Funnel analysis

This feature is only available in Analytics 360, part of Google Marketing Platform.
Learn more about Google Marketing Platform.

Funnel analysis lets you visualize the steps your users take to complete a task and quickly see how well they are succeeding or failing at each step. You can act on this information to improve your site and reduce inefficient or abandoned customer journeys.

Quick Tips: Advanced Analysis funnels

Funnels in Analysis work similarly to Custom Funnels in Analytics. However, Analysis funnels offer the following advantages over custom funnels: 

  • You can define up to 10 steps in the funnel
  • You can use a segment as a step 
  • You can apply up to 4 segments to the analysis
  • You can apply a breakdown dimension
  • The visualization includes a data table, providing greater context and detail

Analysis funnels are always "closed:"  users will only be considered as being part of the funnel if they enter a stage from the beginning of the funnel.

For example, you can set up a funnel to track users looking to buy your branded T-shirts. The funnel below compares the behavior of 4 different types of users (all, new, returning, and converting). The data table is broken down by country.

Funnel example

Configure the funnel

Options Description
Segment comparison Apply up to 4 segments to the analysis.
Steps Set the conditions for up to 10 funnel step. Click the edit pencil to add or edit steps. You can also specify a segment as a step.
Breakdown The dimension used to provide the breakdown data series for the table. 
Rows per dimension     Set the number of data series displayed in the table.
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