Funnel Overview

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 drive 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. 

Every Funnel query begins with an event. Users who complete this event at least once within the established data range will “enter the funnel.” Like in Segmentation, you may categorize your results by using the Group By function or narrow your search by using a Filter. You may also create a combination of events by using +Did [Not] Perform.

You may add an unlimited number of subsequent events to form a sequence of required steps, representing a full customer journey. Indicative will automatically calculate the proportion of users that completed each step along the funnel. This is called the Conversion rate and it’s represented as a percentage within the webbing between each step. The inverse of the conversion rate is the Dropoff rate. The dropoff rate is represented by an orange circle and its numerical value is displayed as a percentage below the latter step when you hover over it. You can also identify the conversion rate and dropoff rate by clicking on a step and then reading the Path Insights in the tooltip. The Average step time is also displayed here, which represents the average amount of time between the completion of Step A and the completion of Step B, for all users who completed both steps. The Total Conversion Rate and the Average Conversion Time displayed at the top of the chart field refer to the corresponding calculations for all steps within the funnel, or the full funnel.

In addition to the step-by-step visualization, data is displayed as a table below the chart. Here, you can find the Count of users who completed each step and the conversion rates for each step. Use the sort function to reorder the table rows by user count, conversion rate, or alphabetically. 

All queries within Indicative a fully customizable using Settings like date range. In the Funnel tool, you may also establish a Conversion Limit. A conversion limit means that users must complete the steps in the funnel within a defined time limit. The time limit is applied to either the entire funnel or on a per-step basis.

You may further customize your results using the Breakout Mode, Funnel Direction, and Conversion Precision settings. Breakout mode refers to the application of a property breakout, or “Group By” function, within the funnel. Shared breakout means that a property breakout for a single step is then distributed across the entire funnel. A Per Step breakout means that the property is applied to each step in the funnel. A Forward funnel direction means that a chronological conversion rate is calculated for each of the steps in the funnel. A Reverse funnel direction means that contribution from the preceding step is calculated for each step in the funnel. A Sequential conversion precision means that events in the funnel must occur sequentially. Finally, an Approximate conversion precision means that events in the funnel may occur simultaneously.

To create a multipath funnel, or a funnel with an optional step, simply unpin a step from the pathway within the chart field. In a multipath funnel, you may select Path Exclusivity. In an Exclusive multipath funnel, users will have completed only the steps within the highlighted funnel and not the steps outside of the highlighted funnel. In an Inclusive multipath funnel, users will have completed the steps within the highlighted funnel and may or may not have completed the steps outside of the highlighted funnel.

Begin an Analysis


In Funnel, each query row in the query builder represents a step in the user journey. To begin building a funnel analysis, drop an event into the chart or query builder as a starting point. Continue to add rows in the query builder until your funnel encompasses all desired steps. 

Re-Ordering Rows


To re-order steps in the funnel, click and drag a row in the query builder into the desired position in the sequence. 

"Group By" Clauses in Funnel


Funnels are broken out using one "Group By" clause at a time. "Group By" clauses in Funnel enable you to track the makeup of users at each step as they progress through the funnel. To learn more about breakouts in Funnel, see Shared vs. Per Step.

Conversion Over Time

Funnels can also be analyzed on a historical basis. Conversion Over Time generates visualizations of a single funnel shifted over a set interval. For more information, see Conversion Over Time.

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