> ## Documentation Index
> Fetch the complete documentation index at: https://docs.funeli.top/llms.txt
> Use this file to discover all available pages before exploring further.

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

> The funnel metrics Funeli reports and how to read them: step drop-off, paywall and checkout conversion, ARPU, ARPPU, revenue per visitor and experiment results.

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](https://docs.funeli.top/guides/analytics.md) and [Experiments](https://docs.funeli.top/guides/experiments.md) 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](https://docs.funeli.top/guides/experiments.md).


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