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Optimization Begins with Tracking the Right Metrics

VWO helps you track and analyze your key business metrics and visitor journeys on your website.



Visualize visitor journeys through Funnels

Map out your visitors’ actual journeys through your website to see how they progress through different stages and where they drop off.

See where visitors drop off

Funnels help you identify where in the journey are visitors losing interest.

Find the drop off rate in Funnels - VWO

Behavioral Insights

Find out why visitors who dropped off left, using VWO’s analysis tools like:

  • Heatmaps and scrollmaps
  • Visitor recordings
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Visitor Segments

Filter your Funnel report by creating advanced custom segments using complex and/or and bracketing logic conditions, or choose from VWO’s 20 predefined segments including:

  • New vs. returning visitors
  • Mobile, desktop, and tablet traffic
  • Paid search traffic
  • Browser
  • Query parameter
+ 15 more

Advanced Filters

Use advanced filters to see visitors who travel through the funnel with a special condition such as:

  • On a specific day of the week
  • During a specific hour of the day
  • Revenue generation over a certain limit
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Follow your visitors across the conversion funnel

Funnels are sequences of Goals that reflect the actual flow of visitors. VWO Funnels allow you to track these journeys to discover opportunities for optimization.

Series of Goals

Creating a Funnel in VWO is as simple as arranging Goals in a sequence. See how visitors interact with these Goals while traveling through the Funnel and where they drop off.


VWO records data for Funnels in real time to give you an accurate picture of performance all the time.

Add Observations

Add notes to your Funnel reports with details about your understanding of visitor flow. Refer to these notes while building your pipeline of hypotheses for testing.

Customize funnels to match your unique business

VWO funnels allow complete flexibility in configuration to match the unique needs of your business.

Events or Pageviews

Use a combination of visitor actions or page views to craft your journeys.

Flexible cookie

By default, VWO stores data for visitors up to 90 days from when they first become a part of the funnel. This is completely customizable to accommodate for businesses with longer conversion cycles or businesses with quick conversions.

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After understanding your data, funnels, and drop-off points, see how VWO’s Analyze capabilities help you understand why users are leaving your funnel.
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