Sticky mpknowledgedrop

Why are the breakdowns of individual funnel conversions higher than the overall conversion rate?

  • 1 June 2020
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Why are the breakdowns of individual funnel conversions higher than the overall conversion rate?
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  • Mixpanel Customer Success
  • 8 replies

We’ve seen this question crop up a few times. Why could the breakdown of individual funnel conversions be higher than the overall conversion rate?

 

Let’s look at this simple example that looks at Uniques in Specific Order within 1 day:

 

Time

Funnel Step

Breakdown

User

2020-05-25 9am

Add to Cart

Chardonnay

Charlie

2020-05-25 10am

Add to Cart

Pinot Noir

Charlie

2020-05-25 11am

Purchase

Pinot Noir

Charlie

2020-06-01 2pm

Add to Cart

Pinot Noir

Sam

2020-06-01 3pm

Purchase

Pinot Noir

Sam

 

Conversion by Wines

 

Wine

Unique Conversions

Conversion Rate

Chardonnay

0

0%

Pinot Noir

2

100%

 

Overall conversion

 

As a reminder, unique conversions count only the first time the first event is performed by the user in the date range, even if they complete the funnel multiple times. 

 

With overall conversion, we’re looking at the first attempt for any value. So in this example, if Charlie does Add to Cart with Chardonnay but not Purchase within the time to convert, and then comes back to do Add to Cart and Purchase within the time to convert and with Pinot Noir, Charlie will show up for Pinot Noir, but not for the overall.

 

Unique conversion = 1 (Sam)

Conversion rate = 1 / 2 = 50%


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