Funnels Deep Dive

Funnels allow you to track how your customers move through your app or website by creating a series of steps through events. Track drop off between steps to learn more about why your customers are or are not converting, filter out users by properties, and breakdown funnel results to get more detail.

 

 


Unique Users vs. Total Conversions

Funnels are based on unique users by default, which is determined by the number of unique distinct_ids, not the number of user profiles. To view the total number of conversions, select Totals from the "Show me" drop down list at the bottom of the funnel builder.

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Unique Users

Unique Users will only calculate a single entry per user (determined by distinct_id). Only the first time the first event is performed by the user in the date range will count in the funnel.

The number you see for a step in a funnel is the number of your customers who completed that step of the funnel. Customers are only counted through the funnel once over the selected time span of the funnel, even if they complete the funnel multiple times.

Total Conversions

Total Conversions will count multiple entries per user, meaning that every time a single user enters the funnel they will be counted, regardless of whether they performed the first event before in the date range. Users will have to complete the funnel before they can be counted again within the conversion window.

This feature is especially useful for e-commerce sites, in order to see how many times users are going through the flow to purchase items, rather than only counting the first time they take this path.

For example, say an e-commerce site wished to track the number of times users searched their site, added an item to cart, and then completed a purchase. When counting unique users, they would only be able to see the first time a user searched the site and converted from there. However, when counting by total conversions, they would be able to see how many times users performed the events in this flow in the specified date range.

Filter by Cohorts

The users counted in your funnels can be filtered by cohorts by selecting a cohort from the drop-down list under "All Users" at the bottom of the funnel builder.

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Time To Complete Window

The date range you select in the funnel view is the date range your customer has to complete the first step of the funnel. After that, by default, all customers have 30 days to complete a funnel from the date they send the first event. However, the conversion window is adjustable when you edit your funnel steps:

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The maximum amount of time you can choose for the conversion window is 12 months.

Keep in mind that the conversion window starts on the first instance of the first event, and will not be updated by later versions of the same event. For example:

Let’s say you have a Funnel with steps A → B → C and a conversion window of one hour. If the user does step A at 1pm and then step A again at 1:30pm, before doing step B at 1:45pm and step C at 2:15pm, they would not be counted as completing the funnel as 1pm to 2:15pm is greater than one hour. The conversion window will start with the first instance of Step A and will not be reset by the later instances of Step A. Steps B and C need to be completed within the conversion window from the first instance of A to be counted as conversion in the Funnel.

Hold Property Constant

You can hold the value of one or more event properties constant through all steps of a funnel, ensuring that all users within the funnel have the specified property value(s). 

For example, if you are an e-commerce site and you want to make sure that the user navigates between screens with the same product in their cart, you could set the “item in cart” property as a constant. This will track the property across all steps in the funnel. 

The way this is calculated will depend on whether you have selected Uniques or Totals from the conversion selector.

  • Uniques: When you select Uniques and hold a property constant, Mixpanel will count the users only once when they enter the funnel for the first property they select. 
  • Totals: When you select Totals and hold a property constant, Mixpanel will count every time the user enters the funnel with that property.

To add a property constant to your funnel, select the + Property button at the bottom of the funnel builder.

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You will then be able to select an event property to count users by. You will only be able to select event properties that apply to all of the events in your funnel. You can select multiple properties.

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Loose Ordering

Your customers must complete the steps you designate in your funnel in loose order. Loose order means that a customer can engage in other actions in between funnel steps, as long as they complete all the funnel steps in order. Let's start with an example where the funnel has steps: A, B, C, D, E and go through a few cases:

  1. The customer does steps A -> B -> C -> D -> E in exact order. Mixpanel will count this as a conversion.
  2. The customer does steps A -> B -> F -> C -> D -> E. Mixpanel will count this as a conversion. This is an example of loose ordering.
  3. The customer does steps A -> B -> C -> E. Mixpanel will not count this as a full conversion, and the customer will not appear in the funnel after step C. The customer's completion of step E is excluded from the funnel because step D did not occur.

Average Time Between Steps

If you click on the bars of any Funnel report, the average time between that step and the prior step will be shown in the overview table below.  If the overview table is segmented, we'll even show the average time for each segment.

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Segmentation Graph

The segmentation graph below the funnel looks at conversions for the day/week/month specifically indicated in the x-axis. Each day is the "cohort" of users who entered the funnel on that date and the percentage is the conversion rate for that "cohort." Thus, while the funnel shows distinct users in the specified date range as a whole, the segmentation below will count the users more than once, if they convert on multiple days.
 
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The best way to demonstrate this is to narrow in on one of the weeks or days below the graph and edit the date range in the overall funnel to match the graph exactly.
Hover over a specific date point on the graph to see the conversion rate for that date.
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Time to Convert Chart

At the very bottom of the Funnels output, a bar chart shows the range of time to convert for the above funnel.

The bar chart shows a range of how long it takes users to move through your entire funnel.

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You can choose to switch between viewing percentage or whole numbers in the chart by clicking % or # in the top right of the chart.

The chart will update if you select a specific step in the funnel above to indicate the conversion rate up to that step, rather than the full funnel.

You can also choose to filter this chart by a property in the Overview section above.

Property Backfill

The value of some properties (like "Account Status") may change over the course of a funnel. When this occurs, Mixpanel chooses the latest possible value of the property in the funnel and attributes the customer's conversion to that value. Reference this article on Forwardfilling and Backfilling for more information.

Simultaneous Events

Mixpanel Funnels include a built-in 2 second window. This means any consecutive steps that have timestamps within two seconds of one another are interchangeable. This window allows for inconsistencies that arise with cross-platform tracking, batch event sending, mobile time tracking, or variations in connection speed.

What does this mean in terms of your funnel? In a funnel with step A -> B, if a user completes event B first and then performs event A within two seconds, Mixpanel will count this as a conversion from A -> B or B -> A.

Exclusion Steps

Exclusion steps in funnels represent the ability to count users who completed a sequence of events where one or more events did not happen between the immediately preceding and following steps. Learn more about them here.

Filtering & Grouping 

There are two different ways to limit or organize the data you are looking at in your funnel. Learn more about them here.

Duplicate or Delete Funnels

To copy a funnel, simply click the "Duplicate funnel" button at the top left of any existing funnel chart. This will create a new funnel with the exact parameters of the original, enabling you to make quick edits to the new funnel.

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  Note

The duplicated funnel will count as a new saved report in your project.

  Plan Type Limits

  • Free: Up to 5 saved reports
  • Startup: Unlimited saved reports
  • Enterprise: Unlimited saved reports

See our Pricing Page for more details.

To delete a funnel, click the x icon beside the title of a funnel in the list.

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