At a glance
Avg Time to Convert is the average elapsed time between a user entering your primary Mixpanel funnel and completing it. Mixpanel’s funnel reports record the timestamp of each step, so this value is the mean of the entry-to-conversion gap across everyone who finished inside the conversion window. A short, stable time usually means a frictionless path; a lengthening time often means a step has become harder, a price is causing hesitation, or shoppers are leaving to compare and returning later. Reading it alongside step drop-off tells you whether your funnel loses people or simply slows them down.
Calculation
Vortex IQ reads your primary funnel from Mixpanel and takes the average of the elapsed time between the entry step and the conversion step for every user who completed the funnel inside its conversion window. Users who never converted are excluded, since they have no end timestamp. The figure is a mean across the selected period and is compared against the prior equivalent period so you can see whether the path is speeding up or slowing down. Because it is an average, a handful of very slow converters can pull it upward, which is why it reads best next to the funnel’s conversion rate and step drop-off.Worked example
A representative reading of Avg Time to Convert for a typical merchant on Mixpanel. Imagine your purchase funnel runs Product Viewed, Add to Cart, Checkout Started, Order Completed, with a 7-day conversion window. Over the trailing 30 days the average time to convert sits at about 14 minutes. After a redesign ships on 14 Jun 26, the next reading climbs to roughly 22 minutes while overall conversion holds steady. The slowdown points to a new step in checkout rather than lost shoppers. You open the funnel in Mixpanel, see the gap concentrated between Checkout Started and Order Completed, and find a newly added address-validation screen adding friction. For deeper investigation, use Vortex Mind to trace upstream causes; for natural-language exploration, ask Ask Viq.Sibling cards merchants should reference together
Reconciling against Mixpanel
Where to look in Mixpanel’s own dashboard: Open your primary funnel report in Mixpanel and switch on the time-to-convert view, which shows the mean and median duration between steps. Set the date range to the last 30 days and confirm the conversion window matches the one Vortex IQ uses. The overall entry-to-conversion average should line up with the card; the per-step breakdown tells you where the time is being spent. Why the Vortex IQ value may legitimately differ:
Cross-connector reconciliation: if time to convert lengthened but your ecommerce platform shows steady checkout speed, the gap is likely a tracking or step-definition difference rather than a real slowdown. For divergence investigations, use Vortex Mind.