Learn How to Create Funnels in Google Analytics

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What is the purpose of a Funnel in Google Analytics?

Before understanding what conversion funnels are, we must first understand why they’re important. Let’s use eCommerce websites as an example. Shoppers who purchase items online must complete a certain number of steps before they can purchase an item. They may need to navigate to the account creation page and set up an account, find the item on the website, add it to their cart, and then enter their personal information at checkout.

The same is true to carry out a lot of other website tasks, such as submitting a helpdesk ticket, or signing up to post on a forum. No matter what the process may be, sometimes a website visitor has to take to carry out certain tasks before an exchange of information or goods can happen. In Google Analytics, this type of exchange can be tracked to understand how many customers are carrying out these tasks to the end by setting up conversion funnels. Conversion funnels are analytics that indicate how far along website visitors got before completing (or not completing) a certain task.

Creating a Funnel Step-By-Step

Follow these steps to create a goal as well as conversion funnels:

  1. Log into Google Analytics and click on the website that needs conversion funnels applied. Click on the Admin link in the top navigation (on the left side).
  2. Click on Goals under the View column on the right side.
  3. Click on the red New Goal button. (figure 1)
  4. Decide upon a goal, and then select Template if the goal is listed, and Custom if it isn’t. If you choose Template, choose the associated goal from the list provided. Click the blue continue button at the bottom.
  5. Enter a name for the goal in the space provided and then choose what type of goal it is from the options provided. This will indicate the main reason for tracking the goal. Click the continue button.
  6. Choose Destination since funnels must be based on destinations. Copy and and paste the URL to the destination page of the goal in the space provided. Optionally, enter the monetary value of the goal.
  7. Click Funnel to toggle the funnel on.
  8. Enter a name for the funnel and copy and paste the URL to the first screen or page that website visitors will need to click on in order to complete the first step in the funnel. Add as many steps that are needed to finish the goal. For example, if creating a funnel for completing a checkout, consider creating a funnel starting with product search and ending on the checkout page. Click the blue Save button to finish.
  9. Keep in mind that the conversion rate for the funnels report is a performance metric that indicates the number of entrances and exits; it is not going to show the path taken by visitors. The rate is calculated by number of sessions that finished the steps of the goal divided by the number of sessions that began the funnel in question.

After giving the analytics some time to populate reports, check the conversion funnels by going to the main page of Google Analytics and clicking Conversions, Goals, and then Funnel Visualization.

Add Goal for Funnel from Admin Section in Analytics

You should see this screen as you add a new goal to your analytics enabled property.
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