Funnels

A funnel is two to five goals in the order people reach them, such as seeing the pricing page, starting a signup and finishing it. It shows how many visitors reached each step after the one before, and what share of them carried on, so you can see where people stop.

A project can have up to 10 funnels. Members with Write or Admin build them on the project's Funnels page; anyone who can read the project sees them.

A worked example

A website wants to know how many visitors who look at its pricing go on to sign up.

1. Make each step a goal. On Goals, add three:

Goal	Counts
Pricing viewed	A page: /pricing
Signup started	An event: signup_started
Signup completed	An event: signup_completed

The two events come from the site's own code, as in tracking events:

analytics.track("signup_started");
// …and once the account exists:
analytics.track("signup_completed", { plan: "starter" });

2. Build the funnel. On Funnels, in the New funnel form, name it "Pricing to signup", and pick the steps in order: Step 1 Pricing viewed, Step 2 Signup started, Step 3 Signup completed. Leave the other steps as None. Under Within, choose 1 day.

3. Read it. With made-up figures:

Step	Visitors	Of the first step	From the step before
1. Pricing viewed	1,200	—	—
2. Signup started	300	25.0%	25.0%
3. Signup completed	240	20.0%	80.0%

• Visitors: how many reached that step after the one before, within the window.
• Of the first step: that number as a share of step 1's visitors.
• From the step before: as a share of the step just above. The biggest drop here, from pricing to starting a signup, is where to look first.

The window

Within sets how long after the first step the others still count: 1 hour, 1 day or 7 days. A visitor who saw the pricing page on Monday and signed up on Friday is in a 7-day funnel's last step, and not in a 1-day one's.

Choose the shortest window that fits how people really decide. A purchase thought over for a week needs 7 days; a form filled in one sitting needs 1 hour, and a longer window would count someone who came back days later for another reason.

How it counts

• Step 1 is each visitor's first time reaching it in the range.
• Each later step is that visitor's first time reaching it after the step before, and no later than the window from step 1. A step done out of order does not count.
• Filters apply. Filter to Canada, or to visitors from one campaign, and the funnel counts only theirs.
• The last 90 days at most. Funnels count from the raw events, which are kept for 90 days, so a longer range says from which day it counts.

Steps reached by fewer than 5

A step reached by fewer than 5 visitors shows "fewer than 5" instead of its number, and its percentages show a dash. Otherwise a small site's funnel could single someone out: two visitors who reached a step on one day from one country might be two people you know. The funnel only ever shows totals, never who.

The CSV export keeps the same rule: a withheld step is written "fewer than 5", with its percentages left empty.

Changing a funnel

Change its steps, its order or its window at any time: a funnel is counted when you open it, from the events already held, so the change shows at once. Each step must be a different goal.