This article shows you how to use the Conversion & funnel dashboard to review conversions, funnel progression, drop-off and conversion attribution for the selected digital asset.
1 Conversion & funnel
The Conversion & funnel dashboard is available for the selected digital asset in Measure.
The asset selector in the top-right corner shows which digital asset you are currently viewing.
Measure > Asset > Conversion & funnel
2 Filtering the dashboard
Use the filters at the top of the dashboard to select the conversion data you want to review.
Date range
Select the period you want to analyse.
Market / Region
Filters the dashboard by the selected market or region.
Channel
Filters conversion data by acquisition channel.
Channels can include Direct Entry, Search Engines, Websites, Campaign, AI Assistant and Social Networks, depending on the activity recorded for the selected asset.
Campaign (UTM)
Filters the dashboard by available campaign attribution.
Funnel type
Select the funnel you want to analyse.
The available funnel options depend on the funnels configured for the selected asset.
Compare
Turn on Compare to compare the selected period with another period.
- Previous period – compares the selected date range with the immediately preceding period of the same length.
- Previous year – compares the selected date range with the corresponding period in the previous year.
Comparison information is displayed alongside applicable metrics and charts.
3 Reading the conversion overview
The summary cards at the top of the dashboard provide an overview of conversion performance.
Total conversions
Shows the total number of recorded conversion completions during the selected period.
A conversion is recorded when a configured goal for the selected digital asset is completed. Goals can be based on actions such as visiting a specified URL or page title, downloading a file, clicking a link to an external website, or remaining on the site for a specified amount of time.
Conversion rate
Shows the percentage of sessions that resulted in a recorded conversion.
Conversion rate = Conversions ÷ Sessions
Only actions that complete a configured goal are counted as conversions.
Funnel drop-off
Shows the percentage of users who entered the selected funnel but did not reach the final step.
The dashboard also shows drop-off between individual funnel steps to help identify where users leave the journey.
Top conv. channel
Shows the acquisition channel contributing the largest share of total conversions.
The percentage underneath shows that channel's share of total conversions.
Top conv. campaign
Shows the tracked campaign contributing the strongest conversion activity where campaign attribution is available.
If no campaign attribution is available, N/A may be displayed.
4 Conversion funnel — all traffic
The Conversion funnel — all traffic section shows how visitors progress through the selected funnel.
Each funnel step can display:
- Step name – the name assigned to the funnel step.
- Visits – the number of visits recorded at the step.
- Exits – the number of visits that did not continue from that step to the next step.
- Conversions – the number of configured goal completions recorded at the conversion step.
The percentage between funnel steps shows the level of drop-off between those stages.
This section provides an aggregate view of funnel progression.
5 Conversions over time
The Conversions over time chart shows when conversions occurred throughout the selected period.
Conversion activity can be displayed by acquisition channel, including channels such as:
- Websites
- Direct Entry
- Search Engines
- AI Assistant
The available channels depend on the conversion activity recorded during the selected period.
The Total value shows the combined number of conversions.
Hover over the chart to view conversion activity for a specific date.
6 Conversions by acquisition channel
The Conversions by acquisition channel section shows how total conversions are distributed across acquisition channels.
The chart displays each channel's share of conversions.
The table displays:
- Channel – the acquisition channel associated with the conversion.
- Conversions – the number of conversions attributed to the channel.
- % Conversions – the percentage of total conversions represented by the channel.
% Conversions = Channel conversions ÷ Total conversions
A conversion is a completed goal action for the selected digital asset.
7 Conversion by campaign (UTM)
The Conversion by campaign (UTM) section shows conversions associated with tracked campaigns.
The table displays:
- Campaign – the recorded campaign name.
- Conversions – the number of conversions associated with the campaign.
- % Conversions – the percentage of campaign-attributed conversions represented by the campaign.
If no campaign conversion information is available, No data available is displayed.
8 Funnel step analysis — drop-off diagnostics
The Funnel step analysis — drop-off diagnostics section provides a step-by-step view of funnel progression.
The table displays:
- Steps – the configured funnel stages.
- Users – the number of users recorded at each step.
- Completion – the percentage of users from the first funnel step who reached that step.
- Drop-off – the percentage of users who did not progress from the previous step to the current step.
This helps identify where the largest loss of users occurs within the funnel.
9 Conversion by entry point
The Conversion by entry point section shows conversion performance for the pages through which visitors entered the asset.
The table displays:
- Landing page / entry source – the page used as the entry point.
- Sessions – the number of sessions associated with the page.
- Conversion rate – the percentage of those sessions that resulted in a recorded conversion. A recorded conversion is a completed goal action for the selected digital asset.
- Campaign (UTM) – the tracked campaign associated with the entry activity where available.
A dash is displayed where no campaign attribution is available.
10 First-touch vs last-touch attribution
The First-touch vs last-touch attribution section compares the acquisition channel associated with the beginning of a visitor journey with the channel associated with the session in which the conversion occurred.
First-touch
Represents the acquisition channel associated with the visitor's first recorded session in a journey that later resulted in a conversion.
Last-touch
Represents the acquisition channel associated with the session in which the conversion was recorded.
The table displays:
- Channel – the acquisition channel being compared.
- First-touch – visual representation of first-touch attribution.
- FT conv. – the number of conversions associated with the channel under first-touch attribution.
- Last-touch – visual representation of last-touch attribution.
- LT conv. – the number of conversions associated with the channel under last-touch attribution.
- Role – the attribution role displayed for the channel based on its first-touch and last-touch contribution.
The Role indicates how a channel contributes to the customer journey based on its relative contribution to first-touch and last-touch conversions.
- Awareness – The channel plays a stronger role in introducing or bringing users into the customer journey, with greater contribution at first touch than at last touch.
- Balanced – The channel contributes relatively evenly to both the beginning and end of the customer journey, with a similar contribution at first touch and last touch.
- Conversion – The channel plays a stronger role in driving users toward conversion, with greater contribution at last touch than at first touch.
11 Exporting dashboard data
Select Export near the top of the dashboard.
The available export options are displayed in the Export menu.
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