Funnels Pro

A funnel is a sequence of goals. It answers one question: where do people drop out?

1. Landed on blog          412  ████████████████████  100%
2. Read a post             289  ██████████████         70%
   ↳ 123 left here (29.9%)
3. Reached services         31  █▌                      7.5%
   ↳ 258 left here (89.3%)

The third number is the useful one here. The blog is not failing; people read a post and then do not find their way to what you sell.

Making one

You need at least two goals first, because a funnel step is a goal. That way a step and a goal cannot disagree about what a conversion is.

Settings → Plugins → Craft Analytics → Goals & funnels → New funnel, then add the goals in the order they should happen.

Order is enforced

A session counts at step 3 only if it converted step 1, then step 2, then step 3. Somebody who arrived on /services first and then read a blog post has not walked this funnel, and counting them would make a broken flow look healthy.

Here is an example with four visitors:

Visitor	What they did	Steps reached
A	blog → post → services	3
B	blog → post	2
C	services → blog → post	2 - the services visit came first, so it isn't step 3
D	blog	1

Result: 4 / 3 / 1. Note that C did convert the "reached services" goal - the Goals report counts them. They just didn't walk the funnel in order, so the funnel doesn't credit them at step 3. Both numbers are right; they're answering different questions.

Unrelated goals in between don't break anything. blog → newsletter signup → post → live chat → services is still a complete walk.

Duration and scroll steps are conditions, not positions

A session duration or scroll depth step behaves differently, and deliberately: those are properties of the whole visit rather than things that happened at a particular moment. "Stayed 60 seconds" isn't true at a point you could slot into a sequence - it's true of the visit or it isn't.

So a step like that gates the funnel without taking a place in the order:

1. Read a guide
2. Stayed 60 seconds      ← a condition on the session, not a position
3. Requested a quote      ← must still come after step 1

Somebody who read a guide, requested a quote and was there for two minutes completes all three. Somebody who did the same in forty seconds stops at step 1, because step 2 gates them.

Within a session, and only within a session

There is no cross-session funnel.

Visitors are identified by a hash built from a salt that is replaced every 24 hours. Once it has rotated there is no way to know that today's visitor is yesterday's, which is what removes the need for a cookie banner.

A purchase decided over three visits is therefore three sessions, and each is reported separately rather than stitched together.

Multi-visit funnels would require identifying returning visitors, which requires a cookie and therefore consent. Craft Analytics supports that - see Privacy & compliance - and it is off by default, since turning it on changes your legal position.

Reading the numbers

• Sessions at each step is "reached at least this far", so it only ever goes down.
• Drop-off is the difference between neighbouring steps, worked out when you look rather than stored.
• Of first step is the share of everyone who started.
• Completion rate is the last step ÷ the first.

A step showing 0 usually means its goal is not matching. Check it on the Goals screen before concluding that your checkout is broken.

Funnels live in the database

Like goals, and for the same reasons - see Goals for why they moved out of project config in 2.0.0, and what that means if you are upgrading. You can build one in any environment, production included.

A step names a goal, so the goal has to exist first. Naming one that doesn't is refused at the form rather than saved and skipped, because a funnel quietly missing a step reports drop-off that never happened.