Glossary · Analytics

Funnel Analysis

A method of tracking and analyzing the sequential steps users take toward a desired conversion or goal.

Funnel analysis tracks users through a predefined sequence of steps (a funnel) to identify where they drop off before completing a desired action. Common funnels include marketing funnels (awareness → interest → consideration → purchase), product funnels (signup → activation → engagement → retention), and e-commerce funnels (browse → add to cart → checkout → purchase). By measuring conversion rates between each step, teams can identify bottlenecks, prioritize improvements, and quantify the impact of changes. Advanced funnel analysis includes segmentation (comparing funnels across user groups), time-to-convert analysis, and multi-touch attribution.

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