Analyzing Funnels
Funnel analytics provide insights into how customers interact with your funnel, where they drop off, and how effectively your funnel converts visitors into purchasers.
Accessing funnel analytics
To view analytics for a funnel:
- Navigate to your project's Web section
- Click on the funnel you want to analyze
- You'll see the details page of your funnel, which includes two analytics views:
- General metrics: High-level overview of funnel performance
- Step-by-step metrics: Conversion & drop-off for each step in your funnel
General metrics
The General metrics view provides an overview of your funnel's overall performance with key metrics and trend charts.
Key metrics
| Metric | Description |
|---|---|
| Sessions | Total number of sessions where your funnel was viewed |
| Initial conversion rate | Percentage of sessions that completed a purchase or started a trial |
| Revenue | Revenue generated from funnel conversions within the selected customer lifetime window |
These metrics are displayed as cards at the top of the analytics view and update based on your selected date range.
Conversion rate chart
The conversion rate chart shows how your funnel's conversion rate changes over time. This helps you:
- Identify trends in conversion performance
- Correlate changes with funnel updates or marketing campaigns
- Understand seasonal or temporal patterns
The chart displays conversion rate as a percentage, allowing you to see both the overall rate and how it fluctuates over your selected time period. A column chart behind the line shows the volume of the selected rate's denominator (sessions for initial conversion rate, or the relevant metric for other types, e.g., paywall views for paywall conversion rate), so you can understand how volume may have influenced conversion.
Conversion rate types
Use the conversion rate type dropdown to switch which metric is displayed in the chart and the summary card. The available types are:
| Type | Description |
|---|---|
| Initial conversion rate (default) | Percentage of sessions that completed a purchase or started a trial |
| Paywall view rate | Percentage of sessions that reached the paywall step |
| Paywall conversion rate | Percentage of paywall views that completed a purchase or started a trial |
| Paywall drop-off rate | Percentage of paywall views that ended without completing the paywall step |
| Checkout drop-off rate | Percentage of checkout views that ended without completing a purchase |
| Purchase redemption rate | Percentage of initial conversions that were redeemed in-app |
These metrics are also available as columns in the Metrics breakdown table.
Revenue chart
The revenue chart tracks revenue generated by your funnel over time. Revenue is displayed in the display currency set for your account. This helps you:
- Monitor revenue trends
- Correlate revenue with marketing spend or campaign performance
- Understand how customer lifetime value changes over different time windows
Customer lifetime
Use the Customer lifetime selector in the toolbar to control the revenue attribution window. This determines how far beyond the initial funnel view you want to track revenue.
By default, revenue is attributed to the initial conversion only (the purchase that occurred during the funnel session). Trial starts are not included in this default because they do not generate revenue on their own. When you select a longer window, revenue includes subscription renewals, trial-to-paid conversions, and refunds that occur within that window after the funnel was first viewed. The chart title updates to reflect the selected window (e.g., "Revenue (7 days)").
Metrics breakdown
The Metrics breakdown table provides a detailed view of your funnel's performance broken down by different segments (such as traffic sources, campaigns, or other attributes). This helps you understand which sources drive the most valuable traffic and conversions.
Table structure
The table displays metrics for each segment in separate rows. The following columns are available:
| Column | Description |
|---|---|
| Source | The segment value (e.g., traffic source name, campaign identifier) |
| Sessions | Number of sessions where the funnel was viewed |
| Paywall Views | Number of sessions that reached the paywall step |
| Checkout Views | Number of sessions that reached the checkout step |
| Initial Conversions | Number of initial conversions (purchases or trial starts) |
| Paywall Drop-offs | Number of paywall views that ended without completing the paywall step |
| Checkout Drop-offs | Number of checkout views that ended without completing a purchase |
| Revenue | Revenue generated from conversions |
| Purchase Redemptions | Number of purchases redeemed in-app |
The table also includes rate columns for each of the conversion rate types.
Rows are automatically sorted by the first metric (Sessions) in descending order, so the highest-traffic sources appear at the top.
