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Funnels: Terminology

Gudrun Gustafsdottir avatar

The Funnels feature within Analytics allows you track and analyze steps and conversions on your website. 
Funnels can be set up to include up to ten steps. These are the key steps you want your visitors to take to complete a certain action on your website. This can be anything from signing up for a demo to submitting a form through your website. This article will give you a better understanding of the terms used in the Funnels feature within Siteimprove Analytics. 

Term Definition
Alternative routes Routes that visitors have taken that do not follow the predefined steps you set up for the funnel, but which still follow the flow of the funnel. 
All other A summation of the rest of the visits.
Average time to complete The average time it took for visitors to complete the funnel.
Backtracked Visitors who went to a certain step in the funnel, then somehow went back to a previous step in the funnel, regardless of whether they later completed the funnel or not. 
Conversion rate The percentage of visits that have completed the funnel.
Direct entry The visitor started their visit on the particular page set up in the funnel and therefore Siteimprove cannot detect a referrer. However, this does not mean there was no referrer: the user may have copied the URL from another window or opened the page in incognito mode etc.
Drop off When a visitor does not re-enter the funnel in any way, shape or form. The visitor has left the funnel for good. 
Entry sources Where visitors come from to start the funnel.
No link followed Means that the visitor did not follow a link from the page specified in the funnel. This could be because the user closed the tab and re-entered the funnel from another route. Siteimprove therefore cannot read any direct connection in the funnel flow.
Re-entry Re-entry pages are pages from where the visitor re-entered the funnel. In other words, the last page the visitor was on before visiting a funnel step again.
Time to complete The Funnels feature displays an analysis of the fastest, slowest and median time it took visitors to complete the funnel.
First Completion When setting up a funnel you can set the funnel to count only the first completion of a visit through the funnel. e.g., If you select this then even if a visitor repeats the journey through the funnel 3 times it will still be counted as 1.
Lap Based When setting up a funnel you can select that the funnel counts each lap (each journey) through the funnel by a visitor. e.g., If you select this then when a visitor repeats the journey through the funnel 3 times, the count will be 3.

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