Set up a funnel report

Analytics

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A funnel report lets you see where people drop off and don’t complete goals on your site or app. To set up a funnel report, you’ll need to define a path you think people take to reach the goal. Then, you’ll see how they move through the funnel and where they drop off.

In this article, we’ll show you how to set up a funnel report.

Before you start

Before you create your first funnel report, here are some basic things you should know:

  • You can track page-to-page funnels and event funnels. Example: You can set a button click as a funnel step.
  • The funnel works for data collected before it was set up.
  • The funnel shows drop-offs and conversions in one session. If a visitor completes the final action in multiple sessions, the funnel won’t catch it.
  • A visitor needs to move through each step of the funnel. The funnel won’t catch visitors who skip a step or enter the funnel, for example, in the middle.
  • You can create up to 5 steps for the funnel.

Set up the page-to-page funnel

Let’s take an example of the Clear Bank website that has a four-step signup process. The funnel for that process might look something like this:

Signup page — Contact info page — Identity page — Success page

A sample of a page-to-page funnel on the Clear Bank website.

In this case, each step represents a page that a visitor must go through to reach the last step of the funnel. We call such a funnel the page-to-page funnel. To set it up, we’ll use the URL of each page.

To set up the page-to-page funnel, follow these steps:

  1. Go to Menu > Analytics.
  2. Navigate to Custom reports.
  3. Click Add new report.
  4. Select the funnel report type.
    Funnel report in Piwik PRO
  5. Name the report.
  6. In Visibility, set: Author or All users. The All users option lets you share this funnel with other teammates.
    Funnel report in Piwik PRO
  7. Available from 16.0.0 Choose Match page view only.
    Funnels in Piwik PRO
  8. Available from 16.0.0 In Default metrics display, choose how the time between steps is displayed:
    • Show avg. time between steps
    • Show median time between steps
  9. Name the first funnel step.
  10. Select an event type. In our example, Page view.
  11. Define conditions for this step. In our example, Page URL contains /clearbank/sign-up/.
    Funnel report in Piwik PRO
  12. Click + Add step, name and define conditions for the second step.
  13. Available from 16.0.0 Choose if you want each step to be taken: Directly after previous step or Indirectly after previous step.
  14. Add more steps to the funnel.
    Funnels in Piwik PRO
  15. Optionally, set funnel filters. For example, you might narrow visitors to those from New Zealand.
    Funnels in Piwik PRO
  16. When you’re done, click Create report.

View the funnel report

To view the funnel report, follow these steps:

  1. Go to Menu > Analytics.
  2. Navigate to Custom reports.
  3. On the left, pick the funnel report you’ve created.
  4. View the report.
    Funnels in Piwik PRO

If you want to analyze drop-offs and see where people go after leaving the funnel, you can drill down the drop-off URL report.

To view the drop-off URL report, follow these steps:

  1. In the funnel report, click the drop-off section.
    Funnels in Piwik PRO
  2. View the report.
    Funnel report in Piwik PRO

Set up the event funnel

So far, we’ve guided you through the setup of the page-to-page funnel, but you might want to create the funnel based on events. For example, when a visitor clicked a button, sent a contact form, downloaded a file, and more. The creation process is similar to the page-to-page funnel, you only need to define an event in Tag Manager before you use it in the funnel.

Let’s take an example from the Clear Bank’s website where a visitor might go through the following funnel:

Home page — Product page — Click a signup button — Signup page

A sample of an event funnel on the Clear Bank website.

In this case, we have four steps out of which three can be defined as pages and one — click a signup button — can be defined as an event. So before we create a funnel, we need to set up tracking for this button. To learn how to do it, read one of the chapters of our guide for advanced analysts: How to track button clicks.

After setting up button tracking, you can create an event-based funnel.

To set up the event funnel, follow these steps:

  1. Go to Menu > Analytics.
  2. Navigate to Custom reports.
  3. Click Add new report.
  4. Select the following report type: Funnel.
  5. Name the report.
  6. In Visibility, set: Author or All users. The All users option lets you share this funnel with other teammates.
  7. Available from 16.0.0 Choose Match all events.
  8. Available from 16.0.0 Choose if you want each step to be taken: Directly after previous step or Indirectly after previous step.
  9. Name each step.
  10. Pick the dimension and define conditions for each step. In our example:
    • The first step is Page URL is https://clearbank/
    • The second step is Page URL is https://clearbank/product-tour/ or  Page URL is https://clearbank/benefits/ or Page URL is https://clearbank/no-fees/ or Page URL is https://clearbank/security/ or Page URL is https://clearbank/savings/(All these pages are product pages). 
    • The third step is Event action is Sign Up (A visitor clicks a signup button). 
    • The fourth step is Page URL is https://clearbank/sign-up
  11. Optionally, set funnel filters.
  12. When you’re done, click Create report.
  13. View the report.
    Funnels in Piwik PRO

    Tip: You can use custom events and ready-made events (outlink URL, download URL, search keyword, time on page, goal, content and more) in funnel steps. You can find ready-made events in funnel step conditions.

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