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Аналитика / Продуктовые метрики

Conversion funnel step rate

Step conversion shows how efficiently users move from one funnel stage to the next.

Опубликовано: Обновлено:

АналитикаПродуктовые метрики

Формула

$$\text{CR}_{i\to i+1}=\frac{U_{i+1}}{U_i}\cdot100\%$$
funnel Funnel stage conversion

Visualizes drop-off between consecutive events and helps locate onboarding bottlenecks.

Stage-by-stage view is more actionable than only final conversion.

Обозначения

$U_i$
Users who reached stage i, users
$U_{i+1}$
Users who reached next stage, users

Условия применения

  • Stages must follow a strict order with clear, non-overlapping definitions.
  • Counts must be for the same cohort or date window.
  • If users can re-enter stages, decide whether to count total or unique progressions.

Ограничения

  • Re-entry between stages breaks basic one-step interpretation.
  • Data instrumentation mismatches can produce apparent drop-offs that are tracking artifacts.
  • Very small stage populations create high variance.

Подробное объяснение

The funnel is multiplicative. High conversion in one step and low in another points to exact UX or offer bottlenecks.

Как пользоваться формулой

  1. Define a strict funnel path and event names.
  2. Count users at each stage.
  3. Compute per-step and cumulative conversion rates.
  4. Prioritize optimization on the lowest step conversion.

Историческая справка

Funnel conversion is a core concept in growth analytics and experimentation workflows.

Пример

If 3,000 users reached page view and 1,200 reached trial start, step CR = 1,200 / 3,000 × 100\% = 40\%.

Частая ошибка

Using total app DAU as stage `i` denominator; each stage must use the actual stage population.

Практика

Задачи с решением

Landing-to-signup

Условие. U_1 = 5,000; U_2 = 1,250.

Решение. \text{CR}_{1\to2}=1{,}250/5{,}000\cdot100\%=25\%.

Ответ. 25\%

Trial-to-paid

Условие. U_1 = 1,200; U_2 = 540.

Решение. \text{CR}_{1\to2}=540/1{,}200\cdot100\%=45\%.

Ответ. 45\%

Дополнительные источники

  • Heap, Product Funnel Analytics
  • Google Analytics, Funnel Reports Overview

Связанные формулы

Аналитика

Activation rate

$\text{Activation Rate} = \frac{N_{\text{activated}}}{N_{\text{registered}}}\cdot100\%$

Activation rate tracks how many new registrants reach a predefined value moment.

Аналитика

DAU to MAU ratio

$\text{DAU/MAU} = \frac{\text{DAU}}{\text{MAU}}\cdot 100\%$

The DAU/MAU ratio shows what share of monthly active users visit your product on an average day.

Аналитика

ARPPU

$\text{ARPPU} = \frac{R}{N_{\text{paying}}}$

ARPPU indicates average revenue for paying users only.