Funnel analysis

A funnel shows how many visitors complete a series of steps on your website, such as "opened the homepage", then "opened the contact page", then "sent the form". For each step you see how many visitors got there and how many dropped off. This tells you which step loses the most people, so you know where to improve first.

Where to find it

1. Open Analytics & Insights.
2. Click Funnel in the menu. On a small screen, find it in the three dots menu.

The Funnel Analysis page opens with three example steps: Landing page, Next page and Conversion. Change them to the steps that fit your website.

Build a funnel

1. Pick a period in the date field.
2. For the first step, choose a Step type.
3. Choose how the step should match.
4. Enter the value, for example the page path.
5. Enter a label in Step label (optional) if you want a clear name in the chart.
6. Repeat this for the next steps. Click Add step to add one.
7. Click Analyze funnel.

A funnel needs at least two steps and can have up to eight. Every step needs at least one value.

Step types

• Page visit: the visitor opened a page. Enter the Page URL or path. Under Match type, choose Any visit or First visit only.
• Conversion: the visitor reached a goal. Enter the conversion URL, type or text, and choose URL contains, URL equals or Type equals.
• Event: the visitor triggered an event, such as a click. Enter the event name and choose Equals or Contains.
• Custom event: an event your website sends with its own key. Enter the custom event key.

Conversion steps use the goals you set up in Conversion settings and recalculate.

Read the results

The Conversion Funnel chart shows one bar per step. The Step Breakdown shows for each step:

• Sessions: the visits that reached this step.
• Step conversion: the share of visits from the previous step that reached this one.
• Drop-off: the visits that stopped before this step.

Above the breakdown you see the Overall conversion from the first to the last step and the Total sessions in range.

A visit only counts for a step when it completed all earlier steps in order. A visitor who sends the form without opening the contact page first does not count in a funnel that requires the contact page.

Look at the visitors behind a step

Click a bar in the chart, or a page step in the breakdown, to open the sessions that match. Watch a few recordings of visitors who dropped off to see what stopped them. See Session recordings.

Funnel ideas

• Homepage, then a service page, then the contact form goal.
• A product page, then the cart, then the order confirmation page.
• A landing page from an ad, then the pricing page, then the signup goal.

Tip: keep a funnel short. Three or four steps that match your main path give a clearer answer than eight steps.

Frequently asked questions