Understanding the funnel analysis report
The metrics monitored in the funnel analysis experiment are:
Visitors: A visit counts all visitors, no matter how many times the same visitor may have been to the webpage. One visitor can have multiple visits. Here, a visitor is anyone who access the webpage.
Conversion: Number of unique instances of the visitor fulfilling the condition to achieve the goal.
Conversion Rate: It is calculated by dividing the conversions by the number of unique visitors. It is a percentage, with its values ranging from 0% to 100%.
Average Completion Time: It is calculated by dividing the total time taken by the visitor to complete all the steps by the number of steps in the funnel.
Clicking on the Drop-offs value between the levels will show its detailed report spanning of the duration of the experiment's runtime.
The drop off box is colored based on its value. The values lying between zero and highest drop off is divided into 3 parts.
For example, if highest drop off is 60%, the corresponding color codes will be:
Click the drop-down on the top-right corner to choose the metric you wish to monitor. The list contains the previously mentioned metrics namely Conversion and Conversion Rate. Besides these you can choose between Drop Off and Drop Off Rate.
Drop Off: It is calculated by subtracting the number of conversions from the number of unique visitors.
Drop Off Rate: It is calculated by dividing drop off by the total number of unique visitors. It is a percentage, with its values ranging from 0% to 100%.