Google AnalyticsWeb AnalyticsFunnel Analysis
Funnel analysis tracks user progression through defined conversion paths in Google Analytics - from initial landing through intermediate steps to final conversion. It identifies where users drop off at each stage, quantifying the conversion loss at every step and revealing the most impactful optimisation opportunities.
Google Analytics metric
Funnel analysis tracks user progression through defined conversion paths in Google Analytics - from initial landing through intermediate steps to final conversion. It identifies where users drop off at each stage, quantifying the conversion loss at every step and revealing the most impactful optimisation opportunities.
Full guide: definition, formula, and benchmarksWhy Funnel Analysis matters for Google Analytics users
A 5% conversion rate means 95% of visitors do not convert, but the overall number does not reveal where they are lost. Funnel analysis shows whether users abandon during content consumption, at the signup form, during onboarding, or at the pricing page. Each stage has a different owner and a different fix.
Mapping funnel stages into your metric tree makes each step visible with its own metrics and ownership. When overall conversion drops, the tree reveals the specific stage causing the decline, enabling targeted intervention rather than broad experimentation.
Driver
Conversion rate
Outcome · 58% contribution
Revenue
Understand and act on Funnel Analysis with KPI Tree
KPI Tree connects funnel step data from your warehouse and arranges stages into a sequential tree structure. Track drop-off rates between each stage by traffic source and device.
Assign RACI ownership to the team responsible for each funnel stage. Set alerts for unusual drop-offs and track optimisation actions tied to specific stages where performance degrades.
Get started with your Google Analytics data
MCPPull metrics from Google Analytics directly through the Model Context Protocol.
Connect your existing warehouse where Google Analytics data already lands.
Our professional services team can build you turn-key AI foundations in a matter of weeks. Data warehouse on Snowflake/BigQuery, ELT with Fivetran, all modelled in dbt with a semantic layer.
Related Google Analytics metrics Ready to add to your trees.
Conversion Rate
Web AnalyticsConversion Rate = (Conversions / Sessions) x 100
Conversion rate measures the percentage of Google Analytics sessions or users that complete a defined conversion event - such as a purchase, signup, form submission, or key feature interaction. It quantifies how effectively your website turns visitors into customers or leads.
View metricExit Rate
Web AnalyticsExit Rate = (Exits from Page / Total Page Views for Page) x 100
Exit rate measures the percentage of page views that were the last in a session for a specific page in Google Analytics. Unlike bounce rate, which considers only single-page sessions, exit rate applies to all sessions and identifies the pages where users most frequently end their visit.
View metricGoal Completion Rate
Web AnalyticsGoal Completion Rate = (Goal Completions / Sessions) x 100
Goal completion rate measures the percentage of Google Analytics sessions that complete a predefined goal - such as reaching a destination page, meeting a session duration threshold, or triggering a specific event sequence. It quantifies how effectively your site achieves its defined business objectives.
View metricBounce Rate
Web AnalyticsBounce Rate = (Single-Page Non-Engaged Sessions / Total Sessions) x 100
Bounce rate measures the percentage of Google Analytics sessions where the user viewed only a single page and triggered no additional events before leaving. In GA4, it is the inverse of engagement rate - a bounced session is one that was not engaged, meaning it lasted less than 10 seconds, had no conversion event, and had fewer than 2 page views.
View metricUser Flow Analysis
Web AnalyticsUser flow analysis maps the paths users take through your website in Google Analytics, from entry page through subsequent page views to exit or conversion. It identifies the most common navigation patterns, unexpected detours, and the paths that most frequently lead to conversion.
View metricExplore Funnel Analysis across integrations
All Google Analytics metrics
Attribution ModellingAudience SegmentationBounce RateCampaign Performance ROICohort AnalysisContent Performance AnalysisConversion RateCustom Event Conversion RateEvent Tracking RateExit RateGeographic PerformanceGoal Completion RateMobile vs Desktop PerformanceNew User RatePage Load Time ImpactPages per SessionReal-Time MonitoringReturn Visitor RateSearch Query PerformanceSession DurationTime-Based Trend AnalysisTraffic Source AnalysisUser Acquisition CostUser Flow AnalysisEmpower your team to understand and act on Google Analytics data
Map what drives your metrics, measure progress at any grain, prove what works statistically, and deliver personalised action plans to every team member.
