Analytics

Interview question

seniorlevel
12 minsuggested time
2Data analyst, Data scientist

A funnel dashboard reports search-to-purchase conversion at session level (hypothetical figures): mobile 60,000 sessions and 3,000 purchases (5.0%), desktop 40,000 sessions and 3,000 purchases (7.5%). Leadership concludes "mobile converts worse; cut mobile investment". Identity stitching shows that 1,000 of the desktop purchases belong to users who started their search on mobile earlier the same day, and each of those users produced exactly one mobile search session and one desktop session. What do you conclude?

Tests: Funnel grain (session versus user), cross-device attribution and journey stitching, and recomputing conversion when the denominator definition changes the ranking.

day 2 day 7 day 8