​

Funnels: Measure Conversions

Funnels allow you to examine how users perform events in a series, calculating conversions from one event to another within a particular time window. This helps identify where users drop off and which segments convert best.

​

Use Cases

Funnels help you answer critical conversion questions:

​

Signup and Onboarding

• What percent of users complete the signup funnel within 7 days?
• At what step do most users drop off?
• How long does it take users to complete onboarding?

​

Purchase and Checkout

• What’s the conversion rate from viewing to purchasing?
• Which payment methods have the highest completion rates?
• How has checkout conversion changed over time?

​

Feature Adoption

• What percent of users complete the tutorial?
• How many users go from feature discovery to active usage?
• Which user segments adopt features fastest?

​

A/B Testing

• How did the A/B test impact signup conversion?
• Which variant drives better checkout completion?
• Do regional differences affect conversion rates?

​

Quick Start

Let’s build a funnel to answer:

What percent of iOS users convert from viewing a product to completing purchase within 7 days?

​

Step 1: Define Funnel Steps

A funnel consists of a sequence of events. Add events in the order users should perform them: Example Funnel:

1. Product Viewed
2. Add to Cart
3. Checkout Started
4. Purchase Completed

​

Step 2: Choose Measurement

By default, funnels measure the conversion rate (percentage of users who complete all steps). Available Measurements:

• Conversion Rate - Percentage completing all steps
• Step Rate - Conversion at each individual step
• Unique Users - Count of converting users
• Total Conversions - Count of conversion instances
• Average Time to Convert - Time between first and last step

​

Step 3: Add Filters

Filter to specific user segments or event properties: Example Filters:

• Platform = “iOS Native”
• Country = “United States”
• User Type = “Premium”
• Price > 50

​

Step 4: Apply Breakdowns

Segment your funnel to compare conversion across groups: Example Breakdowns:

• UTM Source (marketing channel)
• Device Type (mobile, tablet, desktop)
• User Plan (free, premium, enterprise)
• Geographic region

​

Step 5: Select Visualization

Chart Options:

• Funnel Steps - Classic funnel view showing drop-offs
• Line Chart - Conversion trends over time
• Bar Chart - Compare segments side-by-side
• Metric - Single conversion rate number

​

Key Concepts

​

Conversion Window

The maximum time users have to complete the funnel from the first step. Common Windows:

• 1 hour - For rapid workflows (checkout)
• 1 day - For same-session flows (onboarding)
• 7 days - For multi-session flows (feature adoption)
• 30 days - For long consideration cycles (B2B purchases)

​

Counting Methods

How users are counted when they go through the funnel multiple times: Uniques

• Each user counted once, on their first entry
• Best for understanding unique user conversion
• Example: “What percent of users complete signup?”

Totals

• All funnel entries counted, users can convert multiple times
• Best for measuring repeat behaviors
• Example: “How many purchases are completed?”

Sessions

• All steps must occur in the same session
• Best for same-session workflows
• Example: “How many in-session checkouts are completed?”

​

Step Order

By default, users must complete steps in the exact order specified. You can relax this: Exact Order

• Steps must occur in sequence
• Other events can happen between steps
• Most common setting

This Order or Any Order

• Steps can occur in any sequence
• Useful for flexible workflows

​

Funnel Visualizations

​

Funnel Steps View

The classic funnel visualization shows:

• Total users entering each step
• Conversion rate to next step
• Overall conversion rate
• Drop-off percentage at each step

Identify Issues:

• Large drop-offs indicate friction points
• Compare segment performance
• Track conversion rate changes

​

Trends View

Line chart showing how conversion changes over time:

• Spot seasonal patterns
• Measure impact of changes
• Compare time periods
• Track growth or decline

​

Time to Convert

Understand how long conversions take:

• Median time to convert
• Distribution of conversion times
• Identify slow converters
• Optimize for speed

​

Advanced Features

​

Exclusion Steps

Exclude users who perform certain events: Example:

• Step 1: Sign Up Started
• Exclude: Error Shown
• Step 2: Sign Up Completed

Result: Only users who didn’t see errors are counted.

​

Hold Property Constant

Require the same property value across all steps: Example:

• Hold “Product ID” constant
• Measures users who view and purchase the same product
• Filters out users who switch products mid-funnel

​

Breakdowns and Segments

Compare conversion across up to 25 different segments:

• Identify high-performing segments
• Find underperforming groups
• Guide optimization efforts
• Personalize experiences

​

View Users

Click any funnel step to see:

• Users who completed that step
• Users who dropped off
• Save as cohort for further analysis
• Export user lists

​

Real-World Examples

​

Example 1: Signup Funnel

Query:

• Steps: Landing Page → Sign Up Started → Email Verified → Profile Completed
• Conversion Window: 7 days
• Counting: Uniques
• Breakdown: UTM Source

Insights:

• Overall conversion: 18.5%
• Biggest drop-off: Email verification (40% drop)
• Top channel: Organic search (22% conversion)
• Action: Simplify email verification process

​

Example 2: Purchase Funnel

Query:

• Steps: Product Viewed → Add to Cart → Checkout Started → Purchase
• Conversion Window: 1 day
• Counting: Totals
• Breakdown: Device Type
• Filter: Country = “United States”

Insights:

• Mobile conversion: 3.2%
• Desktop conversion: 8.7%
• Mobile drop-off at checkout: 65%
• Action: Optimize mobile checkout experience

​

Example 3: Feature Adoption

Query:

• Steps: App Opened → Feature Discovered → Feature Used → Feature Activated
• Conversion Window: 30 days
• Counting: Uniques
• Breakdown: User Cohort (by signup date)

Insights:

• Recent cohorts convert faster (14 days vs 21 days)
• Overall adoption: 45%
• Discovery to usage: 72% conversion
• Action: Improved onboarding helps new users

​

Example 4: Multi-Step Onboarding

Query:

• Steps: Sign Up → Tutorial Step 1 → Tutorial Step 2 → Tutorial Step 3 → First Action
• Conversion Window: 1 hour
• Counting: Sessions
• Visualization: Funnel Steps

Insights:

• Tutorial Step 2 has 55% drop-off
• Total completion: 22%
• Average time: 8 minutes
• Action: Simplify or skip Tutorial Step 2

​

Optimization Strategies

​

Identify Friction Points

1. Look for largest drop-offs between steps
2. Compare drop-off rates to benchmarks
3. Analyze users who drop off vs those who convert
4. Test solutions to reduce friction

​

Segment Analysis

1. Break down by user properties (plan, region, device)
2. Find high-performing segments
3. Understand what makes them successful
4. Apply learnings to other segments

​

Time Analysis

1. Measure time to convert at each step
2. Identify steps that take too long
3. Look for users who drop off after delays
4. Optimize slow steps

​

A/B Testing

1. Create separate funnels for test variants
2. Compare conversion rates
3. Analyze conversion at each step
4. Measure statistical significance

​

Tips for Effective Funnel Analysis

​

Common Questions

Q: Can users skip steps in a funnel? A: No, users must complete all steps in order (unless you select “any order” mode). Q: What if a user does Step 1 twice before Step 2? A: With “Uniques” counting, only the first Step 1 is used. With “Totals”, each Step 1 starts a new potential conversion. Q: How do I analyze users who drop off? A: Click any funnel step and select “View Users” → “Did not convert”. You can save these users as a cohort. Q: Can I compare funnels across date ranges? A: Yes! Use the date comparison feature to overlay multiple time periods on the same chart.

​

Next Steps

• Learn about Saved Metrics and Behaviors
• Explore Flows to discover user paths
• Create Cohorts from funnel segments
• Monitor funnels on Boards