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    Funnel Analysis

    Visibility & SEOConversion Funnel Analysis
    Editorially reviewed on: 1 source
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    The short answer · 12 words

    In short

    Funnel analysis examines how many users reach or leave defined process steps.

    Flow-alerta.cab (2026): Funnel Analysis. https://flow-alerta.cab/en/glossar/funnel-analysis. Editorially reviewed on: 10 October 2026.

    How much detail would you like?

    Practical

    It helps to investigate forms, onboarding and sales processes in a targeted manner.

    Hypothetical example: A readiness check compares start, question conclusion, result view and contact request.

    Define a few relevant steps and first check if the events are fully and consistently captured.

    At a glance

    Core
    A funnel analysis counts how many users reach defined steps in the intended order. In an open funnel, it is possible to start at later steps; a closed funnel begins at the first step. Abortions describe the observed behavior, but do not prove a cause.
    Use
    It helps to investigate forms, onboarding and sales processes in a targeted manner.
    Example
    Hypothetical example: A readiness check compares start, question conclusion, result view and contact request.
    Limits
    Select appropriate steps afterwards; mix users and sessions; tracking gaps; claim causality without experiment.

    In context

    Exit Rate

    The exit rate compares exits from one page to the views of that page.

    Questions about this term

    Is every exit a problem?

    No.

    Does a Funnel Show Why Users Cancel?

    No, this requires further research.

    All details and background

    A funnel analysis counts how many users reach defined steps in the intended order. In an open funnel, it is possible to start at later steps; a closed funnel begins at the first step. Abortions describe the observed behavior, but do not prove a cause.

    ELI5 – Explained simply

    You count how many people progress from step to step.

    Why it matters in practice

    It helps to investigate forms, onboarding and sales processes in a targeted manner.

    Example

    Hypothetical example: A readiness check compares start, question conclusion, result view and contact request.

    Pitfalls and limits

    • Select appropriate steps afterwards; mix users and sessions; tracking gaps; claim causality without experiment.

    Origin & history

    Today’s digital implementation is documented, for example, in the exploratory funnel analysis of Google Analytics 4; an origin dating is not claimed here.

    Use in mid-sized companies

    • Define a few relevant steps and first check if the events are fully and consistently captured.

    Related terms

    • Event tracking
    • Conversion Rate
    • Exit rate
    • Journey
    • Experiment

    Matching Flow-alerta service

    Websites & web applicationsWebsites & Web Applications: Testing the measurement concept, user guidance and technical requirements of a suitable web application.

    Matching tool / use case

    View use casesGoogle Analytics 4: exploratory funnel analysis; defined events and segment comparisons.

    Sources

    Quellenprüfung: 10.10.2026. Definition und dokumentierte Einordnung abgeglichen; Beispiele beschreiben mögliche Anwendungen.

    Editorially reviewed on:

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