Product & Analytics / Growth
Funnel Conversion Rate CVR (also "step conversion", "funnel completion")
Of the people who entered a multi-step flow, what share finished it.
The fork, why two teams get different numbers
The COUNTING-UNIT fork: unique-USER conversion (distinct users reaching the last step / distinct users at step 1) versus SESSION or EVENT conversion (completions / starts within a visit).
In the Metric Library
- The full fork, both definitions worked all the way through
- The trap that makes the number lie, on a real export
- Every formula variant, spelled out
- The reconciliation anchor, what to tie it to and when to refuse
Reference: Product-analytics convention (no governing body)