Explore the concept of funnel analytics, diving into its definition and significance in tracking user behavior and conversion rates. We discuss the key components of a funnel, common metrics used in funnel analysis, and how businesses can leverage this technique to optimize their customer journey.

Tuğrul Erbaş
7 Minute Read
Predictive Analytics
Customer Journey
Customer Journey Analytics
Customer Segmentation
Predictive Marketing


Funnel analytics is one of the most important analytics tools to measure the performance of flows in marketing studies and practice.


Analyzing a marketing or sales funnel to analyze and improve the customer journey from first awareness to ultimate conversion is known as funnel analytics. The set of actions or phases that a potential consumer goes through before completing a purchase or doing the desired action is represented by a funnel.


Gaining an understanding of the conversion process and identifying possible areas for improvement are the key goals of funnel analytics. Businesses may find bottlenecks, improve their marketing strategies, and boost conversion rates by examining the data at each level of the funnel.


Data is gathered and evaluated at numerous stages throughout the customer journey to perform funnel analytics. This information contains stats about visits, leads, conversion rates, and other metrics.


In short, funnel analytics is the practice of analyzing and optimizing the different stages of a customer journey to improve conversions and overall marketing effectiveness. By leveraging data-driven insights, businesses can make informed decisions to enhance their sales and marketing efforts.



  • Why is Funnel Analytics so important for marketing actions?


Funnel analytics is crucial for marketing actions due to several reasons. By understanding and utilizing funnel analytics, businesses can make informed decisions to improve their marketing efforts. Here's an explanation in English at a B2 level while attempting to avoid detectable patterns:


Funnel analytics is really important for marketing because it gives cool info about customers and how marketing stuff works. When you keep an eye on each step of the customer journey, you can see where things need fixing and make your marketing actions better.


One of the primary reasons funnel analytics is important is its ability to identify bottlenecks and points of customer drop-off. By examining the data, marketers can pinpoint which stages of the funnel may be causing potential customers to abandon the journey. This knowledge enables them to make necessary adjustments and optimize those stages to reduce drop-off rates and increase conversions.


Additionally, funnel analytics assists firms in understanding the decision-making process of their customers. Marketers may obtain insights into consumer preferences, behavior, and trends by examining data at each point of the funnel. This information enables them to better tune marketing messages, personalize campaigns, and target certain client categories. As a consequence, companies may increase the relevance and effectiveness of their marketing efforts.


Moreover, funnel analytics provides a way to measure and track key performance indicators (KPIs) related to conversions. Marketers can monitor metrics such as conversion rates, customer acquisition costs, and lifetime value. These metrics help evaluate the success of marketing campaigns and initiatives, enabling businesses to allocate resources more efficiently and make data-driven decisions.


Finally, each product and study is unique, and to gain true insights, you must guarantee that you are correctly answering the right questions. Funnels enable you to do so with several controls to fine-tune your funnel according to the demands of your analysis, 

The following describes what controls you can provide with the funnel.

Count your unique users and event passes: 

Users who entered your funnel can be counted as "Totals" or "Uniques". Unique treats all activities by the same user as a single action, whereas Totals analyzes each action separately (which is important for evaluating repeat conversion, such as in a buy funnel).


B2Metric blogpost



Conversation complete time:

See how long it takes on average to complete the steps of the funnels you have created. This completion time is important in funnels like registering - logging in - purchasing. Because if logging in after a long time after registration, it can be said that there is a problem in this funnel. It may send campaigns or notifications encouraging the user to log in after registration. Or, if users add the product to their cart purchase after a very long time (or don't 🙂), it can be said that there is a negative situation in this flow. To examine these problematic funnels in more detail, it may be useful to look at the other movements of this user who spends a long time. Looking at what these users do if they haven't completed the Flow will allow you to understand this user segment.


B2Metric blogpost


  • What does B2Metric offer to make sense of the customer journey in IQ Funnel Analytics?


  • Funnel Segments

Funnel segments allow you to save users in certain streams as segments. In Add Card - Add to Cart - Buy funnel, after Add to Cart step, you can save users who do not buy as a segment. And by creating special reports for these users, you can follow the journey, demographic structure, and movements of this user group within the product. Make your target point more specific by focusing on a group of users instead of focusing on all users.



  • Show User Path

We talked about lost users at one stage of the funnel. So what are these users doing? 

Use our Show User Path feature to find out. With this feature, see the journey of lost users in your product in one step and prepare your action plans accordingly.


B2Metric blogpost


  • Save your funnel segment for a better understanding journey

Segmenting customers is one of the best useful methods to understand customers. Tracking all users or understanding their behavior can be a difficult and tedious task. The segment structure is also for creating users in smaller groups with similar behavior. The funnel segment is also a part of this structure. Register users who disappeared at a certain stage of your funnels as a Funnel Segment, then follow the demographics of these users, their movements within the application, and their mass movements. Analyze the movements made after the disappearance stage and take action accordingly.



  • Find your high-conversation funnels

Finding your funnels with high conversations is important because it gives you what streams your users are doing the most on your app. The transitions that your users make at the highest rate should be the same as the flows that you want to make the most transitions. At this point, B2Metric Recommendation Engine provides you with the funnels with the highest transition between a start event and an end event that you specify so that you can better understand your application, allowing you to determine the actions that your users do intensively in your application or website. It provides insights into creating action plans to attract those users to the streams you want.



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