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.

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?

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.

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

• Event Insight

• People Insight