Read the report

Each funnel on the Funnels page opens on Conversion. Pick the period at the top of the page: the last 7, 30 or 90 days.

Conversion

The big number is the share of people who started in the period and reached the last step: 142 of 1,240 people who started in the last 30 days reached the last step.

Beside it is the change against the period of the same length just before, such as +2.1 pts vs previous 30 days, and what that change is worth:

• Larger than the margin of error. The change is bigger than chance alone would explain, at 95% confidence. It's probably real.
• Within the margin of error: not a clear change. The difference could be noise. Don't act on it alone.
• Too few people to tell whether this is a real change. Fewer than 20 people started in one of the two periods. Wait for more, or look at a longer period.

Conversion is counted per starter: a person is in the period when they reached the first step in it, and they count at later steps only when they reached them within the funnel's conversion window. People who started near the end of the period haven't had their whole window yet, so a short period can look lower than it will end up.

Each step

Column	What it says
People	How many of the starters reached this step, after every step before it, in order.
Of previous	Their share of the people at the step before. The lowest one is usually where to look first.
Typical time	The median time from the step before to this one.

Hover a step's bar to see how many people reached it the period before.

A step with several ways

A step that can be reached more than one way shows any of 3 ways and a line for each, such as via used_template:

• % of step: the share of the people at this step who got there this way.
• % go on: the share of them who went on to the next step.

That is where the most useful differences often hide. If people who import their data go on far more often than those who start blank, that's a hint about what to make easier.

When the numbers look wrong

• Nobody at the first step. Nobody reached signed_up in this period yet: check under Steps received that the name arrives exactly as the funnel spells it.
• A later step is empty. People only count at a step after reaching every step before it. Check the order, and that each step's event is sent.
• Fewer people than in your database. Only people your backend reported count, from the moment you started sending, unless you backfilled earlier steps.