Funnels

A funnel follows visitors through steps you choose, in order, within a time window, and shows where they stop. Find it under Conversion > Funnels in Advanced view, or the Issues entry (tab Steps to purchase) in Simple view. It needs the Session replays permission.

Find the step where visitors drop out · Video 0:16

The list

Each funnel shows its Name, its Steps (“Product viewed → Added to cart → …”) and its Time window. A Suggested funnel is ready from the start; you can open, duplicate or edit it, but not delete it. Each row has View results, and a menu with Duplicate, Edit, Add to dashboard (the funnel then carries an On dashboard tag) and Delete. A store holds up to 100 funnels.

The funnels list: (1) View results on the Shopify checkout funnel, (2) + New funnel

Create a funnel

Step 1: Open the editor

Click + New funnel (or Create a funnel on an empty list) and give it a name, for example “Checkout funnel”.

Step 2: Add between 2 and 10 steps

For each step, pick a type:

Shopify step: Product viewed, Added to cart, Checkout started, Payment info entered or Ordered.
Page visited: a path that contains or is exactly a value, starting with /, such as /collections/mugs.
Event: an event name, as in the Event manager (see Events).

Use Move up, Move down and Remove step to reorder. Steps count only in this order: a visitor who skips a step stops there.

Step 3: Choose the time window

Visitors must finish every step within this time, counted from their first step: 30 minutes, 1 hour, 1 day, 7 days or 30 days.

Step 4: Save

Click Create funnel. Results appear right away for the period you pick.

The funnel editor: (1) the name, (2) + Add step, (3) Create funnel

Read the results

Funnel results: (1) Biggest drop, (2) Step by step, (3) the period menu

The Summary tab shows:

Completion rate: how many visitors who started finished, for example “84 of 1,200 visitors”.
Biggest drop: the pair of steps where you lose the most people.
Best day: the day with the most completed funnels.
Step by step: each step with its count, its share of starters and of the step before, the median time since the previous step, and how many dropped out before it. With an Ordered step, the order value is shown.

The Visitors tab groups people by where they ended: Reached step…, Stopped after step… or Completed the funnel, the most recent first, each with Watch visit.

At the top, pick the period and a segment (for example First time or Returning) to compare groups. See People for segments.

Permissions

Steps based on orders need the Revenue & orders permission. Without it, the steps before stay visible, and the order step and those after show a lock. A funnel that starts with an order shows nothing: This funnel starts with an order.

To compare the pages buyers go through with those of visitors who abandon, without building steps yourself, see Purchase paths.

Messages you may see

Nobody started this funnel in the period: no visitor did the first step. Try a longer period or another first step.
A funnel needs between 2 and 10 steps.
Step 2: the page must start with /.
Too many funnels: 100 per store.