a goal value, tag or z-score filter is active and none of the steps is a Purchase goal → remove the filter or add the Purchase goal as a step.
- The Funnel tab is missing → the campaign has fewer than 2 goals → add a second goal to the campaign.
- The steps are in the wrong order → reorder the goals in the campaign's Goals card, or reorder Funnel steps in the card's settings. Steps you pick in the settings are used in exactly the order you set.
REST API
GET /campaigns/{id}/funnel returns the same data: pass the variation to compare as variationId (required) and, optionally, the steps as an ordered goals list of up to 3 goal ids. Without goals, the API uses the campaign's first 3 goals in their saved order, without putting the ecommerce goals in funnel order the way the report does, so pass the steps when the order matters. See Get campaign funnel stats and the REST API.