# Funnel Analysis

Funnel Analysis shows how users move through a defined sequence of events.

Use it to see where users continue, where they drop, and which audience converts better.

<figure><img src="https://1642824329-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FX6uilbEAw42gqsudlclY%2Fuploads%2F6XCPPO17GW2xCL8r3BFU%2Fimage.png?alt=media&#x26;token=5d645bb8-d103-4dfa-8fe6-a8af6692a279" alt=""><figcaption></figcaption></figure>

### When to use Funnel Analysis

Use funnels when you need to analyze a fixed path such as:

* onboarding,
* product discovery to purchase,
* checkout completion,
* feature adoption,
* or campaign-driven flows.

### What Funnel Analysis helps you answer

* Which step loses the most users?
* How does conversion change by segment or platform?
* Did a new release improve or hurt progression?
* Which campaigns bring higher-quality traffic?
* How many users finish the full journey?

<figure><img src="https://1642824329-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FX6uilbEAw42gqsudlclY%2Fuploads%2Fp2Nt9A43DGL84tqGXUhu%2FScreenshot%202023-08-17%20at%2022.26.38.png?alt=media&#x26;token=7dad7bca-fb75-4b65-aed1-33523cc04fe3" alt="" width="563"><figcaption></figcaption></figure>

### Core concepts

#### Funnel steps

Each step is an event in the journey.

Example:

* **Product Viewed**
* **Added to Cart**
* **Checkout Started**
* **Purchase Completed**

#### Conversion

Conversion is the share of users who move from the first step to the final step.

#### Drop-off

Drop-off shows where users stop progressing.

Large drop-offs usually point to friction, weak intent, or a technical issue.

#### Audience scope

You can limit the funnel to:

* all users,
* a segment,
* or users affected by a specific push campaign.

This helps you compare behavior across meaningful groups.

#### Time scope

Funnels can be analyzed:

* **within the selected period**, or
* **within a single session**.

Use session-based analysis when the journey should happen in one visit. Use period-based analysis when users can continue later.

#### Excluded events

You can explicitly remove users who perform events that break the intended flow.

This keeps the funnel focused on the journey you actually want to measure.

<figure><img src="https://1642824329-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FX6uilbEAw42gqsudlclY%2Fuploads%2F0HM6vJJlZhf5UbGFk1Qu%2Fimage.png?alt=media&#x26;token=d5acfd1d-faca-47d4-a900-4200764fb943" alt="" width="375"><figcaption></figcaption></figure>

### Best practices

* Keep steps meaningful.
* Use events that clearly represent progress.
* Avoid adding too many steps to one funnel.
* Compare similar audiences.
* Review large drop-offs together with event and profile data.

### Related pages

* [Create New Funnel](https://user.netmera.com/netmera-user-guide/reports-and-analytics/analytics/funnel-analysis/create-new-funnel)
* [Event Insight](https://user.netmera.com/netmera-user-guide/reports-and-analytics/analytics/event-insight)
* [People Insight](https://user.netmera.com/netmera-user-guide/reports-and-analytics/analytics/people-insight)