Funnel metrics: conversion, revenue per visitor and drop-off - Funeli

Funeli reports the metrics a subscription funnel lives on, from the first step view to revenue. This page defines them so the numbers in Analytics and Experiments read the same way for everyone on your team.

Journey

Metric	What it measures
Visitors	People who opened the funnel in the period
Step reach	Visitors who saw a step
Drop-off	Visitors who left at a step and did not go further
Completed funnel	Visitors who reached the end of the funnel

Use step reach and drop-off to find the screens that lose the most visitors. A long quiz is fine when each step keeps people moving; a single confusing question can cost more than ten extra steps.

Paywall and checkout

Metric	What it measures
Reached paywall	Visitors who saw a paywall step
Paywall to checkout	Share of paywall visitors who opened checkout
Checkout opened, payment form loaded, payment details entered, payment submitted	Each stage of the checkout, so you see whether people stop before or after they start typing card details
Checkout to purchase	Share of opened checkouts that ended in a purchase
Paywall to purchase	Share of paywall visitors who bought

Revenue

Metric	What it measures
Purchases	Completed purchases in the period
Revenue	Money taken, per currency
ARPU	Average revenue per visitor, across everyone who opened the funnel
ARPPU	Average revenue per paying user
Revenue per purchase	Average value of one purchase
Revenue per visitor	The main measure for comparing funnel variants: it combines conversion and price

Comparing variants

A cheaper plan can raise conversion and lower revenue, and an upsell can raise revenue without changing conversion. Compare funnel variants on revenue per visitor, and give an experiment enough traffic before you pick a winner. See Run A/B experiments.