Build a conversion funnel
Funnels visualize the step-by-step path users take toward a goal, showing exactly where they drop off. This guide walks through building and interpreting an effective funnel.
Planning your funnel
Before creating a funnel in Umami, define the steps users should take. A good funnel has 2-7 sequential steps that represent a clear user journey.
Common funnel examples
E-commerce purchase flow:
| Step | Type | Value |
|---|---|---|
| 1 | Viewed page | /products |
| 2 | Triggered event | add-to-cart |
| 3 | Viewed page | /checkout |
| 4 | Triggered event | purchase-complete |
SaaS signup flow:
| Step | Type | Value |
|---|---|---|
| 1 | Viewed page | / |
| 2 | Viewed page | /pricing |
| 3 | Triggered event | signup |
| 4 | Triggered event | onboarding-complete |
Content engagement:
| Step | Type | Value |
|---|---|---|
| 1 | Viewed page | /blog* |
| 2 | Viewed page | /docs* |
| 3 | Triggered event | signup |
Note: You can use URL wildcards (e.g., /blog*) to match any page starting with that path.
Setting up event tracking
Page view steps are tracked automatically. For event-based steps, add tracking to your site:
<button data-umami-event="add-to-cart">Add to Cart</button>// For programmatic events
umami.track('purchase-complete', { revenue: 79.99, currency: 'USD' });Creating the funnel
- Navigate to your website and open the Funnel insight.
- Click Add Funnel and give it a descriptive name.
- Click Add to define each step:
- Choose Viewed page or Triggered event.
- Enter the URL or event name.
- Set the Window: the maximum time (in minutes) allowed between consecutive steps. A user who takes longer than this between any two steps is not counted as progressing through the funnel.
- Short windows (15-30 min) are good for checkout flows where users complete the process in one session.
- Longer windows (1440 min = 24 hours) are better for consideration funnels where users may return later.
- Click Save and run the insight.
Interpreting the results
The funnel shows:
- User count at each step: how many users reached that point.
- Drop-off rate between steps: the percentage of users who didn't continue.
- Overall conversion rate: users who completed all steps ÷ users who entered step 1.
What to look for
- Biggest drop-off: The step with the highest drop-off is your biggest opportunity. If 60% of users abandon at checkout, focus on simplifying that page.
- Unexpected patterns: If a step has 0% drop-off, it may be too broad. If a step has 99% drop-off, the tracking may be misconfigured.
- Window sensitivity: If your conversion rate is very low, try increasing the window. Users may be completing the funnel across multiple sessions.
Iterating on your funnel
After optimizing a step (e.g., simplifying your checkout page), use the Compare insight to check whether the conversion rate improved in the following period.
You can also create multiple funnels to test different user paths. For example, compare users who enter through /pricing vs. users who enter through /blog to see which path converts better.