Conversion Criteria in Funnels

The Conversion Criteria section of the Funnels query builder allows you to edit your conversion count, conversion window, and hold a property constant.

Unique Users, Total Conversions, and Sessions

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, click on uniques and select totals from the drop-down list.

You can also choose to count Sessions instead of Uniques or Totals in the Conversion Criteria section. If you choose to count Sessions, the conversion window will be limited to one session. Learn more about Sessions here.

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Unique Users

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 is counted in 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

Count multiple entries per user, meaning that every time a single user enters the funnel they are counted, regardless of whether they performed the first event before in the date range. Users are counted in Totals each time they enter the funnel after:

  1. The conversion window runs out,
  2. They complete the funnel,
  3. Or they are excluded by an exclusion step.

Specific Order vs. Any Order

Click on specific order and select any order to switch from the traditional specific order of steps to any order of steps. 

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By allowing for any order of events in your funnels, you can see in what order your users tend to perform a group of events. This differs from Flows, because you can control the specific steps the users are performing while leaving the order flexible.

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When you switch to any order you have the option to anchor specific steps in your funnel by clicking on the step number. A step will either appear with a number beside it, indicating where it must fall in the funnel, or with an asterix (*), indicating that it can be performed any time before the next anchored step. 

Example:

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Steps 1, 4, and 6 must occur as the 1st, 4th, and 6th steps the user performs.

Any of the * steps can occur at any time within those boundaries.

Conversion 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 starts with the first instance of Step A and is 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 depends on whether you have selected "Uniques" or "Totals" from the conversion selector.

  • Uniques: When you select "Uniques" and hold a property constant, Mixpanel counts 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 counts every time the user enters the funnel with that property value.

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

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

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