Funnels

A conversion rate tells you which variant wins. A funnel tells you where. It follows visitors through each step of your test and shows how many continue to the next one.

Setting one upCopy Anchor Link

A funnel is built from the events on your test, in this order:

1. The start event
2. Each metric event, in the order you added them
3. The conversion event

A start and a conversion event give a two-step funnel. Add metric events in between to see where visitors drop off. Steps you leave empty are skipped. See Setting up events on a test.

Example for a shop:

page_view (product_page) → add_to_cart (product_page) → begin_checkout (checkout) → purchase (checkout)

How visitors are countedCopy Anchor Link

• A visitor counts at a step when they did that step and every step before it. Someone who purchases without adding to cart first doesn't count at purchase.
• The order in time doesn't matter, only that they did each step.
• Each visitor counts once per step.
• Only events after the visitor's first exposure to the test count, and both the event name and its scope have to match.

Reading the funnelCopy Anchor Link

Every step shows the number of visitors and two rates:

• Step rate: the share of visitors from the previous step who made it to this one. This is where you spot the drop-off.
• Overall rate: the share of visitors from the start who made it this far.

page_view       1000 visitors
add_to_cart      200 visitors   20% step, 20% overall
begin_checkout    80 visitors   40% step,  8% overall
purchase          40 visitors   50% step,  4% overall

Compare variants step by step. A variant can lose at add_to_cart and still win overall because more of its visitors finish checkout.

Funnel flow draws the same numbers as a flow chart, one variant at a time.

TipsCopy Anchor Link

• Keep it short. Three to five steps. Every step you add needs visitors to reach it.
• Use the steps you would act on. If you would never change the checkout page because of this test, leave it out.
• Watch the biggest drop. That step is usually the best place for your next test.