Funnels

A funnel answers a question a single goal can't: not just "did visitors convert", but where do they drop off along the way. You define a sequence of steps and Trace shows how many visitors made it through each one, in order, and how many you lose between them.

Typical use: a sign-up flow (viewed pricing → started sign-up → reached the welcome page), or a checkout (cart → checkout started → payment completed). If many visitors reach step 2 but few reach step 3, that's the step worth fixing.

How a funnel worksCopy Anchor Link

• Every step is one of your goals — a Pageview, Custom event or Scroll depth goal, including goals with property conditions. Create the goals first.
• A funnel has 2 to 8 steps, and each goal can be used only once in a funnel.
• Steps count in order. A visitor only reaches step 3 if they completed steps 1, 2 and 3 in that sequence — doing step 3 before step 1 doesn't count.
• The whole sequence has to be completed within 24 hours of the first step. This window is fixed, whatever date range the dashboard shows.
• Only activity inside the dashboard's selected date range is considered.

Create a funnelCopy Anchor Link

You need at least two goals before you can build a funnel.

1. Open Settings → Funnels and click to add a funnel.
2. Enter a Funnel name (up to 120 characters, unique per site).
3. Under Funnel steps, choose a goal for each step in the order visitors should complete them. Use + Add another step for more, or × to remove one.
4. Choose whether to Allow other activity between funnel steps (see below).
5. Click Add funnel.

While you build it, a live preview shows visitors and drop-off for each step, and the conversion rate for the current month so far.

Sequential or strictCopy Anchor Link

Reading the resultsCopy Anchor Link

Funnels appear in the Funnels tab of the Goals card on the main dashboard. If you have several, pick one from the list. The header shows the number of steps, the mode (Sequential or Strict) and the overall conversion rate.

Each step is a bar showing:

• the step's name, the share of step-1 visitors who reached it, and the number of visitors;
• % continued to the next step (step 1 shows how many entered, the last step how many converted);
• % dropped off before the next step. Hover for the counts.

Comparison with the previous period works here as on the rest of the dashboard. A large drop-off on one step is the actionable part — it shows where people give up.

Edit or delete a funnelCopy Anchor Link

In Settings → Funnels, click Edit to rename a funnel, change its mode or replace its steps, or Delete to remove it. Deleting a funnel only removes the report — your analytics data stays intact.

Deleting a goal that a funnel uses removes that step from the funnel; a two-step funnel that loses a step is deleted.

Funnels vs. goalsCopy Anchor Link

Use a goal when you want one number: how many visitors converted, and at what rate. Use a funnel when you want to see the steps leading up to that conversion and find the biggest drop-off. It's common to have both — a goal for the headline "sign-ups" number, and a funnel that breaks the same journey into steps to diagnose it.

FAQCopy Anchor Link

Why does step 1 show fewer visitors than my overview stats?Copy Anchor Link

Step 1 only counts visitors who completed that step's goal in the selected range — a subset of everyone who visited.

A visitor did all the steps, but in a different order — do they count?Copy Anchor Link

No. Order matters: reaching step 3 requires having completed steps 1 and 2 first, in sequence.

Can a step be a scroll depth goal?Copy Anchor Link

Yes. Any goal can be a step.

Who can create funnels?Copy Anchor Link

Anyone with the Member role or above. See Team & roles.