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does the GA goal funnel track visits, visitors, or unique visitors?

confused

     

Don_Hoagie

1:05 pm on Apr 28, 2009 (gmt 0)

5+ Year Member



Since GA calculates goal conversion rate based on visits (which is not the method I'd use for my current project, as an individual user on my site can't convert to a goal more than once), I always assumed their funnel visualization page was showing visits as well.

Now a somewhat-prominent analytics geek tells me that the goal funnel visualization page in GA shows visitors - not visits. Obviously that can mean the difference between a great funnel conversion rate and a horrible one... which is it?

thanks in advance!