Splitting
The whole-funnel average hides everything. Which slice of traffic is actually converting? is what splits answer.
A split is a filter node on the canvas between two stages. Everything downstream of it shows only profiles matching the condition. Conditions chain with AND. Nest splits to layer filters.
Splits are filters that propagate
Every stage downstream of a split — a deeper nested split, an extension on the same track, an extension on a nested track — only contains profiles who actually crossed every ancestor split on the prescribed track. The cohort visible on a stage card is the same cohort that:
- Counts toward conversion rates between stages.
- Receives emails when you target that stage or branch.
- Enrolls in automations triggered from that stage.
So if you set up a "Hobby trial" split at TRIAL, then a "US" sub-split at CUSTOMER, then a Pro extension on the US-Hobby track, only profiles who actually went Hobby trial → US → Hobby paid → Pro upgrade land on that extension card. Nobody else can be reached or counted there.
If a profile doesn't match any track variant on a split, they end up unassigned on that branch — they're not silently force-bucketed into a default. The operator can see what's actually in each cohort.
When a profile leaves the cohort (cancels, downgrades, archives), the historical track membership stays open as a durable record — you can still see "this customer was in the US-Hobby cohort during their tenure." Current-tier filtering happens at query time, so dashboards and email targeting only count profiles whose CURRENT state still qualifies. If the same person re-trials after churn, a fresh cohort entry opens alongside the historical one. See profile timelines.
Where splits can sit
Splits sit between two stages — never at AWARENESS. AWARENESS counts impressions from your providers; the cohort doesn't exist as profiles yet, so there's nothing to filter. The earliest you can split is right before CONSIDERATION.
The nine conditions
| Condition | Filters by | Stage scope | Example |
|---|---|---|---|
| Traffic source | Referrer domain (substring) | CONSIDERATION onward | reddit.com |
| UTM | One of utm_source/medium/campaign/content/term | CONSIDERATION onward | utm_campaign = summer-launch |
| Channel | Auto-categorized bucket | CONSIDERATION onward | organic_search |
| Device type | UA-parsed device | CONSIDERATION onward | mobile |
| Country | ISO country (MaxMind GeoIP) | CONSIDERATION onward | US |
| Custom event | An event you fire from your site | CONSIDERATION onward | pricing_clicked |
| A/B variant | The ?ab=… URL parameter, sticky cookie | CONSIDERATION onward | frog |
| Stripe product | Specific Stripe product ID | TRIAL + CUSTOMER (+ extensions for upsell tracks) | prod_pro_tier |
| Stripe price | Specific Stripe price ID (monthly vs yearly etc.) | TRIAL + CUSTOMER (+ extensions for upsell tracks) | price_pro_monthly |
Sticky vs late-binding
Six conditions lock at FIRST TOUCH ("sticky" splits — once a visitor matches, they stay in that track forever): Traffic source, UTM, Channel, Device type, Country, A/B variant.
Three conditions evaluate at the GATING EVENT itself ("late-binding" — the event that lands the profile in the stage IS the condition): Custom event, Stripe product, Stripe price.
Channel auto-categorizer
| Bucket | Matches |
|---|---|
direct | No referrer, no UTM |
organic_search | Google, Bing, DuckDuckGo, Brave |
social | X, LinkedIn, Reddit, TikTok, Instagram, YouTube, Facebook |
paid | utm_medium in cpc/paid/ads, recognized ad networks |
email | utm_medium = email or email-client referrers |
ai_llm | chatgpt.com, claude.ai, perplexity.ai, gemini.google.com, copilot.microsoft.com |
referral | Anything else with a referrer |
Custom event
Fire from your site with funnelfizz('event', 'pricing_clicked') or mark elements with data-event="pricing_clicked". Once observed at least once, the event name appears in the split dropdown.
A/B variant
Land a visitor on your site with ?ab=frog in the URL. The tracking script stores frog in a cookie and tags every subsequent event. Filter for ab = frog to see only that cohort.
Adding a split
- Canvas → click the + button between two stages.
- Pick a condition; fill the value.
- Name and (optionally) color the branch.
- Save, the branch backfills within a second or two.
When you save, FunnelFizz replays your Stripe history against the new track conditions so existing customers land on the right branches at their actual historical timestamps — no waiting for the next webhook to populate the cards. See what backfill can and can't resolve.
Nesting
"US mobile traffic from YouTube" is a 3-level chain. Auto-layout keeps branches from overlapping. No hard depth limit; three levels is usually the readability ceiling.
Compound conditions
Each split node holds one condition. For:
- A AND B. Stack two splits.
- A OR B. Two sibling splits (both branches show on the canvas).
- NOT A. No native operator. Use the opposite condition (e.g., split country = US, look at the unfiltered branch alongside).
What each branch shows
Per-stage profile counts, conversion rates, channel/device/country breakdowns, top referrers and top UTMs, all scoped to that branch. Re-compute when you change the time window.
Removing a split
Right-click the node → Delete. Downstream collapses; the main funnel is unaffected. Historical data is preserved, re-adding the same split brings the numbers back.
Patterns
- Source-of-truth. Main funnel + one split per traffic source.
- UTM campaign. Each campaign as its own branch.
- A/B hero copy. Paired branches on
?ab=…. Pair with percentage-split automations for the email side. - US mobile cross. Two-level nest, answers "is my US mobile flow broken?"
Plan limits
| FREE | HOBBY | PRO | |
|---|---|---|---|
| Total splits per workspace | 0 | 8 | 20 |
| Splits per main-funnel stage | 0 | 2 | 4 |
| Sub-splits below a split (nesting) | 0 | 0 | 1 |
| Distinct condition types per workspace | 0 | 1 | 3 |
| A/B variant condition | — | — | PRO only |
The "distinct condition types" cap counts the kinds of conditions you've used, not individual splits. HOBBY can run many splits as long as they all use the same condition (e.g., all by traffic source). PRO can mix up to three different condition types (e.g., traffic source + country + device).
Next: Extensions →, track upsells after CUSTOMER.