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A funnel is an ordered sequence of steps that visitors move through — for example land on the pricing page, sign up, then purchase. Where a single goal tells you how many people converted, a funnel shows you where they dropped off along the way, so you can find and fix the leak.

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How funnel steps work

A funnel has between 2 and 8 steps, in order. Each step is its own match definition with the same shape as a goal — a page, a scroll depth, a custom event, or an autocapture action — but the step is stored on the funnel itself. It isn’t a reference to a saved goal, so:
  • Editing or deleting a goal never changes a funnel.
  • Two steps in a funnel can use the same definition if you want.

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Build a funnel

  1. Open your site’s Funnels and start a new one.
  2. Give it a name.
  3. Add your steps in order. For each step pick a match type and its value, just like defining a goal:
    • Page / scroll — a page path (scroll also takes a depth).
    • Event — a custom event name.
    • Autocapture — an outbound click, download, button, form, or copy.
  4. Decide whether steps must be completed in order (strict order). With strict order on, a visitor only counts at a step if they hit the earlier steps first; with it off, steps can be reached in any sequence.
While you’re editing, the builder previews the funnel live over your selected date range, so you can see the effect of a step before saving.

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Reading conversion

Once built, a funnel shows, for each step:
  • Visitors who reached that step.
  • Drop-off — how many were lost since the previous step, as a count and a percentage.
  • Conversion rate — both cumulative (from step 1) and step-to-step (from the previous step).
It also shows how many visitors entered the funnel at all versus those who were active but never reached step 1, and it can break each step down by top sources and countries — so you can see not just where people leave, but who they were. Like the rest of the dashboard, funnels respect your active filters: evaluate a funnel for one country or campaign to compare how different audiences move through it. The full API for creating, evaluating, and managing funnels is documented under Funnels.