In funnel exploration, a funnel of up to 10 stages is defined, and the completion rate and number of dropouts between each stage are checked using bar charts and tables. Two types are supported: open funnel and closed funnel. Closed funnels only track users who completed step 1 first, while open funnels include users who entered at any stage.
It is different from Universal Analytics’ goal funnel. GA4 funnel exploration allows segment comparison, so you can view the step-by-step abandonment of new and returning users side by side, and investigate what users who abandoned the funnel did next with path exploration.
When analyzing a hospital reservation system, if you create a three-stage funnel of ‘page view (reservation page) → form start → form submission’, you can immediately see which stage has the most abandonment. Discovering which steps have a high abandonment rate provides a basis for prioritizing UX improvement work for those pages.
Key takeaways
- Define a funnel with up to 10 sequential events or page conditions.
- It supports two types: open funnel (entry to any stage is allowed) and closed funnel (entry to stage 1 is required).
- The number and ratio of users who have dropped out can be visualized by stage, and users who left a stage can be investigated in other explorations.
- By comparing segments, we analyze funnel performance by new/returning, device, and channel side by side.
- GA4 Screen Location: Explore > Select ‘Funnel Exploration’ template.