Funnel metrics allow you to track and analyze multi-step processes or user flows. By defining the sequence of events in a funnel, you can identify bottlenecks, drop-off points, and conversion rates at each step. This facilitates a granular analysis of user behavior and helps understand experiment effects throughout the user journey.
Eppo considers each step of the funnel as a binary outcome: either the user has made it to this step (at least once), or they have not. If a user completes the funnel twice, that is still counted as a single conversion.
Creating a funnel
Creating a funnel requires you to specify a sequence of events that need to happen consecutively. A natural example of a funnel is the checkout flow for an ecommerce platform:
- User adds item to cart
- User clicks checkout button
- User fills out address
- User fills out credit card details page
- User confirms order
Each of these actions are connected to separate events, and we want to understand the user drop-off in each of the steps.
Eppo requires the funnel steps to happen in order, but does not care whether unspecified events happen in between the funnel steps.
You can additionally specify a timeframe in which a user needs to complete the funnel in order to count as a funnel conversion.
There are three options:
- No timeframe: as long as the user completes the steps in order, it counts as a conversion.
- Time window from time of assignment: the user has to complete the funnel within the set duration, where the time of assignment starts the clock.
- Time window from time of first event: the user has to complete the funnel within the set duration, but the clock starts at the time of the first step in the funnel for that user.
Analysis of funnel metrics
To analyze the effects of an experiment on a funnel, add it as a metric to an experiment as usual. Initially, the funnel will show up in a collapsed format, but can be expanded by clicking the carrot.
The results show the conversion rate from assignment to each particular step; the overall results thus are the same as the results for the last step. The popover shows additional details:
- drop-off from the prior step indicates what fraction of users who made it to the previous step in the funnel did not make it to this step
- survivors are the total number of users that made it all the way to this step in the funnel.
Exploring funnel metrics
Dive deeper into your funnel metric's performance by clicking the "explore" button or going to the Explore tab to create a new chart.
The funnel steps visualization shows how each step of the funnel converted (cumulatively). The solid bars represent the conversion from assignment into the experiment and the gradient represents the drop-off. You can view further details and the survivor count in the tables below.
Apply split bys to your funnel to see how the funnel performed for different properties.
The funnel lift visualization shows for each step the relative percent lift in comparision to the control variant.