May 8, 2023
Exciting news! Google’s latest update allows you to create custom funnel reports. With this feature, you can easily track users’ steps to complete a task and measure the rate of drop-offs at each stage. This flexibility allows you to create funnels tailored to your unique business needs and reference this valuable information in Reports.
You can use these insights to optimize your website or app by identifying and addressing areas where users may experience inefficiencies or abandon their journeys.
To create custom funnel reports in Google Analytics, you’ll need to build a funnel exploration and save it as a template. This exploration will serve as the mold for your report. Once you’ve created the exploration, you can save it as a funnel report, which will be saved to your report library. Your report library contains all the reports for your property, and you can add the funnel report to the left navigation for quick access.
You must be an Editor or Administrator to create a funnel report and add it to your navigation.
Keep in Mind: Advanced edits (including elapsed time and next action) aren’t saved to the report.
If the collection is unpublished, click More > Publish in the report library to publish the collection.
If the original exploration that created the funnel report is deleted, no need to worry. You can still recover it by opening the funnel report in Explore.
To open the report as an exploration:
Abandonment rate is a crucial metric that measures the percentage of users who drop off between the current step and the next step in your funnel. This rate is displayed below each bar that signifies the next step in the funnel. For instance, if there are 100 users who engage in a session (current step) and only 48 users view a product (next step), then the abandonment rate beneath the current step would be 48 (48%). It’s important to keep track of your abandonment rate to identify and address bottlenecks in your funnel and improve your user retention.
Completion rate is the percentage of users who successfully completed a step, and it’s the inverse of the abandonment rate. In other words, it measures how many users moved on to the next step after completing the previous one. You can easily check the completion rate by looking at the header of the next step, which shows this information. For instance, if the completion rate is 52%, the header of the next step would display this figure.
To get more detailed information about user behavior, you can hover over each step in the report. This will reveal the number of users who completed (or didn’t complete) the step. For example, if you hover over the current step, you will see that 100 users completed it. If you hover over the next step, you will see that only 52 users made it that far. By analyzing completion rates for each step, you can identify where users drop off and optimize your conversion funnel.
To preview the steps comprising your funnel in a read-only mode, simply click “View funnel steps.” Note that you will not be able to alter the steps or conditions of the funnel from this perspective.
You can see if a report is an open or closed funnel in the top left of the bar chart.
When looking at an open funnel, you’ll notice two stacked bars. The top one displays the total amount and percentage of users who began the funnel from the current step, while the bottom one shows the number and percentage of users who moved on from the previous step.
The bar chart presents data in a visual format, and the table below it enables analytical insight. With the feature of dimension picker, the data can be segmented by different criteria such as time, location, or user demographics. The dimensions available for selection in the picker correspond to those in the Dimensions section of the original funnel exploration. At the top of the table, you can find metrics that showcase the number of active users completing each step of the funnel. This data can help you gain valuable insights into user behavior and make data-driven decisions.
Easily adjust the size of each bar on the chart by using the plus and minus buttons in the bottom right corner. Zooming in allows for a closer examination of each individual bar, revealing even greater levels of detail. Please note that if you adjust the zoom level to the point where a bar’s height exceeds that of the graph, a curve will be added to indicate that the bar is not drawn to scale.
The report shows data for the last 28 days by default. You can adjust the date range using the drop-down menu in the top right of the report.
You can create up to 200 custom reports per property.
There are circumstance where you can’t save a funnel exploration as a report. Including:
Analyzing the behavior of customers while they interact with a brand or product is crucial in making data-driven decisions that optimize advertising campaigns. By identifying the points where customers lose interest, and pinpointing areas for improvement, advertisers can enhance user experience, boost conversion rates, and maximize their return on investment. Understanding these customer paths allows businesses to make informed decisions that lead to success in the competitive world of advertising.
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