Conversions - Tips & tricks

The Conversions product is available for users who have purchased the Enterprise Edition. To learn more, ask for a demo from your Account Executive or reach out to


Looking for a deep dive on Conversions? Check-out the 4 part series designed to provide more details about the Conversions product. Use this article as a high-level to review some Tips & Tricks to help you get started with Conversions. 

Segments vs. Conversion Funnels 

Segments should be used for defining audiences of people that have done a certain thing or have common properties, while Conversion Funnels are meant to specify a series of events that occur in a specific order. Conversion Funnels need at least two events. Best practice is to have four to six events in your funnel.

Existing Segments in FullStory can be used to define the cohort of users in Conversions using the Performed By filter. If you have a Segment of users that you want to use in the Performed By filter, make sure to save the Segment before using Conversions. 

As you are building out the events in your conversion funnel, keep in mind that users can fall out of the funnel after any event, so make sure your first step in the funnel is not too broad. As you are investigating an opportunity and watching sessions of users who had a specific experience, but failed to convert, FullStory will highlight where in the session the opportunity occurred for the user. 

Best Practices for Custom Events and Watched Elements

If your Conversion Funnel uses Custom Events to define a step in the funnel, include the page navigation as part of the step so that Page Performance on that URL will be considered as a signal for that funnel. In other words, if you define your entire funnel using only Custom Events without any specific page navigation, you will not see any Page Performance Opportunities for that funnel. 

Custom Events and Watched Elements can be used as signals to pinpoint errors or interactions that the user may see or experience throughout their session. In addition, sometimes Custom Events can be related to an experience that is not necessarily negative, such as seeing a coupon pop-up. If you want to understand whether that Custom Event had a negative impact on the Conversion Funnel, you can configure it as a signal to test that hypothesis. Conversions supports string and boolean property types for Custom Events.

For Watched Elements, there is a limitation to the types of Elements that can be tracked. They must have text and must not include dynamic text. If not, these elements will not show as Opportunities for the conversion funnel.  


What happens if there are no Opportunities in the table?

If you don’t have any Opportunities listed, you can consider adjusting the number of steps in your funnel, changing the date range to be smaller (if there are too many irrelevant signals) or larger (if there are no relevant signals), or adjusting which Signals you’re including in your analysis. Keep in mind, if you select the custom date range, the range must be 30 days or less. 

Sometimes you will get Opportunities in the table, however, but none of them will be labeled significant. In those cases, the impact of those signals may be real, but FullStory doesn’t have enough statistical evidence to suggest that the drop in conversion is not by pure chance. In those cases, we cannot estimate lost conversions.

How should I make sense of all the math?

The conversion impact number summarizes how much worse the affected group converts compared to the unaffected group. Something to keep in mind is that the conversion impact is a relative percent change and not an absolute difference (i.e. subtraction) in the conversion rates. Opportunities are based on calculating statistical correlations. If you see an Opportunity listed that is statistically significant, that means that you can be 95% confident that the result is due to an actual underlying difference in the two groups (affected & unaffected), not just random chance. But correlation may not mean causation: it is important to consider what upstream behavior could be the root cause of the impact. By default, we prioritize the Opportunity list by the total number of conversions lost. However, you can adjust to sort by affected users and conversion impact. 

What should I do with these Opportunities?

Try getting started by watching a related session to get that additional context and clarity for each of the listed opportunities. From there, you can note and share sessions with related teams when you’re ready to make improvements based on the opportunities you discover. Come back to the Conversions tab as often as you are shipping code to see new opportunities. Adjusting the date range will help you see how Signals were impacting conversion rates before and after implementing changes on your site. 

Do’s and Don’ts:

Do use Conversions when you …

  • have an unknown unknown and don’t know where to start making improvements

  • have a specific hypothesis that you want to test

  • need to see what is having the biggest negative impact on your funnel

Don’t use Conversions when you’re trying to understand …

  • positive impacts on conversion—it’s currently only for negative impacts

  • single, specific examples for a single user


Already using Conversions, but interested in learning more? Check-out our 4 part series of articles, sign-up for live training webinar, or set-up some 1:1 time with one of our Customer Success Managers during Hugging Office Hours

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