Funnel Trends

Funnel trends shows the same funnel as a time series rather than a single number, so you can see whether each period's conversion rate improved or worsened against earlier ones.

A single conversion rate is only a snapshot and without a trend you cannot say it is good or bad; funnel trends places that number over time so the effect of a product change or campaign becomes visible. But reading funnel trends has a serious timing trap: periods whose end is near today always look lower, because recent entrants have not had the full conversion window; this end-of-range dip should not be mistaken for a real decline in conversion. For a fair comparison each trend point must sit at least one conversion window away from today. Another point is that for the trend to mean anything, the step definitions, window, order rule and counting method must stay fixed across the whole range; if the funnel definition changes midway, the break in the trend is artificial, not real.