Build and read a funnel
Combine path and event steps into a funnel, measure conversion and drop-off, and investigate where visitors leave.
Quick answer
A funnel is an ordered sequence of path or event steps. Start with a small number of meaningful steps, then inspect the largest drop without assuming the step caused it.
On this page
What you’ll learn
- Choose useful funnel steps
- Interpret conversion and drop-off
- Inspect a funnel step
- Connect payment outcomes when available
A funnel measures how visitors progress through an ordered sequence of tracked paths or events.
Choose the question first
Examples:
- Landing page → signup started → signup completed.
- Pricing page → checkout opened → payment completed.
- Documentation page → account created → first project created.
Choose steps that represent meaningful changes in intent. Avoid adding every click.
Use path and event steps
A step can match a page path or a custom event.
Use a path when reaching a unique URL is sufficient. Use an event when the action happens in place or needs a precise trigger.
Read the report
For each step, review:
- Visitors who reached the step.
- Conversion from the first step.
- Drop-off from the previous step.
- The largest absolute loss.
The largest drop is a prioritization signal, not proof of a cause.
Inspect the step
When a step loses visitors:
- Confirm the event or path is instrumented on every relevant route.
- Compare device and source mix.
- Check whether visitors can skip the step.
- Review the date range around releases or campaign changes.
- Test the experience directly.
Add revenue when useful
A funnel works without a payment integration. When Stripe or Payment API events are connected, payment outcomes can add revenue context to the same journey.
Keep funnel completion and realized revenue separate. A completed checkout-start event is not the same as an accepted payment event.
Next steps
Read signup-to-paid funnel tracking for a SaaS example or connect Stripe for payment events.
Frequently asked questions
- How many steps should a funnel have?
- Use the smallest sequence that represents the decision you need to understand. Extra implementation steps can make the report noisy.
- Does drop-off prove a page is broken?
- No. Visitors can leave because of intent, timing, eligibility, technical problems, or tracking gaps. Use the step as a place to investigate.
Continue learning
Create path and custom-event goals
Define important website actions as path or custom-event goals before building funnels or connecting revenue.
Read guide Goals & FunnelsSignup-to-paid funnel tracking
Track the path from visit to paid account, find where customers drop out, and see how later refunds or churn change the result.
Read guide Goals & FunnelsWhat is MRR?
Monthly recurring revenue, or MRR, is the normalized recurring subscription revenue a SaaS business expects in a month.
Read guide Goals & FunnelsWhat is churn?
Churn measures lost customers or recurring revenue when subscriptions cancel, fail to renew, downgrade, or stop paying.
Read guidePut it into practice
Get to know your website’s visitors
Explore visitors, pages, sources, goals and funnels in the demo. You can start with web analytics and connect payments when you need them.