Insights
Funnels
Where visitors drop out between the steps you choose, computed from every visit you already have.
A funnel in Insights has 2 to 5 steps, and a step can be a page type, a URL pattern such as /checkout/shipping, or an event the site already sends, like add to cart or purchase. Order counts, and the steps do not have to be next to each other.
Funnels are defined after the fact from data already collected, so you can ask a new question today about last month. Page-type and URL steps need no tagging plan at all.
The staircase shows visits at each step, step and end-to-end conversion, the biggest drop and the previous period alongside. Filter and split by device, visitor type, traffic source, UTM medium and campaign, language and referring domain.
Save up to 50 funnels per website. A saved funnel gets 120 days of history built in the background, is read exactly from then on, and is checked every day for significant drops.