Visitor Funnels

See the real conversion of your website

The Visitor Funnels feature empowers you to actually check how many visitors reach a certain page following a defined process and how many drop out at which level. It is a very powerful tool, which makes it possible for you to easily check whether your visitors actually follow paths you want them to follow and actually reach a certain page you want them to reach. This feature is fundamental in tracking conversions, which is why it can also be referred to as a conversion funnel


  1. Counting Visits as Funnel-Conversions
  2. Creating a Funnel
  3. Overview and Main Tile Structure
  4. Detail View of a Funnel

As you will see there are two kinds of colours for a tile:


  • Green; meaning that the data (conversion rate) represented within the corresponding tile has improved in comparison to the previous 4 weeks ago.
  • Red; meaning that the data (conversion rate) represented within the corresponding tile has worsened in comparison to the previous 4 weeks ago.

This colouring allows you to see, in one glimpse, a simple conversion funnel analysis: is the funnel on a good track or not. If all or most of your tiles are green, things look good. If all or most of them are red, you should try to find out why and take measures for conversion optimization.

Some General Hints

  • A lot of elements contain options to hover information or further actions. Just let your cursor run over various elements and discover how much data is actually packed into a tile.
  • Almost all views and some single elements have a little "i-icon" in the upper right corner, giving you yet more information about the view/element. Just move your cursor there and you will see more information.

Having a funnel set for a certain flow on your site, can be of great help to identify possible improvement possibilities on your website and much more. Please see the following example on what a funnel may look like:

Home -> Shop -> ProductX -> Cart -> Thank you

     A -> B -> C -> D -> E         

For every created funnel, visitors will be counted as converted, even if they visited other pages of your site in between navigating from funnel level to funnel level. Even repeating the steps is allowed. The only thing which really matters is that a visitor must visit the funnel levels in the exact order during the session. As long as the funnel level order is respected, the visitor is counted as converted.

Hence, the following user journeys will be counted as converted for a funnel:

  • A   >   B   >   G   >   C    >   I    >   D   >   E
  • F   >   A   >   H   >   B    >   A   >   C   >   D   >   E
  • A   >   B   >   B   >   C    >   D   >   E   >   E

If a visitor skips one of the steps, the conversion will not happen:

  • A   >   B   >   D   >   E (missing funnel level "C")

In this case, the visitor will be counted as a dropout at level "B".

For help in creating your first funnel, more details can be found below at Creating Funnel section.

Funnels are a great tool to retrace why visitors (potential customers) drop out of certain processes while navigating through your website. 

With Visitor Funnels you can simply set up a path of websites in a certain order to reconstruct a process you want your visitors to reach (e.g. buying a product: Homepage → Products page → selection of product → purchase item).

In order to set up, you have to click on the button “+ funnel” in the upper right corner of the overview of funnels. A modal “Create funnel” will appear and lead you through the steps, as simple as possible. The modal is structured as follows (compare with numbering in screenshot on the right):

  1. Name of funnel: Here you can choose whatever name you think is suitable for this funnel and which allows you to find it easily in the overview.
  2. Visitor Limit: The maximum amount of visitors that the new funnel should track.
  3. Expected conversion rate: This is an optional setting you can add yourself for overview purposes. It will just later show in the funnel detail page. You will be then able to compare the actual conversion rate and the one that you added as the expected one here.
  4. Total Funnel Levels: This is the amount of levels that the newly created funnel currently has. The information is filled out automatically while you add more and more levels to the funnel. Do not forget, that the maximum amount of levels a funnel can currently have within Visitor Analytics, is 8. 
  5. First level: This line is filled out automatically and will show the URL of the first level (first step of the funnel) you add. It helps you to keep an overview without having to scroll.
  6. Last level: This line is filled out automatically and will show the URL of the last level you add (bottom of the funnel). It helps you to keep an overview without having to scroll.
  7. Level with “Select page” option: You can name each level (i.e. “homepage”). Secondly for defining which page/URL this level should refer to, you can choose between the options “Select page” and “Define URL pattern”. The option “Select page” will give you a dropdown of all pages that Visitor Analytics detected for your website. It shows the html-name and the URL.
  8. Level with “Define URL pattern” option: If you want to choose a more advanced way of setting a level up for your funnel, the option “Define URL pattern” will help. A new dropdown will appear, containing the following options for you to select:
    1. Simple Match: this targeting model includes all elements of the page URL. Including any fragments or query strings, protocol or the addition of “www”.
    2. Exact Match: only targets a specific URL with its protocol. The URL can also contain a fragment or query string.
    3. Starts with: only targets URLs that start with the value you entered.
    4. Ends with: only targets URLs that end with the value you entered.
    5. Contains: only targets URLs that contain the value you entered.

