aa-conversion-funnel-analysis

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Conversion Funnel Analysis (Adobe Analytics)

Analyze a multi-step conversion funnel to identify where visitors drop off, which steps have the worst leakage, and what drives visitors to convert or abandon. Uses AA visit-level segment-based reporting to simulate funnel steps.

AA Container Model: AA funnels use hit, visit, and visitor containers — not CJA's event/session/person. Funnel steps are defined as visit-level segments (visitors who completed the step during a visit). Reporting approach: AA does not have a native sequential fallout API accessible via MCP. This skill approximates fallout by creating or finding visit-level segments for each funnel step, then running the metric for each step segment to compute pass-through rates.

AA MCP Tools Used

findReportSuites — select report suite
setSessionDefaults — set session context (reportSuiteId + globalCompanyId)
findDimensions — discover page/event dimensions for step definition
findMetrics — find visits or orders as the counting metric
searchDimensionItems — validate page names or event values
findSegments — find existing step segments if available
upsertSegment — create visit-level step segments if not found
runReport — run visits count for each step segment

Phase 0 — Setup

Confirm report suite with findReportSuites / setSessionDefaults.
Ask the user about the overall funnel scope (visit or visitor level):

Visit-level funnel: all steps happen within a single visit

(typical for checkout funnels)

Visitor-level funnel: steps can span multiple visits

(typical for lifecycle funnels)

findReportSuites(globalCompanyId: "<gcid>", page: 0, limit: 10)
setSessionDefaults(globalCompanyId: "<gcid>", reportSuiteId: "<rsid>")

Phase 1 — Define the Funnel Steps

Ask the user to describe each step of the funnel in plain language. Prompt for 3–8 steps. Example:

Product page viewed
Add to cart
Checkout started
Payment info entered
Order confirmed (purchase)

For each step, ask:

"Is this defined by a page view (page name or URL), a custom event, or

a combination?"

"Should this step be at the hit level (single page/event) or

visit level (any visit where this happened)?"

Phase 2 — Discover Components

2.1 Validate page names

For page-based steps:

findDimensions(page: 1, limit: 500)   # returns all available dimensions; look for variables/page
searchDimensionItems(
  dimensionId: "variables/page",
  searchOr: "<step page keywords>",   # space-separated keywords OR'd together
  startDate: "<start>",
  endDate: "<end>",
  page: 1,
  limit: 20
)

Common page dimension IDs: variables/page, variables/entrypage, variables/exitpage. Confirm the correct page name value with the user if multiple matches exist.

Note: searchDimensionItems uses searchOr or searchAnd for filtering — not searchTerm. If no rows return, try a wider date range — some report suites only have historical data.

2.2 Validate events/metrics

For event-based steps (add to cart, checkout, purchase):

findMetrics(expansions: "componentType,categories", page: 0, limit: 200)
# Filter results locally by name: visits, orders, pageviews, etc.

Phase 3 — Find or Create Step Segments

For each funnel step, search for an existing segment:

findSegments(searchTerm: "<step description>")

If an appropriate visit-level segment exists, use it directly.

If not, create a new visit-level segment for each step:

upsertSegment(
  definition: {
    "name": "Visit: Checkout Started",
    "description": "Visits where the visitor reached the checkout page",
    "reportSuiteID": "<rsid>",
    "container": {
      "func": "segment",
      "context": "visits",
      "pred": {
        "func": "streq",
        "val": "/checkout",
        "str": "/checkout",
        "dimension": "variables/page"
      }
    },
    "tags": [{ "name": "funnel" }]
  }
)

Create all step segments before running reports. Record each segment id.

Important: Only create new segments with explicit user confirmation. Present the list of segments to be created and ask: "I need to create N visit-level segments to define your funnel steps. Is that OK?"

