Funnels Best Practices

 

Funnels are the best way to evaluate the success of your most important user flows, such as account creations, purchases, content creation, and whatever else matters most to your app.

In Funnels, you can pinpoint exactly where your users drop off. You can then adjust your strategy to encourage them to complete your funnel successfully.

To learn how to create a funnel, see Funnels: Overview Video  and Funnels Deep Dive.

This article presents tips and best practices for:

  • Renaming or reusing the same event with different properties.
  • Performing deep filtering.
  • Analyzing conversion rates.
  • Calculating funnels.

Renaming and Reusing the Same Event with Different Properties

You can use custom events in your funnels to combine multiple events into a single compound funnel step.

Here’s an example custom event: a user performs event A or B, or B or A; and then performs event D. This configuration allows you to combine funnels for parallel processes, such as purchasing through Paypal versus paying with a credit card.

You can also rename funnel steps for easier readability. For example, Mixpanel recommends you minimize distinct events where possible, and differentiate your steps with descriptive properties instead. In this instance, you could separate events for “Add Shirt to Cart”, “Add Pants to Cart”, and “Add Socks to Cart”. But a single “Add to Cart” item, with descriptive properties such as item type, price, color, and brand creates an event that is easy to recognize and filter more effectively with properties.

You could build multiple funnel steps with the same event name, but different properties to describe the specific actions.

In the image below, each step is a “Nav Item” event, but they each have different properties for different specific actions. This configuration can be confusing and would be easier to follow with different funnel step names, so you can understand the step without opening the Edit menu.

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Now let’s examine how to use custom events for a more intuitive display in funnels. Whereas normally you might use a custom funnel step to combine multiple steps, you can also use a single event (with as many filters as you’d like) and give it a different name.

As you can see, the funnel description is more easily readable and understandable to your team.

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Conversions Over Time

Funnels can help you analyze your funnels over a period of time to help you contextualize your current funnel conversions. You can adjust your date range to examine historical funnel conversions.  

You can also view conversions-over-time at a glance, on a granular step-by-step level.

Click the Eye icon eye.png between two of your funnel steps to get a chronological view of your conversion between steps.

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Calculating Funnels

Here’s how to calculate funnels for apps where users fire sequential events in rapid-fire mode, such as mobile games or swipe-based dating apps.

Mixpanel funnels have a built-in two-second window. If two events have timestamps within two seconds of one another, they’ll actually be treated as sequentially interchangeable.

As a result, Mixpanel can be more accommodating to the limitations of cross-platform or mobile time tracking. If there is  a two-step funnel for Events A -> B -> C, and a user who has completed Event A completes Event C, then Event B, within two seconds of one another, it counts as a funnel conversion. 

For more information about how to calculate funnels, see Funnels Deep Dive.

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