Setting up Funnel Analysis in Google Analytics: 5 Easy Steps

Last Modified: December 29th, 2022

Having a systematic approach to overcoming challenges creates a world of possibilities as diverse data can be utilized to arrive at sound conclusions. A process made up of predefined steps helps in monitoring minute altercation or changes as an analysis of these steps reveals in detail what is close or distant from your assumed outcome. 

Similarly, when you want to know the number or percentage of customers a part of your software service is attracting, you can use Funnel analysis. This blog post aims at showing you how to build a Funnel analysis in Google Analytics.

Table of Contents

Understanding Funnel Analysis

Funnel analysis in Google Analytics: Funnel Analysis of Facebook webpage
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Funnel analysis is a powerful method used in understanding the flow of users through a website or application. It visualizes your user’s needs, allows you to gain insight on trending issues, and solicits ways to better the user experience.

It is desirable to understand the type of customers you are serving and seek ways to elevate your level of consciousness towards their activities. This can be gotten through Funnel analysis as it serves as an eye-opener into how visitors make use of your website, where their preferences lie, their dislike for a product or service, how well a marketing campaign is doing, and lots more. 

Understanding Google Analytics

Funnel analysis in Google Analytics: Google Analytics logo
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Google Analytics is a web analytics service offered by Google as part of its Google Marketing Platform brand. Google Analytics is a platform where you can measure Return of Investment (ROI) on your advertisement campaign, keep track of your social networking sites and applications, monitor activities and traffic on your websites, etc. 

It is an efficient analyzing tool in which you can carry out detailed in-depth analysis about visitors to your website and provide captivating reports from which valuable insights can be obtained. 

Understanding Funnel Analysis in Google Analytics

Funnel Analysis in Google Analytics
Image Source: Medium

Funnel analysis in Google Analytics gives you the leeway to visualize the required steps your users need to take in completing a task and you can also directly see how well they are succeeding or failing at each step from their progress journey. Funnel analysis in Google Analytics involves you making a flow-chart to indicate how you want clients to go through a set of steps in achieving a particular objective. The steps which are stated are used to know a user’s journey through your defined process, to ascertain where and when they entered or exited the flow, and to calculate how many actually went through the steps as arranged by you.

For example, defined steps for a funnel may include: how many visitors viewed your landing page, the number that browsed through your products, visited a specific product, added the specific product to cart, filled out a purchase form, confirmed the order, made the payment, and finally visited a “thank you for your purchase” page. 

With this information from Funnel analysis in Google Analytics, you can alter the steps in the funnel to reflect your discoveries thereby improving on inefficient or abandoned customer journeys and strengthening successful outcomes. 

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  • Google Analytics Account

Steps to Set up Funnel Analysis in Google Analytics

To build your Funnel analysis in Google Analytics, do the following in order:

  • Sign in to your Google Analytics accounts.
  • On the left pane, click on Analysis, then select Analysis Hub. 
  • Click blank + to create a new Funnel analysis. 
  • Select TECHNIQUE found at the top of the Tab Settings column, then choose Funnel analysis.
  • Finally, proceed to configure your analysis based on your requirements in Tab Settings.

Configuring your Funnel Analysis in Google Analytics

Configuring Funnel analysis in Google Analytics
Image Source: Self

Below is a list of the options you can use to configure your Funnel analysis in Google Analytics is described as follows:

1. Visualization

This option allows you to choose between a standard (stepped) funnel or a trended (line) funnel. The difference between the two is, in a trended funnel, the steps are displayed simultaneously which allows you to navigate your way to any step as the names are displayed at the top of the visualization. 

2. Make an Open Funnel

This is a toggle button that enables you to toggle between OPEN and CLOSED, it determines how a user can enter the funnel. For the OPEN funnel, users can enter the funnel from any step in the process while in the CLOSE funnel, they are required to enter from the initial step of the funnel as that is the only point the analysis will be valid. Also, if a user misses the next step in the process, they will drop out of the analysis and will not be counted.

3. Segment Comparison

This is used to focus on specific sets of users for Funnel analysis in Google Analytics. You can apply up to 4 segment comparisons and this is done by right-clicking on the data table to create segments from the data. 

4. Steps 

This defines the user journey to be measured. You can define up to 10 steps and if you want to reorder the steps, simply drag the steps to a new position in the Tab Settings.

5. Edit Funnel Steps 

This option is used to add or edit steps in Funnel analysis in Google Analytics. Use the edit pencil icon to achieve this. The following are the things that can be done after clicking on the edit pencil:

  1. Identify each step by giving it a unique name.
  2. Give a condition(s) in which a user must meet to be included in a particular step of the funnel journey. These conditions may be based on events a user triggers or dimension values shared. 
  3. To add more clauses to a condition, click on ADD or OR to do that.
  4. Decide if the previous step will be indirectly followed by or is directly followed by a new step by selecting either. Both have different attributes as steps that “indirectly follow” the previous step gives room for intervening actions by a user but in “is directly followed by”, the next step must occur immediately after the previous step. 
  5. Set a time frame that each step must follow. Click Within to do this for the step. 
  6. Click APPLY to effect the changes to the step. 
  7. To copy, remove, or add steps above or below a selected step, click the More icon denoted by an ellipsis.

6. Breakdown

Use this variable to select a dimension to provide a breakdown data series for the table. 

Rows for dimension: Use this to select the number of data series to be found on the table. 

7. Show Elapsed Time 

This is a toggle to show the average time elapsed between funnel steps when turned on. 

8. Next Action 

Use this to select a dimension that shows the most common user action after each funnel step. 

9. Filters 

This is used to restrict the data that would be displayed in the Funnel analysis in Google Analytics based on your specified conditions, and they must be met to apply the filter. 


Companies and businesses strive to find ways to improve customer relations which in turn attracts new prospects to organizations while maintaining the interest of loyal customers. This write-up covered steps on how to build a Funnel analysis in Google Analytics and explained the options found on the Funnel analysis in Google Analytics page that you will require to create an efficient Funnel analysis. 


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Ofem Eteng
Freelance Technical Content Writer, Hevo Data

Ofem is a freelance writer specializing in data-related topics, who has expertise in translating complex concepts. With a focus on data science, analytics, and emerging technologies.

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