Funnels
Turn a path through your product into a useful funnel
A funnel is an ordered answer to one question: how many people who begin a meaningful journey reach the next outcome? Keep the first version simple enough to explain in one sentence.
Build a funnel around one job
- 1
Name the outcome
Examples: Trial signup, Demo request, Checkout, or First activation. - 2
Choose ordered steps
Use landing and pricing pages for page-based paths, or events for meaningful product actions. - 3
Check that each step is observable
The tracker must be installed on every page in the path, and custom events must be published before you depend on them. - 4
Read drop-off in context
Look at traffic source, page, device, and date range before deciding a step is broken.
Make matching predictable
Use the clean, stable URL that a visitor sees. Avoid query-string variants when the underlying page is the same, and avoid building a funnel from temporary preview URLs. When a product action is more meaningful than the page itself, use a named event instead.
Good first funnels
- Landing page → pricing → signup completed
- Documentation → integration page → tracking verified
- Product page → checkout started → payment completed