Funnel
A funnel is a sequence of defined steps used to analyze how people move toward an outcome.
Funnels make it easier to identify where users continue, stop, or leave a process.
Common Examples
An ecommerce funnel might contain:
- View product
- Add to cart
- Begin checkout
- Complete purchase
A consulting funnel might contain:
- View service
- View contact page
- Start form
- Submit enquiry
Each step can be represented by events or other measurable conditions.
How It Works
A funnel compares progression between defined stages.
For example:
- 1,000 product views
- 300 add-to-cart events
- 150 checkouts
- 100 purchases
This makes the largest areas of abandonment easier to identify.
Why It Matters
Aggregate conversion rates show the final outcome.
Funnels show more of the path leading to that outcome.
That can help distinguish between different problems.
If users add products to cart but rarely begin checkout, that suggests a different investigation than users beginning checkout but failing before payment.
Common Problems
Common funnel problems include:
- Assuming every user follows one linear journey
- Defining too many steps
- Measuring page views instead of actual actions
- Treating abandonment as proof something is broken
- Changing funnel definitions between reports
- Ignoring paths that begin midway through the funnel
- Optimizing individual steps without considering the complete experience
How to Improve
Choose steps that represent meaningful transitions.
Use events tied to actual behaviour where possible and interpret abandonment in context.
Combine funnel data with other information before deciding why someone stopped.