Phase 4 — Run Funnel Step Reports

For each step segment, run the visits count over the analysis period:

runReport(
  dimensionId: "variables/page",    # required by AA runReport
  metricIds: "metrics/visits",      # note: plural field name "metricIds"
  segmentIds: "<step segment id>",  # note: plural field name "segmentIds"
  startDate: "<start>",
  endDate: "<end>",
  limit: 1
)
# summaryData.totals[0] is the total visits for this segment

This is 1 call per funnel step. For a 5-step funnel = 5 calls.

Also run total visits (no segment) as the 100% baseline:

runReport(
  dimensionId: "variables/page",
  metricIds: "metrics/visits",
  startDate: "<start>",
  endDate: "<end>",
  limit: 1
)
# Use summaryData.totals[0] as the baseline visit count

AA runReport field names: Use metricIds (not metricId) and segmentIds (not segmentId). Use startDate/endDate (ISO 8601) rather than a dateRange object. Always read totals from summaryData.totals[0], not from rows.

Phase 5 — Compute Funnel Metrics

For each step, compute:

Metric	Formula
Step visits	Raw count from `runReport`
Step conversion rate	Step visits / Total visits × 100
Step-to-step rate	Step N visits / Step N-1 visits × 100
Step-to-step drop-off	Step N-1 visits - Step N visits
Drop-off rate	100 - step-to-step rate

Identify the biggest leakage step (highest absolute drop-off count) and the weakest conversion step (lowest step-to-step rate).

Phase 6 — Drill Into the Worst Step

For the step with the highest drop-off, run a dimension breakdown to find what differentiates visitors who progressed vs. those who dropped:

runReport(
  dimensionId: "variables/mobiledevicetype",
  metricIds: "metrics/visits",
  segmentIds: "<worst step segment>",
  startDate: "<start>",
  endDate: "<end>",
  limit: 10
)

runReport(
  dimensionId: "variables/mobiledevicetype",
  metricIds: "metrics/visits",
  segmentIds: "<next step segment>",
  startDate: "<start>",
  endDate: "<end>",
  limit: 10
)

Compare the device-type mix between visitors who completed the worst step and those who made it to the next step. Repeat for 1–2 other dimensions (e.g., traffic source, new vs. returning).

Phase 7 — Generate HTML Report

Build the funnel report inline and write to /tmp/aa_funnel_analysis_report_<YYYY-MM-DD_HHMMSS>.html.

HTML template

html

<!DOCTYPE html>
<html lang="en">
<head>
<meta charset="UTF-8">
<title>Funnel Health &mdash; {ORG_NAME} &mdash; {FUNNEL_NAME}</title>
<link rel="preconnect" href="https://fonts.googleapis.com">
<link rel="preconnect" href="https://fonts.gstatic.com" crossorigin>
<link href="https://fonts.googleapis.com/css2?family=Playfair+Display:wght@700;900&family=Inter:wght@400;500;600;700&display=swap" rel="stylesheet">
<style>
  * { box-sizing: border-box; margin: 0; padding: 0; }
  :root {
    --bg: #f5f4f1;
    --surface: #ffffff;
    --ink: #1a1a1a;
    --ink-muted: #6b6b6b;
    --border: #e5e2dc;
    --header-bg: #0e0e10;
    --header-warm: #3a1010;
    --accent-red: #c8312f;
    --accent-red-bright: #ff6b68;
    --accent-red-soft: #fdecea;
    --accent-green: #1f7a4d;
    --accent-yellow: #d4a017;
  }
  body { font-family: "Inter", -apple-system, BlinkMacSystemFont, "Segoe UI", sans-serif;
         background: var(--bg); color: var(--ink); line-height: 1.5;
         -webkit-font-smoothing: antialiased; }

