Visits and bookings: how to read the funnel

Analytics has a section called Visits and bookings. It answers one question, the one that matters most when you share your link: of everyone who opened your page, how many ended up booking — and where did the rest stop?

The six steps

The steps always run top to bottom, widest to narrowest:

1. Visits — people who opened your profile, your links page or your booking page.
2. Opened the booking page — they reached the form.
3. Chose a service — they ticked at least one service.
4. Chose a time — they picked a free slot.
5. Tapped “Confirm booking” — they submitted the form.
6. Booked — they saw the confirmation screen.

From the second step down, each one also shows the percentage of the step above it. If 120 people opened the booking page and 78 chose a service, the second step reads 65%. That percentage is hidden when the step above has fewer than 10 people: with 6 people, one of them moves the number by 17 points and it says nothing at all.

Each person counts once per day

The unit of the whole report is one person on one day. If somebody opens your page three times on Tuesday, that is one visit. If they come back on Wednesday, that is two.

And if somebody’s connection dropped halfway through, they still count in every step before the furthest one they reached: if they got to the confirmation, they also count under “chose a service”, even if that beacon never arrived. That is why the funnel never grows as it goes down.

Could not book

This card holds two different things:

• They saw an error while confirming. They tapped “Confirm booking” and the form came back with an error. The breakdown is underneath: the time had already been taken, contact details were missing, the discount code was not valid, and so on. When some of those people booked anyway later, the line “X of them booked afterwards” appears — always read the two together.
• They found no free times. They opened a day and nothing was available, with the reason: you were closed, everything was booked, nobody on the team was working then, or no time was left with the notice you require.

That second line is the most actionable number in the report. If it repeats every month, the problem is not your link: it is your calendar.

Online bookings

This block does not come from the visits: it comes from your bookings. It counts the bookings made from your public page in the period and, if you ask for a deposit, how many owed one, how many started paying and how many paid.

It is normal for this not to match the funnel’s “Booked” step exactly:

• Bookings your team enters from the admin panel are not visits, but they are bookings.
• Some browsers block statistics, so their visit is never recorded even though the booking is.

Both numbers are right; they measure different things. See Deposits and advance payments for how deposits work.

Where they come from

The table groups visits by source. Instagram, Facebook, WhatsApp, Google, TikTok, other search engines, other sites, and three sources of our own:

• Your links page (link in bio) — they came in through /l/your-business. If that is the link in your Instagram bio, this is the row to watch.
• Citauno Explore — they found you browsing the site.
• Link from an earlier booking — they came back from the message of an older booking.
• Direct or copied link — there is no way to tell where they came from. This covers links pasted into chats and the many apps that send no source.

The Conversion column is bookings over visits for that row, and it is hidden below 10 visits, for the same reason the funnel percentages are.

Device splits phone, tablet and computer. In practice almost everything is a phone; it is useful for deciding where to look when you test your own page. See What your customers see on the public page.

What is not counted

• Your visits and your team’s. If you have ever opened your business’s admin panel in that browser, your visits to your own page do not count, signed in or not. Test your link as much as you like. (From a browser where you never opened the panel — a private window, say — you do count as one more visit.)
• Search engines and bots. Google, WhatsApp’s link previews and measurement tools are not visits.
• Who anyone is. We store no name, phone, account or IP address alongside these statistics, and nothing that was typed into the form. Each visit is tied to a random number that lives only in that browser tab and is erased when it closes.

How far back the data goes

We started recording visits on the day the feature was switched on; there is no history before that. If the period you picked above (7, 30 or 90 days) starts earlier than that date, the section says so with a “Data since …” note.

With very few visits a caution appears as well: the percentages swing too much to draw conclusions from. Wait until you have a few dozen visits before changing anything because of what this screen says.