One great thing about our funnel conversion is its ability to break down conversion by event properties. For instance, if you wanted to understand the purchase conversion rates by cities, you could create a 2 step funnel with Step 1: Add to Cart, and Step 2: Purchase, and use the event property “City” to see the conversion rates by cities.
But what if you had different key events that contributed to the purchase? Could you still understand which events drove the highest conversion rate?
The answer is yes, if you’re looking at a first touch attribution. Here’s an example: Suppose you’re an eCommerce company, and there are three key actions that drive users to purchase.
Join a Loyalty Program
You’d like to attribute the conversion rate to the first time within your conversion window that the user does any one of these events. I.e. If a user joins a loyalty program first before browsing then purchasing, the credit is given to “Join a Loyalty Program”.
To analyse the conversion rates, we can hop into the Funnels report, and create a custom event for the key events that we want to measure:
Then, we create a two step funnel and breakdown by event property “Event Name”. Be sure to change the attribution type of the breakdown to first touch, so that we get the attribution by the key purchase drivers.
This is the result you’d see: