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How to Read Funnel Analytics

Funnel analytics is the reporting view for a single funnel. Use it to see where visitors enter, how they move step by step, and where the biggest drop-offs happen.

Before You Start​

Make sure you have:

  • A funnel with connected, published steps.
  • Some traffic through the funnel (or a test visit) for non-zero metrics.
  • Access to AtomicFunnel analytics in your workspace.

See How to create a funnel and Funnel analytics (reference).

Step 1: Open Funnel Analytics​

Open analytics from either place:

  1. Funnel list — click Analytics on the funnel row.
  2. Funnel editor — click Analytics in the header.

The screen title shows the funnel name. Header controls include back, export, reset filters, time period, and Search (for custom dates).

Step 2: Read Summary Tiles​

At the top, review summary tiles such as:

  • Form submission — total form leads tied to funnel pages, often with a link to Leads.
  • Quiz submission — total quiz completions, also linked to Leads when available.
  • Additional commerce-style tiles may appear when your data and plan support them.

Use these shortcuts when you need row-level lead detail instead of step counts alone.

See Leads overview.

Step 3: Walk Conversion Overview​

Under Conversion overview, each step is one page in funnel order (first to last).

MetricHow to read it
Total visitorsAll visits counted for that step in the selected period.
Unique visitorsDistinct visitors for that step.
Conversion rateForward movement in the funnel (percentage). Compare step to step.
Bounce rateSessions that left without meaningful forward progress.

When leads are captured on a step, you may also see Form submission or Quiz submission counts for that page.

See Funnel step metrics.

Step 4: Find Drop-Offs and Verify Pages​

  1. Start at the first step — confirm traffic looks reasonable for your ad or email sources.
  2. Walk downstream and watch conversion rate — the first large decline is often the best place to experiment.
  3. Pair high bounce rate with qualitative checks (message match, mobile layout, load speed).
  4. Click the link icon on a step to open the published page in a new tab and verify the live experience.

Step 5: Adjust Date Range When Needed​

If numbers look empty or outdated, change the time period or use a custom range with Search. See How to filter funnel analytics by date.

Export a CSV for stakeholders with How to export or reset funnel analytics.

Troubleshooting​

ProblemWhat to try
All metrics zeroWiden the date range; confirm pages are published; send a test visit through the full path.
Numbers differ from adsAd platforms use different attribution; Atomicat metrics are page-centric inside the funnel.
Step missingSave the funnel with all pages connected; refresh analytics.

Outcome​

You can read funnel performance step by step, identify where visitors drop off, and jump to Leads or live pages for deeper investigation.

FAQ​

Why are all metrics zero?

You may be outside the selected date range, traffic has not hit the published URLs yet, or data processing may be delayed. Widen the range, confirm pages are published, and send a test visit through the full funnel path.

Do numbers update live?

The view refreshes when you open it, when you change certain preset periods, and when you click Search (especially for custom ranges). It is not a live streaming dashboard.

Why does my ad platform show different conversion?

Ad platforms use their own attribution models. Atomicat step metrics are page-centric inside your funnel. Some difference is normal.