Funnels let you analyze how end-users complete events in a sequence. They measure and display the number of users who transition from one event to another within a specific time frame. This helps you identify where users drop off, which segments convert the most, and other key aspects of the user journey
Getting started
Go to Reports and select "Create report".
Select Funnel report.
Selecting Funnel Steps
To start, select at least two events.
Click Select step under the Event section on the right-hand panel.
Choose an event from the dropdown list (e.g., Sign Up, Product Viewed, Checkout Started, etc.).
Click Add step to include more events.
Ensure that the steps are in sequential order, as the funnel tracks how users move from one step to another.
Setting Conversion Criteria
After your funnel is defined, you can choose how you want to measure the funnel.
The conversion criteria determines how much time a user has to convert through all steps of the funnel after entering it.
Under Conversion Criteria, enter a value specifying the time users have to complete the funnel.
Enter numeric value and select a time interval from the dropdown (minutes, hours, days, weeks, months).
The maximum amount of time you can choose for the conversion window is 366 days, or otherwise equivalent (12 months, 52 weeks, etc).
Example: If the funnel steps are A → B → C, with a one-hour conversion window:
A user completes event A at 10:00 PM, repeats A at 10:30 PM, then does B at 10:45 PM and C at 11:15 PM.
They will be counted as reaching B, but not completing the funnel to C, because the time from the first A (10:00 PM) to C (11:15 PM) exceeds one hour.
The conversion window applies from the first occurrence of A and does not restart when A happens again within the same funnel trial.
Events B and C must occur within the conversion window from the initial A to be recorded as successful conversions.
Configuring Measurement Options
Under Measuring, choose how you want to analyze data:
Conversion rate: The rate at which funnels are completed for the selected steps of the funnel.
Total conversions: The total number of funnels that have reached the selected step of the funnel. This measurement allows for users to re-enter the funnel multiple times, if they exit the funnel by either fully converting or dropping out.
Unique users: The number of users who completed the selected steps of the funnel; based on their first attempt at entering the funnel within the timeframe of the report.
Applying Filters (Optional)
Click Add Filter to refine your data.
Filters apply globally across all steps of the funnel, allowing you to segment users based on specific conditions (e.g., cart activity, price range, device type, location, or user properties).
Select relevant criteria such as Cart, Price, or any custom property.
Filters can be applied using different conditions such as "equals", "contains", or "in list" to fine-tune the analysis.
Adding Breakdown (Optional)
Breakdowns segment data into groups.
Click Add Breakdown to segment data by attributes such as city, country, subscription type, browser, or device, etc.
Breakdowns allow for a comparative analysis across groups, displaying distinct funnel paths per group.
The breakdowns reflect in both the visualization and table data, allowing users to observe differences in conversion rates between groups.
Viewing the Funnel Report
Once at least two events are selected, the funnel visualization will be generated.
Visualization - Funnel Steps - see how users are progressing through the funnel.
The chart will display:
Conversion rate (if this option selected): The proportion of users successfully progressing through each step.
Drop-off percentage: The number of users who did not proceed to the next stage.
If breakdowns are applied, categories will be distinctly color-coded in the visualization to facilitate easy comparisons.