Customizing the breakdown
You can customize the Metrics breakdown table to focus on the data that matters most to you:
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Select a breakdown segment: Click the settings button (⚙️) above the table to open the configuration panel. Choose which attribute you want to break down by (e.g., Campaign, Traffic Source, User Segment). The available segments depend on your funnel configuration and the data you're tracking.
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Show or hide metrics: In the same settings panel, you can toggle which metrics are visible in the table. This allows you to focus on the metrics most relevant to your analysis.
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Save your preferences: Your selected segment and visible metrics are saved automatically, they'll persist for all collaborators of your Project when you return to the funnel details page.
Understanding the data
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Percentage metrics (like Paywall View Rate and Initial Conversion Rate) are displayed as progress bars with the percentage value shown on the right. This visual representation makes it easy to compare performance across different sources at a glance.
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Revenue is displayed in your project's display currency and shows the total revenue generated from conversions attributed to each source during the selected date range. Revenue respects the selected customer lifetime window.
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Source identification: The source column shows the segment value. For example, if breaking down by Campaign, you'll see campaign names or identifiers. If no segment value is available for a particular viewer, it may appear as "Unknown" or similar.
The Metrics breakdown table respects your selected date range and filters, so you can analyze performance for specific time periods or filtered subsets of your data.
Step-by-step metrics
The Step-by-step metrics view provides detailed analytics for each step in your funnel, helping you identify where customers drop off and which steps are most effective.
Metrics table
The step-by-step metrics table shows:
| Column | Description |
|---|---|
| Step name | The name of the step (or "Unnamed step" if not named) |
| Views | Count of times this step was viewed |
| Conversions | Count of views that completed this step (continuing on to the next one or completing a funnel) |
| Step conversion rate | Percentage of views that completed the step |
| Drop-off | Count of views that dropped off at this step |
| Step drop-off rate | Percentage of views that dropped off at this step |
Understanding step metrics
Views
Views represent the number of times this step was viewed. This includes:
- Views from customers that entered the funnel at this step (if it's the initial step)
- Views from customers that navigated to this step from a previous step
Conversions
Conversions represent the number of times customers successfully moved past this step. For screen steps, this means customers triggered an action that navigated to the next step. For checkout steps, this means customers completed a purchase.
Step conversion rate
Step conversion rate is calculated as:
Step Conversion Rate = (Conversions / Views) × 100%
A high step conversion rate indicates the step is effective at moving customers forward. A low step conversion rate suggests customers are dropping off at this step.
Drop-off
Drop-off represents the number of views of this step that ended without completing it.
Step drop-off rate
Step drop-off rate is the inverse of step conversion rate:
Step Drop-off Rate = 100% - Step Conversion Rate
This metric helps you quickly identify problem areas in your funnel.
When analyzing your funnel, step conversion rate & absolute drop-off are the two metrics worth focusing on first. Step conversion rate shows you which steps are relatively ineffective at converting viewers forward, which indicates some kind of friction or misalignment in the step that might be addressable, but absolute drop-off tells you which of those steps have the highest potential impact to your overall conversion. For example, a step with a 10% conversion rate that has a very low volume of views may not actually be a great candidate for optimization, because it's not actually driving a high number of your overall drop-offs.
Date range and filters
Both analytics views support date range selection and filtering:
Date range
Select a date range to analyze performance over a specific period, either using our preset ranges or a custom range of your choosing.
For the breakdown and step-by-step tables, performance will be aggregated over the entire date range you select for analysis.
Filters
Use filters to narrow down your data by dimensions such as country, platform, or attribution data.
Attribution fields are derived from the UTM parameters you've attached to your funnel URLs.
Limitations
Current analytics provide:
- ✅ Overall funnel metrics (sessions, conversions, revenue)
- ✅ Step-by-step conversion rates
- ✅ Time-based trends
- ✅ Metrics breakdown by segment (traffic sources, campaigns, etc.)
- ✅ Filtering by country, platform, and attribution data
- ✅ Customer lifetime revenue tracking (renewals and trial-to-paid conversions)
- ✅ Multiple conversion rate types (initial, paywall, checkout)
Coming soon:
- Funnel experiments
- User-based metrics (in addition to session-based metrics)
Next steps
- Learn how to create and customize funnels
- Understand deployment and sharing
- Explore Web Billing analytics for payment insights