Build a Funnels Report

Mixpanel’s Funnels allows you to examine how end-users perform events in a series. This article explains how to build a Funnels report. Learn about Funnels report basics in this article. Learn about how to interpret a Funnels report in this article

Create A Funnel

The funnels query builder opens to an empty funnel query. To open a saved funnel, click on the Load button at the top right. To create a new funnel by resetting the query click on the ... icon and select Reset query.

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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.

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Click the ... beside the step and click Add filter to filter that event by an event or user profile property.

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

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If you select any order funnels in the Conversion Details section, you have the option to anchor specific steps in your funnel by clicking on the step number. A step will either appear with a number beside it, indicating where it must fall in the funnel, or with an asterix (*), indicating that it can be performed any time before the next anchored step. 

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Learn more about any order funnels in the Conversion Details article.

Exclusion Steps

Exclusion steps operate as a "did not do" filter for funnels. This provides the ability to create a funnel where, for example, you look for users that did event A, then event B, did not do event C, but then did continue to do D.

Click on the EXCLUSION STEPS header and click the Add button to exclude a step from your funnel.

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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.

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Click the ... beside the step and click Add filter to filter that event by an event or user profile property.

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Learn more about Exclusion Steps here.

Example

For example, say you are an ecommerce company who wants to check if users who did not check their spending are more likely to buy a product. To answer this question, you could create a funnel with three steps:

Event 1: Log in

Event 2: Browse product

Event 3: Buy product

You can exclude users who did the event “viewed spending report” during the entire shopping process by adding an exclusion step between Events 1 and 3.

Further example use cases:

  1. Evaluate whether a certain step done alone is beneficial to your flow.
  2. Ensure that a conversion was NOT the result of another detour step being taken in between two key steps.

NOTE:

  1. An exclusion step can be placed between any steps in the funnel. It cannot be the first or last step.
  2. There may be any number of exclusion events between steps.
  3. Exclusion steps have the same two second grace period as other steps in the funnel.

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 ... beside a step and click Rename to rename it.

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Conversion Criteria

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

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Learn more about the options under Conversion Criteria here.

Global Filtering

The date range and property or cohort filters below the query builder apply to the entire funnels report.

By Property or Cohort

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

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After selecting a property to filter by you can select the Attribution type (last touch, first touch, or step number). Learn more about attribution here.

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To create a temporary cohort for the current report select Create cohort under the cohort filter or breakdown. A window will pop up where you can specify the restrictions of your cohort. Learn more about building a cohort here.

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By Date Range

Below the query builder, click the button that says Last 30 days to select the date range of the funnel that you want to filter.

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Global Filtering vs. Per-Step Filters

You can use both per-step and global filters to decide which users and events to include in a funnel. Per-step filters only apply to a single step, while global filters apply to all steps in a funnel.

Conversion in Funnels

You can specify a conversion window for your funnel. The conversion window is how long a user has to perform the first step in the funnel. However, if a user performs the first event in a funnel, and then performs that same event again an hour later they may not qualify to enter the funnel if the conversion window has already elapsed. For more information about conversion in Funnels, see this article

In the funnel shown below, you have a three step funnel with “Log In” as the first step, “Item View” as the second step, and “Purchase” as the third event. The conversion window for the funnel is ten minutes. If a user performs the “Log In” event, waits five minutes, performs “Log In” again, and then performs “Item View” ten minutes later, the user will not convert to the second step in the funnel. The user will not be counted as a conversion because the funnel only counts the first time the user performs “Log In”. The time between the first “Log In” event and the “Item View” event is longer than the ten minute conversion window. 

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Pre-Query Filtering

Per-step filters allow you to apply filters to each step in a funnel. For example, you can filter by a specific date range in one step of your funnel, a different date range in the second step, and an event property in the next step. Per-step filters are performed pre-query. Any pre-step filters you apply determine what is allowed to be considered a conversion in the query. 

In addition to impacting what can be considered a conversion in the query for a specific step, this filtering also impacts later steps in your funnel, because potential conversions have already been filtered out at the previous step. 

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Post-Query Filtering

Global filters apply your selected filters to the entire report after the query has been run. Any date range, property, or cohort filters apply to the entire funnel and all data in that funnel will be within the range you filter for. Global filters are performed post-query. Any global filters you apply will exclude conversions that do not meet those requirements from the entire funnel.

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Filter Types Impact Conversion Rates

How you use global or per step filters impacts your conversion rates. Using one per-step filter, using multiple identical per-step filters, and using global filters all change the conversion rate for your funnel. The following examples show how using filters differently in the same funnel impacts the conversion rate. 

The example funnel below has four steps including, “Step1 (Search)”, “Step 2 (Item Detail Page)”, “Step 3 (Add to Cart)”, and “Step 4 (Complete Purchase)”. The conversion criteria includes uniques in specific order who converted within 1 day, with the option to hold property constant. 

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In the example funnel below, there is a per-step filter where “Browser equals Safari” for “Step 1 (Search)”. This single per-step filter means that the user would count as a conversion since there is a “Search” event where “Browser equals Safari”, in addition to “Add to Cart” and “Purchase” events within the conversion window. The browser only needs to be Safari for “Step 1 (Search)” in order for the user to convert because the filtering is performed pre-query.

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If you put the same “Browser equals Safari” per-step filter for each step in the funnel, the user would not be counted as a conversion. The user did not convert because there were no Search, Item Detail Page, Add to Cart, and Complete Purchase events where Browser equals Safari. 

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If you put “Browser equals Chrome” as a global filter in the same funnel, the user would not be counted as a conversion. The user did not convert because there was more than one day between the first “Search” event and the first “Item Detail Page” event and only events with the “Browser equals Chrome” property filter are included in the funnel due to the post-query global filter. 

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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. 

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