Step-to-step Conversion

Step-to-step conversion is the share of users who advanced from one funnel step to the next, out of the users who had reached that current step.

This metric measures one jump rather than the whole funnel and is vital for finding the weak step; but its entire value hangs on one point about the denominator, which is also the most common mistake in funnel analysis. The denominator of step-to-step conversion is the users who reached the current step, not the entries to the funnel's first step; if you mistakenly use the first step you get an entirely different figure — cumulative loss — that says nothing about the health of that particular jump. For example a step that only 2 percent of all funnel entries reached might have a 90 percent step-to-step conversion, meaning it is very healthy; reading it against the first step hides this. Overall funnel conversion is the product of these step-to-step rates, so the weakest jump caps the whole and should be fixed first. As with the rest, the conversion window and counting method are part of the definition and two reports are comparable only with identical settings.