Analysing funnel results

Open a funnel to see its results for the selected date range.

Overall conversion

The number of visitors who entered, how many completed every step, and the overall conversion rate.

Step-by-step

For each step: the user count, conversion rate from the previous step and from the first step, and the drop-off count and rate. The funnel chart narrows visually at each step, and the biggest drop-off is called out so you know where to focus.

Time analysis

The Time Analysis panel gives Median, Average and P95 completion times per step, plus the Fastest and Slowest completions — revealing steps that are slow as well as steps that lose people.

Read the median before the average. A handful of visitors who left the checkout tab open overnight will drag the average into meaninglessness while the median stays honest. P95 is the one that tells you what your slowest real users experience.

Revenue

When completers trigger purchase events, results include total revenue, number of purchases, average order value and currency.

Breakdowns

Beyond the Overview, three tabs re-run the whole funnel split by a property:

• By Device — desktop, mobile, tablet.
• By Browser.
• By Country.

Each row shows the group's Sessions and overall Conversion rate, with the per-step rates underneath. This is usually the fastest route to a real finding: a checkout that converts at 4% overall but 0.6% on mobile isn't an average result, it's two different products.

Segments

Apply a segment to recalculate the funnel for a specific audience — e.g. paid vs organic, or returning visitors only. Segments and breakdowns compose: pick a segment, then read it by device.

If you see "Showing a partial sample … the funnel hit its analysis cap", the funnel analysed as many sessions as it's allowed to and the numbers are a sample rather than a count. Narrow the date range or apply a segment for exact figures — and don't compare a truncated run against an untruncated one.