Conversion funnels

Conversion funnels help you visualize visitor journeys through multiple steps. Identify where visitors drop off, understand what drives conversions, and optimize your highest-impact pages.

What funnels show you

• Step-by-step conversion rates - See how many visitors progress through each step
• Drop-off points - Identify exactly where you're losing potential customers
• Revenue attribution - See revenue generated at each funnel step
• Source and country breakdown - Understand which traffic performs best at each step

Creating a funnel

1. Go to your dashboard and scroll to the bottom
2. Click + Funnel
3. Name your funnel (e.g. "Signup to purchase")
4. Add steps using either page visits or goals

Step types

Example: SaaS onboarding funnel

Track the complete customer journey from landing page to payment:

1. Step 1 (Page visit): URL equals / (landing page)
2. Step 2 (Goal): signup completed
3. Step 3 (Goal): first_action completed
4. Step 4 (Goal): payment completed

This funnel reveals:

• Landing page effectiveness - How many visitors convert to signups
• Onboarding success - How many signups take meaningful actions
• Payment conversion - Your ultimate conversion rate to paid customers

Example: Scroll depth funnel

Combine with scroll tracking to measure how visitors engage with your landing page:

1. Step 1 (Page visit): URL equals /
2. Step 2 (Goal): scroll_to_features
3. Step 3 (Goal): scroll_to_pricing
4. Step 4 (Goal): cta_clicked

See the scroll tracking docs for how to set up thedata-attribu-scroll attributes.

Example: E-commerce funnel

For Shopify or WooCommerce stores with automatic event tracking:

1. Step 1 (Page visit): URL contains /products/
2. Step 2 (Goal): add_to_cart
3. Step 3 (Goal): initiate_checkout
4. Step 4 (Goal): payment

Using funnels with filters

Combine funnels with dashboard filters to analyze specific segments:

• Filter by referrer to compare funnel performance across traffic sources
• Filter by country to see regional conversion differences
• Filter by device to compare mobile vs desktop conversion rates

Best practices

• Start simple with 3-4 key steps, then add complexity
• Name steps clearly so your data is easy to interpret
• Track meaningful actions with custom events, not just page views
• Optimize the biggest drop-offs first for maximum impact
• Create separate funnels for different user journeys (signup vs purchase vs booking)