Conversion Funnel

Four stages, filtered to one landing page or all of them.

Form Starts    ->  Submissions            ->  Qualifications             ->  Meetings
                   Form Completed             Qualified Responses            Meetings Booked
                   Partial Submission         Disqualified Responses         Meetings Not Booked

Each stage splits into the branch that continued and the branch that did not, so the Sankey shows where the volume actually goes.

What Each Drop Means

The step before form starts, everything that happens between a page view and somebody beginning the form, lives on traffic analytics: site page views, site visitors, form viewed, started, completed, high quality leads, meetings, all on one denominator.

Qualified, and High Quality

The funnel here splits on qualified and disqualified responses, which is the form's own verdict. "High quality" on the traffic overview is a different cut: it counts leads above the high-quality threshold, which is a slider you set yourself. Set it from your own distribution, or the number is arbitrary. See setting a threshold.

Per URL

The per-landing-page view is the one to act on. The aggregate only tells you that the site converts. Per URL tells you which page carries it, and the Lead Source Analytics table underneath breaks out total leads, lead sessions, partial submissions, forms completed and meetings booked for each.

get_conversion_funnel { "url": "/pricing", "dateRange": { "from": "...", "to": "..." } }

Two Mistakes to Avoid

Optimising the biggest drop. The largest gap is usually the one furthest from a buying decision, full of people who were never going to convert. Optimise the drop with the most qualified volume behind it.

Comparing periods with different traffic mixes. A campaign that doubles top-of-funnel traffic lowers every downstream rate while raising every downstream count. Read counts and rates together, always.