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Term

What is a conversion funnel?

Conversion funnel is the numerical breakdown of the steps a visitor goes through from an ad to a purchase, such as adding to cart, starting checkout and purchasing.

The funnel shows where the loss happens: if there are many add-to-carts but few purchases, the problem is not in the ad but in the checkout step.

In 14ads

  • On Meta, add-to-cart, checkout started and purchase are counted separately. Because Meta can report the same purchase under more than one event type, the values are not added up; a single value is taken for each type.
  • On TikTok only the purchase count is read for now; the other steps are not requested because their metric names have not been verified.

How the engine uses this metric from ad production to publishing is on the how it works page; credits and plans are on the pricing page.