Funnels

/dashboard/<siteId>/funnels Pro

A funnel is an ordered sequence. Each step must happen strictly after the previous one for the same visitor, so /pricing → /signup does not count somebody who only ever went the other way round.

Plan

Goals, funnels and retention unlock together on Pro. See Plans & limits.

Building one

Up to eight steps. Each is a page or an event:

Step type	Matches
Page	A pageview. An exact path, or a pattern with *
Event	A custom, outbound or revenue event, by exact name

Each step also takes an optional label — what it is called in the results. Without one, the value itself is used.

* in a page step is translated to SQL LIKE %, so it matches across slashes: /docs/* covers the whole subtree. A step with no * is an exact match.

The conversion window

How long a visitor may take between two consecutive steps.

window	Label	Cap
any (default)	Same day	none
30m	Within 30 min	30 minutes
1h	Within 1 hour	1 hour
24h	Within 24 hours	24 hours

Same day is the widest window there is

“No cap” still means the same UTC day, because the visitor id rotates at midnight. A funnel whose steps span two days cannot be measured from a cookieless id — the two halves belong to two different visitors.

24h is therefore identical to any in practice for almost every funnel. Where a multi-day funnel matters, the honest instrument is tracing.identify() plus identified Retention.

Reading the results

Per step:

Figure	Meaning
Visitors	Who reached this step
Rate	Share of everyone who entered the funnel
Step rate	Share kept from the previous step
Drop-off	How many were lost at this step
Median / mean	Time from the previous step, over the visitors who continued

And overall: entered, completed, completion rate, and the median and mean time from first step to last over the visitors who completed.

Deltas against the previous period are shown for entered, completed, median total time — and for completion rate in percentage points, because 4% → 5% is +1pt and not +25%.

Drop-offs

Click any step but the last. The panel below shows where the visitors who reached that step but never reached the next one went next — their very next pageview, or nothing at all.

The row Left the site is pinned into the result so a long tail of pages cannot push the most interesting outcome past the limit. Eight rows.

Clicking the step again, or Clear, closes the panel.

Breakdown

Who converts splits entered and completed by one dimension: source, campaign, landing page, country, device or browser. Ten rows.

The slice is read off the visitor’s entry-step event, so “google / cpc” means entered the funnel from google / cpc — not was on google at some point.

Saved funnels

The left rail lists the funnels saved on this site. Selecting one loads it; New starts a blank two-step funnel. Rename, duplicate and delete are on hover.

An unsaved funnel lives entirely in the URL, which makes it shareable without being saved. The rail says Unsaved funnel. Name it to keep it. and an Unsaved badge appears whenever the URL differs from the saved report.

URL parameters

Parameter	Values	Default
range	the nine range keys	30d
all 26 filter keys	see Filters	none
report	a saved funnel id, or the literal new	the first saved funnel
steps	the encoded funnel — see below	the saved report’s steps
window	any, 30m, 1h, 24h	the saved report’s window, else any
step	1-based index of the step whose drop-offs are open	none

steps is comma-separated; each step is type:value with an optional |label:

steps=path:/pricing|Pricing,path:/signup,event:signup_completed|Signed up

A type other than event is read as path. An empty steps= gives a blank funnel and overrides a saved report’s steps. report=new is a deliberate blank slate; an unknown id resolves to no funnel rather than silently opening another one.

step is only honoured for 1 ≤ step ≤ steps − 1 — the last step has no drop-off.

Related

• Goals — a single conversion
• Journeys — the flow you did not define
• How visitors are counted