Funnels, paths and retention
Build a funnel, explore navigation paths and read cohort retention from the Funnels page.
Funnels in the sidebar (under Behavior) is titled "Funnels & paths" and has three tabs: Funnels, Retention and Paths. They all answer a question about how visitors move through your site over the selected time range (24h, 7 days, 30 days or 90 days).
Funnels
A funnel shows how many visitors go through a series of steps, in order, and where they drop off.
Build a funnel
- Open Funnels and stay on the Funnels tab.
- Add your steps. For each one, choose a type:
- Pageview: enter a Path, for example
/pricing. - Event: enter an Event name, for example
signup_clicked.
- Pageview: enter a Path, for example
- Use the up and down controls to reorder steps, or remove one you do not need.
- Click Compute. You need at least two steps ("Add at least two steps.").
The result shows Entered, Completed, Overall conversion and a chart with the number of visitors at each step.
To keep a funnel, click Save funnel, give it a name under "Name this funnel", and click Save. Saved funnels appear under Saved funnels, where you can delete them.
How a funnel is counted
- It counts visitors, not sessions.
- A visitor completes a step only after completing the previous ones, in order, within the selected range. There is no time limit between two steps.
- Pageview steps match the path exactly (
/pricingdoes not match/pricing/team). - Event steps match your custom events (the ones you send with
track) by exact name. - There are no click-based steps. To use a click, create a goal or send a custom event.
Very large sites
A computation reads at most 200,000 events from the selected range. On a very busy site with a long range, numbers can be understated. Choose a shorter range to get exact counts.
Example
To measure signup, add a Pageview step on /pricing, a Pageview step on /signup, then an Event step named signup_completed. Comparing the three numbers tells you whether most visitors are lost before the signup page or on the form.
Retention
The Retention tab ("Cohort retention") shows how many of your visitors come back.
- Visitors are grouped into cohorts by the period in which they were first seen in the selected range. The period is a day for 24h and 7 days, and a week for 30 days and 90 days (weeks start on Monday, in UTC).
- Each row is a cohort, with its size. The following columns show how many of those visitors were active again in each later period. Any tracked event counts as activity.
- It shows up to 30 cohorts and 12 periods.
How to read it: a high drop after the first period is normal. Look for the point where the curve flattens, since that is the share of visitors who stay.
First seen means first seen in the range
A returning visitor whose earlier visits are outside the selected range is counted as new in their first period within it. Use a longer range for a truer picture.
If the tab says "No event data yet. Track events with the SDK.", nothing has been recorded for the range yet. See Install the tracker.
Paths
The Paths tab ("Navigation paths") shows where visitors go next from a page.
- Optionally type a page in Root path (optional, defaults to most common entry) and click Apply.
- Read the list of page-to-page transitions starting from the root, with a count for each.
If you leave the root empty, Klickbee uses the most common entry page. Only the most-travelled transitions are listed, up to 20, and only changes of page count (reloading the same page is ignored).
Use it to answer "what do visitors do after the home page?" before you decide which steps to put in a funnel.
Ask Claude instead
If you connect Claude, an assistant can compute funnels (1 to 10 steps), paths and retention for you and explain the result. These are heavy queries: by default, each account can run 20 per minute and 2 at a time.
Related
- Goals to count completions of a page, event or click.
- Sessions and heatmaps to watch what happened at the drop-off step.