Steps and triggers

A conversion is an ordered list of steps. Each step is a trigger plus its configuration, and a session passes a step when it matches. The engine applies steps in order as filters on one query, so step 3’s count is “sessions that matched steps 1, 2 and 3”.

A three-step funnel as the API sees it

{
  "steps": [
    { "name": "Everyone",        "trigger_type": "all_traffic", "trigger_config": { "type": "allTraffic" } },
    { "name": "Saw pricing",     "trigger_type": "page_view",   "trigger_config": { "type": "page", "field": "path", "match": "starts_with", "value": "/pricing" } },
    { "name": "Started a trial", "trigger_type": "event",       "trigger_config": { "type": "event", "name": "trial_started", "valueMatch": "exists" } }
  ]
}

The dashboard builder writes this for you. The shapes matter when you use the API.

Triggers

Trigger	Matches a session that…	Config
all_traffic All User Traffic	exists in the period. No condition.	none
entry_page Entry Page	started on a matching page	field: entry_path or entry_url, match, value
page_view Page Visit	viewed a matching page at any point	field: path or url, match, value
event Event Fired	fired a named event, optionally with a value condition	name, valueMatch, value
form_submit Form Submit	submitted one of your forms	snipFormId
short_link Short Link	arrived through a short link or any link in a group	scope: link or group, value: the id
acquisition Acquisition	has acquisition cost, value or currency set	field: value, cost or currency_code, match, value

Page matching

entry_page and page_view share the same match modes:

match	Example value	Matches
contains	pricing	/pricing, /app/pricing-2
exact	/pricing	/pricing only
starts_with	/blog/	every blog post
regex	^/docs/[a-z]+$	one level under /docs/

Match against the path unless you need the host or query string, in which case switch the field to URL.

Event values

valueMatch decides whether the event’s value matters:

valueMatch	Meaning
exists	The event fired. The value is ignored (the value input is hidden).
equals	Value equals value
gte / lte	At least / at most value
gt / lt	Greater / less than value

The numeric operators read the event’s numeric value, so signals('purchase', 4999) can be matched with gte 1000. Event values are whatever you passed as the second argument to signals(); money should be integer cents.

Acquisition matching

The numeric fields (value, cost) accept exists, equals, gte, lte, gt, lt. The keyword field (currency_code) accepts exists and equals. Most sessions carry no acquisition data at all, so exists on value is the common “this session produced revenue” step.

Required steps

Steps are cumulative filters: a funnel with steps A, B, C reports C as “matched A and B and C”. Each step carries an is_required flag that defaults to true and is accepted by the API; the engine currently applies every step in order regardless of the flag, so there is no optional-step behaviour to rely on yet.

Choosing the entry step

A funnel measures the people who entered it. The first step defines that group, so it has more effect on your conversion rate than any step after it.

Narrow entry. Starting on a specific page or event asks a precise question: of the people who reached the pricing page, how many bought. The rate is high and useful for judging that one journey, but it says nothing about everyone who never got that far.

Wide entry. Starting with All User Traffic counts every session in the period with no other condition. The rate is much lower, and it is the honest business number: of everyone who showed up, how many did the thing you care about.

Caution

Neither is more correct. They answer different questions, and the mistake is comparing a rate from one against a rate from the other. A page-scoped funnel will always look better than a whole-traffic one measuring the same outcome.

A useful default:

1. All User Traffic as the entry step, to scope every visitor.
2. The intent moment next: reaching a key page, starting a form.
3. The outcome last: the purchase, the submission, the signup.

That shape gives you both readings at once: the overall rate from top to bottom, and the drop-off between each pair of steps showing where people leave.

Single-step conversions

A conversion with one step has no funnel. Its “sessions” count is the sessions matching that step and the rate is 100%. Use it when you only want a count and a value, for example “orders placed” linked to an ad platform for ROAS.

Editing steps after publishing

Steps can be replaced at any time, including on an active conversion. Because nothing is stored per conversion, the new definition applies retroactively to every period: the funnel you see tomorrow for last month is the new funnel. If you want to keep the old reading, pause the old conversion and create a new one.