Lightframe Conversion report

Additional information is available for FareHarbor employees.

Use the Lightframe Conversion report to see how customers move through your Lightframe booking flow - from first entry to a completed booking or order. Spot where customers drop off, check your conversion rate, and compare performance to the same period last year, without building an advanced report.

Note: The All advanced reports visibility permission must be enabled for your user account to use this report. If you cannot see it, contact your FareHarbor administrator or FareHarbor Support. See Permission groups.

How it works

Use Conversion Rate and the funnel stage percentages when you compare results in this report. Counts come from the data analytics tool Mixpanel and are about one day behind. Totals can be lower than Bookings or Orders because Mixpanel does not record an event when:

• Cookies are declined.
• An ad blocker is used.

This report shows Lightframe traffic only. Booking channels outside of the Lightframe are not included in the report.

What is included in the report

• Anonymous Lightframe sessions that start at Top of the Funnel, via entry points such as:
  • Item Grid embed / page
  • Calendar embed / all-items or single-item calendar
  • Item details
  • Book form
  • Search by date
• Completions in that same flow: single bookings and cart orders

What is not included in the report

• Direct bookings (made in the Dashboard)
• FareHarbor Dock bookings
• Imported bookings
• OTA bookings via API / External API partners (e.g. GetYourGuide, Viator)
• Affiliate bookings (affiliate Dashboard, desks, FareHarbor Distribution Network (FHDN), External API)

Open the Lightframe Conversion report

To open the Lightframe Conversion report:

1. Go to Reports > Customers and marketing.
2. Select Lightframe Conversion.
3. Confirm Report on is Session Start Date (when the customer enters Top of the Funnel).
4. Set a Date range:
   • Via the preset options (the default is Last 12 Months), or 
   • Select Custom range and enter a start and end date.
5. (Optional) Click on Configure report and set any filters or groupings as needed.
6. Click Generate report.

The report shows metric cards for the selected period, plus a table of funnel stages by your grouping (default: Session Start Month).

Understand Top of the Funnel and entry points

Top of the Funnel counts when a customer first enters your Lightframe booking experience - the first page in that visit. 

A session is only included if it starts at Top of the Funnel. If a customer opens a link that lands mid-flow (for example Contact Form or a later step) without a Top of the Funnel event, that visit is not counted in this report.

Entry points in the report use these labels only:

• Item Grid embed
• Calendar embed
• Item Grid page
• Item details page
• Book form page
• Single/Multi Item calendar page
• Search by Date page
• Others

Note: Your company might have a few of the above entry point options missing. This is normal, the filter only shows values relevant only to your company and date range.

After Top of the Funnel, the funnel stages are:

1. View Book Form
2. Add Customer Type
3. Complete Contact Form
4. Complete Booking/Order

Note: Later stages only count sessions that reached Top of the Funnel.

Read the metric cards and funnel stages

The metric cards above the report table summarize the selected date range and filters:

By default, each table row is one Session Start Month. Columns show progress through Top of the Funnel, View Book Form, Add Customer Type, Complete Contact Form, Complete Booking/Order, Conversion Rate, and year-over-year change.

Filter and group results

Filters

You can apply filters when generating the Lightframe Conversion report in order to get more focused results. Filters limit which sessions are included in the totals and the table.

Filter options include:

• Device: Filter by device type to understand which devices facilitate higher conversion rates. The default is Any. 
• Entry Point: Filter by the entry point of the customer. The filter options are the entry-point labels listed above. The default is Any. 

• Item Name: Filter conversion for a specific item. The default is Any.

  Note: The item is not always known at Top of the Funnel. Filtering by Item Name can exclude those entry points, so Top of the Funnel and later funnel counts can look lower than when Item Name is Any.

• Marketing Channel: Filter by marketing channel to see which channels have better or worse conversion rates. The default is Any.

Group by

You can group results when generating the Lightframe Conversion report in order to compare conversion across months, days, items, entry points, devices, or channels. Group by splits the table into one row per value. The totals stay the same as the filtered results.

Group by options include:

• Session Start Month: Group by the month the Lightframe session started to see how conversion changes over time. This option is selected by default.
• Session Start Date: Group by the day the Lightframe session started to see which days have better or worse conversion rates. This option is not selected by default.

• Item Name: Group by item to see which items have better or worse conversion rates. This option is not selected by default.

  Note: The item is not always known at Top of the Funnel. Grouping by Item Name can exclude those entry points, so Top of the Funnel and later funnel counts can look lower than when not grouped by item.

• Entry Point: Group by the entry point of the customer to see which entry points have better or worse conversion rates. The options are Item Grid, Item Details, and Search by Date. This option is not selected by default.
• Device: Group by device type to understand which devices facilitate higher conversion rates. This option is not selected by default.
• Marketing Channel: Group by marketing channel to see which channels have better or worse conversion rates. This option is not selected by default.

Frequently asked questions (FAQs)

Why don’t my totals match every Lightframe visit I expect?

Events are collected via Mixpanel. Totals may exclude customers with active ad blockers or declined cookie preferences. Data can also lag by about one day, so very recent sessions may not appear yet. For day-to-day decisions, prefer conversion rate and percentage change over absolute totals.

Why did Top of the Funnel drop when I filtered by item?

The item is not always known at Top of the Funnel. Filtering or grouping by Item Name can exclude entry points where the item was not chosen yet, which lowers Top of the Funnel and later stage counts compared with Item Name set to Any.

Why don’t Complete Booking/Order match my Bookings or Orders reports?

Complete Booking/Order comes from Mixpanel funnel events, not from FareHarbor warehouse booking or order records. Counts can also be lower when customers use ad blockers or decline cookies. Use this report for relative funnel insight (drop-off and conversion rate) not as a one-to-one match with Bookings or Orders reports.

Why is a mid-funnel visit missing?

Only sessions that start at Top of the Funnel are counted in later stages. A customer who joins mid-funnel (for example, opening the book form without a Top of the Funnel entry in that session) is not included in those stage counts.