Funnel conversion analysis

Use this when the steps form a real ordered path. Do not force unrelated events into a funnel.

Define the funnel

For every step record the exact event, eligible population, entity key, required order, conversion window, timezone, deduplication rule, and whether repeat attempts count. State whether the funnel is closed to one starting cohort or open to all events in a period.

Validate the events

Check missing steps, events out of order, duplicate events, client and server disagreement, identity changes, late arrival, version changes, and bot or test traffic rules supplied by the owner. Reconcile starts with an independent source when available.

Calculate the view

For each step show entrants, completions, step conversion, overall conversion, drop count, and time to next step. Keep denominators visible. Show both account and user grain only if each has a defined business meaning.

Break down the largest drop by approved segments, then report sample size and whether the segment explains the total change or only has a low rate. A segment with a sharp fall and little volume may not drive the business result.

Form hypotheses

Link supplied releases, errors, price changes, or channel shifts by time and segment. Label them hypotheses unless a valid test supports cause. Give one instrumentation or product check that could disprove each leading explanation.

Safety rules

Never change the window, order, or exclusion rule after seeing the result without saying so. Do not hide tracking gaps, double count repeat events, or expose individual paths. Do not claim a product change caused conversion to move from a before-and-after comparison alone.