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

confused

     
1:05 pm on Apr 28, 2009 (gmt 0)

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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!

 

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