Build and read a funnel

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:

1. Confirm the event or path is instrumented on every relevant route.
2. Compare device and source mix.
3. Check whether visitors can skip the step.
4. Review the date range around releases or campaign changes.
5. 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.