  /* === Header === */
  header { background: linear-gradient(120deg, var(--header-bg) 0%, #1a0d0d 55%, var(--header-warm) 100%);
           color: #fff; padding: 56px 56px 44px; position: relative; overflow: hidden; }
  header::after { content: ""; position: absolute; right: -140px; top: -140px;
                  width: 460px; height: 460px;
                  background: radial-gradient(circle, rgba(200,49,47,.35) 0%, transparent 70%);
                  pointer-events: none; }
  .header-inner { max-width: 1080px; margin: 0 auto; position: relative; z-index: 1; }
  .eyebrow { display: inline-flex; align-items: center; gap: 8px;
             padding: 6px 14px; border: 1px solid rgba(255,107,104,.55);
             border-radius: 999px; color: var(--accent-red-bright);
             font-size: 11px; font-weight: 600; letter-spacing: 1.2px;
             text-transform: uppercase; margin-bottom: 24px;
             background: rgba(200,49,47,.10); }
  .eyebrow::before { content: ""; width: 6px; height: 6px;
                     background: var(--accent-red-bright); border-radius: 50%; }
  header h1 { font-family: "Playfair Display", Georgia, serif;
              font-size: 56px; font-weight: 700; letter-spacing: -1.5px;
              line-height: 1.05; margin-bottom: 14px; color: #fff; }
  header .lede { font-size: 16px; max-width: 600px;
                 color: rgba(255,255,255,.80); margin-bottom: 24px;
                 line-height: 1.55; }
  header .meta { display: flex; flex-wrap: wrap; gap: 22px;
                 font-size: 13px; color: rgba(255,255,255,.60); }
  header .meta span { display: inline-flex; align-items: center; gap: 6px; }
  header .meta .icon { opacity: .8; }

  /* === Tabs === */
  nav { background: var(--surface); border-bottom: 1px solid var(--border);
        padding: 0 56px; display: flex; gap: 28px;
        position: sticky; top: 0; z-index: 50; }
  nav a { display: block; padding: 16px 0; font-size: 14px;
          color: var(--ink); text-decoration: none;
          border-bottom: 2px solid transparent;
          transition: border-color .15s ease; }
  nav a:hover { border-bottom-color: var(--accent-red); }

  /* === Container === */
  .container { max-width: 1080px; margin: 0 auto; padding: 36px 56px 60px; }

  /* === Section label === */
  .section-label { font-size: 11px; font-weight: 700;
                   text-transform: uppercase; letter-spacing: 1.4px;
                   color: var(--ink-muted); margin-bottom: 14px;
                   padding-bottom: 10px; border-bottom: 1px solid var(--border); }

  /* === Funnel visualization (horizontal stepped bars) ===
     Bar color is set per step by tier:
       .tier-strong = green  (rate >= 70% pass-through)
       .tier-mid    = yellow (40-69%)
       .tier-weak   = red    (< 40%)
     The biggest-leakage step also gets .step-bar.worst (red, regardless of tier). */
  .funnel-wrap { background: var(--surface); border-radius: 8px;
                 padding: 28px 32px; margin-bottom: 28px;
                 box-shadow: 0 1px 3px rgba(0,0,0,.04); }
  .funnel-step { display: flex; align-items: center; margin-bottom: 10px; }
  .step-label { width: 220px; font-size: 14px; font-weight: 600;
                text-align: right; padding-right: 16px; white-space: nowrap;
                overflow: hidden; text-overflow: ellipsis; color: var(--ink); }
  .step-bar-wrap { flex: 1; position: relative; height: 44px;
                   background: #f4f1eb; border-radius: 4px; }
  .step-bar { height: 44px; border-radius: 4px;
              display: flex; align-items: center; padding: 0 14px;
              color: #fff; font-size: 13px; font-weight: 700;
              transition: width 0.4s ease;
              background: var(--accent-green); }
  .step-bar.tier-strong { background: var(--accent-green); }
  .step-bar.tier-mid    { background: var(--accent-yellow); color: #3a2a05; }
  .step-bar.tier-weak   { background: var(--accent-red); }
  .step-bar.worst       { background: var(--accent-red); color: #fff; }
  .step-meta { width: 200px; padding-left: 16px; font-size: 12px;
               color: var(--ink-muted); }
  .step-meta .rate { font-family: "Playfair Display", Georgia, serif;
                     font-size: 18px; font-weight: 700;
                     color: var(--ink); line-height: 1; }
  .step-meta .drop { color: var(--accent-red); font-weight: 600;
                     display: block; margin-top: 4px; }

