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Funnels help you understand how visitors move through multi-step processes on your website. By visualizing the journey from initial interest to final conversion, you can identify bottlenecks and optimize your user experience.
Funnel analysis is available on the Business plan. It requires goals to be set up before creating funnels.

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What is a Funnel?

A funnel represents a series of steps that visitors take toward a conversion goal. Each step is a goal, and the funnel shows:
  • How many visitors complete each step
  • Drop-off rates between steps
  • Overall conversion rate from start to finish
  • Time taken to move through the funnel

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Creating Funnels

1

Set Up Goals First

Before creating a funnel, ensure you have goals configured for each step. These can be:
  • Custom event goals
  • Pageview goals
  • A combination of both
2

Navigate to Funnel Settings

Go to your site settings and select “Funnels” from the sidebar.
3

Create New Funnel

Click “Add Funnel” and configure:
  • Funnel Name: Descriptive name (e.g., “Sign Up Flow”)
  • Steps: Select 2-8 goals in order
4

Order Your Steps

Arrange goals in the sequence visitors should follow:
Step 1: Visit /pricing
Step 2: Click "Start Trial"
Step 3: Complete Signup
Step 4: Verify Email

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Funnel Constraints

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Step Limits

Funnels must have:
  • Minimum: 2 steps
  • Maximum: 8 steps
Focusing on 3-5 steps typically provides the most actionable insights. Too many steps can make it difficult to identify specific optimization opportunities.

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Step Requirements

Each step must:
  • Be a configured goal
  • Be unique within the funnel (no repeated goals)
  • Have sufficient data for meaningful analysis

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Viewing Funnel Analytics

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Funnel Visualization

The funnel chart displays:
  1. Step Labels - Names of each funnel step
  2. Visitor Count - Number of visitors reaching each step
  3. Conversion Rate - Percentage progressing from first step
  4. Drop-off Visualization - Striped pattern showing lost visitors
  5. Overall Conversion - Final conversion rate displayed at the top
Step 1: Visit Product Page - 1,000 visitors (100%)
  ↓ 70% conversion to next step
Step 2: Add to Cart - 700 visitors (70%)
  ↓ 50% conversion to next step  
Step 3: Checkout - 350 visitors (35%)
  ↓ 80% conversion to next step
Step 4: Purchase Complete - 280 visitors (28%)

Overall Conversion: 28%

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Desktop vs Mobile Views

Desktop View
  • Interactive bar chart with gradient colors
  • Hover over steps for detailed tooltips
  • Data labels showing conversion rates and visitor counts
Mobile View
  • Simplified horizontal bars
  • Touch-friendly interface
  • Key metrics displayed inline

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Funnel Metrics

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Key Metrics Displayed

  • Visitors: Unique visitors at each step
  • Conversion Rate: Percentage from initial step
  • Drop-off: Visitors lost between steps
  • Step Conversion: Conversion rate from previous step

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Calculating Funnel Performance

The system tracks: 
Conversion Rate = (Final Step Visitors / First Step Visitors) × 100

Drop-off Rate = 100% - Conversion Rate to Next Step

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Filtering Funnels

Apply dashboard filters to analyze funnel performance by:
  • Traffic Source - Compare organic vs paid traffic
  • Geographic Location - Identify regional variations
  • Device Type - Desktop vs mobile performance
  • Time Period - Trend analysis over time
  • UTM Parameters - Campaign effectiveness
Filters apply to the entire funnel, allowing you to see how different audience segments move through your conversion process.

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Use Cases

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E-commerce

1. View Product
2. Add to Cart
3. Enter Shipping Info
4. Complete Payment

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SaaS Sign-up

1. Visit Pricing Page
2. Click Sign Up
3. Create Account
4. Complete Onboarding

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Content Engagement

1. Visit Blog Post
2. Scroll 90%
3. Click CTA
4. Submit Email

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Lead Generation

1. Visit Landing Page
2. Click Form
3. Fill Contact Details
4. Download Resource

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Optimization Strategies

1

Identify Biggest Drop-offs

Look for steps with the largest decrease in visitors. These represent your biggest optimization opportunities.
2

Analyze by Segment

Filter your funnel by different dimensions:
  • Which device types have poor conversion?
  • Do certain traffic sources perform better?
  • Are there geographic patterns?
3

Test and Iterate

  • Simplify steps with high drop-off rates
  • A/B test different flows
  • Remove unnecessary friction
  • Add trust signals at critical steps
4

Monitor Over Time

Compare funnel performance across date ranges to measure the impact of your optimizations.

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Managing Funnels

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Editing Funnels

You can modify existing funnels:
  • Change funnel name
  • Add or remove steps (within 2-8 step limit)
  • Reorder steps
  • Update goal configurations

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Deleting Funnels

When deleting a funnel:
  • Historical data is preserved
  • Associated goals remain intact
  • Funnel configuration is removed
Deleting a funnel cannot be undone. The funnel definition will be permanently removed, though your goals and their data remain available.

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Funnel Limits

Each site can have multiple funnels to track different conversion paths. The exact limit depends on your plan.

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Advanced Features

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Goal Dependencies

When a goal is part of a funnel:
  • Deleting the goal affects the funnel
  • If a funnel would have fewer than 2 steps after goal deletion, the funnel is automatically removed
  • Updating a goal’s display name updates it across all funnels

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Date Range Considerations

Funnel data respects your selected date range:
  • Conversions must complete within the date range
  • Historical funnels can be analyzed retroactively
  • Comparison mode shows funnel performance changes

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Troubleshooting

  • Verify that goals are receiving events
  • Check that the date range includes relevant data
  • Ensure visitors are completing at least the first step
  • Allow sufficient time for data collection (24-48 hours recommended)
  • Verify goal triggers are firing correctly
  • Check that steps are in the correct order
  • Review whether goals might be triggered out of sequence
  • Consider if users can skip steps legitimately
  • Ensure you have at least 2 goals configured
  • Verify Business plan features are available
  • Check that selected goals are unique
  • Confirm you’re within funnel limits

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Best Practices

Keep It Simple

Start with 3-4 critical steps. You can always add more detail later.

Logical Flow

Ensure steps follow the natural user journey on your site.

Regular Review

Check funnel performance weekly to catch issues early.

Segment Analysis

Always analyze funnels by different traffic sources and devices.

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Next Steps

Set Up Goals

Create the goals you need for your funnels

Use Segments

Create segments to analyze funnel performance

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