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The Funnel Report helps you track multi-step conversion processes and identify where users drop off in their journey. This is essential for optimizing conversion rates and improving user experience.

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What is a Funnel Report?

A funnel represents a series of steps that users take to complete a desired action (like making a purchase or signing up). The Funnel Report shows you:
  • How many users complete each step
  • Where users drop off in the process
  • Conversion rates between steps
  • Overall funnel completion rate

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Key Metrics

Visitors

Number of unique visitors who reached each step

Drop-off Rate

Percentage of users who left between steps

Remaining

Percentage of original visitors still in the funnel

Conversion Rate

Overall percentage of users who complete the entire funnel

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How Funnels Work

1

Define Funnel Steps

Create a sequence of steps representing your conversion path. Each step can be a page view or a custom event.
2

Set Time Window

Define how long users have to complete the funnel. For example, 30 minutes for a checkout process.
3

Track Progression

Umami tracks visitors as they progress through each step in order within the time window.
4

Calculate Drop-offs

The report shows how many visitors drop off at each step and what percentage continue.

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Setting Up a Funnel

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Step Types

Each funnel step can be one of two types:
Track when users view specific pages. This is useful for tracking navigation through your site.Example: Track a checkout funnel:
  1. Product page (/product/*)
  2. Cart page (/cart)
  3. Checkout page (/checkout)
  4. Confirmation page (/confirmation)
{
  "steps": [
    { "type": "path", "value": "/product/*" },
    { "type": "path", "value": "/cart" },
    { "type": "path", "value": "/checkout" },
    { "type": "path", "value": "/confirmation" }
  ],
  "window": 30
}

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Wildcard Matching

Use wildcards (*) to match multiple pages or events:
  • /blog/* - Matches any blog post
  • *checkout - Matches any value ending with “checkout”
  • *product* - Matches any value containing “product”
{
  "steps": [
    { "type": "path", "value": "/products/*" },
    { "type": "path", "value": "*cart" },
    { "type": "path", "value": "*/checkout" }
  ]
}

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Understanding the Results

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Funnel Visualization

The Funnel Report displays:
  1. Step Name: The page or event being tracked
  2. Visitors: Number of unique visitors who reached this step
  3. Previous: Number of visitors from the previous step
  4. Dropped: Number of visitors who dropped off from the previous step
  5. Drop-off %: Percentage who dropped off between steps
  6. Remaining %: Percentage of original visitors still in the funnel
The first step shows all visitors who entered the funnel. Subsequent steps show only those who progressed from the previous step within the time window.

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Common Funnel Patterns

Track the complete purchase journey:
  1. Product page view
  2. Add to cart
  3. View cart
  4. Begin checkout
  5. Complete payment
  6. Order confirmation
Time window: 60 minutesKey insights: Identify which step has the highest drop-off rate to optimize that part of the experience.
Track user registration and onboarding:
  1. Landing page visit
  2. Click “Sign Up”
  3. Complete registration form
  4. Email verification
  5. Complete onboarding
  6. First product usage
Time window: 120 minutes (or longer for email verification)Key insights: See where users abandon the signup process.
Track how users engage with your content:
  1. Blog post landing
  2. Scroll to 50%
  3. Scroll to 100%
  4. Click related article
  5. Subscribe to newsletter
Time window: 30 minutesKey insights: Understand content engagement and identify opportunities to increase subscriptions.
Track lead capture process:
  1. Visit pricing page
  2. Click “Get Started”
  3. Fill contact form
  4. Submit form
  5. Schedule demo
Time window: 45 minutesKey insights: Optimize your lead capture process by identifying friction points.

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API Usage

curl -X POST https://your-umami-instance.com/api/reports/funnel \
  -H "Authorization: Bearer YOUR_API_TOKEN" \
  -H "Content-Type: application/json" \
  -d '{
    "websiteId": "your-website-id",
    "parameters": {
      "startDate": "2024-01-01T00:00:00Z",
      "endDate": "2024-01-31T23:59:59Z",
      "window": 30,
      "steps": [
        { "type": "path", "value": "/pricing" },
        { "type": "path", "value": "/signup" },
        { "type": "event", "value": "signup_complete" }
      ]
    }
  }'

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Optimization Tips

Focus on Biggest Drops

Prioritize optimizing the step with the largest drop-off percentage

Test Step Order

Sometimes reordering steps can improve conversion rates

Reduce Friction

Simplify steps with high drop-off rates - fewer form fields, clearer CTAs

Adjust Time Window

Set appropriate time windows based on expected user behavior
Users must complete steps in order within the time window. If a user skips a step or takes longer than the window, they won’t be counted in subsequent steps.

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Best Practices

  1. Keep funnels focused: 3-6 steps is usually optimal. Too many steps can be hard to analyze.
  2. Set realistic time windows: Consider how long users typically take to complete the process.
  3. Monitor regularly: Check your funnels weekly to catch issues early.
  4. Segment by source: Use filters to see how different traffic sources perform in your funnel.
  5. A/B test improvements: When you identify a problem step, test changes and measure the impact.
Create multiple funnel variations to test different user paths and identify the most effective flow.

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Next Steps

Track Goals

Track single conversion events with Goal Reports

Attribution

See which traffic sources drive funnel completions

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