Funnel Tracking
Find where people drop off — and why.
Custom GA4 Explorations, funnel definitions, cohort segmentation, drop-off analysis, and the "why" qualitative layer (session recordings, exit surveys, heatmaps) that turns a graph into a fix.
Checkout funnel · last 30d
Live
Cohort
All users
Mobile
Desktop
Paid traffic
Organic
Landed
10,000
100.0%
Viewed product
4,200
42.0%
−58%
Added to cart
840
8.4%
−80%
Began checkout
430
4.3%
−49%
Entered payment
280
2.8%
−35%
Purchased
96
1.0%
−66%
Biggest drop-off for All users: Landed → Viewed product
Funnels we build
Not just checkout — every key path.
Ecommerce checkout funnel
Product view → Cart → Checkout → Payment → Purchase. The classic. Always first priority for retail clients.
Lead generation funnel
Landing page → Form view → Form start → Form complete → MQL. For B2B and service businesses.
Free trial / signup funnel
Pricing page → Sign-up start → Email verified → Product activated → Converted to paid. For SaaS clients.
Product discovery funnel
Search → Category → Product → Detail scroll → Add-to-cart. Top-of-funnel ecommerce health check.
Booking / appointment funnel
Service page → Calendar view → Slot selected → Details entered → Booked. For appointment-based businesses.
Content to conversion funnel
Blog entry → Related product → Product view → Purchase. Critical for content-marketing dependent businesses.
Numbers tell you "where". This tells you "why".
Pair drop-off data with qualitative insight.
GA4 tells you 40% of users drop off at the shipping step. It won't tell you why. That needs a different toolset — session recordings, heatmaps, exit surveys, scroll maps.
Session recordings (Hotjar, Microsoft Clarity)
Watch real user sessions of those who dropped off. Often the answer is obvious — an error message not handled, a button that doesn't look clickable, a field that auto-fails validation.
Heatmaps (click + scroll)
See where users hover, click, scroll. A 'click to see shipping cost' link 800px below the fold explains the checkout-start drop faster than any report.
Exit intent surveys
Two-question surveys triggered on exit intent: 'What were you looking for?' and 'What stopped you?' Quantifies qualitative reasons.
5-second post-event interviews
For high-value funnels, contact recent drop-offs with a small incentive for a 15-min call. The highest-signal research you can do, for under €200 a session.
How we approach funnel optimisation
Identify → Diagnose → Fix → Validate.
1
Identify
Build the funnel in GA4 Explorations. Segment by device, traffic source, user type. Surface the biggest drop-off — percentage and raw number both matter.
2
Diagnose
Deploy session recordings on the drop-off step. Watch 20–30 sessions. Pattern-match the reasons. Run an exit survey for quantitative backup.
3
Fix
Design the change — often copy, sometimes layout, sometimes a feature. Brief development. Review implementation. Deploy A/B test if possible, hard switch if scale too small.
4
Validate
Measure the funnel after change. Same cohort, same step. Compare. Report results. Loop back to step 1 — the next biggest drop-off is now something else.
What we usually find
Common funnel leaks and their typical fixes.
Product → Cart
Hidden delivery cost revealed too late · 'Add to cart' button below fold on mobile · Out-of-stock variants still shown
Cart → Checkout
Shipping cost calculation delayed or broken · Cart totals hard to verify · 'Continue shopping' more prominent than 'Checkout'
Checkout → Payment
Forced account creation · Too many form fields · Address autocomplete missing · Tax breakdown confusing
Payment → Purchase
Payment method limited (no Apple Pay, no local methods) · 3D Secure flow breaks on mobile · Total changes at last step
Frequently asked
Funnel tracking questions.
Generally 500–1,000 entries per funnel per month for meaningful drop-off analysis. Below that, a few outliers swing percentages. If your traffic is thin, we focus on a single high-signal funnel rather than trying to track six.
Find your biggest leak. Free analysis.
Share GA4 read access and we'll return a funnel scorecard — biggest drop-offs, likely causes from watching 20 session recordings, and the top 3 fixes to prioritise. Free, no commitment.