The Ultimate Guide to Google Analytics 4 Funnel Exploration

by Napkyn Analytics

Used by millions of businesses to track customer behavior on websites, apps, and offline APIs, Google Analytics has become THE gold standard for data analytics and reporting. Almost all successful marketers use this powerful tool to track KPIs, measure campaign results, and optimize digital marketing efforts.

However, a significant change is underway in the web analytics landscape since Google Analytics 4 (GA4) will fully replace Universal Analytics in 2023. This news is no surprise, as GA has been in development for a few years now.

Now is the time to start embracing the innovative features offered by GA4 to take your digital marketing to the next level and stand head and shoulders above your competitors.

As the latest incarnation of Google’s popular website analytics tool, GA4 offers several enhancements over the previous version, including more detailed data and more powerful analysis tools.

One of them is funnel exploration.

Let’s dive right in to explore what GA4 funnel exploration is, its benefits, and how you can make every marketing dollar count and achieve a high ROI on data-driven analytics.

What is GA4 Funnel Exploration and Why You Should Care?

The GA4 funnel exploration feature offers more profound insights into customer journeys across devices and platforms, making it easier to answer the following questions:

  • What should you do to reach more customers?
  • How can you improve your conversion rate?

In the past, UA focused on page views, transactions, and events, among other metrics used by marketers. This provided a minimal scope when monitoring user interaction and behavior.

GA4’s funnel exploration offers a holistic view of how prospects interact with your business at different stages of the lifecycle, from acquisition and conversion to monetization and retention.

Google has simplified reporting to help you quickly gain marketing insights related to your chosen funnel stage and track the user experience from start to finish and platform to platform.

The funnel exploration report reveals the users that abandon the purchase journey at different stages. This means not all visitors to your website go through the steps defined in your funnel. A certain extent of drop off is inevitable.

The funnel exploration feature allows you to monitor how users complete a task and how well they perform at each stage. It shows how prospects become customers and buyers and how first-time buyers become repeat customers.

For example, when visualizing a customer purchasing a product on your website, you can delve deeper into how they behave when viewing the item, checking out its details, adding it to the cart, and completing the transaction.

With this information, you can improve user experience and fix abandoned purchase journeys by developing more accurate customer models and extending data for a generalized audience. You may also step up and develop a remarketing plan for these users and significantly boost your website performance.

How to Create a GA4 Funnel Exploration Report

Follow the steps below to create a sample funnel report.

Step 1

Go to GA4 Properties and tap the “Explore” button on the left side.

Step 2

Next, click on “Funnel Exploration Template”.

Step 3

Your screen will now have the following three columns:

Variable: You can enter your report name, select a date range, and add segments and dimensions in this column.

Pro tip: Add a “Device category” breakdown dimension to monitor how a particular funnel step performs for different devices, channels, or locations.

Tab Settings: Choose the “Funnel Exploration” technique in this column before selecting visualization type (standard or trended), making the funnel open or closed, adding segment comparisons, and defining funnel steps.

Keep in mind that you can create a maximum of 10 funnel steps. Also, you’ll have a closed funnel by default, meaning that a user must complete the previous step to be counted in the next one.

Exploration: In this tab, you’ll see all the data based on the configuration you did in the previous columns.

Step 4

You’ll get a conversion rate and a drop off percentage for each defined step. You’ll also see a table with additional details on the conversions and abandonments per step.

Users (% of Step 1) will reveal the number of users and their share for each step to give you an idea of the total conversion rate up to a certain step or the overall funnel goal.

The Completion Rate will demonstrate the users who proceeded to the next step. This information will help identify issues with particular steps or breakdown segments within a step.

Abandonments will highlight the number of users who exited before reaching the next funnel step.

Lastly, the Abandonment Rate will display the share of users who dropped off at a particular step in the purchase journey.

Here’s a sample funnel report for reference.

This report will reveal interesting patterns and provide actionable insights into your purchase funnel and user behavior from various angles. 

Take Control of User Journeys With Our GA4 Funnel Analysis Services

Making marketing decisions can be difficult, especially if you’re unsure what’s working and what’s not.

As a business owner who relies on marketing data to understand user activity and make critical decisions about creating compelling experiences, you need to leverage GA4 funnel exploration to skyrocket marketing campaign results and your ROI.

If you have any questions or need help getting started with funnel exploration, please contact us. Our Google Analytics consultants would be happy to assist you in navigating the new world of marketing analytics. We have helped numerous businesses across industries make winning marketing decisions using funnel analysis– we can’t wait to do the same for you!

Napkyn Analytics

Digital Analytics Consulting & Engineering Company

Napkyn Analytics is a digital analytics consulting and engineering company that provides services across Data Enablement, Data Quality, Data Analysis and Data Activation.

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