Funnel Report
The funnel report helps teams understand how users move through a sequence of steps and where they drop off. Use it for acquisition funnels, onboarding flows, checkout journeys, trial conversion, and lifecycle milestones.
What a funnel measures
A funnel measures:
- Users entering each step.
- Conversion from one step to the next.
- Overall conversion across the full journey.
- Drop-off points.
- Time between steps.
- Segment, campaign, channel, device, or cohort differences.
Example funnel
For an acquisition journey:
- Ad click.
- Landing page view.
- Signup started.
- Signup completed.
- Purchase.
For a product onboarding journey:
- Account created.
- First session.
- Key feature used.
- Team member invited.
- Paid plan selected.
Configure a funnel
- Select the events that represent each step.
- Put steps in the exact expected order.
- Choose the conversion window.
- Select the population, such as all users, new users, paid traffic, or a saved segment.
- Add breakdowns only after the main funnel is validated.
- Save the report with the business question in the description.
Interpret results
| Pattern | Possible meaning |
|---|---|
| High first-step volume, low second-step volume | Landing experience, traffic quality, or tracking issue |
| Strong signup, weak purchase | Offer, pricing, onboarding, or intent mismatch |
| One campaign has abnormal drop-off | Audience quality, creative mismatch, fraud, or broken deep link |
| Mobile converts worse than desktop | App handoff, form usability, page speed, or channel mix |
| Sudden step change after release | Product change, event instrumentation change, or campaign shift |
Use AI insight carefully
AI-assisted funnel analysis can surface patterns such as segments likely to drop, behaviors correlated with conversion, or cohorts with improving momentum. Treat these as leads for investigation, then validate with segment analysis or controlled campaigns.
Troubleshooting
| Issue | What to check |
|---|---|
| Step count is too low | Event name, source connection, date range, identity merge |
| Conversion rate is too high | Duplicate events, skipped steps, broad matching rules |
| Campaign breakdown is blank | Missing UTM or campaign import fields |
| Funnel changed after event update | Instrumentation release and event mapping history |
Best practices
- Keep the first funnel simple.
- Align each step to a real customer action.
- Avoid mixing operational events and customer actions in the same funnel.
- Compare paid, organic, and returning users separately when needed.
- Document the source of each event.