  /* === Collapsible sections === */
  .section { background: var(--surface); border-radius: 8px;
             box-shadow: 0 1px 3px rgba(0,0,0,.04);
             margin-bottom: 22px; overflow: hidden; }
  .section-header { padding: 18px 28px; border-bottom: 1px solid var(--border);
                    display: flex; justify-content: space-between;
                    align-items: center; cursor: pointer; user-select: none; }
  .section-header h2 { font-family: "Playfair Display", Georgia, serif;
                       font-size: 18px; font-weight: 700; }
  .toggle { font-size: 16px; color: var(--accent-red); }

  /* === Tables === */
  table { width: 100%; border-collapse: collapse; font-size: 13px; }
  thead th { background: #faf8f4; padding: 12px 22px;
             text-align: left; font-weight: 600;
             text-transform: uppercase; letter-spacing: .6px;
             font-size: 11px; color: var(--ink-muted);
             border-bottom: 1px solid var(--border); }
  tbody td { padding: 12px 22px; border-bottom: 1px solid #f4f1eb; }
  tbody tr:last-child td { border-bottom: none; }

  /* === Badges === */
  .badge { display: inline-block; padding: 3px 9px; border-radius: 4px;
           font-size: 11px; font-weight: 600; }
  .badge.green  { background: #ebf5ef; color: var(--accent-green); }
  .badge.yellow { background: #fef6e3; color: #b67a08; }
  .badge.red    { background: var(--accent-red-soft); color: var(--accent-red); }

  /* === Insight callout === */
  .insight { background: var(--accent-red-soft);
             border-left: 4px solid var(--accent-red);
             border-radius: 6px; padding: 16px 22px;
             margin: 16px 28px; font-size: 14px; line-height: 1.6;
             color: #4a2222; }

  .back-top { position: fixed; bottom: 24px; right: 24px; background: var(--accent-red);
              color: #fff; width: 44px; height: 44px; border-radius: 50%; border: none;
              font-size: 20px; cursor: pointer;
              box-shadow: 0 4px 12px rgba(200,49,47,.35); }
  footer { text-align: center; padding: 32px 24px;
           font-size: 12px; color: var(--ink-muted); }

  /* === Print === */
  @media print {
    nav { display: none; position: static; }
    header { padding: 36px 32px 28px; }
    header h1 { font-size: 42px; }
    .section-header { cursor: default; }
    .back-top { display: none; }
    .funnel-wrap, .section {
      box-shadow: none; border: 1px solid var(--border); break-inside: avoid;
    }
  }
</style>
</head>
<body>
<header>
  <div class="header-inner">
    <div class="eyebrow">Funnel Health Report</div>
    <h1>{ORG_NAME} Funnel Health</h1>
    <p class="lede">Step-by-step pass-through for the {FUNNEL_NAME} funnel during {DATE_RANGE}.</p>
    <div class="meta">
      <span><span class="icon">&#128197;</span> {DATE_RANGE}</span>
      <span><span class="icon">&#128202;</span> {REPORT_SUITE}</span>
      <span><span class="icon">&#128340;</span> Prepared {GENERATED_DATE}</span>
    </div>
  </div>
</header>
<nav>
  <a href="#funnel">Funnel</a>
  <a href="#steps">Step Detail</a>
  <a href="#leakage">Leakage Analysis</a>
  <a href="#recommendations">Recommendations</a>
</nav>
<div class="container">
  <!-- Funnel Visualization -->
  <div class="section-label">Funnel Pass-Through</div>
  <div id="funnel" class="funnel-wrap">
    <!-- One .funnel-step per step:
         - Bar width = (step visits / total visits) * 100%
         - Apply tier class to .step-bar based on step pass-through rate:
             tier-strong (>=70%), tier-mid (40-69%), tier-weak (<40%)
         - Worst step also gets .step-bar.worst (red, always)
    -->
  </div>

