TruConversion gives both Loose Funnels and Strict Funnels. In order to ensure the accuracy of data, the visitor must complete all the steps as you designate in your funnel either Strict or Loose. TruConversion supports both Loose Funnels and strict Funnels.
Loose Order Funnel (Step 1 is followed by Step 2)
Loose order means that a visitor can engage in other actions in between funnel steps, as long as they complete all the funnel steps in order. TruConversion named it as “Step 1 is followed by Step 2”. While creating funnel this option will appear:
For example: let’s go through a few cases where the funnel has steps: A, B, C, D:
If a visitor performs steps A -> B -> F -> C -> D ,TruConversion will count this as a conversion. This is an example of loose ordering.
If visitor performs steps A -> E -> B -> F -> D,TruConversion will count this as a conversion. This is an example of loose ordering.
If visitor performs steps A -> B -> C -> E. TruConversion will not count this as a conversion and the visitor will not appear in the funnel after step C. The visitor’s completion of step E is excluded from the funnel because step D did not occur.
Strict Order Funnel (Step 1 is immediately followed by Step 2)
To ensure accuracy of data, TruConversion gives strict funnel. Funnel will only mark conversion when visitors complete all steps in strict order. TruConversion named it as “Step 1 is immediately followed by Step 2”. While creating funnel this option will appear:
Optional Steps Funnel
TruConversion strongly recommends you not to include optional steps in your funnels. This is because our funnels are more focused on drop-off points rather than conversions. TruConversion funnels just point out potential places of improvement.
For example if a Funnel has following steps:
A -> B -> C -> D
If Step B is optional or only visible for selected visitors, then funnel will show these visitors as ‘dropping off’. Even if these visitors completed all the Steps to D, but funnel will not show their data.
Google Analytics automatically backfills the data when visitors arrived to Step D after completing Step C. Whereas, TruConversion does not backfill data because it leads to incorrect data. In fact TruConversion funnels are focused on showing ‘Drop Off’ points to give you accurate and more actionable insights.