For AI agents: the complete documentation index is available at https://docs.clickmax.io/en/llms.txt, the full documentation bundle is available at https://docs.clickmax.io/en/llms-full.txt, and this page is available as Markdown at https://docs.clickmax.io/en/faq/funnels/page-card-metrics-on-funnel-canvas.md.
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      • What does each number on the funnel page card mean?

      In the funnel's analytics mode, the footer of every page card shows the metrics you picked for that card. The table below says exactly what each one counts.

      You need edit access to the funnel, and the page has to be published and receiving visits.

      To choose which metrics appear, use the gear icon (Manage metrics) in the corner of the footer: turn them on, off, and drag to reorder. The choice applies per card and is saved for the whole workspace.

      What each number counts

      MetricWhat it counts
      ViewsHow many times the page was opened in the period, including reloads and repeat visits by the same person
      Unique visitorsHow many different people opened the page in the period
      Unique leadsDifferent contacts, already identified, who passed through this page
      Form submissionsHow many different people submitted a form on this page
      ConversionsHow many different people did something valuable on this page: left their contact details or bought
      Conversion rateThis page's conversions divided by unique visitors (see the section below)
      Rate per viewThe same conversion, divided by views instead of people
      BookingsHow many bookings were made on this page
      PurchasesHow many sales were made on this page, including those later refunded or charged back
      RevenueHow much actually came in on this page — paid sales only, refunds and chargebacks already excluded
      RefundsHow many of this page's sales were refunded or charged back
      Refunded amountHow much was given back in refunds and chargebacks on this page
      Avg. timeHow long, on average, people kept the page open and visible
      Avg. scrollHow far down the page people scrolled, on average

      Conversion rate: what counts as a conversion depends on the page

      A capture page and a checkout do not convert the same thing, so Conversion rate matches the numerator to the page type:

      Page typeThe rate shows
      CaptureContacts captured ÷ unique visitors
      Checkout, upsell, downsellPurchases ÷ unique visitors
      Sales, advertorial, thank you, terms, customThe page's conversions ÷ unique visitors
      Page with no type setThe page's conversions ÷ unique visitors

      The denominator is always unique visitors — people, not views. If you prefer the views base, turn on the Rate per view metric in the metrics manager: it uses the same numerator but divides by every opening of the page, so someone who reloads counts again and the percentage comes out lower.

      Two limits of the metric:

      • Capped at 100%. A sale can be recorded without its visit being tracked (a script blocker, a checkout opened by direct link). In those cases the value is capped at 100%.
      • With no visit in the period, the cell does not appear. With no traffic there is no rate to calculate, and 0% would claim nobody converted.

      The number on the connector is not a base for the rate

      The number on the arrow between two cards (for example Contact Captured 29) counts how many times the trigger happened, not how many people: the same person submitting the form twice adds two on the connector and only one to the card's Conversions.

      Consequence: that number can be higher than the next card's Unique visitors, and does not work as a base for calculating conversion by hand.

      If it did not work

      • The numbers are all zero: the page may not have received visits in the selected period, or tracking is not active. Check the date selector in the analytics panel first.
      • The rate cell is missing: there were no unique visitors in the period. Widen the period.
      • Purchases and Revenue do not match: Purchases includes refunded and charged-back sales; Revenue only adds up the paid ones. The difference shows in Refunds.
      • A metric is not in the list: some exist only on certain card types (the sales ones on checkout, upsell, and downsell, for example). See the FAQ.