Conversions - Your first Conversion Analysis

This feature is available with FullStory Enterprise. Please contact your Account Executive or reach out to Support to learn more.

Learn all about conversions in our new interactive learning module! Check it out here.

This is Part 2/5 of a series explaining Conversions.


Setting up your first Conversions Analysis


To use Conversions, you need to have purchased the FullStory Enterprise edition, and have sessions already recorded. If you don’t have your snippet installed, set your site up first and then come back to this page.

The more sessions you have recorded, the more signal Conversions will have to detect significant customer impacts. There’s no absolute minimum number of sessions that will work for all situations, but we’d recommend having at least a few hundred sessions in which a customer engages deeply with your funnel (i.e. not just sessions of customers bouncing at the first step!) before seriously diving in to Conversions.

What if I’m not using the Enterprise edition?

We’d love to talk to your team about the Enterprise edition – please reach out to your Account Executive to chat! Upgrading to Enterprise unlocks powerful new features like Data Export, Segment Alerts, and more.

If upgrading to Enterprise is not the right plan for you at this moment, you can instead use FullStory’s funnel searchie and powerful search and segmentation to answer important business questions using any plan at FullStory.


You’ll start by using the Conversions Composer to select exactly what you want to analyze:

  1. Create a Conversion Funnel consisting of at least two steps.
  2. Choose the cohort of users you’d like to pass through your funnel. It’s a good idea to start with “Everyone” and then get more specific later.
  3. Set the date range you’d like to analyze. We suggest the past week or past month.
  4. (Optional) Choose to add or remove any additional signals you want to be examined in the analysis. For your first funnel, it’s fine to use the default settings, which include frustration signals, AJAX errors, and page load speed.
  5. Click "Analyze"
  6. (Optional) Save your Conversion Analysis for later use. 

Now, you’ll notice that the Conversions engine is already analyzing the data you’ve selected to find you the top opportunities for improving your users’ experiences.

  • Conversions will automatically prioritize opportunities based on the strongest signals we detect from user behavior in the funnel.
  • You can dive into specific results to learn more about the opportunity, including details such as how many and how severely users are impacted, and to watch relevant sessions.
  • With your newfound insights and evidence, go forth and optimize your customer experience!

Step by Step How-To

In this section, we’ll walk you through how to get results from running a Conversions Analysis, along with some technical clarifications along the way for your reference. If you’re in a hurry, we have a separate “quick start” guide and you can catch up on these details later.

When you initially land in Conversions you will see the layout pictured here. From this zero state you can create and run a new Analysis or you can open a Saved Analysis from the list at the bottom. In this step by step how-to, we will focus on running a new analysis using the options highlighted here by the pink box.

Conversion Analysis.png

1. Create or Select Conversion Funnels

The first step in running an Analysis is to create a new conversion funnel or select a saved funnel from the dropdown. For this example, let’s create a new funnel by clicking “Create Conversion Funnel.”

Create a new funnel for conversion analysis.png

A new Conversion Funnel needs a name and at least two events to define the steps. While you’re setting up your funnel, we show you a preview of the results of your funnel over the last 30 days (how many users made it from Step 1 to the final step) so you can confirm you’re building the funnel correctly. If your funnel has no users completing the funnel, you won’t see any results.

Configure funnel events.png

You can also edit or delete any existing Conversion Funnels within the Conversions Funnel Builder.

We allow you to specify in your Conversion Funnel if you’d like to look at funnels where all the events happened “within the same session” (the default) or “across any number of sessions”. We recommend the default unless it would be typical for your users to take multiple sessions to complete your Conversion Funnel.

  • If you select “across any number of sessions”, we consider the number of unique users who have participated in the funnel flow, even across two or more separate sessions.
    • A user may have had other sessions or funnel conversions without that negative experience, but only the sessions where the user had the negative experience will be counted.
  • If you select “within the same session”, we consider the number of user sessions in which a user participates in the funnel flow, possibly completing or experiencing friction all in one session.
    • This number may be lower than for “across any number of sessions” because it will exclude users who took more than one session to complete the flow. It may also be larger than your number of customers because it can count the same user multiple times for each of their sessions that meet the funnel criteria. 
Note: by default, funnels will be shared and visible to your whole organization. You can work with your Customer Success Manager to limit access to Conversions within your organization if you prefer.


2. Choose “Performed By” Cohort


Next, select the cohort of users you’d like to pass through your funnel. Cohorts correspond to a FullStory Segment that you have previously saved, and therefore defines people who ever met the segment criteria within the date range you select in the next step (#3). The time range you select is independent of whether a customer met the segment criteria at the time they engaged with the funnel (although it often overlaps) and it also overrides any date range that was set in the original saved segment (but does not alter the original segment).

For now, you can pass through Everyone as your cohort. If you’d like to get more granular later, try creating a segment like “Mobile users,” or all users from a specific country or region.

Note: future functionality planned for Conversions will let you compare dimensions such as device type and geographic location in a dedicated view!


3. Choose date range


The date range selects when the events defining the Conversions Funnel must have occurred, and is defined according to the local browser time of your customer. Additionally, all the “Performed By” Segment criteria must hold within this range for a session to be counted in the analysis.

If you want to see the effect of recent changes (such as a new feature you released last week), try the “Past week” or a shorter time frame. For a good overview of longer-running issues, try “Past month”. Keep in mind, if you select the custom date range, the range must be 30 days or less. 

4. Add or remove signals to be analyzed

Configure Signals.png

Are you in a situation where you know you can’t work on Page Performance issues this month, and you want to focus on issues you can address right now? You can choose to streamline the analysis to focus only on your most relevant signals (uncheck “Page Performance”).

You can also create your own signals to get other types of insight. If you instrument Custom Events to detect points of friction (for instance, errors that happen in the signup or checkout process) you can select those custom events as signals for Conversions to examine. In a similar way, you can set up Watched Elements on your error modals or specific CSS selectors as additional signals. Conversions supports string and boolean property types.

5. Click Analyze

Click the bright pick “Analyze” button to begin your analysis! This could take a minute or two depending on how complex the analysis is that you have constructed. We will explore the analysis results in our next article, linked at the bottom of the page.

6. (Optional) Save your Analysis

Now that you have built and configured the perfect analysis (funnel + user cohort + signals) for your new business use case, you may have a desire to share these results with other people on your team or to come back and check this analysis again later to see how things have changed. This is all made possible by leveraging the Save Analysis feature pictured at the top of the image below.


Clicking the “Save Analysis” button (top right of the above image) will prompt you to name your new analysis. The interface for doing so looks like this:


After choosing a name for your analysis, you can click the pink arrow or hit the return/enter key to complete the process.

Viewing saved analyses is as simple as selecting it from the “Saved Analyses” dropdown (located directly above the funnel selection dropdown). When viewing a saved analysis you have the ability to save changes to that analysis, save changes as a new analysis or to delete that analysis by clicking the trash can button. All of these buttons can be seen along the top of the image below.


Happy analyzing!


Now that you understand how to begin exploring your funnel conversions, you may have questions about the results. You can read more about Understanding your Conversions results.


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