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35 changes: 18 additions & 17 deletions docs/funnel-analysis.md
Original file line number Diff line number Diff line change
Expand Up @@ -10,14 +10,14 @@ Define a sequence of steps and measure how many visitors complete each one. Use

<PlanFeatureNote feature="funnel-analysis" plan="business" label="Funnel analysis" />

* You can go beyond pageviews and use any custom events to build a funnel
* Choose between two funnel types: sequential (visitors can take other actions between steps) or strict order (steps must happen in exact consecutive order)
* With the conversion rate you understand the percentage of visitors who started the user flow and ended with a conversion event
* With the percentage drop-off between the individual funnel steps, you can spot where you lose the most visitors. A step with an unusually large drop-off is usually the best place to start optimizing
* You can get more granular by [using filters](filters-segments.md) to segment your audience. Filter conversion funnels by marketing campaign, referral source, landing page, device or location
- You can go beyond pageviews and use any custom events to build a funnel
- Choose between two funnel types: sequential (visitors can take other actions between steps) or strict order (steps must happen in exact consecutive order)
- With the conversion rate you understand the percentage of visitors who started the user flow and ended with a conversion event
- With the percentage drop-off between the individual funnel steps, you can spot where you lose the most visitors. A step with an unusually large drop-off is usually the best place to start optimizing
- You can get more granular by [using filters](filters-segments.md) to segment your audience. Filter conversion funnels by marketing campaign, referral source, landing page, device or location

<div class="browser">
<img alt="Funnel analysis" src={useBaseUrl('img/funnel-analysis.png')} />
<img alt="Funnel analysis" src={useBaseUrl('img/v2/funnel-analysis.webp')} />
</div>

## How funnel conversions are counted
Expand All @@ -34,29 +34,29 @@ Funnels also work across your main domain and its subdomains ([see more](subdoma

## How to set up the conversion funnel analysis

* Go into your [site settings](website-settings.md) and click on **Funnels** in the left-hand sidebar
- Go into your [site settings](website-settings.md) and click on **Funnels** in the left-hand sidebar

* Click the **Add funnel** button to create a funnel.
- Click the **Add funnel** button to create a funnel.

* Give your funnel a name in the **Funnel name** field.
- Give your funnel a name in the **Funnel name** field.

* Define your funnel by adding the steps you expect a visitor to take before a conversion, a purchase or a sign up. These steps consist of [pageview goals](pageview-goals.md) and [custom event goals](custom-event-goals.md). You need to add a minimum of 2 steps and a maximum of 8 steps to create a funnel. If you want a step to match only a specific variation of a custom event, use a [property-filtered goal](/custom-props/for-custom-events#create-property-filtered-goals).
- Define your funnel by adding the steps you expect a visitor to take before a conversion, a purchase or a sign up. These steps consist of [pageview goals](pageview-goals.md) and [custom event goals](custom-event-goals.md). You need to add a minimum of 2 steps and a maximum of 8 steps to create a funnel. If you want a step to match only a specific variation of a custom event, use a [property-filtered goal](/custom-props/for-custom-events#create-property-filtered-goals).

* By default, the **Allow other activity in between funnel steps** option is enabled, which creates a sequential funnel. Disable it to use strict order mode instead.
- By default, the **Allow other activity in between funnel steps** option is enabled, which creates a sequential funnel. Disable it to use strict order mode instead.

* Click on the **Save** button after you've defined the steps you want to measure
- Click on the **Save** button after you've defined the steps you want to measure

Funnels appear at the bottom of your dashboard as soon as the first visit is tracked on the funnel steps.

## How to edit existing funnels

* Go into your [site settings](website-settings.md) and click on **Funnels** in the left-hand sidebar
- Go into your [site settings](website-settings.md) and click on **Funnels** in the left-hand sidebar

* Click on the edit icon on the right-hand side of the funnel that you'd like to edit.
- Click on the edit icon on the right-hand side of the funnel that you'd like to edit.

* Change the funnel name, edit the steps of your funnel and switch between sequential and strict order by toggling the **Allow other activity in between funnel steps** option
- Change the funnel name, edit the steps of your funnel and switch between sequential and strict order by toggling the **Allow other activity in between funnel steps** option

* Click on the **Update Funnel** button
- Click on the **Update Funnel** button

## When to use funnel analysis

Expand All @@ -74,6 +74,7 @@ If you just want to count how many people reached a single page or clicked a but
**SaaS trial signup**

A typical SaaS funnel might look like:

1. Pricing page (`/pricing`)
2. Registration page (`/register`)
3. Onboarding step one (`/onboarding/step-1`)
Expand All @@ -100,7 +101,7 @@ Set this funnel to **non-sequential** if visitors might skip the cart and go dir

**Drop-off rate by step**

The drop-off between each step tells you where friction is highest. A funnel where 1,000 people enter step 1 but only 10 reach step 4 is expected: most funnels have large drops. Focus on the step with the *largest proportional* drop rather than the lowest absolute number.
The drop-off between each step tells you where friction is highest. A funnel where 1,000 people enter step 1 but only 10 reach step 4 is expected: most funnels have large drops. Focus on the step with the _largest proportional_ drop rather than the lowest absolute number.

**What counts as a normal drop-off**

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