Set up funnel steps

On the Settings tab, along with setting up model parameters and channels that should not get value assigned, you can adjust the conversion funnel according to your project’s needs.

Funnel setup

To the right of each step’s name, there is a drop-down menu. In it, you can edit, add, and delete the step:


The Edit option lets you set the step’s name, event data source, and the conditions by which the sessions and events will be attributed to this step.

The Add step… options do the same but for the new steps:


The Preview funnel button lets you check if everything is set up correctly.

And don’t forget to save all changes in the funnel by clicking Save.

You can also edit the conversion step — read about it here.

Funnel metrics and how they are calculated

Each step has four parameters: Step conversion rate, Probability, Value, Step abandonment rate.


Step conversion rate (blue chart) is the percentage of sessions in which a user had visited the step. For example, the “Checkout” step’s 3,7% conversion means that 3,7% visits included visiting the checkout page.

Probability (grey chart) shows the percentage of users who came to this step from the previous one in the funnel. For example, the “Checkout” step’s 62,2% probability means that 62,2% of “Add to cart” actions led to the checkout.

The grey arrows that appear when hovering over the chart show the probability of moving from the current step to the others.

While calculating the probabilities, BI Attribution segments the data breaking it down by user types, regions, and device types. The segmented data is available in the BI Smart Data reports in the Results tab.

The Visit step probability. If you have a visit as the first step, then its probability equals 100% and value 0%. To assign value to the channels targeted at visitor acquisition, you can set “Non-bounce visit” as the first step. Its probability is equal to the share of no-bounce sessions.

Data is segmented during probabilities calculation.

During the probabilities' calculation for each step, the data is grouped by customer type, geo regions, and previous steps. The probabilities of how users go through the funnel significantly depend on these parameters.

Customer type — new or returned — is defined whether a visitor made a purchase during last year or not.

Device category — desktop only, tablet only, mobile only, cross-device — is defined by the category of the device a visitor has been using during the last year.

Geo region is defined by Google Analytics session dimension. 

Value (green chart) shows the conversion value share. The value is being determined as follows: first, we calculate the step’s weight — the smaller the probability the greater the weight. Then, the step’s weight is being divided by the sum of all steps.

Simply put, the more difficult for the visitors to get past this step the more value this step gets. 

Here's an example of value calculation (the same table in Google Sheets):

Step Step conversion rate Probability Score Value How value was calculated
Visit 60% 60% 40 18% 40/(40+30+81+38+40)
Product page 42% 70% 30 13% 30/(40+30+81+38+40)
Add to cart 8% 19% 81 35% 81/(40+30+81+38+40)
Checkout 5% 63% 38 16% 38/(40+30+81+38+40)
Purchase 3% 60% 40 18% 40/(40+30+81+38+40)
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