New feature
See where visitors drop off with the conversion funnel
Campaign reports have a new Funnel tab. It shows how many visitors who saw the campaign went on to add to cart, start checkout and purchase, per variation, so you can see exactly where a variation wins or loses visitors compared with the original.
How it works
- The Conversion Funnel card starts at Impression and follows up to 3 goals. Each step counts the unique visitors who reached that goal and every goal before it, so you see the real drop-off from one step to the next.
- By default, the steps are the campaign's goals, with Add to cart, Checkout start and Purchase always in that order. To use other goals, or change the order, open the card's settings and edit Funnel steps. You can pick any of your website's goals, like a form submit or a page visit.
- Each variation is shown next to the Original. For personalizations, pick a segment to compare it with its control group.
- Show it as a funnel or as a bar chart, and export it as CSV, PDF or image like any other report card.
- Report filters (date range, device, country, UTM and more) apply to the funnel too.
A tidier report page
The campaign report is now split into tabs: Results, Historical, Breakdown and Funnel. Each tab loads the first time you open it, so the report opens faster, and the open tab stays in the link you share. Breakdown and Funnel show for campaigns with at least 2 goals.
Two more changes come with it:
- The Breakdown by variation/goal card now lets you pick which goals it shows, up to 3, in its settings.
- You can drag a campaign's goals to reorder them in the campaign's Goals card.
Good to know
- A visitor counts at a step only if they also reached every earlier step, in any order, within your attribution window.
- Goal value, order tag and z-score filters only apply to a Purchase step. If none of the steps is a Purchase goal, these filters bring the funnel down to 0 after Impression.
- Printing the report prints the open tab only.
For developers, the funnel is also available through the REST API (GET /campaigns/{id}/funnel) and the MCP server (get_campaign_funnel).
Read more in the conversion funnel docs.