The funnel exploration gives insights into what steps your users took to perform a defined action in your site or app funnel. It’s particularly useful for identifying pain points in a checkout or lead generation funnel. For example, you may be able to discover the answers to some of the following questions:
- How can you convert prospects to become paying customers?
- How can you convert one-time customers to repeat customers?
- How can you minimize the occurrence of abandoned carts in your store?
Using funnel exploration, we show you how to get this done:
1. Click “Explore” on the left.
2. Select “Funnel exploration”
Visualization
Choose between a traditional (stepped) funnel and a trended (line chart) funnel. In a trended funnel, you may view all of the stages at once or click on the step titles at the top of the visualisation to get to a single step.
Neither one is better than the other and both suit different use cases and tastes, as you can see below.
Toggle “MAKE OPEN FUNNEL”
The “open” or “closed” state of a funnel defines how people can enter it:
Users can enter the funnel at any step in an open funnel.
Users must enter the funnel in the first step in a closed funnel.
Users are only counted if they complete the steps in the correct order. If a user skips a step, they are removed from the funnel and are not tallied in following steps.
Segment comparisons
Use up to four segments to target particular groups of users. To generate segments from the data, right-click in the data table.
Steps
The user path you wish to track is defined by steps. You may create a funnel with up to ten steps.
Drag the steps to a new location in Tab Settings to reorder them.
Edit funnel steps
Click the edit pencil to add or edit steps, then:
- Assign a unique name to each step.
- To be featured in that phase of the funnel journey, your users must fulfil one or more requirements.
Conditions might be based on events triggered by your users or shared dimension data.
For example, the buy event with the parameter value >= 100 or the dimension User acquired campaign equals “Summer Sale.”Metrics cannot be used to define funnel steps. - Click AND or OR to add more criteria to a condition.
- Click Add step to add a new step to the funnel.
- Choose whether the preceding step is followed by the current step in an indirect or direct manner.
- Other acts may intervene in steps that follow the preceding step in an indirect manner.
- Steps that immediately follow the previous step must take place once the previous step has been completed.
- To establish a time limit for this phase, click Within and enter the desired duration.
- Click apply.
Breakdown
Choose a dimension to utilise to give the table’s breakdown data series.
Rows per dimension
Set the number of data series in the table that will be presented.
Toggle “SHOW ELAPSED TIME”
Turn this on to see how long it takes for each funnel stage to take on average.
Next action
Choose a dimension to display the most common user actions after each phase of the funnel.
Filters
Limit the data displayed in the exploration to the conditions you specify. If your filter contains several requirements, all of them must be satisfied in order for the filter to be applied.
Conclusion
Funnel exploration is similar to a behaviour flow analysis feature that is available in the Universal Analytics tool. However, in funnel exploration, you have more control of ways that you would like to explore your data. For example, you are able to do an ad hoc exploration of multiple paths vs single path exploration. Another advantage of path exploration is that you are able to observe the paths taken by users using both page and screen views and events. This provides you with a more comprehensive flow that the user has taken on your web apps. Have fund with path exploration to understand your users better!
