Funnels

A funnel is your ordered list of steps, counted over the period's events. Nothing is modelled: a step's number is how many people did it after doing every step before it, and its revenue is recorded order revenue from those people in the selected period. It does not establish that the funnel caused a payment.

Defining one

Settings → Funnels. Give it a name (up to 64 characters) and two to eight steps in order. Each step is one of:

A page rule: the path is exactly, contains, starts with, ends with, or matches a pattern where * stands for anything. Case does not matter. A path for "is exactly", "starts with" and "matches" has to begin with /; "contains" and "ends with" can be a fragment. Up to 512 characters.
A goal: the goal's name as your site sends it, see goals.
A recorded event: product view, add to cart, checkout start or order. The Shopify pixel supplies checkout start, not product views or cart additions.
A subscription event: trial started or converted; subscription started, renewed, upgraded, downgraded, cancellation scheduled, reactivated or ended. These steps need Stripe lifecycle events linked to the same visitor.

Steps can be reordered before saving. The save re-validates them with the same parser the counter uses, and an unrecognised step is an error rather than a step silently dropped, because a funnel missing a step reports a different question.

How a step is counted

For each visitor, their events inside the period are walked in time order. Each time the next step's rule is met the visitor advances one step; they end up at the deepest step they reached. Someone who does the steps out of order (checkout first, pricing later) counts for step one and stops there.

Order is judged per visitor across all their events in the range, not per session. Someone who reads pricing on Monday and buys on Thursday walked the funnel. A visitor who reached step three is counted in steps one, two and three.

Visitors: people who reached the step in order.
Drop-off: the previous step's visitors minus this step's, shown as "N lost". Zero on the first step.
Share: this step's visitors as a share of the first step's.
Revenue and orders: recorded USD order revenue in the period from the visitors who reached this step. Other and unknown currencies are excluded without conversion; order counts still include them. The same visitor's money appears at every step they reached, so revenue can only stay flat or fall down the funnel.

Clicking a step

On the dashboard, under "Where people drop off", each funnel is a row of steps. Clicking a step applies that step's rule as a filter: a page rule becomes a Page filter with the same operator, a goal step becomes "Goal is", and an event step becomes an action filter for that event, such as checkout_start or subscription_started. Visitor analytics then narrow to the people who did that step, not to the in-order chain, which is what the funnel itself counts.

In the API

The window endpoint does not carry funnel results. GET /api/sites/{site}/funnels/{id}/results?from&to returns them, narrowed by the same f_* filters the dashboard takes, and /api/sites/{site}/funnels lists, creates, updates and deletes funnels.

Questions? Email us at hello@datastated.com.