Funnel

The Funnel report visualizes user progression through defined conversion steps, showing drop-off rates and bottlenecks.

Accessing the Report

1. Select a site from the site selector
2. Click Funnel in the sidebar

URL pattern: /sites/{site_id}/funnel

Funnel Selector

Choose which funnel to analyze from the dropdown at the top of the report.

Available Funnels

Funnels are configured in Settings. Common examples:

Funnel	Typical Steps
E-commerce Checkout	View Product → Add to Cart → Checkout → Purchase
Lead Generation	Landing Page → Form View → Form Submit → Thank You
SaaS Signup	Homepage → Pricing → Sign Up → Verify Email
Content Engagement	Article View → Scroll 50% → Scroll 100% → Share

Funnel Visualization

Bar Chart

Vertical bar chart showing progression through steps.

Element	Description
Bars	Height represents users at each step
Labels	Step name and user count
Drop-off arrows	Show percentage leaving between steps
Colors	Gradient from first to last step

Reading the Funnel

From left to right:

1. First bar = users who entered the funnel
2. Each subsequent bar = users who completed that step
3. Arrows between bars = users who dropped off
4. Last bar = users who completed the entire funnel

Metrics Table

Detailed breakdown below the visualization.

Column	Description
Step	Step name/number
Users	Users who reached this step
Entry Rate	Percentage of funnel entrants who reached this step
Completion Rate	Percentage of previous step who completed this step
Drop-off	Users who left at this step
Drop-off Rate	Percentage who left at this step

Example Metrics

Step	Users	Entry Rate	Completion	Drop-off
View Product	10,000	100%	-	3,000
Add to Cart	7,000	70%	70%	4,000
Checkout	3,000	30%	43%	1,500
Purchase	1,500	15%	50%	-

Funnel Steps

Step Types

Steps can be defined as:

Type	Trigger	Example
Pageview	User visits specific URL	/checkout
Event	Microconversion fires	add_to_cart
Conversion	Conversion fires	purchase

Step Configuration

Configure funnels in Settings → Funnels:

1. Click Create Funnel
2. Name the funnel
3. Add steps in order
4. For each step, define:
   • Step name
   • Step type (pageview/event/conversion)
   • Matching criteria (URL pattern or event type)
5. Save the funnel

URL Matching

For pageview steps, URL patterns support:

Pattern	Matches
/checkout	Exact match
/products/*	Any product page
/blog/**	Blog and all subpaths

Funnel Analysis

Key Metrics to Watch

Metric	Target	Action if Low
Overall Conversion Rate	Industry benchmark	Optimize worst step
Step Completion Rate	>70%	Investigate UX issues
Time Between Steps	Reasonable for action	Reduce friction

Identifying Bottlenecks

1. Look for steps with completion rate <50%
2. Compare to expected behavior:
   • Is the step too complex?
   • Is there a technical issue?
   • Is the value proposition clear?

Common Bottleneck Causes

Step	Common Issues
Add to Cart → Checkout	Price shock, shipping costs
Checkout → Payment	Payment method issues, trust
Form View → Submit	Too many fields, unclear CTA
Landing → Signup	Weak value proposition

Filtering

Global Filters

Apply global filters to segment funnel analysis:

Example segments:

• Mobile users only
• Traffic from Google Ads
• Spanish visitors
• First-time visitors

Comparing Segments

1. Apply segment filter (e.g., Mobile)
2. Note funnel metrics
3. Remove filter, apply different segment (e.g., Desktop)
4. Compare drop-off rates per step

Date Range

Funnel respects the selected date range:

• Users must complete steps within the date range
• Useful for campaign-specific analysis
• Compare different time periods

Use Cases

Checkout Optimization

1. Select checkout funnel
2. Identify step with highest drop-off
3. Common findings:
   • Cart → Checkout: Add guest checkout
   • Checkout → Payment: Add payment methods
   • Payment → Confirmation: Improve trust signals

Lead Form Analysis

1. Create funnel: Page View → Form Start → Field 1 → ... → Submit
2. Identify where users abandon
3. Optimize:
   • Reduce required fields
   • Improve field labels
   • Add progress indicator

Mobile vs Desktop Comparison

1. Filter by Mobile
2. Note overall conversion rate
3. Filter by Desktop
4. Compare:
   • If Mobile significantly lower, prioritize mobile UX
   • Identify which step has biggest gap

Campaign Effectiveness

1. Filter by campaign UTMs
2. Analyze funnel progression
3. Compare campaigns:
   • Same funnel entry, different completion?
   • Traffic quality varies by campaign

A/B Test Validation

1. Define same funnel for test and control
2. Filter by test variant (via UTM or custom property)
3. Compare funnel metrics
4. Statistical significance if sample size adequate

Funnel Configuration

Creating a New Funnel

1. Go to Settings → Funnels
2. Click Create Funnel
3. Enter funnel name
4. Add steps (minimum 2):
   • Step 1: Entry point
   • Step 2-N: Progression steps
   • Final step: Conversion goal
5. Save

Editing Funnels

1. Go to Settings → Funnels
2. Click funnel name
3. Modify steps
4. Save changes

Note: Historical data recalculates based on new definition.

Deleting Funnels

1. Go to Settings → Funnels
2. Click delete icon
3. Confirm deletion

Warning: This removes the funnel from reports.

Best Practices

Funnel Design

Do	Don't
Keep steps sequential	Skip logical steps
Use 3-6 steps	Create 10+ step funnels
Name steps clearly	Use technical names
Match real user journey	Create artificial paths

Step Granularity

• Too few steps: Miss where drop-off occurs
• Too many steps: Overwhelming, hard to act on
• Right balance: 4-6 steps for most funnels

Multiple Funnels

Create separate funnels for:

• Different user journeys (new vs returning)
• Different products/services
• Different entry points

Export

Click Export to download:

• All funnel step data
• Users and rates per step
• Respects active filters
• CSV format