Funnels & journeys

A funnel shows how many visitors make it through a series of steps, and where the rest drop off. Journeys show the paths people actually take, without you guessing the steps first.

Build a funnel#

1. Open Funnels and pick a site

   Funnels work on one site at a time. If you have several, a switcher appears at the top.

2. Add steps

   Choose at least two and at most eight, in the order a visitor would do them. The picker offers your top 50 pages and top 50 events in the selected date range. Reorder with the arrows.

3. Pick the time window

   10 minutes, 1 hour, or 1 day (the default). A visitor counts at the next step only if they reach it within the window after the previous step.

4. Save it (optional)

   Give it a name and save. Saved funnels live in your browser for that site, not on your account, so they do not follow you to another device.

Reading a funnel#

• Each step shows unique visitors and the share of the first step that reached it.
• Between steps Pulse shows how many were dropped and the drop-off percentage.
• A visitor is counted at step 1 on their first matching hit in the range; later steps must come after the previous step, in order, within the window.
• Page steps match the exact path (/pricing, not /pricing/); event steps match the event name.
• On sites tracked by the Pulse script, the last step can be Completed a payment: a non-refunded order tied to the same visitor through the checkout link, within the window. With a revenue connection Pulse also suggests a funnel that ends at Paid.

Journeys#

The Journeys card lists the most common first four steps visitors take on the site, pages and events together, in order. Immediate repeats are collapsed, so reloading a page is one step. Each row shows how many visits followed that path and its share of the journeys listed (the top 100 paths). It is the quickest way to find a funnel worth building.

Imported Umami sites#

For sites imported from Umami, funnels and journeys are computed by Umami's own reports using your key, so the matching rules are Umami's. The picker, window and steps work the same way.

Common issues#

“Nobody started this funnel in this range”

Nobody hit step 1 in the selected dates. Widen the range, or check that the first step is a page or event that exists. The picker only lists what was seen.

The numbers do not match the Goals page

Funnels count unique visitors in order; Goals counts every time an event fired.

I cannot pick an event I just created

The picker lists events seen in the selected range. Trigger it once, then reopen the picker.

My saved funnel disappeared

Saved funnels are stored in the browser you made them in. Clearing site data removes them.