# Funnels

> Build and read ClickClacks funnels: steps, step filters, conversion window, order, counting, the Steps, Over time and Time to convert views, drop-off details, breakdowns and segment comparisons.

- Canonical URL: https://clickclacks.io/docs/guides/funnels
- Section: Product guides
- Last updated: 2026-09-26

A funnel lines up the steps to a goal, such as landing, signing up and activating, and shows how many people make it through each one. You also see how long it takes and exactly who dropped off where.

## When to use it {#when}

- 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 {#build}

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_.

> **Empty steps are caught before you save**
>
> If a step matched no events in the last 30 days, the funnel could never convert, so saving is blocked and the step is named. Fix the event, or click **Widen to 90 days** if the event is rare.

## Window, count and order {#settings}

- **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 {#read}

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 {#dropoff}

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 {#split}

- **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 {#filters}

The [filter bar](https://clickclacks.io/docs/guides/filters.md) 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 {#manage}

- 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 {#tips}

- **Across two domains?** If your site and app are on different domains, check [Identity](https://clickclacks.io/docs/guides/identity.md) 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](https://clickclacks.io/docs/guides/flows.md), 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 {#recipes}

### Where do people drop out of checkout?

1. Click **New funnel** and start from the _Browse → checkout_ template, or add your own steps, such as `Viewed product`, `Added to cart`, `Checkout started` and `Order completed`.
2. Keep **Steps must happen in order** on and set the window to **7 days**.
3. Save it and read **Biggest drop-off**.
4. Click that drop and open **What they did instead**.

If most people who dropped at checkout ended the session on the shipping page, look at that page in [Heatmaps](https://clickclacks.io/docs/guides/heatmaps.md) and [Friction](https://clickclacks.io/docs/guides/friction.md).

### Does mobile convert worse than desktop?

1. Open your sign-up funnel.
2. Choose **Break down by** › **Device**.

Each device gets its own card with its difference in points from the combined baseline. A device with fewer than 500 people entering is listed in the table but not charted.

### Do trial users from paid ads activate as well as organic ones?

1. Create a [segment](https://clickclacks.io/docs/guides/segments.md): **did** `$pageview`, then **Filter by event property** `utm_medium` **is** `cpc`. That matches people whose landing pageview came from a paid link.
2. Open your _Trial → paid_ funnel and click **Compare segments**.
3. Tick the segment and apply. _Other_ is everyone else.

### Who started signing up yesterday but didn’t finish?

1. Set the dates to **Yesterday** on your sign-up funnel.
2. Click the drop before the last step and open the **People** tab.
3. Click **Export** for a CSV of those people.

## Related {#related}

- [Flows](https://clickclacks.io/docs/guides/flows.md): Find the real paths before building a funnel.
- [Segments](https://clickclacks.io/docs/guides/segments.md): Compare funnels for different groups.
- [Identity](https://clickclacks.io/docs/guides/identity.md): Keep one person as one person across domains.
- [Experiments](https://clickclacks.io/docs/guides/experiments.md): Test a fix for the biggest drop.