  <!-- Step Detail Table -->
  <div id="steps" class="section">
    <div class="section-header" onclick="toggle('steps-body')">
      <h2>Step Detail</h2>
      <span class="toggle" id="steps-body-icon">&#9662;</span>
    </div>
    <div id="steps-body">
      <table>
        <thead><tr>
          <th>Step</th><th>Visits</th><th>% of Total</th>
          <th>Step Rate</th><th>Drop-off</th>
        </tr></thead>
        <tbody><!-- step rows with badge coloring on step rate --></tbody>
      </table>
    </div>
  </div>

  <!-- Leakage Analysis -->
  <div id="leakage" class="section">
    <div class="section-header" onclick="toggle('leak-body')">
      <h2>Leakage Analysis (Worst Step: {WORST_STEP_NAME})</h2>
      <span class="toggle" id="leak-body-icon">&#9662;</span>
    </div>
    <div id="leak-body">
      <div class="insight">{LEAKAGE_INSIGHT_TEXT}</div>
      <table>
        <thead><tr>
          <th>Dimension</th><th>Entered Step</th><th>Completed Step</th>
          <th>Step Rate</th><th>vs. Average</th>
        </tr></thead>
        <tbody><!-- leakage breakdown rows --></tbody>
      </table>
    </div>
  </div>

  <!-- Recommendations -->
  <div id="recommendations" class="section">
    <div class="section-header" onclick="toggle('rec-body')">
      <h2>Recommendations</h2>
      <span class="toggle" id="rec-body-icon">&#9662;</span>
    </div>
    <div id="rec-body">
      <!-- insight divs with specific recommendations per step -->
    </div>
  </div>
</div>
<button class="back-top" onclick="window.scrollTo({top:0,behavior:'smooth'})">
  &#8679;
</button>
<footer>Funnel Health &mdash; {ORG_NAME} &mdash; Generated {GENERATED_DATE}</footer>
<script>
function toggle(id) {
  var el = document.getElementById(id);
  var ic = document.getElementById(id + '-icon');
  if (el.style.display === 'none') { el.style.display = ''; ic.textContent = '\u25be'; }
  else { el.style.display = 'none'; ic.textContent = '\u25b8'; }
}
</script>
</body>
</html>

Section titles — no phase prefix: Section headings in the HTML report must not include the phase number. Use the plain section name only (e.g., "Funnel Overview" not "Phase 2 — Funnel Overview", "Drop-off Analysis" not "Phase 3 — Drop-off Analysis").

Write to /tmp/aa_funnel_analysis_report_<YYYY-MM-DD_HHMMSS>.html and open:

bash

open /tmp/aa_funnel_analysis_report_<YYYY-MM-DD_HHMMSS>.html

Guardrails

Always present the list of segments to be created (step 3) and get user

confirmation before calling upsertSegment.

If the user already has named segments for funnel steps, prefer using those

rather than creating new ones — check findSegments first.

Limit funnel to 8 steps maximum for practical API call budgets.
Funnel conversion rates using visit segments are approximations — they

count visits that touched each step, not strict sequential fallout. Note this limitation to the user.

Example Interaction

"Analyze our checkout funnel — I want to see where visitors drop off."

Confirm report suite and date range (last 30 days).
Define 5 steps: Product View → Add to Cart → Checkout → Payment →

Purchase.

Validate page names with searchDimensionItems.
Find existing step segments or create new ones (with user approval).
Run 6 reports (5 steps + total).
Compute: 100% → 42% (add to cart) → 28% (checkout) → 19% (payment) →

11% (purchase). Overall conversion: 11%.

Worst step: Add-to-Cart to Checkout (33% drop-off rate).
Drill in: Mobile users have only 18% checkout rate vs. 31% on Desktop.
Generate and open HTML report.
Key insight: "Mobile is your funnel's biggest liability. Consider

simplifying the mobile checkout experience."