Funnels

A funnel is an ordered list of events users must complete, in order. The Funnels page lists every funnel in your project and gives you a quick read on which ones need attention.

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The funnels list

Each row shows the funnel’s name, its overall conversion rate, a health indicator, and the largest drop-off between two steps. All columns are sortable, and the search box filters by name. The menu at the end of each row lets you Edit or Delete a funnel. Deleting a funnel only removes the funnel definition, not the underlying events.

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Funnel health

The health indicator is a small ring. The arc fills to the funnel’s conversion rate, and the color carries the verdict: A funnel that no one entered in the selected date range shows an empty gray ring instead. Hover the indicator to open the health preview. It shows the conversion rate in a larger ring, the verdict, and up to three findings about what changed and where:

• Health changed against the previous period: “Health dropped from Healthy to Critical this period.”
• Conversion moved, and when the movement started: “Conversion is down 22pp vs the previous period, mostly since Tuesday.”
• The biggest drop-off between two steps, including when that step converts far below the funnel’s own average.
• The segment that carries most of the loss: “Mobile Safari accounts for 61% of that loss.”
• A step where users take several times longer than at any other step.

A finding only appears when the data clearly supports it. If nothing stands out, the preview says that instead of guessing. View funnel at the bottom of the preview opens the details page. The same indicator appears in the Top funnels card on the project overview and next to the funnel name on the details page.

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Creating a funnel

Click New funnel at the top right to open the funnel builder.

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Basics

Give your funnel a clear name (up to 100 characters) and an optional description.

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Conversion window

Set how long users have to complete every step after entering the funnel, for example “2 weeks”. You can use minutes, hours, days, or weeks, anywhere between 1 minute and 365 days. The default is 2 weeks. This deadline is separate from the report date range: the date range decides who enters the funnel, the conversion window decides how long they get to finish it.

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Steps

Define between 2 and 20 steps. Each step is an event name, and the event picker suggests events you already track, along with how often each one occurred. Steps match event names exactly, so the names here must match what you send with Wendung.step(). Drag the handle on the right of a step to reorder, and use Add Step to append more.

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Step conditions

Every step can optionally be narrowed down with property conditions. Expand a step and click Add condition to pick one of the event’s properties. For each condition you choose a property, an operator, and a value:

• equals or does not equal a specific value. The value list shows what you’ve actually tracked, with counts, and you can also enter a custom value.
• exists, which matches any value. Pick Any value in the value list.

A step can have up to 10 conditions, and each property can only be used once per step. A user only advances through the step if the event matches all of its conditions. When you’re done, click Create. The funnel starts analyzing your existing events right away, so you don’t need to wait for new data.