Setting Up Conversion Funnels

Pro Plan

Funnels visualize how visitors progress through multi-step journeys. Identify where users drop off and optimize your conversion flow.

What Are Funnels?

Funnels track progression through steps:

Step 1: Homepage       (1000 visitors)
           ↓
Step 2: Pricing        (400 visitors) - 60% drop-off
           ↓
Step 3: Signup         (150 visitors) - 62.5% drop-off
           ↓
Step 4: Complete       (75 visitors)  - 50% drop-off

Key Metrics

Metric	Description
Step conversion	% progressing to next step
Overall conversion	% completing entire funnel
Drop-off rate	% leaving at each step
Funnel duration	Time to complete funnel

Creating a Funnel

1. 1

   Go to Funnels

   Navigate to Analytics → Funnels → New Funnel

2. 2

   Name Your Funnel

   Give it a descriptive name (e.g., "Checkout Flow")

3. 3

   Add Steps

   Define each step in the journey

4. 4

   Configure Each Step

   Set the trigger for each step

5. 5

   Set Options

   Configure time window and counting

6. 6

   Save Funnel

   Click "Create Funnel"

Defining Funnel Steps

Step Types

Type	Best For
URL Match	Visiting specific URL
Goal	Completing a goal
Custom Event	Custom JavaScript event

Page View Steps

Track visits to specific pages:

Step	URL Pattern
Product Page	/products/
Cart	/cart
Checkout	/checkout
Confirmation	/order/confirmation

Goal Steps

Use existing goals as steps:

Step	Goal
Step 1	"Add to Cart" goal
Step 2	"Begin Checkout" goal
Step 3	"Purchase Complete" goal

Event Steps

Track custom events:

Step	Event Name
Step 1	video_started
Step 2	video_50_percent
Step 3	video_completed
Step 4	cta_clicked

Common Funnel Examples

E-commerce Purchase

Step	Trigger	Description
1	Page: /products/	View product
2	Event: add_to_cart	Add item
3	Page: /cart	View cart
4	Page: /checkout	Begin checkout
5	Page: /confirmation	Complete purchase

SaaS Signup

Step	Trigger
1	Page: /pricing
2	Page: /signup
3	Event: form_submitted
4	Page: /welcome
5	Event: first_action

Lead Generation

Step	Trigger
1	URL: Landing page
2	Event: cta_clicked
3	URL: Form page
4	Event: form_submitted
5	URL: Thank you page

Content Engagement

Step	Trigger
1	URL: Blog post
2	Event: scroll_50
3	Event: related_article_clicked
4	Event: newsletter_signup

Funnel Configuration

Time Window

How long can users take between steps:

Window	Use Case
30 minutes	Quick actions
1 hour	Standard flows
24 hours	Consideration purchases
7 days	Complex B2B sales
30 days	Long sales cycles

Strict vs. Loose Ordering

Mode	Behavior
Strict	Steps must be in exact order
Loose	Steps can happen in any order

Strict (recommended for):

• Checkout flows
• Registration wizards
• Sequential processes

Loose (useful for):

• Feature adoption
• Content consumption
• Non-linear journeys

Counting Options

Option	Behavior
First time	Count first entry only
All entries	Count every time
Once per session	Max once per visit

Viewing Funnel Data

Funnel Visualization

The funnel shows:

• Each step with visitor count
• Drop-off percentage between steps
• Overall conversion rate
• Visual bar representation

Summary Metrics

Metric	Example
Total entries	10,000 visitors
Overall conversion	3.2%
Avg. completion time	4.5 minutes
Top drop-off step	Step 2 (62%)

Step Details

Click any step to see:

• Visitor count
• Conversion to next step
• Drop-off count
• Time at step

Analyzing Funnels

Identify Bottlenecks

Look for:

• Steps with unusually high drop-off
• Steps taking too long
• Unexpected exits

Compare Segments

Scale Plan

View funnels by:

• Device type
• Traffic source
• New vs returning
• Geographic region

Track Trends

Monitor over time:

• Weekly conversion rates
• Before/after changes
• Seasonal patterns

Optimizing Funnels

High Drop-Off Step

If Step 2 has 60% drop-off:

1. Watch sessions at Step 1 → 2
2. Identify friction in recordings
3. Analyze heatmaps on that page
4. Test improvements

Slow Step

If a step takes too long:

1. Check page load time
2. Review content clarity
3. Simplify the step
4. Reduce requirements

General Tips

Issue	Solution
High drop-off	Simplify, reduce friction
Slow progression	Speed up, add urgency
Low overall conversion	Review entire flow
Variant performs better	Apply winning changes

Funnel Comparisons

A/B Funnel Comparison

Scale Plan

Compare different funnels:

• Old flow vs. new flow
• Different traffic sources
• Test vs. control

Time Comparison

Compare periods:

• This month vs. last month
• Pre/post launch
• Seasonal differences

Funnel Reports

Export Options

• CSV download
• PDF report
• Scheduled email

Include in Dashboards

Add funnel widget to dashboard:

• Key funnel visualization
• Real-time updates
• Click to drill down

Best Practices

Keep Funnels Focused

Bad	Good
Too many steps (max 10 allowed)	3-6 steps
Multiple goals	Single goal
Vague steps	Clear actions

Name Steps Clearly

Bad	Good
Step 1	Homepage Visit
Step 2	Product View
Page	Checkout Started

Start with Key Funnels

Priority funnels:

1. Main conversion (purchase/signup)
2. Lead generation
3. Key feature adoption

Review Regularly

• Weekly quick check
• Monthly deep dive
• After major changes

Troubleshooting

Low Funnel Volume

If funnel shows few entries:

• Check step triggers are correct
• Verify data is being collected
• Expand time range

Steps Out of Order

If steps seem wrong:

• Check strict vs. loose ordering
• Verify step triggers
• Consider user behavior variations

Missing Conversions

If final step is low:

• Verify tracking on final page
• Check for redirect issues
• Test the flow yourself

Next Steps

• Multi-step funnel analysis
• Funnel drop-off analysis
• Goal attribution