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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

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:

WindowBest For
1 dayQuick actions (add to cart → purchase)
7 daysStandard conversions (signup → activation)
14 daysLonger considerations (trial → paid)
30 daysExtended journeys (awareness → purchase)

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)

Step Details Table​

ColumnDescription
StepStep number in sequence
EventThe event for this step
UsersNumber of users who reached this step
Conversion RatePercentage who continued to next step
Drop-offPercentage who didn't continue

Breakdown Analysis​

Break down your funnel by user properties or event properties:

  1. Select a breakdown property (e.g., country, device_type, utm_source)
  2. See conversion rates for each property value
  3. Identify which segments convert best

Example breakdown by device_type:

DeviceStep 1Step 2Step 3Conversion
Desktop10,0003,5001,20012%
Mobile8,0002,0004005%
Tablet2,0006001809%

This reveals that desktop users convert 2.4x better than mobile 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.