What to bring to a conversion path audit

Name the success event in one sentence a new teammate would understand. “Completed booking” is better than “converted.”

List the screens you believe sit on the path, even if events are incomplete. Missing instrumentation is itself a finding.

Export a recent cohort with timestamps rather than a static screenshot of a funnel chart. Paths need sequence, not only totals.

Invite the person who can change the flow and the person who owns the event schema. Without both, the readout stalls on “who can act.”

If you have prior experiments on the same journey, bring win/loss notes. Re-litigating a known dead end wastes the audit window.