This article covers frequently-asked questions about the Funnel Analysis chart.
- Do funnels count by unique users or by event totals?
- Do funnel charts count conversion in 24-hour windows or by calendar dates?
- How can I tie revenue to funnel conversions?
- If I create a cohort via Microscope in a funnel chart, will it be static?
- Why is my conversion over time chart showing lower conversion rates than my regular funnel chart?
Do funnels count by unique users or by event totals?
Either one. To switch from unique users to event totals, select Totals from the Counting by dropdown:
NOTE: For event totals, the earliest-longest logic no longer applies. Amplitude considers all conversion paths taken or attempted rather than just the earliest-longest path per user. The paths are then attributed to the property for the event in the step it was broken down by.
You can use the Holding Property Constant feature to count by unique user-property pairs as well. For example, if you hold
Session ID constant, you can count a user multiple times if they performed the funnel events in different sessions.
NOTE: In order to hold a property constant, it must exist in all events of the funnel.
Do funnel charts count conversion in 24-hour windows or by calendar dates?
The conversion window uses a 24-hour window when looking at conversion from Step 1 to Step 2. It is not based on strict calendar dates.
How can I tie revenue to funnel conversions?
In the Measured As module, check Calculate sum of property for final step from within the Advanced dropdown. Then, in the field labeled Property sum for final step, select the revenue property you want Amplitude to calculate.
The result will appear in the breakdown table.
If I create a cohort via Microscope in a funnel chart, will it be static?
Cohorts created directly from Microscope on a Funnel Analysis chart will be dynamic if only events were added to the chart. If the chart utilizes the "holding property constant", "broken down by", or any inline cohorting, then the cohort will be static.
Also, dynamic cohorts cannot be created from funnel charts that contain exclusions. Any such cohorts will be static.
Why is my conversion over time chart showing lower conversion rates than my regular funnel analysis chart?
By default, the conversion Funnel Analysis chart counts unique users. This means a single user can only appear in the chart once. However, the Conversion Over Time funnel chart can count a user in multiple data points.
For example, imagine you have a user who triggered Step 1 of your funnel on January 1, January 5, and January 20, and then triggered Step 2 of the funnel on January 2 and January 6. In a Conversion Funnel chart (with a date range of January 1-31), the user would be considered 100% converted because they completed the funnel steps within those dates. In a Conversion Over Time Funnel chart, the user would be considered 100% converted for January 1 and January 5, but 0% converted on January 20. Therefore, the conversion rate for January 20th may be lower than what you see in the regular conversion chart.