Learn all about funnels in our new interactive learning module! Check it out here.

What is a Funnel?

A funnel is a series of events that lead users to complete a task, such as purchasing or requesting a refund. A funnel must contain two or more steps which occur in order. 

Creating a Funnel

1. Name the funnel.
2. Identify the two or more key events you want to analyze.
3. Add the events using the event builder.
   (Note: Funnels can support a maximum of 20 steps)

In this example, we are building a three-step funnel for FruitShoppe, an e-commerce website: Add to Cart > Checkout > Purchase.

Calculating your Funnel Events

For all events choose between count of unique users or unique sessions.

• Unique Users - the unique number of users to perform the event (learn more about how Fullstory determines a user)
• Unique Sessions - the number of sessions in which the event happened

Refining your Funnel

Sessions

Isolate your funnel results of users who performed these events within the same session OR across any number of sessions. 

Occurrence and Within

Utilize Occurrence and Within refine by filters to explore the number of times a user has taken an action and their retention rate.

• Refine an event using Occurrence to ensure a user does the event X amount of times before moving on to the next step of the funnel. In the example below, the first step in the funnel is for users who add an item to their cart at least three times within two hours.

View your Funnel Results

Below the funnel steps is the data visualization of your funnel results. We recommend double-checking this data as you go to ensure steps are defined correctly. If you see zero users, you may need to adjust your first step.

View your results as a bar chart or trend view. 

• Bar Chart: Useful when you want to see the overall conversion rate of users. 
• Trend View: Useful when you want to see a breakdown of conversion rate per interval.

Additionally, each view of your funnel results includes:

1. The number of users engaged in the steps.
2. The funnel conversion rate and conversion rate over time.
3. The median time to convert between each step.

Funnel Cards

Save and add your funnel to dashboards to visualize and share the results with teammates.