diff --git a/content/en/product_analytics/charts/funnel_analysis.md b/content/en/product_analytics/charts/funnel_analysis.md
index 877065b360f09..07ddc902727f1 100644
--- a/content/en/product_analytics/charts/funnel_analysis.md
+++ b/content/en/product_analytics/charts/funnel_analysis.md
@@ -24,7 +24,6 @@ Funnel analysis helps you track conversion rates across key workflows to identif
 - Filter on individual events (action or view) on different steps in your funnel
 - Combine multiple events within a given step, as end users might have different ways to achieve the same outcome through different flows
 
-**Note**: The **conversion rate** is the number of visitors to your website that completed a desired goal (a conversion) out of the total number of visitors.
 
 ## Build a funnel
 
@@ -36,12 +35,10 @@ From this page, choose your starting view or action and click on `+ Step` to bui
 
 {{< img src="product_analytics/journeys/funnel_analysis/pana_funnel_video1.mp4" alt="Filtering network map with search" video=true >}}
 
-If you have a starting point in mind, but aren't sure what your users did next, the funnel step editor automatically loads the top most common **views** and **actions** that users typically see and take next. This allows you to build funnels quicker knowing the paths your users are taking in sequence.
+If you have a starting point in mind, but aren't sure what your users did next, the funnel step editor automatically loads the top most common **views** and **actions** that users typically see.
 
 {{< img src="product_analytics/journeys/funnel_analysis/pana_funnel_dropoffs.png" alt="The funnel step editor automatically loads the top most common views and actions that users typically see and take next." style="width:50%;" >}}
 
-**Note**: Any action or view that happens between two steps in a funnel does not impact the step-by-step or overall conversion rate. As long as step 1 and step 2 happen in the right order in a given session at least once, it counts as a single converted session.
-
 ### Filtering
 
 When constructing your funnel, you can filter globally or on a step.
@@ -64,13 +61,13 @@ To combine an event, click the three dots next to an event and select **+ Combin
 
 Use the Group by dropdown to group the data by a specific attribute.
 
-**Note**: Group by does not work with the funnel steps visualization.
+**Note**: Group by does not work with the funnel steps visualization, your visualization will automatically change to a top list.
 
 ## Refine conversion
 
 You can further analyze the information on the funnel page to understand the conversion rate. Conversion rate is a crucial metric that measures the effectiveness of your site or application.
 
-You can analyze conversion by **session count** or **users**, which means you can understand how many sessions or users ended up completing the funnel.
+You can analyze conversion by **session**, **users** or **accounts**, which means you can understand conversion across all sessions, or by distinct users/accounts. This can be useful if you suspect, for instance, that a minority of your user base converts at a high rate.
 
 You can measure conversion by the following attributes:
 
@@ -85,10 +82,38 @@ You can measure these attributes **across all steps** or between **specific step
 
 {{< img src="product_analytics/journeys/funnel_analysis/pana_funnel_conversion.png" alt="Measure attributes across all steps or specific steps." style="width:60%;" >}}
 
-Use the **filter** selector to filter by various criteria that you define.
+Use the **filter** selector to filter by various criteria that you define. These filters will be applied to all steps of the funnel.
 
 Next, click a datapoint to **investigate the specific attributes** that might have affected conversion rates, such as page load speed, ease of navigation, or checkout experience.
 
+## How Datadog computes conversion metrics
+
+Consider a funnel with events `A → B → C` and event steps: 
+
+```
+A, A, A, B, C, C
+```
+
+If a user performs the actions as in the example above, Datadog counts it as one conversion. This is because the conversion calculations only look at the first element **A** matched and the first element **C** matched. 
+**`(WHY? confirming that it only look for the first and last actions?)`**
+
+{{< img src="product_analytics/journeys/funnel_analysis/funnel_analysis_conversion.png" alt="Select a conversion measure, whether Unique or Total, to determine how your session conversions are counted." style="width:80%;" >}}
+
+
+**Unique**: This means that your conversion (session, user, or account) is counted only once per session, user or account. So, if the user performs the actions A → B → C → A → B → C during the session or timeframe, it counts as 1 conversion.
+
+**Total**: This means that your conversion (session, user, or account) is each time the user completes the defined funnel. For example, if the user performs the actions A → B → C → A → B → C during the session or timeframe, it counts as 2 conversions.
+
+
+If you analyze your funnel by `user` or by `account`, you can define your conversion timeframe `(**SHOULD WE LIST THE 1 DAY AS A MINIMUM?**)`. The default timeframe for conversions is 1 day meaning that Datadog uses a 24-hour window (not calendar dates) to determine if a conversion happened or not.
+
+ 
+The average time between steps is calculated by looking at the average duration between each conversion and takes all conversions into account, no matter if `unique` or `total` is selected for the counts.
+
+
+The **conversion rate** compares the total number of conversions to the total number of users, accounts, or sessions that enter the funnel.
+
+
 ## Changing the visualization
 
 {{< img src="product_analytics/journeys/funnel_analysis/pana_funnel_change_viz.mp4" alt="Click the visualization dropdown to select a different view" video=true >}}
diff --git a/static/images/product_analytics/journeys/funnel_analysis/funnel_analysis_conversion.png b/static/images/product_analytics/journeys/funnel_analysis/funnel_analysis_conversion.png
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