      Important hints:
      ● Further information about each of the URL patterns, can be found here.
      ● Make sure that when defining a URL pattern, the URL filled in is still part of the selected domain and not a different one (unless the other domain has been whitelisted within your settings).
      For instance, you cannot have a page of domain on level 1 and a page of a differnet domain on level 2, unless the other domain has been whitelisted and it is tracked accordingly.
  9. Scroll bar: If you have more than 2 levels you can use the bar to scroll down and up seeing all the levels of your funnel
  10. “+ another level”: Here you can add another level to your funnel, following the same options as described in 6) & 7) above.

As soon as you have filled out all the information needed and added all the levels you wanted, you can either “save & activate” the funnel directly or “save it as draft” and activate it later. 
After you have set up a funnel and data has been collected you will be ready to do some funnel analytics, by seeing how many of your visitors dropped out at each step. This will allow you to analyze why the visitors left the page and thus improve your UI in order to achieve higher conversion rates and increase the amount of visitors going through an intended process entirely and reaching goal completion.

Important hints: 

  • For each created Funnel, the visitors will be counted even if they visited other pages in between, as long as during their session, they get to visit the pages/levels you set in the funnel, in the exact order they were set. Hence, visited pages in between the set steps and even repeating the steps, are allowed if their order is respected. 
  • Even so, if a visitor skips one of the steps, the conversion will not happen.
  • You can currently add a maximum of 8 levels per funnel.

The main overview of funnels is the core of the module. It gives an overview of all created funnels as tiles for the website you are moving in and mostly consists of the following elements:

1) Timebar

Just right above the table you see a bar which enables you to choose a certain time range which the data below should correspond to. In order to do meaningful funnel analytics, it is important to constrain the displaying of data to certain dates or periods in which you ran campaigns or took other measures in order to measure how successful these actions were for future planning. 

2) Searchbar

Enter the funnel name you want to look for.

3) Plan & number of funnels created

Here you see which package of Visitor Analytics you are currently using and the amount of funnels that you have already created. There are different limits in regards to the amount of funnels for a selected package.

4) Statuses of funnels overview

There are two statuses for a funnel in Visitor Analytics. All funnel detail views can be accessed at any time.

Active: A funnel which is currently gathering further data until the set visitor limit is reached. Unlike for heatmaps, there is NO possibility to pause the collection of data. You would have to create a new funnel for this.
Draft: A funnel which has just been created but not activated yet. It can be activated at any point in time. 
All: The sum of funnels with active and draft statuses.

5) Upgrade plan button

Should you reach the limit of possible funnels within your plan, you can upgrade your package anytime, by clicking this button.

6) Create new funnel

With this button you will be forwarded to the modal in which you can create a new funnel, with a new conversion path, to add to your overview.

7) Tile of a specific funnel

Every time you create a new funnel, a new funnel-tile will appear in your overview. Each tile gives you basic information about a funnel:

