If you need your users to carry out a series of actions in a row, funnels are a way of working out where users are dropping off.
There are many valuable use cases for this data:
- If you need users to sign up and then perform a key action, you can easily analyze the percentage that are dropping out.
- If you need users to come back repeatedly to perform an action, you can see how many “first time” users return.
- If you are trying to understand where in your marketing funnel that you are getting drop off, funnel analytics will make clear what you need to focus on to grow.
A funnel is a series of actions and/or events.
If you'd like to watch a video about our Funnels feature, check out our demo video below. It is set to start on the Funnels section:
For a comprehensive tutorial on how funnels work, what you can use them for, and how to create your own, we highly recommend reading our Step-By-Step Funnels Tutorial.
Our 'Funnels' feature is located in 'Insights'. After navigating to 'Insights' on the sidebar, click on the 'Funnels' tab to get to this page:
Once you're on the 'Funnels' page, you can then start to create your funnel.
Click on the blue 'Add action/event' button and select the action or event you want to use as the starting point for your funnel.
You can then add a filter to that specific action now or a general filter to the entire funnel later on ('Filters' -> 'Add filter').
It's also worth noting how the PostHog funnels work in terms of what counts as a conversion to the next step. When your funnel is ready, you will have the ability to specify a time range for your funnel, such as "Last 7 days", "Last 48 hours", or a custom range.
Then, based on that time range, PostHog will determine conversion based on if the user performed one action after the other at any point during the time period. That means that if my time range is set to 2 weeks, a user may perform step 1 on day 2 and step 2 on day 13 and it will still count as a conversion.
Once you're satisfied with all the steps you've added, you can then click 'Calculate' to generate the funnel.
You can also filter funnels by time intervals. By default, funnels will show actions completed over the last 7 days, but this can be changed by selecting the time interval next to 'Add to dashboard'
We can go even further with PostHog – to see which users were in this funnel, and how each of them behaved:
From here, it’s easy to click an individual user, to see their entire Events history – all you have to do is click the provided link.
It is important to note that funnels calculate the drop off percentage between steps based on unique users only.
This means "action chains" are not calculated individually, but rather compiled based on a user's entire set of actions.
For example, if User X did Step 1 of a certain funnel 5 times, but then only did Step 2 a single time, this will still be shown as 100% conversion between the steps, instead of 20%.
This happens because the conversion on that step for the user was 100%, even if the individual conversion per action was not.