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 exactly, by substring, or by regular expression
• 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.

What each number means

Funnel step

A step is either a page — matched exactly, by substring, or by regular expression against the path — or an event, matched by name and optionally narrowed by property filters. A step's label defaults to whatever it matches on.

Conversion

The share of entrants — the people who reached step 1 — who got as far as this step, chained through every step in between rather than an independent rate per step. With no entrants in the range, conversion is empty, not 0%.

Drop-off

The share of the previous step's visitors who did not reach this one. When the previous step had no visitors, drop-off is empty rather than 0% — a rate over an empty population is undefined.

Exit pages

The pages visitors opened within an hour of dropping off a step, top ten by volume. Shown for every step except the final one, which has no onward drop-off — the entry step's list is usually the largest, since that is where most visitors leave.

Median time to convert

The median time from entering the funnel to finishing its last step, taken over the sessions that actually converted — a median rather than an average, so a few very slow completions can't drag the headline number up.

First match wins

When two steps would match the same page or event, only the earlier one can ever fire — the later one reads zero forever.

Funnel breakdown privacy floor

A dimension value with fewer than 5 funnel entrants is withheld entirely — no row at all, never a zero — the same posture as Pulse's public API. A small slice and an empty slice look identical, which is the point.

One-visit conversions

A conversion counts only when every step is completed within a single session — one calendar day in your site's timezone. There is no multi-day conversion window, because session identity resets at your site's midnight and a window control would promise something the data can't keep. A session is deliberately wider than a visit here: stepping away for half an hour starts a new visit but does not break the funnel.

Days are site time

The server cuts each funnel day in the site's own timezone, not UTC and not the viewer's browser timezone, so two people in different countries looking at the same funnel see the same day boundaries.

Live from events, bot-filtered

Funnel numbers are computed from raw events on every request rather than read from a frozen snapshot, and bot and fraud verdicts are applied as part of that computation.