Funnel Analysis

Funnel Analysis helps you understand how users progress through multi-step processes in your product. Track conversion rates, identify drop-off points, and optimize your key user flows.

Accessing Funnels

Navigate to Analytics → Funnels from the sidebar.

Creating a Funnel

Quick Analysis

For one-time analysis without saving:

1. Add funnel steps by selecting events
2. Configure the conversion window
3. Click Analyze to see results

Saved Funnels

To save a funnel for repeated use:

1. Build your funnel steps
2. Click Save
3. Give your funnel a descriptive name
4. Access it anytime from the sidebar

A saved funnel keeps its conversion window and its breakdown dimension, so it reopens on the same view you saved. The one exception is the 1-hour window: saved funnels store whole days, so it is kept as 24 hours and the save dialog tells you before you commit.

Building Funnel Steps

Adding Steps

1. Click Add Step or use the step builder
2. Select an event for each step
3. Optionally add filters to narrow the step criteria

Step Order

Funnels are sequential - users must complete steps in order. A user who does Step 3 before Step 2 won't be counted as converting through Step 2.

Step Filters

Add filters to be more specific about which events count:

Step 1: page_view
  Filter: page = "/pricing"

Step 2: signup_started
  (no filter)

Step 3: signup_completed
  Filter: plan = "premium"

Conversion Window

The conversion window determines how long users have to complete the entire funnel:

Window	Best For
1 hour	Single-session flows (checkout, onboarding steps)
24 hours	Quick actions (add to cart → purchase)
7 days	Standard conversions (signup → activation)
30 days	Extended journeys (awareness → purchase)
Any time	No deadline - every user who eventually completes the steps in order counts

Users who don't complete all steps within the window are counted as dropped off.

Understanding Results

Summary Metrics

• Total Users: Users who entered the funnel (completed Step 1)
• Converted: Users who completed all steps
• Overall Conversion: Percentage of users who completed the entire funnel

Funnel Visualization

The funnel chart shows:

• Bar width representing user count at each step
• Conversion rate from the previous step
• Drop-off rate (users who didn't continue)

Between steps

Between each pair of steps sits a chip reading N% continued · M dropped off, plus the median time users took to get from one step to the next. It is a true median, so one user who took three weeks does not move it - half of those who continued were faster than the figure shown, half slower. The step with the largest fall is tagged Biggest drop.

Breakdown Analysis

Break down by offers two dimensions, each reading a property your SDK genuinely writes:

• Platform - the $platform system property (web, ios, android, and so on).
• Source - the utm_source captured on the landing page.

Pick one and each step splits into a line per value, so you can see which platform or source converts best.

Example breakdown by Platform:

Platform	Step 1	Step 2	Step 3	Conversion
web	10,000	3,500	1,200	12%
ios	8,000	2,000	400	5%
android	2,000	600	180	9%

This reveals that web users convert 2.4x better than iOS users.

Common Funnel Examples

Signup Funnel

1. landing_page_view
2. signup_started
3. email_verified
4. onboarding_completed

Purchase Funnel

1. product_viewed
2. add_to_cart
3. checkout_started
4. purchase_completed

Feature Adoption Funnel

1. feature_discovered
2. feature_tried
3. feature_used_repeatedly (count >= 3)

Upgrade Funnel

1. pricing_page_viewed
2. plan_selected
3. payment_started
4. subscription_activated

Best Practices

Keep Funnels Focused

• 3-5 steps is ideal
• Each step should be a meaningful action
• Avoid steps that most users skip

Choose the Right Window

• Too short: Miss legitimate conversions
• Too long: Include unrelated behavior
• Test different windows to find the sweet spot

Use Breakdowns Strategically

• Compare acquisition channels
• Identify device/platform issues
• Find high-converting user segments

Save Important Funnels

• Core conversion flows should be saved
• Name them clearly (e.g., "Signup to First Purchase")
• Review regularly to track improvements

Integration with Campaigns

Funnel insights can inform your campaigns:

1. Identify drop-off points
2. Create segments of users who dropped off
3. Target them with re-engagement campaigns

See Creating Segments for more.

Related

• Event Explorer - Find events for your funnels
• Retention Analysis - Measure long-term engagement