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Fun with Funnels in GA4

Funnel explorations allow you to visualize the steps users tak

Funnel explorations allow you to visualize the steps users take to complete tasks on your site or app, and see how many users follow a specific series of events.

How to Create a Funnel

To start making your funnel, click the pencil symbol next to Steps.

For this example, we will be adding Open Quick Qualify, Continue Quick Qualify, and Complete Quick Qualify as our steps, allowing us to how many users complete the form, as well as when they drop it. To do this, click the “Add new condition” drop-down, search for your desired condition, select it, then click Add Step to add another step to the funnel.

Each step has multiple customization options.

Or/And

These buttons allow you to have multiple items in your step.

  • Example 1: In Step 1, we could add Open Quick Qualify Form as our first event, then select “OR” and add Open Deal Personalization Form as or second event. Doing this would set Step 1 in the funnel to show users who opened one OR the other.

Parameter

Parameters are essentially filters for certain events.

  • Example 1: You could set the parameter as Location > Contains > Oklahoma to have that step only show people in Oklahoma who completed the specified event.

Directly/Indirectly Followed

In step 2 and beyond, you can select whether the step shows people who directly followed the previous event, or people who indirectly followed it.

  • Example 1: In a two-step funnel that has Click SRP as step 1 and Click VDP as step two, a direct funnel would show users who did those two steps exactly in order with no in-between. An indirect funnel, however, would show users who clicked SRP, scrolled through it, added filters, and eventually clicked a VDP that caught their eye.

Time Limit

In step 2 and beyond, you may click the check box next to “Within” to add a time limit to the step, which may be adjusted to the right of “Within.”

  • This makes the step only show users who completed it with a certain amount of time after they completed the previous step.

You can see the summary of your funnel to the right of the steps.

When you are satisfied with the funnel’s steps, click Apply.

Customize Your Funnel Further

After creating the steps of your funnel, there are a few more options available to you.

Visualization

Standard Funnel shows the total amount of users who completed each step during the time period specified in Variables.

Trended Funnel shows the total amount of users who completed each step on each day during the same time period.

Make Open Funnel

An open funnel allows users to enter the funnel in any step.

Example: A funnel has events A, B, and C. If you set that funnel to Open, Step 1 would show users who completed event A (of course). Step 2 would show users who completed event A and then B, as well as users who skipped event A but completed event B. And Step 3 would show users who completed event A, then B, then C, users who completed event B and then C, as well as users who only completed event C.

Show Elapsed Time

Enabling this shows the average time users took to complete the next step.

Next Action

Dragging a dimension such as “Event Name” into this field will have the funnel show the top 5 actions a user took after completing each step.

Only 'Event name' and Page / Screen dimensions such as 'Page path' and 'Page title' are applicable as next actions.

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