Conversion funnels show the steps users take towards an action, such as a purchase, sign-up or enquiry. Analysing them helps identify drop-off points and opportunities to improve the user experience and conversion rate.

 

Step 1: Open the funnel tool in GA4

  1. Sign in to Google Analytics 4.

  2. Go to Explorations (Explorations).

  3. Select Funnel Exploration (Funnel exploration).

Step 2: Build a custom funnel

  1. Click + Create New Exploration.

  2. Select Funnel Exploration.

  3. Add steps representing the user journey, for example:

    • Product-page view

    • Add to cart

    • Proceed to checkout

    • Complete purchase

  4. Choose whether the funnel is Open (allowing entry at any step) or Closed (requiring users to follow the steps in order).

Step 3: Adjust filters and segments

  • Use filters to narrow the data by traffic source, such as Paid, Organic or Direct.

  • Create segments to compare groups, for example:

    • New versus returning users

    • Mobile versus desktop visitors

    • Visitors from social media versus Google Search

Step 4: Analyse the data

  1. Identify drop-off points:

    • Look for steps with substantial drop-off.

    • Check for technical problems such as slow loading or form errors.

  2. Compare conversion data:

    • Compare periods to identify seasonal trends.

    • Assess whether campaign changes affected performance.

  3. Improve the user experience:

    • Consider discounts or incentives at stages with high drop-off.

    • Use A/B testing to investigate conversion-rate improvements.

Step 5: Export and report

  • The guide describes exporting data to Google Sheets or BigQuery for further analysis.

  • Share automated reports with the relevant teams.

Summary

GA4 funnel analysis can inform website and campaign improvements. It helps focus testing on conversion rates and drop-off at important stages.

 

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