Funnel Report Overview
A funnel report lets you define a sequence of event steps that users go through to reach a goal (for example, a purchase or sign-up), and shows step by step how many users moved on to each step (conversion) and where they dropped off (drop-off). By comparing the conversion rate and drop-off rate at each step, you can identify which segment of the journey loses the most users.
1. Funnel and Conversion Rate Concepts
| Term | Description |
|---|---|
| Funnel | A grouping of event steps that are gone through in order to reach a goal. Example: view_item → add_to_cart → purchase. |
| Step | Each stage that makes up a funnel. One step corresponds to a single event and is numbered in order starting from 1. |
| Conversion rate | The proportion of users who moved from one step to the next. It is shown as Step 완료율 in the chart and table. |
| Drop-off / Drop-off rate | The number of users who reached the previous step but did not move on to the next step, and that proportion. |
| Conversion period (conversion window) | The period during which subsequent steps are recognized as completed after the first step. Steps that occur late, outside this period, are not counted as conversions. |
A subsequent step is always counted only if it occurred after the previous step and within the conversion period.
2. Differences from the Attribution and Retention Reports
All three reports analyze user behavior, but they look at it from different perspectives.
| Category | Attribution report | Retention report | Funnel report |
|---|---|---|---|
| Measurement perspective | Performance such as acquisition, conversion, and cost | Whether users come back after installing (retention) | Conversion and drop-off between steps |
| Core question | "Which channel brought in the most?" | "How long do the users we brought in stay?" | "At which stage of the journey do users drop off?" |
| Grouping basis | Dimensions such as channel and campaign | Cohort (reference event) | Order of event steps |
The funnel report focuses not on channel performance or retention, but on how many users drop off at each step within a single flow of behavior.
3. Screen Layout
When you enter 퍼널 리포트 in the left menu, the screen is divided into a settings panel on the left and a results area on the right.
| Area | Description |
|---|---|
| Left settings panel | Set the period, aggregation basis, funnel steps, segments, and conversion period here. The 초기화 and 실행 buttons are at the top. |
| Top header | Contains the funnel name input, the 저장된 퍼널 list, CSV 다운로드, and 저장 button. (There is also a 즐겨찾기 퍼널 button, but the favorites feature is still in preparation.) |
| Chart area | Shows a bar chart per step and the conversion rate (%) for each step. When you select a segment, bars are displayed side by side per segment. |
| Results table | Shows the event count, Step completion rate, drop-off, and drop-off rate per step in table form. |
4. How to Read the Chart
The chart displays each step as a bar, and the step header shows the conversion rate (%) together with the event name.
| Element | Description |
|---|---|
| Step header | Displays Step N, the conversion rate (%) up to that step, and the event name. |
| Bar height | Proportional to the number of users (or devices) that reached that step. |
| Bar hover | Shows the reach count, conversion rate, and drop-off count and drop-off rate in a tooltip. |
| Bottom drop-off rate row | Displays the drop-off count and drop-off rate of each step separately below the bars. |
| Segment legend | When you select a segment, a color-coded legend appears, and hovering over a bar highlights only that segment. |
5. Results Table Column Layout
| Column | Description |
|---|---|
| Step | The step number (starting from 1). |
| Event name | The name of the event set for that step. If a parameter filter is applied, it is shown in the form 이벤트명 (값). |
| Segment | Appears only when a segment is selected, and the segment rows are split per step. |
| Event count (% of Step 1) | The number that reached that step, and its proportion (%) relative to step 1. |
| Step completion rate | The conversion rate (%) of those who moved on to this step relative to the previous step. |
| Drop-off | The number of users that decreased relative to the previous step (- for step 1). |
| Drop-off rate | The drop-off proportion (%) relative to the previous step (- for step 1). |
Calculation Formulas
| Metric | Formula |
|---|---|
| Event count (%) | StepN reach count / Step1 reach count × 100 |
| Step completion rate | StepN reach count / Step(N-1) reach count × 100 |
| Drop-off | Step(N-1) reach count − StepN reach count |
| Drop-off rate | Drop-off / Step(N-1) reach count × 100 |