Funnel Analysis

Measure step-by-step conversion through a user flow. Funnels answer “where do users drop off?” — the most actionable question in product analytics.


Landing page  →  Signup started  →  Signup completed  →  First purchase
page_view          signup_started     signup_completed      purchase

Step 1: Instrument events


track('signup_started', { method: 'email' })
track('signup_completed', { method: 'email', plan: 'free' })
track('purchase', { revenue: 29, currency: 'USD', plan: 'pro' })

Verify in Events — all event names should appear.

Step 2: Build in Insights

Go to Insights
Select Funnel visualization
Add events in order: page_view → signup_started → signup_completed → purchase
Set time range: Last 30 days
Set conversion window: 7 days

Reading results


Step 1: page_view              10,000 users   100.0%
Step 2: signup_started          2,400 users    24.0%
Step 3: signup_completed        1,800 users    18.0%
Step 4: purchase                  360 users     3.6%

The biggest drop between steps 2 and 3 is your optimization target.

Step 3: Segment with breakdowns


Breakdown: $utm_source
Breakdown: $geo.country
Breakdown: $device

Conversion window guide

Window	Use when
1 day	Same-session signup flows
7 days	Standard SaaS signup
30 days	Long consideration cycles

Tips

Use consistent event names across web and mobile
Filter step 1 narrowly — $url contains /pricing not all page views
Pin working funnels to a Dashboard

API equivalent

See Insights API for programmatic funnel queries.