Funnels
Measure how many people move through a sequence of steps, where they drop off, and what sets them apart.
A funnel is a list of steps people go through in order, such as visit pricing, sign up, upgrade. FastStats counts how many people reach each step, how long it takes them, and where they leave.
Creating a funnel
You can create a funnel from three places:
- Dashboards page: click New and choose Funnel. The funnel is standalone and filed in the current folder.
- A dashboard: choose Funnel from the dashboard’s create menu. The funnel is added to that dashboard as a card.
- A notebook: add a Funnel block and choose New funnel. See Notebooks.
The builder opens with two empty steps. Give the funnel a name, add steps, and save. A live preview on the right updates as you edit.
Not sure where to start? Describe the funnel in the AI field at the top, for example “Visit pricing, sign up, then upgrade” or “Add to cart, then checkout within a day”. On an existing funnel, describe a change instead. You can undo an AI change until you edit something else.
Steps
Each step matches events by one or more conditions. A new step starts with an Event is condition, so in most cases you only need to type the event name. Recently seen values are suggested as you type.
- Click Add condition to narrow the step further, for example Event is
signupand Country is Germany - Click and between conditions to switch it to or, so that any condition can match
- Name a step to give it a readable label. Unnamed steps use their event name.
- Drag the handle on the left of a step to reorder it, or focus the handle and use the arrow keys
While you edit, each step shows how many people reached it in the default date range, and the gap between steps shows the share that continued.
Operators
Which operators are offered depends on the property’s type:
| Type | Operators |
|---|---|
| Text | is, is not, contains, does not contain, starts with, does not start with, ends with, does not end with |
| Number | is, is not, is greater than, is less than |
| Boolean | is, is not |
| JSON | is, is not, contains, does not contain |
Event streams
A funnel reads one event stream: web events, server events, errors, or web vitals. The stream is picked automatically from the properties your steps use and is shown next to the Steps heading.
Settings
Complete within
The conversion window: how long people have, starting from step 1, to reach the last step. Choose 1 hour, 24 hours, 7 days (the default), 30 days, or a custom duration between one minute and one year.
Order
- In order (default): steps must happen in order, but other events can happen between them
- Back to back: any other event between two steps ends the attempt
Link steps by
Only connect steps that share the same value of a property, such as an order ID. Each value then counts as its own attempt, and you can count the funnel in Attempts (see Counting).
Exclusions
An exclusion is an event that ends an attempt when it happens before the last step, such as a refund before checkout. Exclusions use the same conditions as steps and need at least one.
Defaults
- Date range: the range the funnel opens with and the preview uses. Defaults to the last 30 days.
- Card shows: for funnels on a dashboard, how the card draws the funnel: Funnel (bars per step), Conversion over time, or Conversion rate (a single number)
Analyzing a funnel
Open a funnel to see its full analysis. The toolbar at the top controls what all panels below show:
- Date range: one of the presets (24 hours, 7, 30 or 90 days, one year) or a custom range
- Segment: only count people in, or not in, a segment
- Count: what one unit is (only shown when there is a choice, see Counting)
- Break down by: split the funnel by a property
The overview shows the conversion rate from step 1 to the last step, its change against the previous period of the same length, the median time to convert, and the step with the biggest drop.
A funnel with a single step shows completions instead, as a share of everyone active in the range.
Funnel chart
Each step is a bar measured against everyone who entered. The hatched part shows who dropped off since the previous step, and each bar lists the share that continued from the previous step and the median time it took.
- Click a bar to list who reached that step
- Click the hatched part to list who dropped off before it
Counting
What a unit is depends on the event stream and settings:
| Count | Meaning | Available for |
|---|---|---|
| People | Each person once, across sessions | Web events |
| Servers | Each server once | Server events |
| Sessions | Steps must happen in one session | Web events, errors, web vitals |
| Attempts | Each value of Link steps by separately | Funnels with Link steps by set |
Breakdown
Pick a property in Break down by to see the funnel for each of its values in a table. Each value is its own funnel, attributed to the value on the event where the unit entered. The top values are listed, and the rest are grouped in one row.
- Tick up to two values to compare them on the main chart. With one value ticked, it’s compared against everyone.
- Click a count to list the people behind it
What sets converters apart
For web and server event funnels with two or more steps, FastStats compares people who converted with people who didn’t and lists the signals that stand out:
- Events they triggered and pages they visited along the way
- Properties set on the event where they entered
Bars to the right mean people with the signal were more likely to convert, bars to the left less likely. Use the picker to compare the whole funnel or a single pair of steps. Click a property signal to break the funnel down by it.
A signal is only listed if at least five people had it and the difference is statistically significant. These are associations, not causes.
Time to convert
A histogram of how long it took people to convert, with the median and 90th percentile marked. Pick Whole funnel or a single pair of steps to measure.
Conversion over time
The share of each period’s entrants that reached each later step, by the hour, day, or week they entered. Recent periods can still convert within the conversion window, so their rates may still go up.
People in a funnel
Clicking a bar or a count opens a panel listing who is behind it. Use the picker at the top to switch to another step, or between people who reached a step and people who dropped after it. Up to 100 people are listed, latest entries first.
For each person you can:
- Open their profile
- Open the session replay at the last step they reached, if session replay is enabled
You can also download the list as CSV.
Where they went next
For people who dropped off a web event funnel, the panel shows what they did instead: the first page or event after their last completed step within the conversion window, or that they left without another event.
Saving a segment
Click Save as segment to save everyone in the selected group, not only the people listed, as a static segment. Use it to filter other charts, or to target a feature flag.
Dashboards and filters
A funnel on a dashboard follows the dashboard’s date range, segment, and filters. Filters only apply when the funnel’s event stream records that property, and every event the funnel counts must match them. Open a funnel card fullscreen to get the full analysis.
Managing funnels
Standalone funnels are listed on the Dashboards page with your other items, where you can file them in folders. From a funnel’s page, click Edit funnel to change it, or open the ⋯ menu to Duplicate or Delete it. Deleting a funnel only removes its definition. Collected events are not affected.