Custom funnel reports enable you to see the steps users take to complete a task and evaluate how many users drop off between each step. You can use this information to improve your website or app by reducing inefficient or abandoned journeys.
How custom funnels work
You build custom funnel reports using funnel explorations. First, you need to build a funnel exploration, and then you will save the exploration as a funnel report. In this way, Google Analytics treats the exploration as the template or mold to build the report.
Google Analytics saves the funnel report to your report library. The report library includes all the reports in your property. From the report library, you can add the funnel report to your left navigation for easy access.
You must be an Editor or Administrator to create a funnel report and add it to your navigation.
Create a funnel report
- From the left menu, click Explore .
- Open or create a funnel exploration. Learn more
- Click Save as a report in the Library in the top right to save the exploration as a report.
- Enter a name and description for the new report.
- Click Save.
Your saved report includes these settings from the funnel exploration:
- The applied filters
- The step definitions
- The type of funnel (that is, open or closed)
- The dimension breakdown
Advanced edits (including elapsed time and next action) aren't saved to the report.
Add the report to your navigation
- Below the saved exploration, click View report in library.
From the left menu, access the report library.
- In the Collections section, click Edit collection below the collection where you want to add the report.
- In the Drag reports to create collection card, find the funnel report.
- Drag the funnel report from the card on the right, and drop it under a topic on the left.
- Click Save.
If the collection is unpublished, click More  > Publish in the report library to publish the collection.
Re-create a funnel exploration from the report
If someone deletes the original exploration from which you created the funnel report, you can open the funnel report in Explore to recover the exploration.
To open the report as an exploration:
- In the funnel report, click Add comparison above the report.
- On the right, click Explore.
Analyze the funnel
Abandonment rate shows the percentage of users who you retained between the current step and the next step in a funnel. The abandonment rate appears below each bar that has a next step in the funnel.
For example, if 200 users begin a session (the current step) and only 140 users view a product (the next step), then the abandonment rate below the current step would be 60 (or 30%).
Retention rate is the inverse of abandonment rate. It refers to the percentage of users who came from the previous step. The header of the next step shows the retention rate. In the previous example, the header in the next step would be 70%.
When you hover over a step in the report, you can see the number of users who completed the current step. In the previous example, when you hover over the current step, you will see 200 users and when you hover over the next step, you will see 140 users.
View the funnel steps
To open a read-only view of the steps that make up the funnel, click View funnel steps. You can't change the steps or conditions in the funnel from this view.
Open and closed funnels
You can see whether a report is an open or closed funnel in the top left of the bar chart.
- An open funnel shows data for users who enter at any step in the funnel.
- A closed funnel shows data for users who enter at the first step in the funnel.
If you are viewing an open funnel, you will see stacked bars in the funnel. The top bar shows the number and percentage of users who started the funnel at the current step. The bottom bar shows the number and percentage of users who continued from the previous step.
Examine your data using the table
The table below the bar chart helps you analyze the data in the funnel and allows you to segment the data by a dimension.
The dimensions in the dimension picker come from what's in the Dimensions section of the original funnel exploration. The metrics along the top of the table are the number of active users who complete each step in the funnel.
Adjust the size of the chart
You can zoom in and out of the bar chart using the + and - in the bottom right of the chart. Zooming in increases the size of each bar so you see smaller bars in more detail.
Note: If you zoom in so the height of a bar is greater than the height of the graph, Analytics adds a curve to the bar. The curve indicates that the bar is not drawn to scale.
Adjust the date range
The report shows data for the last 28 days by default. You can adjust the date range using the drop-down menu in the top right of the report. Learn more
Limits when creating
You can create up to 200 custom reports per property.
You can't save a funnel exploration as a report in these circumstance:
- A filter, in the Filters column of Tab Settings, has a condition that is not supported by Reports
- More than 5 filters are applied in the Filters column of Tab Settings
- Segments are applied in the Segment comparisons column of Tab Settings
- The funnel includes dimensions, metrics, or operators that aren't supported by Reports
- You've created a trended funnel instead of a standard funnel
Limits for saved reports
- When you save a funnel exploration as a funnel report, you can only delete or rename the funnel report, and add or remove the funnel report from report collections. To edit the funnel report, you must edit the original funnel exploration and save the exploration as a new report.
- A "Partial data shown for date range" warning appears when the date range in a funnel report is outside the event data retention for the property. For example, if a property has a data retention of 2 months, this warning appears for a report with a date range of 6 months. To resolve the warning, adjust the date range.
- The saved report mirrors the funnel exploration when you saved the report. That is, the saved report is unlinked from the exploration. Once you save the report, any changes you make to the exploration don't affect the report. Similarly, any changes to the report don't affect the exploration.