Funnels: how do I create a multi-step conversion funnel?

A funnel measures how many visitors complete a sequence of steps in order. Use it to find the largest drop-off in a conversion flow — the highest-leverage place to invest in copy, design, or speed.

When to use a funnel vs a goal

• Goal — single completion event ("user signed up"). Tells you the conversion rate.
• Funnel — sequence of 2-7 steps ("landed on pricing → clicked checkout → submitted form → confirmed email"). Tells you where people drop off.

Build the goal first; build the funnel once you want to know why the goal isn't converting better.

Creating a funnel

1. Open the website's dashboard and select the Journeys tab.
2. On the Goals sub-tab, switch the toggle from Goals to Funnels, then click Add funnel (or Create your first funnel if you don't have any yet).
3. Give the funnel a clear name (e.g. "Free trial sign-up flow").
4. Add steps. Each step is one of:
   • Page Visit — /pricing, /checkout, etc. Choose a match type (exact, contains, starts with, ends with, or regex).
   • Event — any custom event you've sent via the JS SDK (e.g. cta_clicked).
   • Goal — pick from your existing goals.
5. Drag steps by the handle to reorder them. A funnel needs between 2 and 7 steps.
6. Click Create. The funnel starts collecting progress as visitors move through the steps.

Once a funnel exists, open the Funnels sub-tab to see its drop-off chart.

Reading the funnel

Each step shows:

• Visitors — how many reached this step.
• Conversion rate from the previous step — % who progressed.
• Drop-off — % who reached the previous step but didn't reach this one.

The drop-off between each pair of steps is shown on the connector — the largest one is usually where to focus. Hover a step to see the top traffic sources and countries for the visitors who reached it. Below the chart, the Funnel Health panel calls out the worst drop-off step and breaks it down by device, browser, country, and source.

Use the period selector above the chart to change the time window you're viewing (7 days, 14 days, 30 days, 6 months, or 12 months, depending on your plan). It defaults to the last 30 days.

Common pitfalls

• Step ordering — steps must be in chronological order; if the same visitor hits step 3 before step 2, they don't count as converting through step 2.
• Page URL with query params — /checkout?step=2 is different from /checkout when you use an exact match. Use the contains or starts with match type, or strip the params at the source.
• Too few steps recorded yet — funnel progress only starts accumulating after you create the funnel, so a brand-new funnel will look empty until visitors flow through it.

Plan limits

Plan	Funnels	Steps per funnel
Free	Not available	—
Pro	5	up to 7
Scale	Unlimited	up to 7
Enterprise	Unlimited	up to 7

Funnels are part of the Pro plan and above. On Free you can still create goals — see Creating goals.

Related reading

• Conversion funnels overview
• Reading funnel drop-off
• Multi-step funnels in detail