# Conversion funnels (https://talivia.com/docs/funnels)



Conversion funnels show how many visitors complete a sequence of important actions, where they
leave, and which transition needs attention. A funnel is saved for a website, so you can return to
the same journey while changing the dashboard date range.




## Create a funnel [#create-a-funnel]

1. Open a website and select **Funnels** in the lower analytics panel.
2. Select the **+** button. When the website has no funnels yet, you can also select **Add funnel**
   in the middle of the panel.
3. Give the funnel a name that describes the outcome, such as `Activation path` or
   `Pricing to payment`.
4. Add between 2 and 8 steps in the order visitors should complete them.
5. For every step, select **Viewed page** or **Triggered event**, then choose its page path or event
   name.
6. For a custom event with event data, add property filters when you need to measure a more
   specific action.
7. Select **Save**.




Need an event that is not available in the step selector yet? [Track the action as a custom
event](https://talivia.com/docs/track-events), perform it once on the tracked website, then return to the funnel
editor.

## How visitors are counted [#how-visitors-are-counted]

Talivia counts unique visitors, not the total number of events. A visitor reaches a step when the
same visitor completes that step after the previous one.

* Steps must happen in the configured order, but they do not need to be consecutive. Other page
  views or events can happen between them.
* A visitor can enter the funnel whenever they match the first step during the selected reporting
  period.
* The selected dashboard date range is also the automatic completion window. There is no separate
  window to configure.
* Changing the date range recalculates the funnel without changing its saved steps.

For `/` → `scroll_to_pricing` → `/pricing`, a visitor is counted at step 3 only after the same
visitor first viewed `/`, then triggered `scroll_to_pricing`, and then viewed `/pricing` within
the selected reporting period.

## Read the funnel [#read-the-funnel]

* **Visitor count:** The number of unique visitors who reached that step.
* **Ribbon width:** A visual comparison of visitor volume across the steps.
* **Drop-off:** The percentage lost between two adjacent steps. For example, if 34 visitors reach
  one step and 25 reach the next, the drop-off is `(34 - 25) / 34 = 26.5%`.
* **Conversion rate:** The percentage of first-step visitors who reached the final step:
  `final step / first step`.

Hover over a ribbon segment to inspect its transition. The tooltip shows the previous step, the
number of visitors who dropped off, the current step, the percentage that continued from the
previous step, and the percentage that reached it from the start. The first step has no drop-off
because there is no earlier step to compare.

Use the list on the right to switch between saved funnels. Use the **•••** menu next to the overall
conversion rate to edit or delete the selected funnel. When a funnel has more steps than fit in the
panel, scroll horizontally to inspect the rest.

## Design a useful funnel [#design-a-useful-funnel]

A useful funnel answers one clear question: where do people stop before reaching a meaningful
outcome? Define the outcome first, then work backward to the earliest step that represents the
right audience.

* **Choose a meaningful start.** This could be a landing page, the first product view, a signup, or
  the beginning of a specific workflow. Avoid a start so broad that unrelated visitors distort the
  result.
* **Make the final step the outcome.** Use a completed signup, activated account, submitted lead,
  successful payment, or another action that represents real progress.
* **Keep only diagnostic steps.** An intermediate step should help explain why visitors did or did
  not reach the outcome. You do not need to include every page or click.
* **Use pages and events intentionally.** Page steps are useful when reaching a destination matters.
  Event steps are better for actions such as submitting a form, opening checkout, using a feature,
  or completing a task.
* **Use stable names.** Choose paths and event names that will remain valid when interface text or
  visual design changes.
* **Separate different journeys.** Acquisition, activation, purchasing, and retention usually
  answer different questions and are easier to understand as separate funnels.
* **Start short.** Two to five steps are usually enough for the first version. Add more only when
  they make a large drop-off easier to diagnose. A funnel can contain up to eight steps.

After changing a page or workflow, keep the funnel definition unchanged and compare equivalent date
ranges. This makes it easier to see whether the change improved the transition you targeted instead
of merely changing who entered the funnel.