Create New Funnel

Use a funnel when you want to measure progression through a fixed event sequence. It is the right tool when you need to know not only how many users started a journey, but also where they continued and where they left it.

To create one, go to Analytics > Funnel and click New Funnel.

Step 1: Configure the funnel

Give the funnel a clear name that reflects the journey you want to measure. A specific name makes the report easier to reuse later, especially when teams compare multiple flows over time.

Examples:

• Checkout Completion

• Onboarding Activation

• Campaign to Purchase

Choose the audience

Scope the funnel to the users you want to analyze. This choice affects the meaning of every conversion and drop-off value in the report, so it is worth defining carefully before you save the funnel.

Available options:

• All Users gives you the broadest view of overall behavior.

• Push Receivers helps you measure the impact of one or more push campaigns.

• Segment limits the funnel to a predefined audience, such as new users, active users, or a loyalty segment.

Use segments when the question is audience-specific. Example: “How does checkout perform for users active in the last 7 days?”

Define the funnel steps

Add the events that represent each step in the journey. Only include events that clearly indicate progress. A strong funnel uses a short sequence of events that tells a complete story from entry to outcome.

Common examples:

• Product Viewed

• Added to Cart

• Checkout Started

• Purchase Completed

Reorder funnel steps

You can drag and drop steps to match the real journey order. The saved order becomes the funnel definition, so make sure the sequence follows the actual user path rather than the order in which events were added.

Reorder funnel steps

Exclude events with Did Not

Use Did Not to remove users who performed an event that breaks the intended flow. This makes the report cleaner when certain actions mean the user left, cancelled, or reset the journey.

Example:

For a funnel like Open App → Get Started → Register, you might exclude Sign Out.

If a user triggers Sign Out during the journey, that user is excluded from the funnel analysis.

This keeps the report focused on the path you actually want to measure. Without this filter, unrelated behaviors can make the funnel look weaker or less consistent than it really is.

Choose time period and scope

Choose a date range using:

• Last Week

• Last Month

• Last Year

• or a custom range

Then choose how the funnel should behave:

• Within the period lets users complete steps across the selected date range.

• In a session requires users to complete steps within one session.

Use session scope for immediate flows. Use period scope for longer journeys that can continue across days. For example, checkout often belongs in one session, while discovery-to-purchase journeys may continue over several visits.

Track anomalies

Enable anomaly tracking when the funnel monitors a critical business flow. This helps you catch unusual drops or spikes in funnel performance before they become harder to notice in broader trend reporting.

Anomaly detection works by:

• tracking historical funnel performance,

• building an expected range,

• comparing current values against that range,

• and flagging unusual change.

Example: if purchase completion suddenly drops because of a payment issue, anomaly tracking can surface it quickly.

Configuration options:

• Alert Type chooses the anomaly types to watch.

• Threshold defines how sensitive detection should be.

When setup is complete, click Save Funnel. You can return later to review the saved definition, compare outputs, or refine the flow if the business question changes.

Step 2: Analyze the funnel report

The report shows how users progressed through the selected steps. Once the funnel is saved, the report becomes the main place to inspect conversion strength, platform differences, and the exact point where users stop moving forward.

Start with the summary area. It shows the selected date range, the users who entered the funnel, overall conversion, and drop-off by step.

Then use the main views to inspect the result more closely:

• Users shows the total number of users who started the journey.

• Platforms helps you spot device-specific differences across Mobile App Total, iOS, Android, and Web Total.

• Event stages show how many users reached each step and where the largest drop happened.

For example, if most users reach Checkout Started but very few reach Purchase Completed, the issue is likely near payment or confirmation rather than top-of-funnel traffic quality.

Data discrepancies

Small UI-level variations can happen because Netmera optimizes large-scale data processing for speed. These differences are usually minor and become more noticeable only at large scale.

Typical ranges:

• funnels with over 1,000,000 users: usually 0.08% to 0.4%

• funnels with around 500,000 users: usually 0.006% to 0.05%

Adding or removing steps can also slightly change visible counts.

Use Export when you need the most precise output for offline analysis.

Export considerations

Exported values can differ slightly from on-screen values because of display optimization. When you need the most precise offline analysis, the export is the better source to share and archive.

Also note:

• deleted users do not appear in exports,

• and exports based on identifiers depend on current user availability.

Tag users from the report

You can tag users directly from the funnel report for follow-up actions. This is useful when you want to move directly from analysis into targeting, such as retargeting users who dropped at a specific step.

To tag:

1. Click the tag icon next to a number in the report.

2. Enter a new tag name or pick an existing one.

3. Save.