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Funnels examples

August 8, 2018

To illustrate how funnels are tracked, here are some examples of funnels and how visitors go through them.

The following examples use a funnel with the following steps:

  • Homepage: user visits URL /
  • Product Listing: the user visits URL /products
  • Single Product: the user visits URL /product/[0-9]+ (Note: this is a regex matching step)
  • Checkout: the user visits URL /checkout
  • Conversion: the user visits URL /thank-you
  • Each visit example displays a table with the rows representing the actions a visitor takes, and the columns are different configurations of the above funnel. Each cell describes what happens for that combination of action and funnel configuration.

    The following funnel configurations are explored:

  • None Required: For this configuration, no funnel step is required.
  • All Required: For this configuration, all funnel steps are required.
  • Some Required: For this configuration steps 2 and 4 are required (the conversion is considered the last funnel step and is always required).
  • Multiple Conversions: For this configuration, no steps are required, and the goal supports multiple conversions per visit.
  • Tracking example 1: Straightforward funnel completion

    In this example, the visitor visits each Funnel Step, one after the other.

    Action None Required All Required Some Required Multiple Conversions
    / funnel event (step 1) funnel event (step 1) funnel event (step 1) funnel event (step 1)
    /products funnel event (step 2) funnel event (step 2) funnel event (step 2) funnel event (step 2)
    /product/123 funnel event (step 3) funnel event (step 3) funnel event (step 3) funnel event (step 3)
    /checkout funnel event (step 4) funnel event (step 4) funnel event (step 4) funnel event (step 4)
    /thank-you funnel event (conversion) funnel event (conversion) funnel event (conversion) funnel event (conversion)

    Tracking example 2: Entering and completing the Funnel from the middle

    In this example, the visitor starts the visit from the second funnel step and continues through the Funnel.

    Action None Required All Required Some Required Multiple Conversions
    /products funnel event (step 2) no funnel event funnel event (step 2) funnel event (step 2)
    /product/456 funnel event (step 3) no funnel event funnel event (step 3) funnel event (step 3)
    /checkout funnel event (step 4) no funnel event funnel event (step 4) funnel event (step 4)
    /thank-you funnel event (conversion) no funnel event funnel event (conversion) funnel event (conversion)

    Tracking example 3: Exiting the Funnel

    In this example, the visitor exits the website before finishing the funnel.

    Action None Required All Required Some Required Multiple Conversions
    / funnel event (step 1) funnel event (step 1) funnel event (step 1) funnel event (step 1)
    /products funnel event (step 2) funnel event (step 2) funnel event (step 2) funnel event (step 2)
    /products/123 funnel event (step 3) funnel event (step 3) funnel event (step 3) funnel event (step 3)
    leaves site funnel exit funnel exit funnel exit funnel exit

    Tracking example 4: Funnel completion with unrelated actions in the middle

    In this example, the visitor completes the funnel as in Example 1, but in between Funnel Steps, there are visits to pages unrelated to the funnel.

    Action None Required All Required Some Required Multiple Conversions
    / funnel event (step 1) funnel event (step 1) funnel event (step 1) funnel event (step 1)
    /about-us ignored ignored ignored ignored
    /products funnel event (step 2) funnel event (step 2) funnel event (step 2) funnel event (step 2)
    /product/123 funnel event (step 3) funnel event (step 3) funnel event (step 3) funnel event (step 3)
    /about-us ignored ignored ignored ignored
    checkout funnel event (step 4) funnel event (step 4) funnel event (step 4) funnel event (step 4)
    thank-you funnel event (conversion) funnel event (conversion) funnel event (conversion) funnel event (conversion)

    Actions that do not correspond to funnel steps are always ignored.

    Tracking example 5: Multiple funnel completion

    In this example, the visitor visits each funnel step one after the other, then completes the funnel again starting from the middle.

    Action None Required All Required Some Required Multiple Conversions
    / funnel event (step 1) funnel event (step 1) funnel event (step 1) funnel event (step 1)
    /products funnel event (step 2) funnel event (step 2) funnel event (step 2) funnel event (step 2)
    /product/123 funnel event (step 3) funnel event (step 3) funnel event (step 3) funnel event (step 3)
    /checkout funnel event (step 4) funnel event (step 4) funnel event (step 4) funnel event (step 4)
    /thank-you funnel event (conversion) funnel event (conversion) funnel event (conversion) funnel event (conversion)
    /product/456 ignored ignored ignored funnel event (step 3)
    /checkout ignored ignored ignored funnel event (step 4)
    /thank-you ignored ignored ignored funnel event (second conversion

    Tracking example 6: Funnel completion with duplicated funnel steps in the middle

    In this example, the visitor visits each funnel step, but the path of the visit is not direct (some steps are entered twice).

    Action None Required All Required Some Required Multiple Conversions
    / funnel event (step 1) funnel event (step 1) funnel event (step 1) funnel event (step 1)
    /products funnel event (step 2) funnel event (step 2) funnel event (step 2) funnel event (step 2)
    /products/123 funnel event (step 3) funnel event (step 3) funnel event (step 3) funnel event (step 3)
    / ignored ignored ignored ignored
    /products ignored ignored ignored ignored
    /checkout funnel event (step 4) funnel event (step 4) funnel event (step 4) funnel event (step 4)
    /thank-you funnel event (conversion) funnel event (conversion) funnel event (conversion) funnel event (conversion)

    Steps duplicated during individual visits are ignored. They are tracked as funnel events the first time they are encountered in a visit, but not after. They are only tracked again if the funnel is converted AND the goal allows multiple conversions per visit.

    Tracking example 7: Backtracking (visiting previous steps)

    In this example, the visitor goes to step 3 first, then goes back to step 1 and completes the Funnels step by step.

    Action None Required All Required Some Required Multiple Conversions
    /product/123 funnel event (step 3) no funnel event no funnel event funnel event (step 1)
    / ignored funnel event (step 1) funnel event (step 1) ignored
    /products ignored funnel event (step 2) funnel event (step 2)/td>

    ignored
    /product/456 ignored funnel event (step 3) funnel event (step 3) ignored
    /checkout funnel event (step 4) funnel event (step 4) funnel event (step 4) funnel event (step 4)
    /thank-you funnel event (conversion) funnel event (conversion) funnel event (conversion) funnel event (conversion)