Funnels

Video guide

Creating a funnel

A funnel is an ordered list of steps you define yourself. Click New funnel, give it a name, and add your steps.

Each step is one of two types - pick it from the dropdown:

• Path - a page on your site, matched by its URL (for example / or /checkout/book).
• Event - an event you send (for example Lead or Purchase), matched by name.

A few things matter when you build it:

• Order is everything. The steps run top to bottom, and a visitor only counts at a step if they reached every step above it first. Put your steps in the real order people move through them. As the in-app tip says, put the checkout page step before the purchase event step, because the Purchase event only fires after the checkout button is clicked.
• Mix paths and events freely. A funnel can go page, then event, then page again - for example Homepage (path) then Lead (event) then /checkout/book (path) then Purchase (event).
• Wildcards. Use * to match a single path segment (/blog/*) or ** to match many (/docs/**/intro), so one step can cover a whole family of URLs.
• Drag the handle to reorder steps, use + Add Step to add more, and click Save Funnel when done.

Reading the funnel

Once saved, the funnel shows three headline numbers and then every step with its conversion.

The top cards summarise the whole funnel:

• Total Funnel Revenue - revenue from everyone who completed the funnel, with the order count.
• AOV - average order value across those orders (revenue / orders).
• Revenue per completed-funnel user - revenue divided by the number of people who made it all the way through.

Then each step shows:

• Visits or events and unique visitors that reached the step, plus how many dropped (in orange) since the previous step.
• A bar with the conversion percentage. The solid green bar is the overall conversion - the share of people from the very first step who reached here. The lighter striped bar is the conversion from the previous step. Step one is always 100%, and the gap between steps is your drop-off.
• The Purchase step also surfaces Revenue and AOV for that step.

Reading it top to bottom tells you exactly where people fall out of the journey - the steps with the biggest drop are where to focus.

Split testing a funnel (A/B)

Video guide

A split test lets you run two (or more) versions of a step - say two landing pages - and compare them inside the same funnel. Turn on Split test (A/B) on the step you want to test.

<script>(window._tmVariants=window._tmVariants||{})['split']='A';
try{sessionStorage.setItem('_tmVariants',JSON.stringify(window._tmVariants));}catch(e){}</script>

<script>(window._tmVariants=window._tmVariants||{})['split']='B';
try{sessionStorage.setItem('_tmVariants',JSON.stringify(window._tmVariants));}catch(e){}</script>

To set it up:

• Name the split (for example split) and list your variants - A and B by default, with an optional label. Add more with + Add variant.
• TrueMetriks generates a small snippet for each variant. Paste each variant's snippet into the matching version of the page, alongside your normal TrueMetriks tracker. The snippet tags the visitor with which variant they saw, so the funnel can tell them apart.

Seeing the split-test results

When a step is split-tested, the funnel breaks that step out per variant, so you can compare them directly.

Each split-tested step shows an A/B test badge and a row per variant, with that variant's visits, unique visitors, and conversion - and on the purchase step, its revenue and AOV too. Compare the variants to pick a winner: a variant can win on conversion, on revenue, or both. In the example above, variant B converts better and earns more, so B is the version to keep.