Conversion Metric Definitions

• Ordered — steps happen in order; other events may occur between them. The usual default.
• Strict — no other tracked event may occur between two steps. Rare; use for tight flows.
• Any order — steps in any sequence within the window.

Attribution (for breakdowns)

When you break a funnel down by a property whose value can differ across a unit’s events, pick how the unit gets its breakdown value:

• First-touch — the value on the unit’s first step. Most common for acquisition analysis.
• Last-touch — the value at conversion.
• Per-step — the value on each step (a unit can appear in different buckets at different steps).

The rates change with the choice, so state it explicitly in the model’s column annotations.

Aggregation unit

person_id for user funnels; a group key ($group_0, account id) for B2B/account funnels — an account “converts” if any of its users completes the steps. Keep this consistent with your revenue and activation models so the numbers reconcile.