How to Set Up Goal Funnel Visualization Reports on Google Analytics

Find Funnel Drop Off Points to Maximize Your Conversion Rate

Patrick Han
Sep 6, 2017 · 9 min read
  1. Why Goal Funnels?
  2. Setting Up Goal Funnels on Google Analytics
  3. Using Your Funnel Visualization Report for Analysis and Insights

Limitations of Google Analytics Goal Funnels

It is worth noting that this is one of the limits of goal funnels on Google Analytics. You can only track page-to-page funnels (where each step is a web page). As of now, although Google Analytics does offer some event tracking, “event funnels” are not currently supported (you need to use tools like Heap Analytics or Mixpanel for that).

Why Goal Funnels?

Goal funnels are especially valuable for ecommerce businesses (i.e. think Shopify websites) with a particular series of steps required to make a purchase. But goal funnels aren’t just useful for ecommerce companies. All sorts of businesses can use goals and funnels to track micro conversions (actions that move leads closer to a purchase) such as submitting a contact form or visiting certain pages that indicate interest.

The Funnel Visualization report on Google Analytics shows you how many users make it to the next step of purchasing a product.

Setting Up Goal Funnels on Google Analytics

Set Up the Goal

To set up a goal funnel, you must first set up a Google Analytics goal. As we explained in last week’s post, navigate to Admin >> Views >> Goals >> New Goal.

Admin >> Views >> Goals >> New Goal

Enter the URLs of Each Step of the Funnel

Once you get to this point, toggle the Funnel switch to “On” to set up the pages of the funnel. Each step represents a web page that your website visitors must pass through to reach your Goal (e.g. in this case, completing a product purchase).

Using Your Funnel Visualization Report for Analysis and Insights

As always, you can find your Goal metrics in your “Conversions” reports (Reporting >> Conversions >> Goals >> Overview).

Reporting >> Conversions >> Funnel Visualization

Next Steps

Thanks for learning how to properly set up a conversion funnel on Google Analytics with us. Stay tuned next week for a step-by-step tutorial on how to segment and analyze your audience data in Google Analytics.


Analytics for Humans

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Patrick Han

Written by

Analytics Associate at Seer Interactive | @VentureForAmerica Alum | @Humanlytics

Analytics for Humans

We examine how technologies can work with humans to create a brighter future for everyone. To that end, we showcase augmented analytics tools we are building to bring us closer to that vision. Beta test our AI-powered marketing analytics tool for free: bit.ly/HMLbetatest