Measurement
Measurement decides how events are counted.
It applies to both Insight and Funnel, and you can pick only one of the two.
| Option | How it counts | Unit |
|---|---|---|
| Unique User (default) | The same user counts once, no matter how many times | users |
| Total Count | Counts every occurrence | events |
When to use which
Section titled “When to use which”Use Unique User when
Section titled “Use Unique User when”- Checking whether the number of people using a feature is growing
- Looking at the reach of a campaign
- You want to keep a few heavy users from inflating the number
Use Total Count when
Section titled “Use Total Count when”- Looking at usage frequency or total activity (push clicks, product views, and so on)
- You want per-person usage (Total Count ÷ Unique User)
The difference in a Funnel
Section titled “The difference in a Funnel”The gap is wider in a Funnel.
- Unique User: counts the unique users who completed the steps in order.
- Total Count: counts the conversions that carried through. Only cases that ran straight from the previous step to the next are counted, so an unrelated action in between breaks the conversion.
Funnel result with Unique User
Section titled “Funnel result with Unique User”| Events that occurred (in timeline order) | Step 1 | 1→2 completed | 1→2→3 completed |
|---|---|---|---|
| 1-2-2-3-2-3-1-2-3-1-3 | 1 | 1 | 1 |
| 1-2-2-3 | 1 | 1 | 1 |
| 3-1-2 | 1 | 1 | 0 |
| Total | 3 users | 3 users | 2 users |
| Metric | Step 1 | Step 2 | Step 3 |
|---|---|---|---|
| Conversion by step | 100% | 100% | 66.7% |
| Drop-off by step | 0% | 33.3% | - |
| Overall Conversion | 100% | 100% | 67% |
Funnel result with Total Count
Section titled “Funnel result with Total Count”| Events that occurred (in timeline order) | Step 1 | 1→2 completed | 1→2→3 completed |
|---|---|---|---|
| 1-2-2-3-2-3-1-2-3-1-3 | 3 | 2 | 2 |
| 1-1-1-1-2-2-3 | 4 | 1 | 1 |
| 3-1-2 | 1 | 1 | 0 |
| Total | 8 events | 4 events | 3 events |
| Metric | Step 1 | Step 2 | Step 3 |
|---|---|---|---|
| Conversion by step | 100% | 50% | 75% |
| Drop-off by step | 50% | 25% | - |
| Overall Conversion | - | - | 37.5% |