Funnels

Funnels are an analytical tool that shows you how customers progress—and drop off—as they move toward a specific goal. Whether that goal is completing a purchase, signing up for a newsletter, or filling out a form, funnels give you a visual breakdown of each step in the journey so you can identify exactly where customers are falling off and why.

How funnels work

A funnel takes the key steps in a customer journey—defined as a sequence of events—and renders them as a bar chart. Each bar represents the number of customers who successfully reached that step. As customers drop off between steps, the bars get shorter, giving you a clear visual picture of where the biggest losses occur.

Funnel of a customer journey toward a purchase, with each step showing a declining number of customers — A funnel showing customer progression toward a purchase, with each bar representing customers who completed that step.

Take a purchase funnel, for example. A customer needs to view an item, add it to their cart, view their cart, and then complete the purchase. At each step, some customers leave. They change their mind, hit a technical problem, or get distracted. Funnels let you see exactly where those drop-offs are concentrated.

What you can do with funnels

Conversion rate drop-offs are a normal part of any funnel. What you're looking for are unusual drops—a step where customers leave at a much higher rate than expected. That's usually a signal that something specific is going wrong: a confusing page, slow load times, a checkout process that's too long, or a UI element that's not working as intended.

Once you spot a problematic step, you can dig deeper using two tools:

Drill-downs break down the conversion rate by customer segment—for example, by country, gender, or event attribute—so you can see whether the problem affects all customers or just a subset.
Funnel conversion trends show you how a conversion rate has changed over time, helping you connect the drop-off to a specific change you made to the website or customer journey.

Get started

To build your first funnel and explore customization options, see Create and customize a funnel analysis.
For details on how funnels are calculated, step ordering, and filter logic, see Funnels: technical reference.
To copy a funnel to another project, see Cloning.