Aa Conversion Funnel Analysis

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

1. Confirm report suite with findReportSuites / setSessionDefaults.
2. 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: "", page: 0, limit: 10)
setSessionDefaults(globalCompanyId: "", reportSuiteId: "")

---

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:

1. Product page viewed
2. Add to cart
3. Checkout started
4. Payment info entered
5. 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: "",   # space-separated keywords OR'd together
  startDate: "",
  endDate: "",
  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: "")

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": "",
    "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: "",  # note: plural field name "segmentIds"
  startDate: "",
  endDate: "",
  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: "",
  endDate: "",
  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: "",
  startDate: "",
  endDate: "",
  limit: 10
)

runReport(
  dimensionId: "variables/mobiledevicetype",
  metricIds: "metrics/visits",
  segmentIds: "",
  startDate: "",
  endDate: "",
  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_.html.

HTML template

Funnel Health — {ORG_NAME} — {FUNNEL_NAME}

  * { 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    (

  
    Funnel Health Report
    {ORG_NAME} Funnel Health
    Step-by-step pass-through for the {FUNNEL_NAME} funnel during {DATE_RANGE}.
    
      📅 {DATE_RANGE}
      📊 {REPORT_SUITE}
      🕔 Prepared {GENERATED_DATE}
    
  

  Funnel
  Step Detail
  Leakage Analysis
  Recommendations

  
  Funnel Pass-Through
  
    
  

  
  
    
      Step Detail
      ▾
    
    
      
        
          StepVisits% of Total
          Step RateDrop-off
        
        
      
    
  

  
  
    
      Leakage Analysis (Worst Step: {WORST_STEP_NAME})
      ▾
    
    
      {LEAKAGE_INSIGHT_TEXT}
      
        
          DimensionEntered StepCompleted Step
          Step Ratevs. Average
        
        
      
    
  

  
  
    
      Recommendations
      ▾
    
    
      
    
  

  ⇧

Funnel Health — {ORG_NAME} — Generated {GENERATED_DATE}

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'; }
}

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_.html and open:

open /tmp/aa_funnel_analysis_report_.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."

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

Purchase.

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

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

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

simplifying the mobile checkout experience."

Source & license

This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code.

• Author: adobe
• Source: adobe/skills
• License: Apache-2.0
• Homepage: https://www.adobe.com/ai/overview.html

Install and usage instructions live in the source repository linked above.