What counts as a good funnel conversion rate?

No quotable figure transfers from one product to another, because a funnel rate depends on the number of steps, whether the funnel is open or closed, the length of the conversion window, the sector and the mix of incoming traffic. The valid comparison is the same funnel in an earlier period and the same funnel split by channel or device, not a number published for someone else's product.

Why does the funnel number change when the conversion window changes?

The conversion window sets how long a user has to reach the next step and still be counted as converted. For low-price purchases decided the same day a short window captures almost everything, while for considered purchases where people research for several days a short window discards a large share of the real conversions.

Funnels Report

Intermediate

Updated Jul 11, 2026 Shahin editorial 3 min read

PronunciationEN/ˈfʌnəlz rɪˈpɔːrt/

A funnels report measures how many users complete a sequence of steps defined in advance, and where along that sequence they drop off.

Three settings move the number materially: the conversion window, whether the steps must occur in strict order or merely in sequence with other events allowed between them, and whether the denominator counts users or sessions. A funnel can be closed, requiring entry at step one, or open, admitting anyone who reaches a later step, and the two produce different completion rates from identical data. The report gives both a step-to-step rate and an overall rate, and reading a step-to-step figure as if it were the overall one is the most common misreading, since ninety percent at each of four steps is sixty-six percent end to end. Because those settings are part of the definition, funnel rates from two different tools, or from one tool before and after a configuration change, are not comparable.

FAQ

Sources:Mixpanel — Funnels report