Funnels

Funnels help you understand how visitors move through a series of steps on your website. Whether you're tracking a patient intake flow, an appointment booking process, or a content engagement path, funnels show you exactly where visitors convert and where they drop off, so you can focus your optimization efforts where they matter most.

Overview

With Funnels, you can:

• Visualize multi-step journeys to see how visitors progress through page views and events
• Measure conversion rates at each step and across the entire funnel
• Identify drop-off points to understand where visitors leave your flow
• Watch session replays of visitors who converted or dropped off at each step
• Filter steps by event and visitor properties to narrow each step to specific conditions
• Set a conversion window to limit how long visitors have to complete the funnel
• Choose a counting method — count unique visitors, total events, or sessions
• Control step ordering — require steps in exact sequence or allow any order
• Export to PDF to share funnel reports with your team

Funnels are session-based, meaning they track a visitor's progression through steps within a single browsing session.

Permissions

Funnels uses the Web Analytics permission set:

If you don't have the required permission, the Create, Edit, and Delete actions will be disabled. Contact your account administrator to request access.

Creating a Funnel

To create a funnel, navigate to Attribution Center > Funnels and click Create Funnel.

Name Your Funnel

Give your funnel a descriptive name that identifies the journey you are tracking, such as "Appointment Booking Flow" or "Blog to Contact Form."

Define Your Steps

A funnel requires between 2 and 10 steps. Each step represents an action the visitor must take to continue through the funnel.

There are two types of steps:

Viewed Page steps

When adding a Viewed Page step, you can:

• Select a specific page from the dropdown, which shows your top pages from the selected date range
• Choose "Any page" to match any page view, which is useful as a broad entry point for your funnel

Event steps

When adding an Event step, select from the list of events your website is tracking. The dropdown shows both your allowed events and events tracked in the last 60 days.

Reordering steps

You can drag and drop steps to reorder them. The funnel will measure visitor progression in the order you define.

Add Step Filters (Optional)

Each step supports optional filters that narrow what counts as a match for that step. Click the filter icon on any step to add conditions based on event or visitor properties.

Available filter properties include:

• Event properties — pathname, page title, and custom event properties sent with the event
• Visitor properties — UTM parameters (source, medium, campaign, content, term), referrer, browser, operating system, country, region, city, and language

Each condition specifies a property, an operator (is, is not, contains, starts with, etc.), and a value. You can add multiple conditions per step — all conditions must match (AND logic). UTM property filters offer autocomplete suggestions based on values seen in the last 60 days.

Configure Funnel Settings (Optional)

Below the steps, you can configure advanced funnel behavior:

Conversion Window

Enable a conversion window to limit how long a visitor has to complete the entire funnel from the first step. If a visitor does not complete all steps within the window, later steps are not counted.

• Choose a value and unit: minutes, hours, or days
• Maximum window: 90 days (or equivalent in hours/minutes)
• When disabled (the default), there is no time limit within a session

Counting Method

Choose how visitors are counted in the funnel:

Step Order

Choose whether steps must be completed in the order you defined:

Save and Process

Click Save to create your funnel. The system will process your historical data to generate analytics. You'll see a processing indicator while this runs, and results will appear automatically once complete.

Viewing Funnel Analytics

Once your funnel has finished processing, the analytics page displays your results.

Metrics Overview

At the top of the page, you'll see:

• Overall Conversion Rate — the percentage of visitors who completed every step in the funnel
• Average Time to Conversion — how long it takes, on average, for a visitor to go from the first step to the last

Funnel Chart

The funnel chart provides a visual breakdown of each step:

• Blue bars show the number of visitors who reached that step
• Light blue bars show the visitors who dropped off before the next step
• Conversion percentages are displayed on each bar

The chart makes it easy to spot where the biggest drop-offs occur in your flow.

Summary Table

Below the chart, the summary table provides detailed metrics for each step transition:

An Overall row at the bottom summarizes the full funnel from first step to last.

Date Range

Use the date range picker to view funnel performance over different time periods. You can analyze any historical date range to compare performance across different periods.

Session Replays

One of the most powerful features of Funnels is the ability to watch session replays directly from the funnel chart.

Click on any bar in the funnel chart to open the Session Replays panel:

• Click a conversion bar to see replays of visitors who successfully moved to the next step
• Click a drop-off bar to see replays of visitors who left the funnel at that point

The replay panel shows a sample of up to 50 sessions, including session details like timestamp and duration. This lets you go beyond the numbers and see exactly what visitors experienced at each stage of your funnel.

Exporting to PDF

Click the PDF export button on any funnel analytics page to download a report that includes:

• Funnel name and date range
• Active funnel settings (conversion window, counting method, step order)
• Per-step filter conditions displayed as compact badges
• Overall conversion rate and average time to conversion
• Funnel visualization chart
• Summary table with step-by-step metrics

The PDF is ready to share with stakeholders, include in campaign reports, or attach to internal reviews.

Editing and Deleting Funnels

Editing

To edit a funnel, open it from the funnels list and click Edit. You can update the funnel name, add or remove steps, reorder steps, modify step filters, and change funnel settings (conversion window, counting method, step order). Saving your changes will re-process the funnel with the updated configuration.

Deleting

To delete a funnel, use the actions menu on the funnels list page and select Delete. You will be asked to confirm before the funnel is permanently removed.

FAQs

How many steps can a funnel have?

Each funnel supports between 2 and 10 steps.

How long does processing take?

Processing time depends on the volume of data in your account. Most funnels complete within a few minutes. The page will update automatically when results are ready.

Can I filter funnels by device type?

Yes, you can filter analytics results by device type (Desktop, Mobile, or All) when viewing funnel performance.

What does "session-based" mean?

A session-based funnel tracks visitor progression through the defined steps within a single browsing session. If a visitor completes Step 1 in one session and Step 2 in a different session, it counts as a drop-off after Step 1.

Can I add filters to individual steps?

Yes. Each step supports property-based conditions (event properties like pathname, or visitor properties like UTM source). Click the filter icon on a step to add conditions. All conditions on a step must match for the step to count.

What is the conversion window?

The conversion window limits how long a visitor has to complete the entire funnel from the first step. For example, a 30-minute window means all steps must be completed within 30 minutes of step 1. When disabled, there is no time limit within a session.

What is the difference between the counting methods?

Unique visitors (default) deduplicates by visitor and counts each person once. Total events counts every matching event occurrence. Sessions counts each browser session as an independent funnel attempt.

What happens if I change my funnel steps or settings?

When you edit a funnel's steps, filters, conversion window, counting method, or step order, the funnel will be re-processed with the updated configuration. Previous results are replaced with the new analysis.

Who can create and edit funnels?

Users with write access to Web Analytics can create, edit, and delete funnels. Users with view-only access can see funnel analytics and export PDFs but cannot make changes.