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Webucator's Free Google Analytics Tutorial

Lesson: Funnels in Google Analytics

Welcome to our free Google Analytics tutorial. This tutorial is based on Webucator's Introduction to Google Analytics Training course.

In this lesson, you will learn how to setup funnels in Google Analytics.

Lesson Goals

  • How to Create Funnels in Google Analytics.
  • How to Interpret the Funnel Virtualization Report.

Introduction to Funnels

What is a funnel in Google Analytics

In the previous chapter we learned about goals and conversions. A funnel is the set of steps or pages that you expect users to visit on their way to complete the conversion. In other words, a funnel is a sequence of steps which leads to completion of a goal.

Why to use funnels

1) Analyzing funnel activities helps in assessing the effectiveness of your web site in pursuing visitors to continue to the next step towards conversion.

2) To understand from which pages visitors abandon the funnel and where they go after that.

3) Analysis can lead to streamlining the important processes, such as the checkout process or sign-up process which can enhance the conversion rate.

Building a funnel in Google Analytics

Setting up funnels in Google Analytics is an optional process in defining goals. As demonstrated in the previous chapter, navigate to the Goal Settings page.

Notice the Define Funnel section shown in the following screenshot.

To define your funnel:

  1. Enter the 'URL' of the first page of your conversion funnel.
  2. Enter a unique name for each step.
  3. Continue entering funnel step, maximum 10.
  4. Click Save Changes.

Funnel Setup

Required Step: When this option is checked, visitors reaching your goal page without traveling through this funnel page will not be counted as a conversion.

Funnel Visualization Report

This report illustrates where users entered the navigation process and how they followed the funnel until they left the funnel, exited the web site or reached the goal page.

Boxes on the left show how people arrived into the funnel and where they came from.

The boxes on the right hand side show how many people abandoned each step and where they went.

Google Analytics Funnel Visualization

Exercise for Interpreting the Funnel

Duration: 15 to 20 minutes.
  1. Analyze and interpret the funnel report. Note of your interpretation. Share the same with your instructor:GA Code
  2. Write down and discuss your thoughts on improving the current process to increase the conversion rate.


The funnel visualization report has three parts:

The left hand side of the report shows entrance paths. In this example, you will see that during the conversion process 22 people entered the funnel from various entry points listed in the chart shown in the left hand side of the report.

The right hand side shows the exit paths. In this example, 17 people exited the funnel at the entry point itself. After completing the first step no one has exited our funnel.

The middle section shows the step by step funnel conversion process where you can see how many people continued through the funnel. In this case 5 out of 22 people continued through the funnel process.