# Interpret your funnel analysis Source: https://amplitude.com/docs/analytics/charts/funnel-analysis/funnel-analysis-interpret --- On this page - [Before you begin](#before-you-begin) - [Interpret your Funnel Analysis chart](#interpret-your-funnel-analysis-chart) - [Set your time options](#set-your-time-options) - [Conversion](#conversion) - [Conversion over time](#conversion-over-time) - [Time to convert](#time-to-convert) - [Frequency](#frequency) # Interpret your funnel analysis Amplitude Academy Diagnose Conversion Issues with Funnel and Path Analyses Analyze your users' movement throughout your product and understand how to improve conversion rates. [Get started](https://academy.amplitude.com/path/diagnose-conversion-issues?utm_source=docs\&utm_medium=in-product\&utm_campaign=academy-link) Amplitude's Funnel Analysis chart helps you understand how users navigate defined paths ("funnels") within your product, and identify potential problem areas where users tend to drop off. This article describes how the chart area of the Funnel Analysis chart works, and how to interpret the data it contains. You can use [Global Agent](/docs/amplitude-ai/global-agent-overview) to interpret funnel charts with natural language. Ask questions like "Why did conversion drop?" or "Compare conversion rates between mobile and web" to analyze your funnel data. You analyze your funnel analysis data in the screen's lower panel. ## Before you begin If you haven't already read the overview of [Amplitude's Funnel Analysis chart](/docs/analytics/charts/funnel-analysis/funnel-analysis-build), start with that before continuing. ## Interpret your Funnel Analysis chart Interpreting the Funnel Analysis chart is more straightforward than it might at first appear, mostly because you can read through the parameters like a sentence. For example, the following chart shows (1) any users who (2) triggered all these events (3) in this order, (4) within one day of triggering the initial event. You can change all these parameters, as well as many others, to reflect the needs of your analysis. You can also specify how the chart describes results (also known as the **takeaway**) by selecting the appropriate option from the dropdown in the chart's upper-left corner: - **Total conversion**: A straightforward calculation that determines your funnel's total conversion rate: (Users who triggered every event in the funnel) divided by (Users who triggered the funnel's first event). - **Largest drop-off step**: Shows the step with the largest drop-off in conversion. The relevant comparison here is the **absolute** decrease, and **not** the percentage decrease. - **Slowest conversion step**: Identifies the step in the funnel with the longest median time to transition to the next. The rest of this section explains the Measured As Module as it applies to a funnel analysis, what all the parameter options mean, and how you can use them to generate the data you want. ### Set your time options Specifying the time frames of your funnel analysis is straightforward in Amplitude. - **...completed within:** Set your conversion window here, which is the maximum length of time allowed for a converting user to take between entering a funnel and completing it. The default conversion window is one day (in UTC). Amplitude counts a user as converted if they complete the funnel within one day of entering it; any longer than that, and the user doesn't count. The minimum conversion window length is one second, and the maximum is 366 days. - **any day:** Applies to new user funnels only. If you select *any day* from the dropdown, the funnel includes new users who performed the first step of the funnel at any point in the date range selected. - **their first day:** If, in a new user funnel, you select *their first day* instead, this restricts the funnel to users who fire the first event (and therefore enter the funnel) on the first day they appear in Amplitude (their new user date). By default, Amplitude assumes events don't trigger within one second of each other. However, in some situations—like when you have multiple events firing at the same time—you might need a more detailed level of time resolution. In these cases, Amplitude can resolve events on a per-millisecond level. Check *Millisecond resolution* in the *Advanced* drop-down. This setting can cause issues if you generate client event times in distributed or multithreaded environments. Contact Amplitude support if you need help. ### Conversion The default option for a Funnel Analysis chart, the Conversion graph is a bar graph that details the number of users who clicked through to each step of the funnel. In this chart above, 229,324 users triggered the event `User Sign Up` in the last 30 days. Of these, 173,093 triggered `Search Song or Video` within one day of viewing an item's details. And 28,472 of the original group of users triggered `Purchase Ticket` within one day of `User Sign Up`. Not only does the bar graph show the number of users who converted at each step, it also shows the number of users who dropped off at a particular step of the funnel. The solid regions of the bars represent users who converted, while the striped areas on top represent users who dropped off. The tabular view of the data, directly below the chart, offers additional context: - **Conversion:** The percentage of users who completed the entire funnel. - **\[Event name]:** The number of users who complete that step in the funnel. The first step is always 100% because a funnel only includes users who triggered that first event. - **Average Time:** The average time it takes users to move from one event to another event in the funnel, based on the time of users' *first* conversion. If you applied a group-by to your funnel chart, the *Average Time* column returns "N/A", since Amplitude doesn't count average and median times for daily/weekly/monthly step transitions. You can also count conversions by event totals instead of unique users. ### Conversion over time The Conversion Over Time graph shows conversion rates for users who entered the funnel **on a specific date**. For example, if a user enters a funnel on January 1st and then converts in the funnel on January 5th, Amplitude counts them in the bucket for January 1st, since that's when they first entered the funnel. The percentages here are conversions per unique user, per day/week/month. For instance, if a user enters the funnel by firing the first step on both July 1st and July 2nd, and completes the funnel within 30 days of both dates, Amplitude counts that user in the conversion percentages for both July 1st and 2nd. This graph can also show you the conversion rate between funnel steps. Users don't need to complete the entire funnel to count in this analysis—they need only complete all the steps up to (and including) the last step you want to analyze. For an example, consider the following chart. Within this three-step funnel, Amplitude lets you look at conversion rates across the **entire** funnel, between **any two steps** in the process (in this example, step 1 to step 2, **or** step 2 to step 3), or between **two pairings** of steps (step 1 to step 2, **and** step 2 to step 3). If you select `1: User Sign Up to 2: Search Song or Video`, Amplitude includes all users who completed those two steps, regardless of whether they completed step three. Amplitude displays conversion graphs for each selection in the Measured As Module below, as shown in the screenshot above. If this were a four-step process, conversions from step two to step three would include all users who completed the first three steps of the process, regardless of whether they completed the fourth. Users always **must enter the funnel at the first step** to count. Conversion Over Time for new users still counts all active users. ### Time to convert Time to Convert shows how long your users take to move from one step in your funnel to the next, displaying the data as a histogram. Amplitude automatically chooses a bucket size (1 second, 10 seconds, 1 minute, 10 minutes, 1 hour), depending on the conversion window and lookback window you select. The median time to convert shown is for the entire funnel. The percentages on the vertical axis represent the ratio of users who converted within a particular interval, relative to the number of all users who converted within the selected time range. If you need to, you can also create custom buckets. If you create custom buckets, Amplitude calculates the returned percentages using only users who fall between the min and max values for your bucket. Amplitude calculates the median bar based on the full data set, regardless of the bucket min and max values. You can also switch from a histogram view to a time series that depicts how median time to convert changes over time. Click the *Distribution* drop-down and select *Over Time*. While the default scope of a Time to Convert graph is the entire funnel, you can also limit it to any two consecutive steps in your funnel, as described in the previous section. ### Frequency The Frequency chart helps you understand the number of times users in your funnel trigger one event before triggering another specific event for the first time. You can choose the two events you want to analyze in the Measured As Module, as shown in the screenshot below. For example, in the chart below, 41.1% of all users performed the `Search Song or Video` event only once before purchasing a ticket within a one-day period. Was this helpful?