Funnels

Use Funnels to measure how people move through a series of steps, see the conversion rate at each step, and find where they drop off. A funnel follows one person across visits by default, so someone who reads a service page on Tuesday and books on Friday counts as a conversion.

Open Funnels in app

Contact your account representative to turn on Funnels for your organization.

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Create a funnel

Open Funnels from the Analytics section of the left navigation, then select Create Funnel.

Steps

A funnel needs between 2 and 10 steps. Each step is an event or a page view. Pick an event name from the list of events seen in your account, or match a page by its path. Drag steps by the handle to reorder them.

Filters

Filters narrow what counts, at three levels:

• Entry filter: who enters the funnel at all, such as visitors from one campaign.
• Event filter: a condition every matched event must satisfy, such as a source.
• Step filter: a condition on one step, such as form_id is appointment.

Conditions use the same property picker as the rest of Analytics: page, campaign, traffic source, location, device, visitor properties, and custom event properties. Pick a custom property from the list or type its path. Page URL conditions match URL fragments, so a single-page form that moves through #step-2 and #step-3 without a page load still produces a readable funnel, provided the page sends an event on each change.

Settings

Watch this funnel

Turn on Watch this funnel to be notified when a step's conversion rate moves beyond its expected range. Delivery follows your notification preferences, and an administrator can route funnel notifications to Slack from Notification channels.

Save

Select Save funnel. Results are computed when you open the funnel, so there is no waiting period. To read it next to your other reports, choose Add to dashboard from the funnel's menu and pick a dashboard. The dashboard's dates and filters apply on top of the funnel's own filters, narrowing who enters it, and do not change the saved funnel.

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Read the results

• Overall conversion is the share of people who completed every step. Avg time to conversion is the average time from the first step to the last.
• The funnel chart draws one bar per step with the share that reached it and the share that dropped off before it.
• The summary table breaks down each transition with its conversion rate, drop-off, and time between steps.

A funnel that counts Events shows Event volume by step and event ratios instead of drop-off percentages, because drop-off describes people rather than event counts.

Edit from the results page

Select Edit to open the definition in a side panel beside the results. Change a step, a filter, or a setting and the results update when you save. Rename the funnel from its header.

Samples and session replays

Select a solid bar to see a sample of the people who reached that step. After step 1, select the lighter band above a bar to see who dropped off since the previous step. A funnel that counts Events shows View participants under each step instead.

SessionsVisitors

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Sessions. Sessions lists the sampled sessions, each with View events, then the recorded ones you can replay with Watch.

• Visitors lists each person, linked to their visitor profile, where you can follow them across visits. View events opens their events in Query Events.
• Sessions lists the sampled sessions. Select Watch to open a session's replay, for example to see where people who started the appointment form stopped. Replays appear when Session Replay is enabled on your account.

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Analyze with the assistant

Ask the AI Assistant about a saved funnel by name and date range. For example: “Analyze my appointment booking funnel for the last 30 days and suggest what to investigate next.” You can also ask for funnel ideas based on your tracked events, then use the funnel editor to save the definition you choose.

Export, duplicate, and delete

• Download PDF produces a report with the funnel name, date range, settings, per-step filters, the chart, and the summary table.
• Duplicate from the funnels list copies the definition, so a variant for a second location starts from the original.
• Delete from the actions menu on the funnels list asks you to confirm first.

Funnels are also available over the REST API, including results and duplication, and through the MCP server, where an assistant can build and run funnels for you.

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FAQs

Does a funnel follow a person across visits?

Yes, by default (Identity set to Visitor). Set Identity to Session when a single sitting is what you want to measure.

How long does it take for results to appear?

Right away. Results are computed when you open the funnel, so there is no waiting period after you save it.

Can I compare a funnel across locations, campaigns, or other property values?

Yes. Duplicate the funnel once per value, add an entry filter for that value to each copy, and put the copies on one dashboard to read their conversion rates side by side under the same dates.

What counts as the conversion window?

The time a person has to complete every step, counted from the first step. A 7-day window means every step must happen within 7 days of the first.

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Next Steps

• Journeys: see where people went instead of the next step.
• Insights: chart the events in your funnel over time.
• Audience Performance: conversion rate and revenue for a segment.
• Session Replay: watch the sessions behind a sample.