Conversion funnel

The ordered steps users take towards a goal, such as visit, sign-up and payment, with the share who get from each step to the next.

A funnel shows where people drop off, which a single conversion rate hides. It only works if each step is one well-defined event and the same person is recognized across steps, including after sign-up and across devices. Funnels answer where people leave; session recordings and conversations with users answer why.

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Related terms

Activation rate: The share of new users who reach the first real use of a product within a set time.
Tracking plan: The short list of events a product sends, with names, properties and where each is captured.
Retention: The share of users who come back and use a product again in later weeks or months, usually shown per sign-up cohort.

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