Funnels

Funnels let you define a sequence of steps — pages or events — and see how many visitors complete each one. Use them to measure checkout flows, onboarding sequences, or any path where drop-off matters.

Creating a funnel

Navigate to Sites → your site → Funnels and click New funnel.

For each step, choose either:

• URL pattern — matches page paths using exact match or wildcards (e.g. /checkout/*)
• Event — matches a custom event by name

You can mix URL steps and event steps in the same funnel.

Funnel report

The funnel report has four sections:

Horizontal funnel visualisation

A bar chart showing visitor counts and percentage retained at each step. The drop-off between steps is highlighted so the biggest leak is immediately visible.

Conversion trend chart

A line chart showing overall funnel completion rate over time. Click individual step labels to toggle per-step trend lines on or off.

Step stats table

For each step:

Exit page breakdown

For each step, expand the row to see which pages visitors landed on after leaving the funnel at that point. Useful for diagnosing where people go instead of continuing.

Dimension breakdown drawer

Click the breakdown icon on any step to open a drawer that splits that step's visitors by any standard dimension — country, device, browser, UTM source, and so on.

Date ranges

The funnel report supports three date ranges: 7 days, 30 days, and a custom range.

Dashboard filters apply to funnels. If you have a country filter active on the dashboard and navigate to a funnel, the funnel data will be scoped to that country.