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Learn how to set up goals and Ecommerce tracking, verify accuracy of attribution traffic sources, and discuss funnel visualization, Multi-Channel Funnels, the Goal Flow Report, and Enhanced Ecommerce
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Why does graph show incorrect Goal Conversion % ?

[ Edited ]
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# 1
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 Google's Forum keeps giving me an "illegal html" error when I try to add this screenshot.

So, here's a link to screenshot


Why does the graph at the top show 2.7%  but the true goal completion is 17%

How is that 2.7% calculated?

Is that % of TOTAL visitors to my website?

If so, is there a way to view the % of sessions that *started* in the funnel? (I'd like to see if the funnel has improved over time)










1 Expert replyverified_user

Re: Why does graph show incorrect Goal Conversion % ?

Top Contributor
# 2
Top Contributor
Hi these are 2 different metrics:
1. Goal conversion rate - rate at which the goal was completed (goal conversion rate = goal completions / sessions)
2. Funnel conversion rate - rate at which the funnel was successfully completed (note that with required 1st step only the sessions in funnel which started with the 1st step are taken into consideration) - required 1st step and funnel by itself does not affect a goal to be completed it just affects funnel visualization

Hope it helps.

More info here:

Kind regards,

Web analyst @