Setting up Funnel Analysis in Amplitude: 9 Easy Steps


Funnel Analysis in Amplitude

Pulling resources from different sources into a single platform to get a coordinated approach on how to manage and improve your business, increases your online presence, provides resources to make your clients happy, and helps to make the right decisions. This is satisfying and fulfilling when done efficiently and in the right manner. This is what happens when you set up Funnel Analysis in Amplitude.

Monitoring how users navigate their way through a predefined process from start to finish and meeting your set objective in a unified form allows you to discover hidden details about their behavioral patterns, therefore, enabling you to strategize new ways to finetune the services rendered to them. Funnel Analysis caters to this approach and helps the Marketing team gather valuable insights from their customers.

This article aims to elucidate how you can set up Funnel Analysis in Amplitude. It will explain the steps involved in creating the Funnel for Analysis and how to add events to them. 

With Funnel Analysis in place, a constant review of your company’s Marketing policies can match the reality of today’s world and help solve problems identified from the Analysis. Read along to find out how this can be done in 9 easy steps.

Table of Contents

Introduction to Amplitude

Funnel Analysis in Amplitude - Amplitude logo
Image Source

Amplitude is a Product Analytics platform that is preferred by most digital teams. It provides Digital Intelligence tools that help in the extraction of useful insights from your data by keeping track of visitors to your site, mobile apps, and monitoring them using collaborative models.

It combines the behavioral reports from multiple user’s interactions with products and services along with Relative Time Analysis by placing events in terms of the user’s journey on a website or mobile app to come up with excellent and powerful conclusions that provide insights to engineer business growth.

Funnel Analysis in Amplitude can be performed easily because of the dynamic and flexible nature of Amplitude when handling multiple sources of data. Below is a screenshot of the Amplitude platform:

Funnel Analysis in Amplitude Dashboard
Image Source

If you want to know more about Amplitude, click this link.

Introduction to Funnel Analysis

Funnel Analysis in Amplitude - Funnel Analysis Logo
Image Source

Funnel Analysis is defined as a method of understanding the steps or processes a business takes in achieving set goals or targets. It generally involves mapping and analyzing a series of events called steps that leads towards a defined outcome.

The term Funnel refers to the set of steps used in the analysis showing your various flows and refers to the physical Funnel as its shapes are similar. A lot of insights can be derived from your Funnel Analysis as it shows charts displaying information such as the number of users/visitors that went through each step in the Funnel, the number of people that registered for an event, checkout processes of customers, purchases made by users, lead generation from campaigns, etc.

A typical use case of Funnel Analysis is in Advertising/Marketing, where steps are defined from initial advertisement of products to final purchase of products. Other scenarios involve user interaction on mobile apps to subsequent purchases made on E-Commerce sites on the web, clicking on a song to downloading and sharing the associated music files, etc. Funnel Analysis in Amplitude combines the Product Analytics of Amplitude with the Advertising capabilities of Funnel Analysis to boost the performance of your company and gather valuable customer insights too.

Keeping track of these metrics helps Marketing executives come up with transformative ideas and concepts thereby improving business output and maximizing profit.

Simplify Data Analysis with Hevo’s No-code Data Pipelines

Hevo Data, a No-code Data Pipeline helps to load data from any data source such as Databases, SaaS applications, Cloud Storage, SDK’s, and Streaming Services and simplifies the ETL process. It supports 100+ data sources including Amplitude (Free Data Source) and is a 3-step process by just selecting the data source, providing valid credentials, and choosing the destination. Hevo not only loads the data onto the desired Data Warehouse but also enriches the data and transforms it into an analysis-ready form without having to write a single line of code.

Get Started with Hevo for Free

Its completely automated pipeline offers data to be delivered in real-time without any loss from source to destination. Its fault-tolerant and scalable architecture ensure that the data is handled in a secure, consistent manner with zero data loss and supports different forms of data. The solutions provided are consistent and work with different BI tools as well.

Check out why Hevo is the Best:

  • Secure: Hevo has a fault-tolerant architecture that ensures that the data is handled in a secure, consistent manner with zero data loss.
  • Schema Management: Hevo takes away the tedious task of schema management & automatically detects the schema of incoming data and maps it to the destination schema.
  • Minimal Learning: Hevo, with its simple and interactive UI, is extremely simple for new customers to work on and perform operations.
  • Hevo Is Built To Scale: As the number of sources and the volume of your data grows, Hevo scales horizontally, handling millions of records per minute with very little latency.
  • Incremental Data Load: Hevo allows the transfer of data that has been modified in real-time. This ensures efficient utilization of bandwidth on both ends.
  • Live Support: The Hevo team is available round the clock to extend exceptional support to its customers through chat, email, and support calls.
  • Live Monitoring: Hevo allows you to monitor the data flow and check where your data is at a particular point in time.
Sign up here for a 14-Day Free Trial!

