How to Use Funnel Exploration in Google Analytics

A sales funnel is a series of steps potential customers take before they make a purchase, such as hearing about the brand, gaining interest in the brand, researching the brand, asking questions, and finally making a purchase. It’s called a funnel because not every consumer who hears about your brand will make a purchase. As you move down the funnel, you will have fewer potential customers to work with, but the contacts you do have will be more likely to make a purchase. 

Funnel exploration in Google Analytics allows you to take a more detailed look at each step in your sales funnel to gain insight into how you can improve. It also allows you to visualize the process and ask questions about what your users are doing. By the end of this tutorial, you will be able to set up a funnel exploration in Google Analytics with customized steps and segments. 

Steps for funnel exploration in Google Analytics

To set up a funnel exploration in Google Analytics, you will: 

1. Navigate to the funnel exploration template.

2. Set your variables.

3. Configure your settings

4. Determine the steps of the funnel. 

Let’s take a closer look at each of these steps in closer detail. 

1. Create a funnel exploration template.

In Google Analytics, click the Explore tab.

 This will bring up templates that can help you sort and understand your data. Select the Funnel exploration template. 

This will bring up a console of options to configure your funnel exploration.

2. Set Variables.

Next, you will need to set your variables. The Variables column is the leftmost column on the funnel exploration template. Add a name and dates for your exploration. 

• Segments can help you sort your data into groups, such as mobile traffic or paid traffic. You can choose up to four segments to include in your exploration. 

• Dimensions will allow you to set the parameters by which you'll measure the customer journey, such as gender, country, and type of device they use to navigate your site.

3. Configure Tab Settings.

The next column to the right is the Tab Settings column. Keep the Technique as a Funnel exploration and choose the Visualization you would like to use for this exploration. You can choose between a Standard funnel, which displays your data by the steps visitors take, or a Trended funnel, which organizes your data into a line chart. 

The next option you have is to enable or disable Make Open Funnel. This will determine whether contacts can enter the funnel from any stage of the process—an open funnel—or whether you will require them to enter from the first step of the process—a closed funnel. 

The Segment Comparisons section will show information based on the selections you made in the Variables column. 

4. Decide the steps of your funnel

The last step is to create a funnel exploration in Google Analytics is to determine which steps you want to measure in the funnel. You can add, edit, or create new steps by clicking the pencil Edit icon. You can reorder the steps by clicking and dragging the dots on the left side of each step. 

Learn more about Google Analytics

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