Funnels
See where visitors drop off in multi-step flows.
A funnel is an ordered sequence of steps that a single visitor completes in order, so you can see exactly where people fall out of a flow.
Build a funnel
Add between 2 and 8 steps. Each step is one of:
- Page, matched exactly, by contains, or by wildcard (
*). - Event, an event name with optional property filters.
- Goal, a reference to a saved goal.
Reorder or remove steps as you build. Set a conversion window, the maximum time a visitor has to get from the first step to the last: 30 minutes, 1 day, 7 days, or 30 days. The default is 1 day. A live preview over the last 7 days shows how many visitors entered, how many completed, and the overall rate.
Stateless sites cap the conversion window at 1 day, because visitor ids reset daily and cannot be matched across days. Switch the site to persistent mode or call identify() to unlock the 7-day and 30-day windows.
Reading a funnel
Matching is sequential and per visitor: a visitor counts at a step only if they reached every step before it, in order, within the window. For each step you see:
- Unique visitors who reached it, drawn as a bar relative to the first step.
- Drop-off count and percentage from the previous step.
- Median time from the previous step.
Click any step to split its visitors into converted and dropped lists. For the visitors who finished the whole funnel, a time-to-convert histogram shows how long completion took. Funnels are comparison-aware, so they respect the comparison mode set on the dashboard.