Conversion Funnel Analysis

This guide assumes you are familiar with User and Company Behavior already. If not, please review the Introduction to User and Company Behavior

Conversion Funnels are a way to measure the adoption of your APIs and understand where new users drop off. With Conversion funnels, you can track metrics like Time to First Hello World (TTFHW) and Time to First Working App (TTFWA). You can also track the conversion rates between steps.

If you’re not familiar with funnel analysis, you should first read Chapter 2 of API Analytics: The Ultimate Guide to Grow Your Platform Business eBook

Funnel Analysis Overview

Conversion Steps

A conversion step is a set converting criteria and may include one or more API call filters. Moesif supports up to six conversion steps and both in-order and out-of-order flows.

Step ordering

The conversion steps can be computed In Order or Any Order.

If you specify In Order, that means Step 1 must occur before Step 2 for the user to be considered converted. Other API calls are still allowed between Step 1 and Step 2, as long as Step 1 occurs before Step 2. Only users who completed the first step have entered the funnel.

If you specify Any Order, Moesif won’t track which order the steps occur in. Users who preformed any of the steps will be considered as entering the funnel. Users won’t be considered converted unless all steps are performed regardless of ordering.

Completed within

You can also specify an conversion window which is the time that all the steps must be completed. By default, the conversion window is the overall time range. If you’re looking at a long time range such as all API data in the last year, you may want to narrow the conversion window if you’re interested in users who completed the funnel within a time window such as within 30 days or 7 days.

API filters

You can filter by any API properties such as API route, request HTTP headers, or other criteria to narrow down your conversion steps. Multiple WHERE clauses are AND’ed together.

If you want to match against any API call, just select exists without any value.

Performed at least

You can also specify how many times a user must perform a step before the user is considered converted. For example if you have a magic number for when a user received value from your product, you can enter that number here.

This can be useful if you want to see the drop off between users who made their first API call and users who made a minimum number API calls (implying a more complete integration).

In the below chart, we see that only 33% of users who made at least a single /search call has also made more than 20 /search calls.

Funnel Steps

Performed by users

You can also narrow your funnel to specific segments of users or compare across different segments.

User filters

If you want to narrow down your funnel analysis to a specific segment of users, you can do so with the user filters. For example, to show only new users created within the last 4 weeks and also are located within the United States, you can add two WHERE clauses like so. Users who don’t match your criteria are not considered as entering the funnel.

Funnel User Segments

Any fields that you saved as part of user profiles are available in funnel analysis.

Group by

Funnels become more powerful when you’re able to see trends across different segments of users. You can bucket users on any user property such as demographic information or various paid marketing channels.

Funnel Group By Country Selection

This will group users by top N buckets and then calculate the conversion rate for each bucket. You can sort the results table by the overall funnel or any particular step’s metrics.

Funnel Group By Country Result

Conversion over time

Conversion over time shows conversion rates for users who entered the funnel on a specific date. So if a user entered the funnel on November 30th, but completed Step 2 on December 3rd, that user will be counted for the November 30th day. All dates are aligned to top of the calendar date. So daily is midnight to midnight whereas monthly is start of the month to end of the month.

The below graph shows the conversion rate broken down for each day for the last 7 days.

Funnel Conversion Rate Over Time