Funnels

Track user conversion flows and identify drop-off points

Overview

Funnels in Vemetric help you understand multi-step user flows and conversion rates. Track how users progress through key processes like sign-ups, checkouts, or onboarding sequences, and identify exactly where users drop off.

What is a Funnel?

A funnel represents a series of steps users take to complete a desired action:

• Step 1: User views product page
• Step 2: User adds item to cart
• Step 3: User proceeds to checkout
• Step 4: User completes purchase

Vemetric tracks how many users complete each step and calculates conversion rates automatically.

Creating a Funnel

1. Navigate to Funnels

   Click “Funnels” in the main navigation

2. Create New Funnel

   Click the “New funnel” button or the dashed card placeholder

3. Name Your Funnel

   Give your funnel a descriptive name (e.g., “Purchase Flow”, “Sign Up Process”)

4. Choose an Icon (Optional)

   Select an emoji icon to help identify your funnel at a glance

5. Add Steps

   Define each step in your funnel by selecting page views or custom events

6. Save

   Save your funnel to start tracking conversions

Defining Funnel Steps

Each funnel step can be:

Page View

Track when users visit a specific page. Use exact URL matching or partial path matching.

Example: /checkout to track checkout page visits

Custom Event

Track when users trigger a specific event you’ve implemented.

Example: Purchase Completed to track successful transactions

You can mix page views and custom events in the same funnel. For example: Page view → Custom event → Page view.

Step Configuration

For each step, you can:

• Name the step: Use descriptive names like “View Product”, “Add to Cart”, “Complete Purchase”
• Set conditions: Define how the step should be matched (exact, contains, starts with)
• Reorder steps: Drag and drop to rearrange step sequence
• Delete steps: Remove steps that are no longer relevant

Funnel List View

The Funnels page displays all your funnels as cards:

Funnel Card Information

Each funnel card shows:

• Funnel name and icon
• Conversion rate: Percentage of users who completed all steps
• Completed users: Number of users who finished the funnel
• Visual step progression: Bar chart showing drop-off at each step
• User count per step: How many users reached each stage

Active Users Toggle

Switch between two calculation modes:

Active Users (Default)

Shows conversion based on all active users in the selected time period. This gives you the conversion rate as a percentage of total site traffic.

Formula: (Completed users / Active users) × 100

First Step Users

Shows conversion based only on users who started the funnel (completed step 1). This shows how well your funnel converts once users begin the process.

Formula: (Completed users / First step users) × 100

Use “Active Users” mode to understand overall conversion from traffic, and “First Step Users” mode to analyze the funnel’s effectiveness for engaged users.

Detailed Funnel View

Click any funnel card to see detailed analysis:

Funnel Visualization

Two visualization modes help you analyze funnel performance:

Horizontal Funnel (Default)

The horizontal view displays steps from left to right:

• Wide bars indicate high user counts
• Narrow bars show where users drop off
• Smooth transitions between steps
• Clear visual representation of conversion flow

Vertical Funnel

The vertical view shows steps from top to bottom:

• Traditional funnel shape
• Each step shows percentage and user count
• Better for mobile viewing
• More compact for funnels with many steps

Click the visualization toggle button to switch between horizontal and vertical views. The view preference is saved per session.

Step Metrics

For each funnel step, you see:

• User count: How many users reached this step
• Conversion rate: Percentage from the previous step
• Overall conversion: Percentage from the first step
• Drop-off count: How many users left after this step
• Drop-off rate: Percentage of users who didn’t continue

Funnel Management

From the detailed view, you can:

• Edit funnel: Modify steps, name, or icon
• Delete funnel: Remove the funnel entirely
• Apply filters: Segment funnel data by user attributes
• Change timespan: View funnel performance over different periods

Filtering Funnels

Apply filters to analyze specific user segments:

1. Add a filter

   Click “Add filter” while viewing a funnel or on the funnels list page

2. Select criteria

   Choose from geographic location, device type, browser, OS, events, or pages

3. Set conditions

   Define the filter parameters (e.g., “Country is United States”)

4. View filtered results

   Funnel metrics recalculate to show only matching users

Common Filter Scenarios

Geographic Performance

Filter by country to see how conversion rates differ by region

Device Comparison

Compare funnel performance on mobile vs. desktop

Browser Issues

Identify browser-specific conversion problems

Campaign Tracking

Filter by UTM parameters to measure campaign effectiveness

Dashboard Funnel Widget

Funnels also appear on your main dashboard:

• Quick overview of all funnels
• Sorted by conversion rate (highest first)
• Click any funnel to view details
• Filter the entire dashboard by funnel progress

Filtering by Funnel Completion

You can filter your dashboard to show only users who:

• Completed a specific funnel
• Started but didn’t complete a funnel
• Reached a particular funnel step

This helps analyze behavior patterns of converted vs. non-converted users.

Time Period Analysis

View funnel performance over different timeframes:

• 7 days: Weekly conversion trends
• 30 days: Monthly performance
• 90 days: Quarterly analysis
• Custom range: Specific date periods

Live mode is not available for funnels. Choose a time period of at least one full day.

Comparing Time Periods

While viewing a funnel:

1. Note the current conversion rate
2. Change the time period
3. Compare conversion rates across periods
4. Identify trends and seasonal patterns

Use Cases

E-commerce Checkout

Track the complete purchase flow from product view through payment confirmation. Identify where customers abandon their carts.

Steps: View Product → Add to Cart → Checkout → Payment → Confirmation

User Onboarding

Measure how effectively new users complete your onboarding process.

Steps: Sign Up → Email Verification → Profile Setup → First Action → Tutorial Complete

Content Engagement

Track users through a content journey from discovery to conversion.

Steps: Land on Blog → Read Article → Click CTA → View Pricing → Start Trial

Feature Adoption

Monitor how users discover and adopt new features.

Steps: View Feature Page → Watch Demo → Enable Feature → First Use → Regular Use

Lead Generation

Track potential customers from initial interest to qualified lead.

Steps: Visit Pricing → Download Resource → Submit Contact Form → Schedule Demo → Become Customer

Analyzing Drop-offs

When you identify a step with high drop-off:

1. Identify the problem step

   Look for the largest user count decrease between steps

2. Check user journeys

   Visit the Users page and filter by users who reached that step but didn’t continue

3. Review event data

   Look at individual user timelines to understand what happened

4. Apply filters

   Segment by device, location, or browser to find patterns

5. Test and iterate

   Make changes to address the issue and monitor conversion rate improvements

Best Practices

Keep Funnels Focused

Create funnels for specific conversion goals. Don’t try to track too many steps in one funnel.

Use Clear Names

Name your funnel steps descriptively so anyone on your team can understand them.

Track Critical Paths

Focus on the most important user journeys that drive business value.

Monitor Regularly

Check your funnels weekly to spot changes in conversion rates early.

Segment Analysis

Use filters to understand how different user segments perform in your funnels.

Iterate and Optimize

Use drop-off insights to continuously improve your user experience.

Tips for Better Funnels

Start simple: Begin with a 3-4 step funnel for your most important conversion path. You can always add more funnels later.

Order matters: Make sure your funnel steps represent the actual sequence users follow. Out-of-order steps won’t give accurate results.

Combine with events: Use custom events for critical actions that might not correspond to page views (like button clicks or form submissions).

Next Steps

Custom Events

Learn how to track events for more precise funnel steps

User Journeys

Investigate individual users who drop off in your funnels

Filtering

Master filters to segment funnel performance

Dashboard

View funnel summaries on your main dashboard