How are funnels calculated?
Your customers must complete the steps you designate in your funnel in loose order. Loose order means that a customer can engage in other actions in between funnel steps, as long as they complete all the funnel steps in order. Let's start with an example where the funnel has steps: A, B, C, D, E and go through a few cases:
- The customer does steps A -> B -> C -> D -> E in exact order. Mixpanel will count this as a conversion.
- The customer does steps A -> B -> F -> C -> D -> E. Mixpanel will count this as a conversion. This is an example of loose ordering.
- The customer does steps A -> B -> C -> E. Mixpanel will not count this as a full conversion, and the customer will not appear in the funnel after step C. The customer's completion of step E is excluded from the funnel because step D did not occur.
Uniques, not totals
All Mixpanel funnels are based on unique users, not total events sent. The number you see for a step in a funnel is the number of your customers who completed that step of the funnel. Customers are only counted through the funnel once over the selected timespan of the funnel, even if they complete the funnel multiple times.
How long does a customer have to complete a funnel?
The date range you select in the funnel view is the date range your customer has to complete the first step of the funnel. After that, by default, all customers have 30 days to complete a funnel from the date they send the first event. However, the conversion window is adjustable when you edit your funnel steps:
Keep in mind that the conversion window starts on the first instance of the first event, and will not be updated by later versions of the same event. Let’s say you have a Funnel with steps A → B → C and a conversion window of one hour. If the user does step A at 1pm and then step A again at 1:30pm, before doing step B at 1:45pm and step C at 2:15pm, they would not be counted as completing the funnel as 1pm to 2:15pm is greater than one hour. The conversion window will start with the first instance of Step A and will not be reset by the later instances of Step A. Steps B and C need to be completed within the conversion window from the first instance of A to be counted as conversion in the Funnel.
What happens if a property changes across a funnel?
The value of some properties (like "Account Status") may change over the course of a funnel. When this occurs, Mixpanel chooses the latest possible value of the property in the funnel and attributes the customer's conversion to that value.
What if two events are sent at the same time?
Mixpanel Funnels include a built-in 2 second window. This means any consecutive steps that have timestamps within two seconds of one another are interchangeable. This window allows for inconsistencies that arise with cross-platform tracking, batch event sending, mobile time tracking, or variations in connection speed.
What does this mean in terms of your funnel? In a funnel with step A -> B, if a user completes event B first and then performs event A within two seconds, Mixpanel will count this as a conversion from A -> B or B -> A.