Funnels Overview

Funnels allow you to track how your customers move through your app or website by creating a series of steps through events. Track drop off between steps to learn more about why your customers are or are not converting, filter out users by properties, and breakdown funnel results to get more detail.

 

 

Create A Funnel

The funnels query builder opens to an empty funnel query. To open a saved funnel, click on the Open button at the top right. Click New to create a new funnel.

FunnelsNewOpen.png

To save a funnel after building the query, click Save, or Save New if it’s a new funnel. The query will be lost otherwise.

Add Steps

Click Add step to add steps to your funnel. Select an event from the drop-down list.

Screen_Shot_2019-06-13_at_4.15.48_PM.png

Click the Filter button to filter that event by an event or people property.

Screen_Shot_2019-06-13_at_4.16.57_PM.png

You also have the option to drag and drop steps in your funnel to rearrange the order.

Jun-13-2019_16-18-37.gif

Exclusion Steps

Click the Add exclusion step button to exclude a step from your funnel.

Screen_Shot_2019-06-13_at_4.19.40_PM.png

Select an event from the drop-down list and choose whether you would like the event to be excluded between all steps, or between specific steps. Click the Filter button to filter that event by an event or people property.

Screen_Shot_2019-06-13_at_4.20.51_PM.png

Learn more about Exclusion Steps here.

Rename a Funnel or Step

Click on the title of the funnel to rename it. You are only able to edit the title if there are already at least two steps in the funnel.

Click on the pencil icon to the right of a step to rename it.

Screen_Shot_2019-06-13_at_4.22.28_PM.png

Conversion Details

At the bottom of the query builder, you have the option to edit the count of the funnel (unique users or total funnel entries), the conversion window, or hold a property constant.

Screen_Shot_2019-06-13_at_4.23.46_PM.png

Learn more about the options under Conversion Details here.

Breakdown

Below the query builder you can choose to segment your funnel by a property or cohort to break down the data in the Overall table below the funnel. Click the Breakdown button and select an event property, people property, or cohort.

Screen_Shot_2019-06-13_at_4.25.35_PM.png

When segmenting a funnel by a property, the top 200 property values will be shown in the table. All other segments will be grouped into an $other category.

Screen_Shot_2019-06-18_at_11.38.12_AM.png

If you need to view all of the individual segments beyond the 200-Property limit, use the download button in the top right of the Funnels report and select Download CSV. Your export will contain all properties, including those bucketed into $other, up to 10k segments.

Screen_Shot_2019-06-18_at_11.39.31_AM.png

Filtering

By Date Range

To the left of the Segment button, click the button that says Last 30 days to select the date range of the funnel that you want to filter.

Screen_Shot_2019-06-13_at_4.26.45_PM.png

By Property or Cohort

Click the Filter button and select an event property, people property or cohort.

Screen_Shot_2019-06-13_at_4.27.00_PM.png

Loose Ordering

Your customers must complete the steps you designate in your funnel in loose order. Loose order means that a customer can engage in other actions in between funnel steps, as long as they complete all the funnel steps in order. Let's start with an example where the funnel has steps: A, B, C, D, E and go through a few cases:

  1. The customer does steps A -> B -> C -> D -> E in exact order. Mixpanel counts this as a conversion.
  2. The customer does steps A -> B -> F -> C -> D -> E. Mixpanel counts this as a conversion. This is an example of loose ordering.
  3. The customer does steps A -> B -> C -> E. Mixpanel will not count this as a full conversion, and the customer will not appear in the funnel after step C. The customer's completion of step E is excluded from the funnel because step D did not occur.

Create Cohorts from Funnels

You can create a cohort from a funnel segment in order to examine that group of users more closely. Learn more about this feature here.

Segmentation Graph

The segmentation graph below the funnel looks at conversions for the day/week/month specifically indicated in the x-axis. Each day is the cohort of users who entered the funnel on that date and the percentage is the conversion rate for that cohort. Thus, while the funnel shows distinct users in the specified date range as a whole, the segmentation below counts the users more than once, if they convert on multiple days.
 
Screen_Shot_2018-07-18_at_10.21.51_AM.png
The best way to demonstrate this is to narrow in on one of the weeks or days below the graph and edit the date range in the overall funnel to match the graph exactly.
Hover over a specific date point on the graph to see the conversion rate for that date.
Screen_Shot_2018-07-18_at_10.22.11_AM.png

Time to Convert Chart

At the very bottom of the Funnels output, a bar chart shows the range of time to convert for the above funnel.

The bar chart shows a range of how long it takes users to move through your entire funnel.

Screen_Shot_2018-12-11_at_1.55.16_PM.png

You can choose to switch between viewing percentage or whole numbers in the chart by clicking % or # in the top right of the chart.

The dotted line indicates the median of the chart.

The chart updates if you select a specific step in the funnel above to indicate the conversion rate up to that step, rather than the full funnel.

You can also choose to filter this chart by a property in the Overview section above.

Simultaneous Events

Mixpanel Funnels include a built-in 2 second window. This means any consecutive steps that have timestamps within two seconds of one another are interchangeable. This window allows for inconsistencies that arise with cross-platform tracking, batch event sending, mobile time tracking, or variations in connection speed.

What does this mean in terms of your funnel? In a funnel with step A -> B, if a user completes event B first and then performs event A within two seconds, Mixpanel counts this as a conversion from A -> B or B -> A.

Funnels Reports in Dashboards

You can add Funnels reports to dashboard cards. Dashboard cards show a completion rate and drop off rate for a funnel. The completion rate is the change in the percent of users that completed the funnel from the previous time period to the current time period. The drop off rate is the change in the percentage of users that dropped out of the funnel from the previous time period to the current time period. 

Is this article helpful?
45 out of 62 found this helpful

Comments

0 comments

Article is closed for comments.