Funnels - Documentation

What are funnels?

Funnels show you the complete path users take from first touch to conversion. See exactly where people drop off and optimize those steps.

Example: Track the journey from "Landing Page" → "Pricing Page" → "Signup" → "Onboarding Complete" to see your conversion rate at each step.

How funnels look

Here's a typical signup funnel with conversion rates:

1. Landing Page

1,000 visitors

100%

↓ 40% continue

2. Pricing Page

400 visitors

40%

↓ 25% continue

3. Signup Started

100 visitors

10%

↓ 80% continue

4. Signup Complete

80 visitors

Insight: The biggest drop-off is from Landing → Pricing (60% leave). This is where to focus optimization efforts!

Creating your first funnel

Set up a funnel in minutes:

Go to Funnels section

Dashboard → Funnels → Create Funnel

Name your funnel

Use a descriptive name like "Signup Flow" or "Purchase Journey"

Add steps

Define each step using pages or events (minimum 2 steps)

Save and analyze

Your funnel starts tracking immediately

Common funnel examples

Ready-to-use funnel templates for different business models:

1. SaaS Signup Funnel

Step 1:Homepage visit

Step 2:Pricing page view

Step 3:Signup button click

Step 4:Account created

Step 5:First project created

2. E-commerce Purchase Funnel

Step 1:Product page view

Step 2:Add to cart click

Step 3:Checkout started

Step 4:Payment info entered

Step 5:Purchase complete

3. Lead Generation Funnel

Step 1:Blog post read

Step 2:CTA button click

Step 3:Form started

Step 4:Form submitted

Understanding drop-offs

Drop-offs tell you where users abandon the journey. Here's how to interpret them:

✓ Healthy Drop-off

10-20% between steps is normal. Users naturally filter themselves.

✗ Problem Drop-off

50%+ drop-off indicates friction. Investigate and optimize that step.

Common causes of high drop-offs:

⚠️

Confusing UI: Users don't know what to do next

⚠️

Too many fields: Forms asking for too much information

⚠️

Slow loading: Page takes too long to load

⚠️

Unexpected costs: Hidden fees or pricing surprises

Setting up funnel tracking

Make sure you're tracking the right events for your funnel:

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Pro Tip: Mix pageviews and events in your funnel. Pageviews are tracked automatically, events give you precise control.

Funnel optimization tips

Fix the biggest leak first

Focus on the step with the highest drop-off percentage for maximum impact

Simplify each step

Remove unnecessary fields, reduce clicks, make CTAs obvious

Add progress indicators

Show users where they are in the process (Step 2 of 4)

Test different variations

A/B test button copy, form layouts, and page designs

Monitor regularly

Check your funnels weekly to catch issues early

Best practices

✓

Keep funnels focused

3-5 steps is ideal. Too many steps make analysis harder

✓

Track critical paths only

Focus on revenue-generating or key conversion paths

✓

Compare time periods

Look at week-over-week or month-over-month changes to spot trends

✓

Segment your funnels

Compare mobile vs desktop, or different traffic sources

Next steps

Now that you're tracking funnels, enhance your analysis:

→Use UTM parameters to see which campaigns drive the best funnel performance
→Combine funnels with Goals to track monetary value of each step
→Set up alerts for sudden funnel performance changes