Setting up your Funnel Analysis in Amplitude

Using Funnel Analysis in Amplitude will mean you, telling Amplitude the data it should look at by defining your events and giving it specific information about the audience you are targeting for the Analysis. In order to set up Funnel Analysis in Amplitude, you need access to the Amplitude Homepage.

To successfully set up Funnel Analysis in Amplitude easily you need to follow the following 9 steps:

Step 1: Opening a New Funnel Analysis Chart

To open a new Funnel in Amplitude, click + New and then select Chart, and Funnel from the available list on the adjoining box.

Step 2: Choosing your Starting Event

Setting up a Funnel Analysis in Amplitude allows you to create events so that Amplitude knows what data it needs to analyze and in what time period.

In the Events Module, choose your starting event by clicking on Select Event then specifying an event of your choice. Alternatively, any event can be considered as the starting event for the analysis by simply selecting Any Event from the list of available events.

Step 3: Adding Properties to Events

In order to define the event more precisely, you can add Properties to the events. This is achieved by clicking on + where found in the box, then proceeding to add the property name and property value depending on what you want.

Step 4: Adding More Events to your Funnel

It is better to add more than one event in the Funnel so that Amplitude can have access to more customer data and gather more insights from them. After defining your starting event, select at least one other event and add properties to the selected events to add more events.

Step 5: Specifying the Order of Events

Next, you can specify the order of your events by choosing either This Order, Any Order, or the Exact Event as you wish from the drop-down menu. The order chosen helps Amplitude decide when these events would be counted as converted having reached the set objective as triggered by the users.

Step 6: Streamlining your Funnel

In order to make your Funnel more robust, you need to streamline it. To streamline your funnel, you can remove users who trigger only specific events from your funnel. You can do this by clicking + Exclude users who performed and select the exclusion event from the drop-down list.

Step 7: Specifying your Target Audience

In order to analyze a specific audience, you need to specify your target audience. You can specify your target audience in the Segmentation Module otherwise, Amplitude will assume that your Analysis is to target all users. This can be done by selecting the user segment you want to be included in your Analysis.  You can also import a previously-saved segment by clicking Saved Segments and selecting the one you want from the list. 

Step 8: Building your User Segment

In order to set up Funnel Analysis in Amplitude, you need user segments. User segments help to add more properties to events. In a situation where you do not have a user segment or you do not want to import an existing user segment, you can build your user segment by adding properties. To do so, click + where, choose the property you want to include, and specify the property value you are interested in.

Step 9: Pinpointing your Analysis

Pinpointing your Analysis makes the vents you are targeting more source specific. It tells Amplitude to focus only on specific users who carried out certain actions. To do so, click + perform, then choose the event you wish to add.

Finally, you have set up Funnel Analysis in Amplitude. In order to view your Funnel, you can access the Metrics Module where Analytical insights will be displayed. 

For additional custom parameters to set up Amplitude Funnel analysis, you can visit the official documentation here


This article provided 9 easy steps companies can follow to set up Funnel Analysis in Amplitude. It also explained Funnel Analysis and Amplitude in detail. Overall, setting up Funnel Analysis in Amplitude can be a huge advantage to organizations as it helps target customers and gain valuable insights from them. This ensures that individual attention is given to each customer which boosts the performance of the company.

Visit our Website to Explore Hevo

To do integrate data from Amplitude into your desired Database/destination, you can use Hevo Data! It will help simplify the ETL and management process of both the data sources and the data destinations and will let you load data from Amplitude free of cost.

Want to take Hevo for a spin?Sign Up for a 14-day free trial and experience the feature-rich Hevo suite first hand. You can also have a look at our unbeatable pricing that will help you choose the right plan for your business needs!

Share your experience of setting up Funnel Analysis in Amplitude in the comments section below!

Ofem Eteng
Technical Content Writer, Hevo Data

Ofem Eteng is a dynamic Machine Learning Engineer at Braln Ltd, where he pioneers the implementation of Deep Learning solutions and explores emerging technologies. His 9 years experience spans across roles such as System Analyst (DevOps) at Dagbs Nigeria Limited, and as a Full Stack Developer at Pedoquasphere International Limited. With a passion for bridging the gap between intricate technical concepts and accessible understanding, Ofem's work resonates with readers seeking insightful perspectives on data science, analytics, and cutting-edge technologies.

No-code Data Pipeline for Amplitude