Funnels & Processes

Track multi-step conversion funnels in Behavior Intelligence: process cards, completion rates, drop-off analysis, trends, and Process Builder editing links.

Processes vs discovered paths

Funnels & Processes tracks defined multi-step flows you configure in Process Builder. Each process has named steps tied to events—typically page views or tracked clicks—and optional success outcomes. Journeys, by contrast, discovers paths without prior definition. Use funnels when you have a business-critical sequence with explicit success criteria.

Summary KPIs

Aggregate cards summarize all enabled processes: total entrants, overall completion rate, worst drop-off step, and trend vs prior period. These headline numbers appear on Overview intelligence feed when anomalies or sharp changes occur.

Process cards

Each card displays:

Process name and enable/disable state
Step list with per-step conversion and drop-off percentages
Highlight on the step losing the most users
Mini trend of completions over the date range
Link to edit in Process Builder

Disabled processes retain historical data but stop accruing new metrics until re-enabled—useful for seasonal campaigns.

Reading drop-off and trends

Drop-off at step N means sessions matched steps 1…N−1 but not step N within the session timeout window. Users who return days later start new sessions; strict funnel analytics typically counts within-session progression unless you configure otherwise in advanced process settings.

Downward completion trends trigger Anomalies when deviation exceeds statistical thresholds. Cross-check with Marketing attribution if a channel shift changed audience intent rather than on-site UX.

Tip: Name steps after user-visible actions ("Clicked Get Started") not internal code names—stakeholders understand reports faster and Growth Plan items write themselves.

Enabling and disabling processes

Toggle enable state in Process Builder without deleting definition work. Disabled cards gray out on the Funnels page. Re-enable before major campaigns to accumulate fresh baseline data at least one week ahead.

When to rebuild a funnel

Rebuild when you change URL structure, replace tracked components, or add mandatory steps (e.g. new SSO page). Clone the old process, adjust steps, run dry-run, then disable the legacy definition to avoid duplicate reporting.

Stakeholder communication

Report funnel completion as both rate and volume—a 50% completion rate on 20 sessions differs wildly from 50% on 20,000. Include date range and segment in every screenshot shared externally. When completion jumps after a fix, cite Tracking Plan changes as well as UX changes to avoid false credit.

Integration with goals

Align funnel outcomes with Marketing goals so Overview hero cards reflect the same success definition. Misaligned event names between goals and funnel steps cause confusing dashboards—audit quarterly in Settings.

Additional best practices

Behavior Intelligence works best when tracking coverage, funnel definitions, and team review rituals stay aligned. Revisit this guide after major site changes—new theme, consent plugin, or checkout provider—and confirm Realtime, Data Quality, and Tracking Plan still agree.

Share direct help links from the in-app help panel so teammates read the same canonical definitions. Press Ctrl+K in the help center to jump between related guides quickly.

Align date ranges before comparing metrics across pages.
Document segment names when sharing screenshots.
Verify fixes in Realtime before closing Growth Plan items.
Keep UTM conventions consistent for Marketing and Traffic.
Schedule AI analysis after enough post-change data accumulates.

Working with the global toolbar

Every major Behavior Intelligence report page shares a global toolbar controlling date range, comparison mode, saved views, and active segments. Understanding this toolbar prevents the most common reporting mistake: discussing metrics that look contradictory because two pages use different ranges or filters.

Date ranges support presets (last 7, 28, 90 days) and custom intervals. Comparison mirrors the prior period of equal length. When comparison is off, KPI deltas hide—do not assume zero change. Saved views capture all toolbar state; teach teammates to check the view name in the header before screenshotting for leadership.

Connecting insights to action

Analytics value appears when insights change behavior. Behavior Intelligence routes findings through Growth Plan, Anomalies, and AI Intelligence into prioritized work. A metric without an owner becomes wallpaper. Assign DRI (directly responsible individual) per Growth Plan card and set verification dates.

Cross-link investigations: Traffic anomaly → Sessions sample → Journeys path → Tracking Plan coverage → Funnel step fix. This sequence resolves most conversion mysteries without external tools.

Data freshness expectations

Raw events ingest in near real time on Realtime. Daily aggregates power most dashboard KPIs and typically finalize after processor cron completes overnight in site timezone. Intraday numbers on Traffic are directional, not audit-final. Export via Report Builder after period close for finance-adjacent reporting.

Security and access control

Report data stays inside WordPress authenticated admin. REST endpoints require configured capabilities. Do not expose API keys or disable capability checks for convenience. View-only roles should not access Settings, Tracking Plan writes, or AI job triggers unless policy explicitly allows.

Module updates and compatibility

After Imaginit Core or Behavior Intelligence updates, revisit Getting Started verification steps: Realtime test, Data Quality health, one saved report run. Release notes may add event types or metrics—refresh Report Builder definitions if preview validation fails. Theme changes always trigger Tracking Plan re-crawl before trusting click metrics.