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%