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GA4 Funnel Analysis: How to Build Conversion Funnels

In Explorations, select Funnel exploration technique. Add steps representing each stage of your conversion path (e.g., page_view > add_to_cart > begin_checkout > purchase). Set steps as open (users can enter at any step) or closed (users must start from step 1). Apply segments to compare funnels for

Reports & Analysisga4 funnel analysis

Quick Summary

In Explorations, select Funnel exploration technique. Add steps representing each stage of your conversion path (e.g., page_view > add_to_cart > begin_checkout > purchase). Set steps as open (users can enter at any step) or closed (users must start from step 1). Apply segments to compare funnels for different audiences. The funnel shows completion rate at each step and identifies the biggest drop-off points — these are your optimisation priorities.

Overview

In Explorations, select Funnel exploration technique. Add steps representing each stage of your conversion path (e.g., page_view > add_to_cart > begin_checkout > purchase). Set steps as open (users can enter at any step) or closed (users must start from step 1). Apply segments to compare funnels for different audiences. The funnel shows completion rate at each step and identifies the biggest drop-off points — these are your optimisation priorities.

See our complete guide library for detailed coverage of setup, tracking, analysis, and optimisation across all platforms.

Process Flow

Interactive diagram — drag to pan, scroll to zoom

Step-by-Step Guide

Follow these 3 steps to complete this guide

1

Step-by-Step Setup

Access your account or platform. Navigate to the relevant section. Complete each configuration step, testing along the way. Verify your setup using built-in diagnostic tools before relying on the data for decisions.
2

Best Practices

Start with recommended defaults and optimise based on data. Review performance regularly. Make incremental changes. Document your configuration.
3

Common Issues and Solutions

Check the platform's help centre for troubleshooting. Allow 24-48 hours for data to populate. Ensure correct permissions. Verify all integrations are active and properly configured.

Frequently Asked Questions

Common questions about this topic

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