Funnel Analysis
Funnel analysis measures how users move through the sequential steps toward a conversion and where they drop off.
Funnel analysis measures how users move through the sequential steps that lead to a conversion (for example: product page, add to cart, checkout, purchase) and quantifies where they drop off along the way.
How it works
Each step is tracked as an event, and the analysis shows the percentage of users advancing from one step to the next, segmented by device, channel, and audience. The biggest drop-offs mark the highest-leverage fixes; a checkout step losing 70 percent of mobile users is worth more attention than a headline test. Funnel views also expose segment-specific failures that blended averages hide.
Why it matters
Funnel analysis converts "conversion is low" into "step three on mobile is broken," which is a problem a team can actually fix. It is how optimization effort gets pointed at the leak that costs the most revenue. Learn more about our marketing analytics and reporting services.
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