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Conversion

A conversion is the transition from one stage to the next. Because there are four stages, there are exactly three conversions — the slices you care about most when you look at your funnel.

AWARENESS  ●  CONSIDERATION  ●  TRIAL  ●  CUSTOMER
    │      position 0        position 1     position 2

Each conversion position has a method that defines what counts as a conversion. The defaults cover 90% of cases; you can override any of them.

The three positions​

Position 0: AWARENESS → CONSIDERATION​

Default method: Site visit (via tracking code).

This is the easiest one: anyone who lands on your site with the tracking script installed converts. There's no work to do beyond installing tracking.

Alternative methods:

  • Email signup form — a form post with an email field on your marketing site (bypasses the site visit requirement, useful if you have a form-first landing page).

Position 1: CONSIDERATION → TRIAL​

Default method: Stripe trial (status = "trialing" on a subscription).

Works out of the box once you've connected Stripe and mapped your product.

Alternative methods:

  • Custom signup event (HOBBY+) — call funnelfizz('event', 'signup') from your app or site. Useful if your product has self-serve signup without Stripe (free plan signups, "book a demo" flows, email gated downloads).
  • Email signup form — form post with an email field on a deeper page (not your landing).

Position 2: TRIAL → CUSTOMER​

Default method: Stripe paid (status = "active").

Works automatically after Stripe connect.

Alternative methods:

  • App Store / Play Store download (HOBBY+) — uses a referral parameter on the store link to attribute mobile downloads. Good if your conversion event is "installed the mobile app" instead of "started a paid subscription."

Configuring a conversion​

On the canvas, click the round conversion bubble between any two stages. A drawer opens with:

  • Label — how it shows up in the dashboard ("Signup", "Started trial", "Paid").
  • Method — pick from the available options for that position.
  • Configuration — method-specific fields (Stripe product ID, form ID, event name).

Method reference​

Site visit (tracking code)

Fields: tracking site ID (auto-filled if you have one), domain.

What it counts: any pageview event from a unique visitor. No extra config needed.

Email signup form

Fields: form ID (any identifier you want), email field name (the name attribute of the email input — defaults to email).

What it counts: a form_submit event where the form contains an email-shaped value in the named field. The tracking script auto-fires form_submit on every form on your site; you pick which form counts by ID.

Stripe trial

Fields: Stripe integration (auto-filled), product ID, price ID.

What it counts: subscription with status = "trialing" on the specified product/price.

Config tip: if you have multiple trial tiers, point each conversion at the specific price ID you care about. If you just want "any trial counts," leave price ID blank.

Stripe paid

Fields: Stripe integration, source product IDs (what they came from — optional), target product IDs (what counts as paid).

What it counts: subscription with status = "active" on one of the target products, at any price.

Config tip: the "source" filter is for funnel chaining — "only count people who upgraded from the Hobby tier." Leave it empty to count anyone who becomes a paying customer regardless of prior history.

Custom signup event

Fields: event name, optional expected properties.

What it counts: a matching call to funnelfizz('event', '<event name>', {...}) from a unique visitor. Properties let you filter further — e.g., only count events where plan: 'pro'.

Example:

// Fires from your app's signup success handler
funnelfizz('event', 'signup', {
  plan: 'pro',
  source: 'pricing_page'
});

Then configure the conversion with event name signup and (optionally) expected property plan: pro.

App Store / Play Store download

Fields: store (app_store, play_store, or both), referral parameter name.

What it counts: a redirect from your site to a store link with the tracked referral param present. We record the click-out; the store attribution happens on your side via the referral parameter decoding in your onboarding analytics (Branch, AppsFlyer, Adjust, or native store referrer APIs).

Conversion rates​

For each position, FunnelFizz computes:

  • Count — how many unique profiles made the transition in the period.
  • Rate — count divided by the source-stage count, expressed as a percentage.
  • Trend — period-over-period delta (up/down arrow, % change).

Rates are computed after split filters are applied, so each split branch has its own conversion rates separate from the main funnel.

Under the hood​

Every successful conversion writes a journey event with eventType = "converted" and metadata about the method. Journey events have unique constraints per (funnel, visitor, stage, eventType) so a visitor can't be double-counted.

This means: if the same user comes back next month and converts again, they don't get double-counted in that funnel. But they do get counted in a different funnel if you run multiple funnels for the same workspace.

Next: Full funnel tracking → — how anonymous visitors get stitched together into identified customer journeys.