Conversion Funnels

Funnels show how many unique visitors complete a configured sequence of pages and events. Each site can have multiple independent funnels, for example one for Product X, another for Product Y, and another for lead generation.

Create And Select Funnels

  1. Open Conversions > Conversion funnel.
  2. Select the site.
  3. Click New funnel.
  4. Enter a name that identifies the product or objective.
  5. Add between 2 and 12 stages.
  6. Save the funnel.

The New funnel button opens a separate setup page, keeping the main screen focused on results. Use the Funnel selector to switch between the site's funnels and Edit funnel to reopen its configuration. Editing or deleting the selected funnel does not change the others.

Stage Types

Type When to use it Example
Path The stage is identified by the page URL. /product-x, /checkout, /thank-you
Event The stage depends on an action inside the page. product_selected, checkout_started, phone_validated

The configured value must exactly match the collected path or event name.

Exit Stages

Mark Exit when an outcome ends the journey and prevents the visitor from continuing, such as:

  • Offer unavailable.
  • Payment declined without another attempt.
  • Registration rejected.
  • Product unavailable for that customer profile.

The exit appears in red and shows the percentage of eligible visitors at that point who received the terminal outcome. It does not become the base for the next stage in the main path.

Place an exit stage immediately before the alternative that continues the funnel. Example:

  1. Event: registration_completed
  2. Event: analysis_completed
  3. Event: offer_unavailable — Exit
  4. Event: offer_available
  5. Event: purchase

If offer_unavailable happens before a later progression event, the visitor terminates at that point and is not counted in following stages. This separates voluntary abandonment from loss caused by the system's own rules.

Automatic And Optional Events

The main tracking snippet records page_view automatically. Therefore:

  • Funnels based only on Path require no additional code.
  • Custom events are optional.
  • Sites that do not send custom events continue collecting navigation normally.
  • An Event stage advances only when that specific event is received.

Send A Custom Event

After installing the site's Install Code, call:

window.OrbitalTracker.track('checkout_started');

With optional context:

window.OrbitalTracker.track('product_selected', {
  product_id: 'product-x',
  product_name: 'Product X',
  plan: 'premium'
});

The second argument is stored as custom_data, but it is not required for the visitor to advance through the funnel.

Fire the event after the action succeeds:

document.querySelector('#start-checkout').addEventListener('click', function () {
  window.OrbitalTracker.track('checkout_started');
});

Use stable names of up to 64 characters, preferably lowercase with underscores. In the example above, configure the stage as Event with the exact value checkout_started.

How Counting Works

Each stage counts unique visitors who reached it after the previous stage within the selected period. Repeated events from the same visitor do not inflate the count.

Example:

  1. Path: /product-x
  2. Event: checkout_started
  3. Path: /thank-you

A visitor appears in the third stage only after reaching all three conditions in that order.

Funnel Events Versus Conversion Tags

OrbitalTracker events describe navigation actions used as funnel stages. A conversion tag records a confirmed outcome with conversion-specific fields such as order, value, currency, and items.

For a purchase, for example, use checkout_started as an intermediate funnel event and fire the purchase conversion tag only after the order is confirmed.

QA

  1. Open the site with the published Install Code.
  2. Complete the stages in their configured order.
  3. For event stages, verify the request to /api/collect/event in the browser Network panel.
  4. Open the funnel and select a date range that includes the test.
  5. Confirm that the visitor appears in every expected stage.