Conversions & Funnels
Go beyond pageviews to measure conversions — build multi-step funnels to find drop-off and segment audiences to measure conversion rate and revenue.
Conversions & Funnels
Use this page to move from "how many visitors?" to "how many converted?" Web Analytics tells you who came and what they viewed; conversion analysis tells you who completed the actions that matter — booking an appointment, submitting a form, finishing a purchase.
Conversions are built on the events you already track. Any event the SDK sends — a form submission, a checkout, a custom action — can be used as a conversion. To start sending one, see tracking events with the Web SDK.
Funnels: Find Where Visitors Drop Off
A funnel is an ordered series of steps — page views or events — that visitors move through toward a goal. Funnels show conversion rate at each step and exactly where people fall out, so you can focus on the step that's leaking the most.
Funnels support multi-step paths, configurable conversion windows, different counting methods, step ordering, and step-level property filters, plus drill-down into session replays and branded PDF export.
Open the Funnels guide for the full walkthrough of building and reading a funnel.
Audience Performance: Conversion Rate and Revenue by Segment
Where a funnel follows a single path, Audience Performance starts from a segment and measures how it converted. Define an audience from session activity — UTM source, campaign, entry page, device, country, and more — pick a conversion event, and see audience size, converters, conversion rate, average value, and total revenue, with period-over-period comparison and a source/medium/campaign breakdown.
This is the report to reach for when you want to compare who converts: paid vs. organic, one campaign vs. another, mobile vs. desktop.
Open the Audience Performance guide to build a segment and measure its conversions.
Funnels vs. Audience Performance
| Use a Funnel when… | Use Audience Performance when… |
|---|---|
| You want to see drop-off across an ordered path | You want conversion rate and revenue for a segment |
| The question is "where do people fall out?" | The question is "which audience converts best?" |
| You care about step-by-step progression | You care about the outcome and its revenue |
Common Use Cases
- Fix a leaky intake flow. Build a funnel across your booking steps and find the step with the steepest drop, then watch replays of visitors who fell out.
- Compare campaign quality. Use Audience Performance to measure conversion rate and revenue per campaign, not just the traffic each one sent.
- Prove channel ROI. Segment by UTM source and attach a revenue value to your conversion event to see which channels actually drive value.
Next Steps
- Funnels: build a multi-step conversion funnel and find drop-off
- Audience Performance: measure conversion rate and revenue for a segment
- Sources & Campaigns: identify the traffic feeding your conversions
- Web SDK: track the events you want to convert on
Need Help?
Reach out to support@oursprivacy.com if you have questions about measuring conversions, building funnels, or audience performance.
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