What is a funnel?

A funnel is a type of analysis that visualizes how customers move through a series of events. With funnels you can see how customers progress in your business and determine their conversion rate and fallout at any point of their journey.

Example of Exponea funnel:


Why should you use them?

You should use funnels whenever you need to check the conversions within a series of events, for example to see if the menu in your business is too long or how many customers you lose during the first few minutes.

Advanced usages include drill-downing funnels and comparing conversions by country, business versions or calculating revenue for different segments of customers who complete each step of your funnel.

How funnels work?

Funnels take a series of steps (events) and then compute how many customers completed each step in a given order.

Suppose you want to see how many customers went to your website and then read an article. You would create a 2 step funnel with first step being an event session start and second being an event article view. Funnels will then calculate the conversion rate in real-time from all your data.

For more advanced questions on how are funnels calculated please see the Advanced section.

Creating a basic funnel

Create new funnel

You can create a new funnel by clicking the Create new button in the Funnels section of Analyses. If you don’t see the button you haven’t tracked any data yet and you should complete the basic integration of your business first.


Adding and removing steps

After creating a new funnel you see the edit window. You always start with a single step.

You can now click into the event picker and select an event you want to pick as a first in the series. In the event picker you see only events that you have already tracked.

To add another step click the Add funnel step button.

To remove a step click the thrash bin button. 

To duplicate a step click the duplicate button.  


  • number of steps is unlimited
  • steps in the funnel are not required to happen during a single session (funnels are computed for the whole time interval you specify)
  • to match the sequence of events customer has to have selected events during the time interval you specified

To learn more about how funnels are calculated see the Advanced section.

Modifying and rearranging steps

You can rename a step by clicking the pencil icon  in the step title.

You can rearrange steps by dragging the step by  icon.

Limiting the time frame of a funnel

It is possible to limit the time frame within which all steps of the funnel must be completed. For example if you want to see how many customers bought an item within 24 hours after their first session, you would use the time frame limit.

You can turn on the time frame limit by clicking the clock icon.  

After turning the filter on you should see the filter:

Understanding funnels

Funnels consist of two parts, a chart and a table.

The chart tells you conversion rates (between individual event steps) and numbers of customers who completed the steps so far.

Additionally if you hover over the column you can see more information, for example the average time it took customers to move from one step to the other or the total conversion rate from the first step.


The table contains funnel information in concise form. Table is more useful when using advanced funnel features like drill-downs.


Actions on funnels

While viewing a funnel you can click on any event step (represented by a column) with left mouse button to show a context menu. There are 4 basic actions you can take. There is also a drill-down by customer attribute available from the top row of the funnel table.

Showing customers

When you click on Show customers you will be shown all customers that matched all steps from the first step until the step you clicked. You will be redirected to customers section, where the specific funnel will be applied as filter.  In the customers section, you can then do all the standard actions as show individual customers, export them, etc.


With drill-downs you can split every funnel into greater detail. This is extremely useful when you want to compare conversion rates between various segments of customers. It is possible to drill-down funnels based on customer attributes (i.e. country or gender) or based on event attributes.



Drill-downing by a customer attribute

To drill-down the funnel by a customer attribute you need to pick the attribute from the customer attribute picker in the top row of the table right under the chart.

After picking a customer attribute the drill-down is immediately calculated.

Drill-downing by an event attribute

When creating a drill down by event, it is important to select the step of the funnel, and then the specific event attribute. When drilling down based on event properties, one customer can fill multiple categories, as a customer can have multiple different events that match the event condition. Therefore it is possible that total unique customers will be a lower number than a sum of individual drilled down categories.

Compare conversion

It is possible to compare conversion of funnels also using statistical tests to determine clear or weak winner. This is useful when determining the success of an A/B split from a campaign or a weblayer. For this, it is necessary to select the original step and a goal. This will show also conversion from start to goal, and statistical confidence.



Summarizing event attributes


It is also possible to show summarized values of a selected event attribute from a desired step. This can be useful to show total revenue from a purchase directly in the funnel. To achieve the summarize, click on the desired column in the chart.

This will add a single column denoted by a ∑ sign. In this column there will be a sum of all values from the picked event attribute.



Sending a campaign

It is possible to target customers in a campaign by clicking on an event step (or drill-downed flow).

This will open a new scenario where you will see one condition matching the chosen event or segment of customers from the drill-down. In this example a condition that will match customers who had event was automatically created.


To learn more about sending campaigns please visit the Scenarios guide.

Advanced: How are funnels calculated?

Funnels take a series of steps (events) you define and then compute how many customers completed each step in a given order.

Loose order

Your customers must complete funnel steps in a loose order. This means that a customer can do other actions (events) between funnel steps, as long as he completes funnel steps in a given order.


Let’s assume our funnel has five steps in this order: A > B > C > D > E. Let’s have a look at few cases:

  • The customer does steps A > B > C > D > E in the exact order. This customer will be counted in every funnel step.
  • The customer does steps A > B > F > C > D > E. This customer will be counted in every funnel step. The fact that he did step F between B and C doesn’t matter because of the loose ordering.
  • The customer does steps A > B > C > E. This customer will be counted only in the first three funnel steps. He will not appear in the step D as he didn’t do this step. He will also not appear in the step E because he didn’t do step D. Only customers who have completed previous step can continue to the next.
  • The customer does steps A > B > C > E > D > E. This customer will be counted in every funnel step. At first this customer did step E before step D, but later he did step E again. Because of the loose ordering he have completed the whole funnel, even though later.

Unique customers, not event totals

Even though Exponea funnels are calculated from events, total event count is not shown in the funnel. The number you see for a step in a funnel is the number of customers who completed that step of the funnel. Customers are also counted only once throughout the funnel even if they complete the funnel multiple times.


Let’s assume our funnel has three steps in this order: A > B > C. If a customer does events A > B > C > A > B > C he will be counted in every step of the funnel only once.

How setting a time interval affects the funnel?

By default the time interval filter is turned off and funnels are calculated for the whole time span since the start of the tracking until now.

By turning the time interval on you will limit the time span a customer has to complete funnel steps. Only events that fall into the selected time interval will be taken into account.


Let’s assume our funnel has two steps in this order: A > B. If we limit the time interval to the last 30 days, only customers who did steps A > B in the last 30 days will be counted in both steps of the funnel. If a customer does events A > B but the first step A didn’t happen in the last 30 days, this customer will not be counted in the funnel.

Updated on June 22, 2018

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