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Definition
A funnel is the sequence of steps a visitor takes toward a purchase, with the count and the share that reaches each step. It shows where people leave, so the team can work on the step that loses the most people.
Step rate = people at this step / people at the previous step. Overall rate = purchases / people at the first stepExample with made-up numbers: 10,000 product views, 1,200 add to cart, 400 start checkout and 250 buy. Add to cart = 1,200 / 10,000 = 12 percent. Checkout started = 400 / 1,200 = 33 percent. Checkout completed = 250 / 400 = 62.5 percent. Overall = 250 / 10,000 = 2.5 percent.
How to use it
Each step rate compares a step with the one before it. The overall rate compares the last step with the first. A low overall rate often comes from one weak step, so read the steps separately. Count people or sessions consistently, and say which, because the two give different numbers.
Define each step with an event the store records, such as product view, add to cart, checkout started and purchase. Compare the funnel by device and by traffic source, since the same funnel can work on one and fail on another. Date any change to a step in the report, so the series can be explained.