  • Name: In the top part of each tile you will find the name of the funnel as you set it while creating it.
  • Edit / delete: the two icons in the upper right corner of each tile allow you to either edit or delete a specific funnel. 
  • Edit: You can edit some information of an existing funnel. If it is a draft, you can edit everything in the creation modal. If you already activated a funnel and started gathering data for it, you can only edit the name, the expected conversion rate and the visitor limit recorded.
  • Delete: If you want to make space for a new funnel or an old funnel is not needed anymore, you can delete existing funnels by clicking on the trash-icon. This action can not be reversed. 
  • Status: Just beneath the name of the funnel you see whether a funnel is active or currently only saved as a draft, not gathering data.
  • First level: This line shows you the URL of the first level you added. 
  • Last level: This line shows you the URL of the last level you added.
  • Visitors: here you see the amount of visitors that were already tracked for this funnel. The higher the number, the more relevant the information is.
  • Overall Conversions / -rate: this line is separated into two parts. On the left side of the vertical line you see the amount of visits that have actually made it from the first level to the last one. The figure on the right side of the vertical line shows you the percentage that the numbers represent, based on the overall amount of visits having entered the first level. This is a decisive figure and shows you the success of the process. If the percentages are low, you should see where your visitors drop out and think about measures for increasing conversions.
  • “See more”: this button will forward you to the detail view of a funnel.
  • Performance Comparison of data: Here you will see an indication on how the conversion rate of the specific funnel has improved/decreased in the past 24 hours/4 weeks. It helps you to have a quick overview on how your funnels are developing over time and whether potential actions you have taken, have helped improve the amount of conversions.

Once you have entered the detail view of a funnel, there is a lot of valuable information available. This acts like a funnel visualization report. Remember that a funnel represents a certain process that you have defined yourself while setting the funnel up. From a birds eye view you will now see exactly the shape of a funnel that is constructed out of the number of levels you have added for it. The first level is always shown in green and at the top. The last layer is always shown at the bottom. The colouring is dependent on the conversion rate (low (red), medium (yellow), high (green)). The greater the horizontal width of a level, the more visitors have reached this level. In 99% of the cases, the last level will be way less wide than the first level.

In general the view is structured by the following main elements (compare with numbering added to the screenshot on the right):

  1. Timebar: Using the timebar you can filter the results of a funnel based on a certain period of time. The funnel could be different in the first weeks in comparison to the weeks after (maybe you did a change on the corresponding pages to improve your conversion rate). You can select between “Today”, “Last 7 days”, “Last 4 weeks” or a custom period of time.
  2. Important hint: Of course, the funnel can only show data since it was activated (not created, but activated).
  3. Conversion rate: As stated, this is the key information in regards to a funnel. The higher the conversion rate of a funnel, the more people reach the final level. The colouring of the conversion rate is based on a low (red), medium (yellow), high (green) scale. Beneath the coloured number you see your expected conversion rate, which you can optionally enter yourself per funnel.
  4. Basic funnel info: On the right side of the conversion rate, you will be shown basic information like 
    1. the set visitors’ limit
    2. the amount of visits overall tracked for the process represented by this funnel
    3. the number of levels within this funnel
    4. the start- and end-URL of the funnel

      You also have the possibility to edit basic information of the funnel and delete it, by using the corresponding icons in the upper right corner of the marked box.
  5. First level of a funnel: At the top you always find the first level of the funnel (“level 1”). It shows you the page and URL the level is representing and the overall amount of visitors that have been tracked reaching this page. This number is the base for the conversion rate calculation. You can hover each coloured bar and the grey shapes in between the coloured bars with your cursor to receive yet more information about each step. 

    If you have set the visitor session recordings feature to “on”, then you also have the useful opportunity to watch the session recordings of all the dropouts for each funnel step. For this, please click on the button “Watch dropouts”. If the recordings feature is not activated, then no recordings of dropouts can be shown.

    Important hint: Of course, for the last funnel step, no dropouts can be watched, as there are none.
  6. Intermediate levels of a funnel: These are the layers between the first and the last level. For each step, you see how many visitors have dropped out in comparison to the level before it. The colouring of the horizontal bar again depends on how high the conversion rate is. For each level you can watch the session recordings of the dropouts by clicking on the button “Watch dropouts” – of course, only if you have activated the session recordings feature for this website.
  7. Last level of a funnel: the layer at the very bottom represents the final layer of your funnel. This is the last level you wanted your visitors to reach going through a certain process. If the conversion rate is high, then you are doing well (of course, always depending on how you see the process or what your goals of a funnel are). If it is low, then you should analyze why so many people are dropping out and what measures you could implement to stop them from doing so.

Important hint: As mentioned above on the page, other visits in between levels are allowed, as long as the order of the steps set in the funnel, is followed as such.