Funnel Analysis
Tracking user progression through conversion steps to identify drop-off points.
1 min readLast updated Apr 2026
Quick Reference
CategoryAnalytics & Tracking
Related Terms1
Tracking user progression through conversion steps to identify drop-off points.
Why It Matters
Funnel analysis identifies exactly where you're losing customers. Is it product page to cart? Cart to checkout? Checkout to payment? Knowing where the leak is tells you where to focus optimization efforts for maximum impact.
Practical Example
Scenario
An electronics brand analyzes their checkout funnel to identify the biggest conversion leak.
Calculation
Product page: 10,000 → Add to cart: 2,800 (28%) → Begin checkout: 1,400 (50%) → Shipping info: 980 (70%) → Payment: 490 (50%) → Purchase: 392 (80%)Result
The cart-to-checkout (50%) and shipping-to-payment (50%) steps have the biggest drops. Adding express checkout recovered 15% of cart abandoners.
Pro Tips
- 1Set up funnel steps for each micro-conversion: PDP view, add to cart, cart view, checkout steps
- 2Segment funnels by device—mobile often has different drop-off patterns
- 3Compare funnels across time periods to track optimization progress
- 4Look at funnel by traffic source—some sources have higher-intent visitors
Common Mistakes to Avoid
Only tracking top-of-funnel and purchase, missing the middle
Not segmenting funnels (aggregate hides important differences)
Focusing on small drops when massive ones need addressing first