I recently created a funnel to track a journey from landing page (A) → signup page (B) → Completion (C) for the 1 month periods before and after a change but the conversion ratios (before/after) don’t seem to match up with actual counts.
For instance, the ratio from actual counts is around 1:1 (± 5%) but from the funnel, the ratio is 417:306 = ~1.36 for the same period.
The way I set up the funnel was as follows,
I suspect the clickthrough from A → B may be significantly higher than indicated for the ‘after’ period (based on other tests) to balance out the drop in unique users and lower B → C clickthrough %, but cannot confirm it either way even after adjusting some of the exclusion conditions etc
Would appreciate any help!