Funnels
Funnels help you understand how users move through a series of steps and where they drop off before completing a desired action.
They are useful for analyzing conversions, onboarding flows, purchases, upgrades, and other key user journeys.
Creating a Funnel
Navigate to Analytics → Funnels and click the + button to create a new funnel.
Step 1: Configure Funnel Details
Provide:
Funnel Name
Optional Description
Step 2: Add Funnel Steps
Every funnel starts with a first step. You can use Unique Visitors as the starting point or define your own custom steps.
Click Add Step and choose one of the following step types:
Page URL
Track users who visit a specific page.
Available matching operators:
is
is not equal to
contains
does not contain
starts with
Custom Event
Track users who perform a specific event.
Examples:
Signed Up
Started Trial
Purchased
Invited Team Member
Pinned Event
Quickly select from your saved or frequently used events.
Optional Steps
Steps can be marked as Optional, allowing users to skip them without being excluded from conversion calculations.
This is useful for journeys where certain actions are not required for every user.
Funnel Order
Choose how Usermaven evaluates the sequence of steps.
Sequential
Users must complete the defined steps in the specified order.
Users may perform other actions between funnel steps and still qualify.
Strict
Users must complete the funnel steps in the exact order without taking unrelated actions between them.
Use this when you want to analyze a very specific user flow.
Funnel Type
Funnels can be analyzed at two levels:
Users
Tracks conversions at the individual user level.
Companies (B2B)
Tracks conversions at the company or account level, making it easier to analyze account-based journeys.
Funnel Window (Optional)
Set the maximum amount of time users have to complete the funnel.
Examples:
7 Days
14 Days
30 Days
A value of 0 removes the time restriction.
Save the Funnel
Once all steps have been configured, click Save Funnel.
Saved funnels can later be selected from the Select Funnel dropdown.
Funnel Report
After saving, Usermaven generates a funnel report containing key conversion insights.
Overview Metrics
Total Users
Shows how many users entered the funnel during the selected date range.
Conversion Rate
Shows the percentage and number of users who completed all funnel steps.
Biggest Drop-off
Highlights the step where the largest percentage of users exited the funnel.
Funnel Visualization
Usermaven provides two path views for analyzing conversions.
Flexible Path
Users can skip optional steps and still be counted as converted.
This view helps you understand how users naturally move through your funnel.
The visualization includes:
Users at each step
Step conversion performance
Net change between steps
Average time between steps
Exact Path
Users must complete every step exactly as defined in the funnel.
This view helps analyze strict funnel completion behavior.
Additional Analysis Options
Breakdown
Break down funnel performance by dimensions such as:
Country
Device
Browser
Campaign
Custom Properties
Compare
Compare funnel performance across:
Different date ranges
Segments
User groups
Conversion Time
Analyze how long users take to move from one step to the next and complete the funnel.
This helps identify delays and bottlenecks in the conversion process.
Filter by Segment
Apply saved segments to analyze funnel performance for specific audiences.
Examples:
New Users
Returning Users
Trial Users
Paying Customers
Enterprise Accounts
Alerts
Create funnel alerts to monitor important changes in funnel performance.
Alerts can be used to track:
Conversion rate changes
Significant drop-offs
Funnel performance trends
Best Practices
Keep funnels focused on a single conversion goal.
Use Sequential order for most conversion analyses.
Use Strict order when exact step sequences matter.
Mark non-essential actions as Optional steps.
Set a Funnel Window when measuring time-sensitive conversions.
Review Biggest Drop-off regularly to identify optimization opportunities.
Use Breakdown, Compare, and Segment Filters to uncover conversion differences across audiences.
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