How to Use Funnel Reports
This document explains how to build funnels and read the results in the left-hand Funnel Report menu. Define steps and conditions in the left settings panel, then press Run to display the chart and table on the right.
1. Set the Date Range
At the very top of the left settings panel, use Date Range to specify the period to analyze.
| Item | Description |
|---|---|
| Preset | Quickly choose from Yesterday, Last 7 days, Last 14 Days, Last 28 Days, Last 30 days, or Last 90 Days. |
| Custom range | Select start and end dates directly from the calendar. You can specify up to 366 days. |
Setting too long a period can mix together segments with different meanings and dilute the conversion rate, so it is best to choose a meaningful range such as a campaign period or the last 7-30 days.
2. Aggregation Unit
Aggregation Unit determines what is counted as the unit when tallying conversions and drop-offs. Currently, aggregation is based on Device.
3. Define Funnel Steps
Under Funnel Steps, add the event stages to analyze in order. One step corresponds to one event, and you can add up to 20 steps.
| Action | Description |
|---|---|
| Add step | Press the Add Step button and choose from the event list. Recommended and standard events are shown together with your organization's custom events, and you can search them. |
| Reorder | Drag the handle on the left of each step to change the order. When you change the order, step numbers are automatically renumbered. |
| Duplicate step | Press a step's copy icon to add a step with the same event right below it. |
| Delete step | Remove a step with its X icon. |
| Parameter filter | Use Add Filter below a step to apply event parameter conditions. Example: count only specific screen or product values toward that step. Even the same event can be distinguished by parameter values and used in multiple steps. |
Step design tips:
- For meaningful conversion analysis, a funnel is usually made up of two or more steps.
- Arrange them in a "broad entry → narrow conversion" order (e.g., entry → browse → purchase).
- A later step is only counted if it occurs after the immediately preceding step and within the conversion window.
Example of a Well-Designed Funnel
| Step | Event | Meaning |
|---|---|---|
| 1 | view_item | View product detail |
| 2 | add_to_cart | Add to cart |
| 3 | begin_checkout | Begin checkout |
| 4 | purchase | Complete purchase |
4. Select Segments
Under Segments, you can split and compare results by segment. You can select up to 3 segments.
| Action | Description |
|---|---|
| Add segment | Use the Add Segment button to select an existing segment. You can also create a segment on the spot with Create New Segment at the top of the list. |
| Reorder | Drag the handle to change the comparison order. The chart and table are displayed in this order. |
| Remove | Deselect with the X icon. |
If you do not select any segment, only a single funnel based on all users is shown. When you select segments, the chart bars appear side by side per segment, and the table is split into segment rows for each step.
Examples of segment comparisons:
| Comparison | Insight |
|---|---|
| iOS vs Android | Inspect UI or performance issues based on conversion-rate differences across devices. |
| Age/gender groups | Identify the drop-off stages of your primary target group. |
| Group that performed a specific action | Compare the conversion flow of a campaign-acquired group against a general group. |
When comparing by segment, if the population (cohort size) is too small the ratios can be distorted, so compare over a period where enough data has accumulated.
5. Set the Conversion Window
The Conversion Window is the maximum period during which subsequent steps are recognized as completed after the first step.
| Item | Description |
|---|---|
| Preset | Choose from 1, 7, 30, 60, 90, or 175 days. |
| Custom input | You can enter any value from 1 to 180 days directly. |
The default is 7 days. It is best to keep it short for highly immediate actions (e.g., quick sign-up) and longer for purchase journeys that involve extensive browsing. Stages that occur late, outside the conversion window, are not counted as conversions, so set it to match the actual length of the user's journey.
6. Run and Reset
Control queries with the buttons at the top of the settings panel.
| Button | Action |
|---|---|
Run | Queries the chart and table with the current settings. It will not run if there are no steps or if any step has no event selected. |
Reset | Restores the date range, steps, segments, and conversion window to their default values. |
7. Save and Load Funnels
You can save funnels you view often and load them again later.
| Action | Description |
|---|---|
| Save | Enter a funnel name in the name field of the top header and press Save. It will not save if the name is empty or if any step has no event selected. |
| Load | Select an item from the Saved Funnels list in the header to immediately query the chart with those settings. The list can be searched by name. |
| Delete | Delete an item from the Saved Funnels list with its X icon. |
| New funnel | Use Saved Funnels at the bottom of the + New Funnel list to start fresh from an empty configuration. |
A saved funnel has an address in the form /funnel-report/{id}, so you can share it via link with members of the same organization.
8. CSV Download
When a chart has been queried, pressing the Download CSV button in the header downloads the table contents as a CSV exactly as shown. It includes the columns Step, Event name, Event count, % vs Step 1, Step completion rate, Drop-off, and Drop-off rate. If there is no queried data, the button is disabled.
9. Reading the Results
View the chart and table together to find where users drop off.
| How to read | Description |
|---|---|
| Find the first drop-off stage | Instead of looking only at the final conversion rate, first check the stage where the step completion rate first drops significantly. |
| Step completion rate vs % vs Step 1 | The step completion rate is relative to the immediately preceding step, while % of Step 1 is relative to the overall starting point. Looking at both values together lets you accurately grasp cumulative drop-off. |
| Segment comparison | Compare conversion rates by segment at the same step to check whether drop-off is large for only a specific group. |
| Check the population | Even if the conversion rate (%) looks high, it is hard to trust if the reach (event count) is too small. |
Examples of Improvement Directions by Drop-off Stage
| Symptom | Interpretation | Response |
|---|---|---|
| Sharp drop-off at stage 1→2 | Failure to spark interest right after entry | Improve the first-screen or banner message |
| Increased drop-off in middle steps | Friction in the browse/consideration process | Simplify the screen, add guidance |
| Excessive drop-off just before the last step | Resistance at the payment/sign-up stage | Easy payment, additional incentives |
| Drop-off in only a specific segment | UX/language issues for that group | A/B testing per group |
10. Verify Event Data
To check whether the event names you want to use in the funnel are actually being collected and whether there are any typos or omissions, you can query the source events directly in the real-time logs of the left-hand Events menu. Looking at which events occur right before and after a step with large drop-off can help you find clues for improvement.