aa-conversion-funnel-analysis

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SKILL.md (first lines)

# Conversion Funnel Analysis (Adobe Analytics)

Analyze a multi-step conversion funnel to identify where visitors drop off,
which steps have the worst leakage, and what drives visitors to convert or
abandon. Uses AA visit-level segment-based reporting to simulate funnel steps.

> **AA Container Model:** AA funnels use **hit**, **visit**, and **visitor**
> containers — not CJA's event/session/person. Funnel steps are defined as
> visit-level segments (visitors who completed the step during a visit).
>
> **Reporting approach:** AA does not have a native sequential fallout API
> accessible via MCP. This skill approximates fallout by creating or finding
> visit-level segments for each funnel step, then running the metric for
> each step segment to compute pass-through rates.

---

## AA MCP Tools Used

- `findReportSuites` — select report suite
- `setSessionDefaults` — set session context (reportSuiteId + globalCompanyId)
- `findDimensions` — discover page/event dimensions for step definition
- `findMetrics` — find visits or orders as the counting metric
- `searchDimensionItems` — validate page names or event values
- `findSegments` — find existing step segments if available
- `upsertSegment` — create visit-level step segments if not found
- `runReport` — run visits count for each step segment

---

## Phase 0 — Setup

1. Confirm report suite with `findReportSuites` / `setSessionDefaults`.
2. Ask the user about the overall funnel scope (visit or visitor level):
   - **Visit-level funnel:** all steps happen within a single visit
     (typical for checkout funnels)
   - **Visitor-level funnel:** steps can span multiple visits
     (typical for lifecycle funnels)

```
findReportSuites(globalCompanyId: "<gcid>", page: 0, limit: 10)
setSessionDefaults(globalCompanyId: "<gcid>", reportSuiteId: "<rsid>")
```

---

## Phase 1 — Define the Funnel Steps

Ask the user to describe each step of the funnel in plain language.
Prompt for 3–8 steps. Example:

1. Product page viewed
2. Add to cart
3. Checkout started
4. Payment info entered
5. Order confirmed (purchase)

For each step, ask:
- "Is this defined by a page view (page name or URL), a custom event, or
  a combination?"
- "Should this step be at the **hit** level (single page/event) or
  **visit** level (any visit where this happened)?"

---

## Phase 2 — Discover Components

### 2.1 Validate page names

For page-based steps:

```
findDimensions(page: 1, limit: 500)   # returns all available dimensions; look for variables/page
searchDimensionItems(
  dimensionId: "variables/page",
  searchOr: "<step page keywords>",   # space-separated keywords OR'd together
  startDate: "<start>",
  endDate: "<end>",
  page: 1,
  limit: 20
)
```

Common page dimension IDs: `variables/page`, `variables/entrypage`, `variables/exitpage`.
Confirm the correct page name value with the user if multiple matches exist.

> **Note:** `searchDimensionItems` uses `searchOr` or `searchAnd` for filtering — not `searchTerm`.
> If no rows return, try a wider date range — some report suites only have historical data.

### 2.2 Validate events/metrics

For event-based steps (add to cart, checkout, purchase):

```
findMetrics(expansions: "componentType,categories", page: 0, limit: 200)
# Filter results locally by name: visits, orders, pageviews, etc.
```

---

## Phase 3 — Find or Create Step Segments

For each funnel step, search for an existing segment:

```
findSegments(searchTerm: "<step description>")
```

If an appropriate visit-level segment exists, use it directly.

If not, create a new visit-level segment for each step:

```
upsertSegment(
  definition: {
    "name": "Visit: Checkout Started",
    "description": "Visits where the visitor reached the checkout page",
    "reportSuiteID": "<rsid>",
    "container": {

From anthonyonazure/skills-marketing-archive, Apache-2.0.

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