Funnels

A funnel is a sequence of steps. Funnel analysis measures conversion between each step, revealing bottlenecks.

Example

Visit → Signup → Activate → Paid = drop-off at each step.

Funnel insights

• Which step loses most users?
• Do different segments have different conversion?
• How has it changed over time?

Optimize the worst step first

Biggest loss = biggest opportunity.

Multi-step paths

Real user journeys aren't linear. Supplement funnels with path analysis.