Chapter 3 · 7 levels

Funnels and conversion

Session conversion rate by year, source and device, where the funnel leaks, what last-touch attribution can and cannot tell you, and how a shift in traffic mix moves the total.

Start

Every marketing review asks the same question: of the people who visited, how many bought? The answer is a conversion rate, and it is one of the easiest numbers to compute and one of the easiest to misread.

Harbor & Pine logs its web visits in web_sessions: one row per session with the traffic source, the device, how many pages were viewed and whether the session converted. It is a separate funnel dataset. Sessions carry no order id, a conversion is only recorded for a known (logged-in) customer who viewed at least 3 pages, and app and marketplace orders never pass through it. So a session conversion rate is not “orders divided by visits”, and this chapter keeps the two apart.

You compute conversion by year, by source and by device, build a three-stage funnel (all sessions, engaged sessions, converted sessions) and see where most visitors leave. Two quizzes cover the traps: what last-touch attribution really credits, and how a growing share of mobile traffic pulls the overall rate down while every device improves. The boss is the funnel report Marketing takes into budget planning, with spend aggregated before it is joined to conversions.

Levels

  1. Sessions to orders, honestly

    from Jordan Reyes, Head of Marketing

    conversion rate, denominators, count filter, funnel

    Code

  2. Which traffic source converts

    from Andrew Ramos, Marketing Manager

    conversion rate, groupby, named aggregation, denominators, traffic source

    Code

  3. Desktop, mobile and the traffic mix

    from Kevin Nguyen, Head of Engineering

    conversion rate, window functions, share of total, segmentation, mix

    Code

  4. Where the funnel leaks

    from Jordan Reyes, Head of Marketing

    funnel, drop off, bounce rate, step conversion, boolean masks

    Code

  5. What last-touch credit really says

    from Laura Bennett, Head of Finance

    attribution, last touch, cost per conversion, anonymous sessions, caveats

    Quiz

  6. Metric trap: every device got better

    from Catherine Hale, Chief Executive Officer

    mix shift, conversion rate, segmentation, simpsons paradox, weighted average

    Quiz

  7. Boss: the funnel report for budget planning

    from Jordan Reyes, Head of Marketing

    funnel, conversion rate, cost per conversion, pre aggregate, cte, drop off

    Boss · 3 steps

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