Step-Level Metrics
Step-level metrics break down how visitors move through each step of your funnel. Use this data to identify exactly where visitors drop off, so you can optimize the steps that are losing the most people.
What Is Tracked Per Step
| Metric | What It Measures |
|---|---|
| Impressions | The number of times this step was displayed to a visitor. |
| Completions | The number of visitors who completed this step (clicked Continue or Submit). |
| Conversion Rate | The percentage of impressions that resulted in a completion. Calculated as (Completions / Impressions) x 100. |
Viewing Step Metrics
- Navigate to Lead Funnels in the sidebar.
- Click on a funnel name to open its detail page.
- Scroll down to the step metrics section below the trend chart.
Each step in your funnel is listed with its impressions, completions, and conversion rate. Steps are displayed in the order visitors encounter them.
Identifying Drop-Off Points
The most valuable use of step metrics is finding where visitors leave your funnel. Look for large gaps between one step's completions and the next step's impressions. For example:
- Step 1: 1,000 impressions, 800 completions (80% conversion)
- Step 2: 800 impressions, 400 completions (50% conversion)
- Step 3: 400 impressions, 350 completions (87.5% conversion)
In this example, Step 2 has the biggest drop-off. Half of the visitors who see it leave without completing it. This tells you Step 2 is the primary optimization opportunity.
Common Reasons for Drop-Off
- Too many fields - Steps with many required fields tend to have lower completion rates. Consider splitting them into multiple shorter steps.
- Sensitive questions too early - Asking for phone or email on the first step can scare visitors away. Build trust with easier questions first.
- Unclear instructions - If the headline or field labels are confusing, visitors may abandon. Use clear, specific language.
- Slow loading - If a step takes too long to render (for example, a step with many images), visitors may leave before it fully loads.
How Step Tracking Works
Step tracking is fully automatic. When a visitor sees a step, a "step view" event is recorded. When they click Continue or Submit to advance past it, a "step complete" event is recorded. This works on both LeadCapture-hosted pages and embedded funnels.
Step metrics are aggregated daily and stored alongside your funnel analytics. They respect the same time period selection as your overall funnel analytics.
Good to Know
- Step metrics are available on the individual funnel detail page, not on the main Lead Funnels overview.
- The Thank You step is not included in step metrics since it is not a form step that requires completion.
- If you reorder or add new steps, the metrics for new steps start from zero. Historical data for previously existing steps is preserved.
- Step metrics retention follows the same plan-based limits as funnel analytics (Trial: 7 days, Starter: 90 days, Growth: 365 days, Max: unlimited).
- Use step metrics alongside the AI Intelligence insights for automated recommendations on where to improve your funnel.