Visits — anyone who loaded the form page. Shown as 100% baseline.
Engaged — visitors who clicked or typed in any field.
Started — visitors who viewed at least one step.
Progressed — visitors who reached 50% or more of the steps.
Converted — visitors who submitted the form.
Between each stage the chart shows a red drop-off badge with the count and percentage lost at that transition. The largest single drop is almost always your biggest opportunity. Each stage also shows its count and its percentage relative to total visits.
Visits to Engaged: page load too slow, or the form's first impression does not earn attention.
Engaged to Started: the opening of the form is off-putting or asks for something personal too early.
Started to Progressed: a middle step has friction — too many fields, a confusing question, or a validation error.
Progressed to Converted: usually the final step has an unexpected required field or a technical issue. Submit the form yourself to check.
Below the funnel chart, the Step Performance card shows a per-step breakdown. Use it alongside the funnel to pinpoint exactly which step is causing a drop in the Started to Progressed range.
