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Funnels: how do I create a multi-step conversion funnel?

Build a 2-10 step funnel from existing pageviews and events to see where visitors drop off on the path to conversion.

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A funnel measures how many visitors complete a sequence of steps in order. Use it to find the largest drop-off in a conversion flow — the highest-leverage place to invest in copy, design, or speed.

When to use a funnel vs a goal

  • Goal — single completion event ("user signed up"). Tells you the conversion rate.
  • Funnel — sequence of 2-10 steps ("landed on pricing → clicked checkout → submitted form → confirmed email"). Tells you where people drop off.

Build the goal first; build the funnel once you want to know why the goal isn't converting better.

Creating a funnel

  1. Go to Funnels → Create Funnel in your dashboard.
  2. Give the funnel a clear name (e.g. "Free trial sign-up flow").
  3. Pick a time window — 1 hour, 1 day, 7 days, or 30 days. A visitor must complete the steps within this window for the conversion to count.
  4. Add steps. Each step is one of:
    • Page visit — /pricing, /checkout, etc.
    • Custom event — any event you've sent via the JS SDK (e.g. cta_clicked).
    • Goal completion — pick from your existing goals.
  5. (Optional) Add a filter to each step — e.g. "only count if device = mobile" or "only count visitors from organic search".
  6. Click Save. The funnel populates with the last 30 days of data.

Reading the funnel

Each step shows three numbers:

  • Visitors — how many reached this step within the window.
  • Conversion rate from previous step — % who progressed.
  • Drop-off — % who reached this step but didn't reach the next.

The biggest drop-off is highlighted. That's usually where to focus.

Common pitfalls

  • Time window too short — if your funnel has a "confirm email" step, a 1-hour window will under-count people who confirm later.
  • Step ordering — steps must be in chronological order; if the same visitor hits step 3 before step 2, they don't count as converting through step 2.
  • Page URL with query params — /checkout?step=2 is different from /checkout. Use a wildcard pattern or strip the params at the source.

Plan limits

PlanFunnelsSteps per funnel
Free35
Pro1010
Scale5010
EnterpriseUnlimited10

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Funnel Drop-Off Analysis

Identify why visitors abandon your funnel - pinpoint problem steps, understand reasons, and fix conversion leaks. Explore funnels setup and best practices.

Goals: what's the difference between a goal and a funnel?

Goals measure how often something completes. Funnels measure where in a multi-step flow people drop off. Here's when to use which.

Setting Up Conversion Funnels

Create multi-step funnels to track visitor progression through key journeys - from landing to conversion. Learn about funnels in this goals and funnels guide.

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