Conversion funnels

A funnel measures how your visitors progress along an ordered journey: a sequence of 2 to 8 steps expected in a precise order (for example home page → product page → cart → checkout). For each visitor, Takt computes how far down the sequence they got, then reports the number of visitors per step, the conversion rate and the dropoff between each step.

Steps must occur in order and within a conversion window. A visitor who reaches step 3 without having reached step 2 first is not counted as having reached step 3.

The conversion window

The conversion window is the maximum time a visitor has to complete all the steps and count as converted. It is expressed in seconds.

• Set: the visitor must go from the first to the last step within that delay.
• Left empty: the window defaults to the length of the period selected in the report (7 days, 30 days, etc.).

Step types

Each step carries a type, a value and an optional label. Just like conversion goals, a step is defined either on a pageview or on a named event.

• pageview: the value is a path. A leading / is added automatically if missing (pricing becomes /pricing). The path field suggests known pages as you type — drawn from your site’s sitemap.xml and the pages Takt has already seen — but you can always type any path freely, including the * wildcard.
• event: the value is the exact event name. The * wildcard is not allowed on an event step (it would be matched literally).

Creating a funnel

1. Open your site, then the Funnels tab.
2. Give the funnel a name.
3. Optionally set a conversion window (in seconds). Leave it empty to use the report period.
4. Add the steps in order (2 to 8). For each one: pick the type (pageview or event), enter the value, and an optional label to make the report easier to read.
5. Save.

Reading the report

A funnel report respects the period selected on the dashboard and shows:

• Entered: visitors who completed the first step.
• Visitors per step: for each step, the number of unique visitors who reached it (and therefore reached every prior step too).
• Conversion rate: for each step, the percentage of entered visitors who reached it.
• Dropoff: the share of visitors lost between two consecutive steps.
• Converted: visitors who reached the last step.
• Global conversion rate: converted ÷ entered.

Retroactive by design

Funnels are computed at query time from events already collected. Creating a funnel immediately shows its history over the chosen period: no change to the tracking script is required, and you can adjust the steps or the window at any time without losing data.

API

Funnels are manageable through the REST API. Definition operations require an API key carrying the right scope — funnels:read for reads, funnels:write for writes.

The report endpoint (/stats/funnels/{id}) accepts the same period parameters as the other statistics endpoints.

What’s next

• Events & payload — how pageviews and named events are defined.
• API reference — key authentication and scopes.
• See the funnels demo — a funnel on a real dataset, no account needed.