Reports
Funnels
Build a sequence of steps and measure how many visitors make it through each one.
A funnel measures how visitors move through a defined sequence of steps — and where they drop off. Use it to understand conversion paths like landing → pricing → sign up or product → cart → checkout → purchase.
Build a funnel
Use the funnel builder to define your steps:
- Add 2 to 8 steps, in order.
- For each step, choose a type:
- Pageview — the visitor views a specific path (e.g.
/pricing). - Event — the visitor triggers an event (e.g.
add_to_cart).
- Pageview — the visitor views a specific path (e.g.
- Choose a completion window — how long a visitor has to get from the first step to the last: 1 hour, 6 hours, 24 hours or 7 days.
Otus then computes the funnel across your selected date range.
Stat cards
| Metric | What it measures |
|---|---|
| Funnel Entry | Sessions that completed the first step. |
| Completions | Sessions that reached the final step within the window. |
| Conversion Rate | Completions ÷ entries. |
| Biggest Drop-off | The step where you lose the most visitors. |
Funnel chart
A flow chart visualises each step with the number of sessions and the drop-off between steps, so the leakiest part of your journey is obvious at a glance.
Tips
- Keep early steps broad and later steps specific to see where intent fades.
- Match the window to the decision you're measuring — minutes for a checkout, days for a considered purchase.
- For events used as steps, register them first under Custom events.
Related
- Events & Goals — define the events used as steps.
- E-commerce — the purchase funnel.
- The funnel is also available via the Stats API.