Conversion funnel
A conversion funnel is a model of a multi-step journey — onboarding, checkout, sign-up, a level sequence — that measures how many users make it from one step to the next and how many leak out along the way. It turns a vague sense that “conversion feels low” into a specific, fixable step. Almost every team’s first analysis is a funnel, and it is the one they return to before every release.
How it is calculated
You define an ordered list of events, then count the users who reach each step. Conversion is measured both step-to-step and end-to-end:
step conversion = users reaching step N+1 / users reaching step N
overall conversion = users reaching the final step / users entering the funnel
The complement, drop-off, is the share who entered a step but never reached the next one. A key parameter is the conversion window — the time a user has to complete the next step. A short window suits a checkout (minutes); a long one suits a buy-to-pay loop (days or weeks). Get the window wrong and the funnel either undercounts slow converters or overcounts coincidences.
Why it matters
The value of a funnel is not the overall percentage — it is the worst transition. If 70% of users finish the tutorial but only 12% reach first purchase, that single step is where your week should go. Funnels localize problems precisely, so engineering and design effort lands where it actually moves the number. They also make releases measurable: ship a change, watch the broken step recover (or not).
In games and apps
Aggregate conversion hides as much as it shows. The real story appears when you segment the funnel by platform, app version, acquisition channel, country or A/B group. That is how you find a flow that is fine on iOS but collapses on a specific Android build, or a paid channel whose traffic never converts. Funnels also feed directly into cohort analysis: take the users who dropped at a step and follow what they did instead.
In Keentics
Keentics builds funnels directly on your raw event stream — pick the ordered events, set a conversion window that matches your product, and every step shows both absolute counts and the step-to-step rate so the biggest drop is impossible to miss. From any step you can split by dimension or branch into the retention of that population. See the full funnel analysis feature, related game analytics, and the pricing page.
Related: Active users · ARPPU · ARPU · Attribution