Read your booking funnel

Open Analytics in the sidebar under Insights and pick the Funnel tab. The date-range buttons above the tabs — 7D, 30D, 90D, YTD, All Time and Custom — govern everything on the page at once.

CalsoWhere the Funnel tab sits

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The seven steps and what fires each one

The Conversion Funnel panel is seven bars, each with a count beside it.

These count actions, not people — someone comparing three days logs three Date Selected — which is why a lower bar can be taller than the one above it. And Event Selected counts opening an event type's page however the visitor got there. Someone who books from a link straight to your discovery call never touches your main booking page, so they appear at every step from Event Selected down but never in Page Views.

What a drop between two steps tells you

The red figure beside a count — -42% drop, for instance — is the share of the step above it that did not reach this one. It appears only when the number fell.

1. Pick a range with enough traffic in it

   Start at 30D. A week of a small practice's traffic is a handful of visits, where one person changing their mind swings the percentage by twenty points.

2. Find the single biggest drop and start there

   Look for the largest drop rather than the lowest count. Every step below a big drop looks bad simply because fewer people got that far, so fixing the top one usually lifts everything under it.

3. Change one thing, then compare the same length of time

   Wait for a range as long as the one you measured before you judge the change. Adjusting your hours and your prices in the same week leaves you unable to say which of them moved the number.

Each gap points somewhere different.

The two middle gaps are the noisiest, because picking dates and times is where people click around — treat them as directional. The first and last gaps are the reliable ones, and they have the clearest fixes: arrange what clients see on your booking page and set buffers, minimum notice, and how far ahead clients can book.

Overall Conversion, and the visits it doesn't see

Overall Conversion, in the box under the bars, is Booking Confirmed divided by Page Views for the range you picked.

Because the divider is only your main booking page, two kinds of traffic produce a booking without ever producing a page view: anyone using a link that points straight at one event type, and anyone booking inside a widget on your own website. Both still count as Booking Confirmed, so if that is where most of your traffic comes from, the percentage runs high — it can pass 100%.

It still moves for real reasons, so watch it against itself over equal ranges — just don't read it as the share of visitors who booked. What an embedded widget does and doesn't record is covered in put your booking page on your own website.

Funnel by Event Type

This panel is deliberately narrow: two bars per event type — Checkout Started and Booking Confirmed — and a conversion figure dividing the second by the first. It answers one question. Once someone has committed enough to type their name in, which of your offerings actually close?

Every event type is listed, including ones nobody looked at, so a row of zeroes means no traffic rather than a problem. What sits between those two steps is your intake questions, any waiver, and the payment — so one offering converting far below the others is usually asking too much at the end. Start with the questions you ask clients when they book and what you charge for it.

Funnel by Traffic Source

Source here means the campaign tag on the link a visitor arrived through — one of four things Calso calls Source. It is not the Source column on your Bookings list, which says whether a booking came in directly, through an embed, through the client portal, or straight after a purchase, and it is not the referral Source: on a client's record.

Views counts the page views carrying a tag, Conversions the confirmed bookings carrying it, and Rate divides one by the other. Visits with no tag are grouped as Direct.

You create a tag by adding it to a link you share — for example calso.io/jamie-rivers?utm_source=newsletter, where utm_source is the fixed label Calso looks for and newsletter is the name you chose. Where the links themselves live is covered in find and share your booking links.

The tag is read from the address the visitor is on at that moment, and it does not follow them from your main booking page through to an event type. A tagged link to your main booking page therefore gives you an accurate Views count while the booking it produces lands under Direct. Point campaign links straight at one event type instead and the whole visit stays tagged, which makes Conversions right — Views will read 0 and Rate 0%, because page views are counted on your main booking page only. Read Conversions for those campaigns and leave Rate alone.

Package Conversion Path

The last panel looks at a longer arc than the rest of the tab. Single-session bookers counts the distinct client email addresses that made a confirmed or completed booking in your range without using package credits. Converted to package is how many of those addresses have since bought a package — it looks past the end of your range, so a purchase made last week still counts against a range that ended in June. Conversion rate divides the second by the first.

It matches people by email address, so a client who books with one and buys with another won't be joined up. When this number disappoints, the usual cause is that there is nothing obvious to buy after a first session — see build a session package clients can buy.

For the definitions behind every other number on the Analytics page, including which of them count on the day a booking was made and which on the day the session happens, read what each Analytics number counts.