Funnels

When to use it

• Checkout, sign-up or onboarding: “where do we lose people?”
• Marketing site to product: a funnel can start on one source and end on another, because people are stitched across your sources.
• After a change: did conversion between two steps improve?

Build a funnel

1. Go to Funnels and click New funnel.
2. Pick an event for each step. You need 2 to 8 steps, added with + Add step. The picker shows custom events from the last 30 days and autocaptured ones, and you can type a name.
3. Optional: click + Filter on a step to require a property value, such as Page is any of /pricing. Tick values or type one, then click Apply filter.
4. Set the conversion window, what to count and whether order matters (see below).
5. Watch the live preview on the right, which uses the last 30 days.
6. Name it and click Save funnel. The funnel opens with your filter bar’s date range.

In a hurry? A new funnel offers three templates under Or start from a template: Signup → activation, Browse → checkout and Trial → paid.

Window, count and order

• Conversion window: 7, 14, 30 or 90 days, with 14 as the default. Someone has this long from the first step to finish.
• Count: Unique people (the default) or Events. Events counts each person-and-session pair as a separate entry, and the results say Counts are sessions.
• Steps must happen in order is on by default. Turn it off and any order within the window counts.

Reading the results

At the top, four cards:

• Overall conversion: from the first step to the last.
• Converted: how many people finished, out of how many entered.
• Median time to convert, with the 90th percentile underneath.
• Biggest drop-off: the pair of steps where most people are lost.

Under Conversion by step there are three views:

• Steps: bars for each step. Click a bar or a drop percentage to see who dropped off.
• Over time: conversion by the day people entered the funnel.
• Time to convert: how many finished within an hour, a day, a week, or longer.

The table below lists every step with people, conversion from previous and from start, how many dropped, and the median time to reach it.

Who dropped off

Click a drop to open its drawer, for example Dropped before step 3. It has three tabs:

• What they did instead: the last thing each person did, including Nothing — session ended.
• Where they were: the top pages and events they reached afterwards.
• People: the exact people, most recent first. Click one to open their profile.

Export downloads the people as a CSV. View people jumps to the People tab. The drawer follows your date range, source, segment and step filters.

Breakdowns and segments

• Break down by splits the funnel by an event property, such as Country or Browser. The chart draws the top 3 values that have at least 500 people entering. Smaller ones are listed in the table only.
• Compare segments splits it by up to five saved segments, plus Other. The chart draws the first three.
• A breakdown and a segment comparison replace each other. The headline cards then show a combined baseline and one card per group, with its difference in points.

Filters

The filter bar sets people (segment), dates, source and Compare. Add filter on a funnel filters one step: the builder asks which step has to match, such as Match on step 2 · Viewed pricing. Those step filters belong to the page you are looking at and aren’t saved into the funnel. To keep them, save them in the builder with + Filter.

With Compare on, Overall conversion shows the previous period next to it.

Saving and managing

• Funnels are shared with your whole team. The list shows each funnel’s step bars and conversion for the selected range, and it has its own compact filter row.
• Search matches funnel names and step events. Sort by Recently updated or Name A–Z.
• A card’s … menu has Open, Rename and Delete. Delete removes it for everyone, with Undo in the toast.
• On a funnel, Edit reopens the builder.
• Add to board offers Linked (follows the saved funnel everywhere) or Copy (a snapshot that lives only on that board). Only a copy keeps step filters from the page.

Tips and gotchas

• Across two domains? If your site and app are on different domains, check Identity first. If identity isn’t carried, people look like two strangers and the funnel under-counts. A funnel that spans two sources shows how well identity is carrying at the top.
• The preview always uses the last 30 days, whatever the filter bar says.
• Want a funnel from real paths? In Flows, pick a path and click Open as funnel.
• Drop-off audiences can’t be saved as segments yet. Use View people or Export instead.

Recipes