Lead attribution · funnels and goals
Funnels and goals: where visits go, and where they leave
Funnels and goals in Skald show how many visits went through your pages in order, where the rest left, and how often each source ends in the events you count as success.
Funnels and goals are two ways to read success. A funnel counts the visits that went through a set of pages in order, up to 8 steps, from your server log. A goal is a tracked event you count as success, shown per 100 visits by source.
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1 Any page4,820visits
2 Page named pricing1,31027% of start
3 Page is /contact/4028% of start
Left after step 13,51073% left
Left after step 290869% left
Sample funnel. Each visit flows once: its source, each page step it reached in order, or Left after the step where it stopped. start from one source
[01] build a step
Funnel steps that match the pages you mean
A page step matches your pages one of four ways. Three are in the step's menu; Contains is written in the funnel's link, as *pricing*. Pick one, type a pattern, and see which sample pages it catches. The part after ? is never part of the match. Funnels sit beside the leads in lead attribution.
in the funnel's link: ~pricing
/pricing/last part: pricing/pricinglast part: pricing/pricing/?plan=teamlast part: pricing/fr/pricing/last part: pricing/PRICING/last part: pricing (any case)/pricing/enterprise/last part: enterprise/blog/pricing-guide/last part: pricing-guide/docs/last part: docs
5 of 8 sample pages match
Sample pages. The fifth choice, Any page, matches every page. Contains has no button in the app: write it *pricing* in the funnel's link. Several pages: /pricing/ | /plans/.
[02] in order
How a funnel counts a visit: in order, and where it stopped
A visit reaches a step when it reads a matching page at or after the page that met the step before. A visit that lands straight on pricing still counts for the pricing step. Pick a visit and watch it walk the funnel.
Five sample visits pick one
- 1Any page
- 2Page named pricing
- 3Page is /contact/
/blog/logs/step 1/pricing/step 2/contact/step 3
Visit A reached 3 of 3 steps.
/pricing/ comes after the start, and /contact/ after /pricing/: every step in order.
[03] funnel history
Save a funnel to count it every day. Days before say not recorded, never 0.
A visit's pages in order are kept 7 days by default, so a funnel you have not saved reads only those days. A saved funnel is counted every day from the day you save it. Drag the save day.
15 days counted, Oct 9 to Oct 2315 not recorded, Sep 24 to Oct 8Not saved, it reads Oct 17 to Oct 23
drag the save day
History also shows each step by source type and by device, where visits went next when they went no further, and the time from the first step to the last.
A day that does not pass Skald's second count is withheld. Changing a page or the source starts a new history; renaming the funnel does not. No share is given over fewer than 10 visits.
[04] goals
Goal conversion rate by source, per 100 visits
An admin picks up to 10 tracked events as goals, such as Sign-up sent or Demo booked. Each goal gets its own table: visits from the server log and events from the tracking script, side by side, per 100 visits from each source.
Demo booked: 0.8 per 100 visits
- Search engine2,410 visits · 210.9
- Direct or unknown1,820 visits · 120.7
- Social media640 visits · 20.3
- AI assistant350 visits · 72.0
- Email8 visits · 1too few to say
Sample month. No rate is given over fewer than 10 visits. A day counts only when both the visits and the events passed their checks, so today's goals appear after midnight.
[05] where it stops
Where funnels and goals stop
They count visits and events, not people. Each figure says where it comes from.
What it does not do
- Event and lead steps are counted beside the visits, on the same days, and never joined to a visit. They are never a share of the step before.
- A goal rate is two counts side by side, not people followed one by one. Goals are for the whole site: the page filter does not apply.
- A funnel you have not saved reads only the visit paths kept, 7 days by default. A saved one has no days before the day it was saved.
- History counts page steps only. Lead and event steps have their own history.
- Nobody is named. An address tied to a lead by the form it sent is likely, never certain; owners and admins only, audit-logged.
keep reading
More on funnels and goals
questions
Funnels and goals FAQ
Straight answers, including what Skald does not do.
How many steps can a funnel have?
Up to 8. Each page step matches pages one of four ways: Any page, Page is, Starts with, or Page named, which finds a page by its last part in any language folder. A step can match several pages, separated by a vertical bar.
Can a funnel start from AI assistants only?
Yes. In Starting from, pick a kind of source, such as AI assistant or Search engine, or one assistant under One assistant. The funnel then counts only the visits that came from there.
Why does a new funnel show only a few days?
A funnel is built from each visit's pages in order, and those are kept for a few days, 7 by default. Save the funnel and it is counted every day from then on, so it covers any date range. Days before it was saved show as not recorded, never as zero.
Can a funnel step be a button click or a lead?
A step can be an event from the tracking script, such as a click or a demo booked. Events are counted beside the visits, on the same days, and never joined to a visit, so they are not a share of the step before. Lead steps, from your lead database, are in the built-in Landing to lead funnel.
What is a goal in Skald?
An event from the tracking script that counts as success for you, such as Sign-up sent or Demo booked. An admin picks up to 10 on the Events tab or in the site's settings. Each shows per 100 visits, by source, from the next run.
Why does a goal show no rate for some sources?
No rate is given over fewer than 10 visits, because a share of a handful of visits says little. A day counts only when both the visits and the events passed their checks, so today's goals appear after midnight.
$ tail -f access.log | skald
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