Conversion Funnels
A funnel counts sessions that got at least as far as each step. Cumulative, deliberately: a visitor who arrives straight on the checkout still counts at the top, so the chart can never widen as it goes down. A funnel that widened would be measuring something else.
This page shows the funnels you define, and nothing else. It is not part of Ecommerce: a funnel here is any path you care about — a sign-up, a configurator, a contact form — and the page says how many visits get through it and where they drop off, without carts or revenue.
The checkout funnel lives on Ecommerce
WordPress sites running the plugin have a built-in five-step checkout path — product, cart, checkout, order. It is drawn on Ecommerce ▸ Overview, beside the money it produces, and is not repeated here. Its Duplicate link opens this page with a copy you can edit, which is then a funnel of your own.
Building your own
Each step is one of five kinds, and the difference between the first and the other four is the thing to understand:
| Step | Matches on | Reliability |
|---|---|---|
| Page | a URL pattern | A guess. A renamed permalink defeats it silently. |
| Lead | a stored lead | A row. Exact. |
| Order | a recorded order | A row. Exact. |
| Click | a recorded click on a selector | A row. Exact. |
| Event | a custom event your page sent, optionally with one attribute equal to a value (source = upload) | A row. Exact. |
Every computed step reports whether it was matched by URL, so an empty top of funnel can tell you why it is empty instead of leaving you to guess between "nobody visits this page" and "this is not the page's URL any more".
When there are no funnels yet
A site with no funnel of its own sees a placeholder with one action, New funnel. Creating,
editing and deleting a funnel takes the admin role; anybody on the team can read them.
A lead step and a click step need no URL guessing at all, and both read rows rather than
patterns.
Date ranges
A date-only end of range covers the whole of that day, not midnight at its start. That sounds obvious and was not: before it was fixed, asking for a range ending today reported the site as having had no activity today.