What does "Enforce strict order" do while calculating funnels?


#1

On May 13, I see an additional checkbox “Enforce strict order” while creating funnels. How does this affect my funnel calculation? Also, when should we use this option?


#2

Before May 13, funnel calculations used to follow the strict mode by default.

In strict mode, once people do the first funnel step, they have to follow the rest of funnel steps in EXACT order. If they miss a step or jump between the steps back and forth, it counts as a drop-off. Say your funnel for a video content app is :

Funnel Steps :
App Launched -> Episode-1 -> Episode-2

A strict funnel would allow you to find the number of users who launched the app, watched episode 1 and then episode 2.

If the “Enable Strict Order” mode is unchecked, then it allows for users to jump between the steps back and forth as long as they execute the funnel steps in order.
It will accept all cases that are accepted by Strict Order.

Some examples for the above mentioned Funnel Steps :

User steps: App Launched ->App Launched -> Episode-1 -> Episode-2
Strict mode: Converted
Non-Strict mode: Converted

User steps: App Launched -> Episode-1 -> App Launched -> Episode-2
Strict mode: Drop-off at funnel step 2 : Episode-1
Non-Strict mode: Converted

User steps: App Launched -> Episode-2-> Episode-1 -> Episode-2
Strict mode: Drop-off at funnel step 1 : App Launched
Non-Strict mode: Converted

User steps: App Launched -> Episode-2 -> Episode-1
Strict mode: Drop-off at funnel step 1 : App Launched
Non-Strict mode: Drop-off at funnel step 2 : Episode-1

User steps: App Launched -> Episode-1- > Episode-1 -> Episode-2
Strict mode: Converted
Non-Strict mode: Converted

User steps: App Launched -> Episode-1 -> Episode-2
Strict mode: Converted
Non-Strict mode: Converted

User steps: Episode-1 -> App Launched -> Episode-1 -> Episode-2
Strict mode: Converted
Non-Strict mode: Converted

You should generally disable strict order if your app allows the users to jump in between steps. Enable strict ordering only if you want to know the number of users who follow an EXACT order of steps consecutively.