This section covers frequently asked questions about the Funnel Analysis chart.
- How can I see how many users perform Event A but only after they’ve performed Event B? (aka when should I use a funnel chart?)
- Do Funnels count by unique users or by event totals?
- Do funnel charts count conversion in 24 hour windows or calendar dates?
- How do I use the “broken down by” feature?
- How do I use exclusion steps?
- How do I use the “holding constant” feature?
- If I create a cohort via Microscope in a Funnel Chart, will it be static?
- What is the difference between All vs New users?
- Why is my Conversion Over Time chart showing lower conversion rates than my regular Funnel chart?
How can I see how many users perform Event A but only after they’ve performed Event B? (aka when should I use a funnel chart?)
Funnel Analysis charts are good for investigating users that perform certain events before or after other events and where there is a drop off of users. This chart will be very beneficial if you have an expected order of events that users should perform in your product, and have an estimate of the time it takes to convert through the events. An example of an event flow that customers often investigate using Funnel Analysis is a Sign up flow. If you do see a drop in users, you can also use the Journeys feature to see what events users are and aren't performing in between certain steps.
If you're unsure of what sequences of events your users take, you can use our other charts to help you discover event flows. For example, we have a Pathfinder chart to uncover event flows in your product.
Do Funnels count by unique users or by event totals?
Funnel Analysis charts count by unique users by default. You can use ‘holding constant’ 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 that the property must exist in all events of the funnel in order to hold it constant.
Do Funnel Analysis charts count conversion in 24 hour windows or calendar dates?
This question refers to the Funnel Analysis chart's conversion window shown below:
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 do I use the “broken down by” feature?
The "broken down by" feature allows you to select a property to break down your Funnel results by. The results will show how users with a certain event or user property value during your selected step converted through the other steps in the funnel. For example, if you look at this Funnel Analysis chart:
The 'broken down by' step here looks at a user's property value for 'Genre_Type' at the time of their 'Favorite Song or Video' event and shows how they converted through the events. For example, a user that has a 'Pop' property value for 'Genre_Type' at the time of their 'Favorite Song or Video' event will show under the 'Pop' property bar for the 'Play Song or Video' event as well.
Note: If users in your funnel can complete the steps multiple times, then this method will take the first occurrence of each event and bucket the user for the value on that event.
How do I use exclusion steps?
This feature can be used to exclude all users that perform a certain event between the Funnel Analysis steps. You can also choose to only exclude instances of that event with a certain property value at the time of the event using the "where" function.
The feature will only check if the event was performed between certain Funnel Analysis events or between all the events on the Funnel chart. It will not exclude users that perform the event before or after the Funnel Analysis events.
How do I use the “holding constant” feature?
The 'holding constant' feature will help you count unique user-property pairs rather than only unique users. Based on the property you choose to hold constant the Funnel chart will show you users that converted with the same property value on all the Funnel events. Because the chart counts unique user-property pairs, a user can be counted more than once in this Funnel chart view if they have performed the funnel events with different property values. You can only hold constant with an event property if it is available in all the events in the Funnel Analysis.
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 constant", "broken down by", or any inline cohorting, then the cohort will be static.
What is the difference between Any vs New users?
When looking at Any User, all users who performed the funnel events during the date range of your chart will be included. When looking at New users, only users who performed their first Amplitude event in the date range of your chart will be included. With "New Users" selected, you will also have the option to change the conversion window from "any day" to "their first day":
If "their first day" is selected in the above example, then the chart will only count a user as converted if they completed the funnel within 1 day of being New in Amplitude.
Why is my Conversion Over Time chart showing lower conversion rates than my regular Funnel Analysis chart?
The default Conversion Funnel Analysis chart counts unique users, so a single user can only appear in the chart once, while the Conversion Over Time Funnel chart can count a user in multiple data points.
For example, let's say you have a user who performed Step 1 of your funnel on Jan 1, Jan 5, and Jan 20 and performed Step 2 of the funnel on Jan 2, and Jan 6. In a Conversion Funnel chart (dates Jan 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 Jan 1 and Jan 5, but 0% converted on Jan 20. Thus the conversion rate for Jan 20th may be lower than what you see in the regular Conversion chart.