Glossary
Conversion funnel
An ordered series of steps, and how many people reached each one. It needs the same identity across the steps, for as long as the funnel lasts.
A conversion funnel is an ordered series of steps, such as pricing page, signup started, signup completed, and the count of people who reached each one in that order. Two figures come out of it: the share of those who started who got this far, and the share lost since the previous step.
A funnel only works if it can recognise one person across its steps, for as long as the funnel lasts. A cookie or a login gives you days or weeks. A daily hash gives you the day at most, and less if the address or browser changes, so anonymous conversion stops there. See funnels and retention without cookies.
In Trailic, a funnel has two to eight steps, each a page or a custom event, and a time window from the first step, a week by default.