Funnel: Getting Started


The Funnel tool visualizes a customer journey and it allows you to explore conversion rates and dropoff along expected user flows.

  • Visualize and measure the performance of step-by-step customer journeys
  • Optimize user experience by understanding the behaviors and touch points that lead to successful conversion
  • Use data to prioritize your product roadmap by identifying and eliminating points of friction
  • Maximize your marketing campaigns by slicing your funnel to compare multiple paths and conversion rates side by side. 

To access our funnel tool, select Analyze in the navigation bar on the top of your browser and then select Funnel.


Query Builder

To begin a funnel query, select either Conversion or Conversion over Time. Conversion tracks a single customer journey funnel within a defined date range. Conversion over Time plots that funnel on a chart and compares the funnel across time intervals. The unit of measurement in Funnel is always Users who Performed. The first event of a funnel is required; a user must complete this event to enter the funnel. You may categorize your results by using the Group By function or the Filter Where function. You may also combine multiple events using a For Clause.


You may select a different time zone from your project time zone on a per query basis by clicking on the globe icon on the top right of the query screen.


You may choose to visualize your funnel either as a Multipath Donut or as a Stacked Bar. Multipath donuts are optimized for comparing multiple funnel paths in the same visualization, whereas stacked bars are optimized for viewing drop-off. To toggle between the two visualizations, select the visualization dropdown from the menu bar.


There are a number of available functions for each query row, including Group By, Filter, and Did [Not] Perform. Upon hover, a number of options are available in the top right corner of each query row. You can create a Custom Event from a query row that contains a filter where clause. You can also duplicate your row for speedier analysis, minimize your row if it’s taking too much room on your screen. Finally, you can deactivate or delete your row if it’s no longer relevant for your analysis.


After completing the first query row, you may add an unlimited number of steps to represent a full user journey. Name your steps on the right hand side of each query row, and reorder your rows by dragging and dropping. Once you have selected all of the events in your journey, click the run query button within the query visualization.


Customize your Funnel

All funnel queries can be customized further using the menu. Here, you can select the date range for your query. Users in your funnel must enter the journey within the specified date range. You can also establish a Conversion Limit. A conversion limit requires all users to complete the funnel within a defined time limit. The limit can be applied to the entire funnel or between each step.


In the settings dropdown, further customize your analysis by selecting a Breakout mode, Funnel Direction or Conversion Precision. Breakouts may be Shared, meaning they are applied to a single step and then distributed throughout the funnel, or they can be Per Step, meaning they are applied to each step of the funnel independently. A Forward funnel means that a conversion rate is calculated for each step in the funnel. A Reverse funnel means that the contribution from the preceding step is calculated as the contribution rate for each step in the funnel. A Sequential conversion precision means that users must complete each step in the funnel in chronological order, with distinct timestamps. Finally, an Approximate conversion precision means that events in the funnel may occur within the same second of the preceding step and still count as converted.


You can also create a Multipath Funnel, and make one or more steps in the funnel optional. To do this, click the pin icon next to a step in the query builder or in the visualization. This marks a step as “optional” and the results will display multiple paths that a user may complete. You may then analyze multiple user journeys in the same visualization. In the settings dropdown, you may select Path Exclusivity. In an Inclusive multipath funnel, users completed the steps in the selected funnel, and may or may not have completed the optional steps. In an Exclusive multipath funnel, users completed the steps in the selected funnel, and did not complete the optional steps.


Visualize your Funnel

Add Trends to your funnel visualization to compare your funnel results to the previous period’s results. Trends can be shown as an Absolute change, or as a Percent change.


The visualization area shows your Total Conversion Rate and Average Conversion Time in the top left corner. Below, a horizontal flowchart represents your user journey. Each step is represented by a circular donut, with the number of users who completed that step inside the circle. The conversion rate between each step is then shown in the webbing between steps. This information is also displayed in a table at the bottom of the visualization area. If you click into each donut, you can Explore Users in that specific step. You can also create a User Segment of users in that step, or Download those users to a CSV file.


Conversion over Time

In Conversion over Time, you can mark key events and milestones with Annotations. You can also choose to display conversion over time as a Line Chart, or as a Bar Chart.


Filter Where

In the query builder, you can filter an event to include or exclude users who meet certain criteria; for example if they have specific event property or are in a user segment. To create a filter, you may use event properties, user properties, and user segments. There is no limit to the number of filters you can apply to a single query row.

In the following example, PetBox only wants to analyze users who downloaded their app to an Android device. Therefore, the user selects “+ filter where”, and then creates a filter where Device Type is equal to Android.


In addition to is not equal to, you may filter in the following ways:

  • Is equal to
  • Is not equal to
  • Contains
  • Does not contain
  • Is defined
  • Is not defined


Group By

You may apply a Group By function to categorize users using an event property, user property, or user segment.


You may isolate each group’s conversion rate by clicking on the corresponding slice of the donut in the visualization area. The Total Conversion Rate and Average Conversion Time displayed in the top left corner, and the conversion rate in the webbing between each step will change to reflect only users that are in the selected breakout.


Save your Analysis

For more information regarding your saving options, see our Save your Analysis documentation.

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