Funnels overview

Funnels show the proportion of visitors progressing from one stage to the next and the proportion of visitors dropping out at each step. Funnels are based on users following a predefined path. So, if a visitor views the page/page group or achieves a tracked event set in step 1 but not in step 2, they will be classed as having dropped off. Visitors don't have to follow the funnel path precisely. For example, a visitor could view the page provided in step 1, then view another page not in any steps, and then view the page in step 2.

Funnels can help you to understand the journeys visitors take to reach conversion. From that understanding, you can draw conclusions about the different ways visitors use a property, seek information, and decide whether to make a purchase.

By defining different journeys through the property and seeing how often users complete or abandon them, you can develop insights into the best way to improve site navigation and information architecture.

Creating a funnel

1. On the navigation bar, go to Define > Funnels > + Create.

2. Enter a funnel name and an optional description.

3. Depending on the funnel steps required, drag one or more Pages, Page Groups, or Tracked Events on the left to Drag & Drop Here on the right.

   Note: Funnels have a maximum of 10 steps.

   For example, the funnel in the image below tracks users adding an accessory to the shopping cart. Step 1 tracks visitors going to any page in the Accessories page group and Step 2 tracks visitors adding an item to the cart.

4. Click Save Funnel.

The funnel is saved and appears on the list in Define Funnels. Funnel data is retroactive, so you can view the funnel from a date before it was created.

To view funnels, on the navigation bar, go to Analyze > Funnels > Analyze.

Define Funnels

On the navigation bar, go to Define > Funnels > View.

On the table, hover over a funnel.

A selection of buttons appears under Last updated.