> For the complete documentation index, see [llms.txt](https://www.analytics-docs.laplacetec.com/guide/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://www.analytics-docs.laplacetec.com/guide/en/customdashboard/custom/datasettings/funnel.md).

# Funnel analysis

{% hint style="info" %}
When customers go through several steps, such as **sign-up → order → review**, this analysis shows how many stay and how many drop off at each step. You can build the steps yourself to create a funnel that matches your own customer journey.
{% endhint %}

{% hint style="info" %}
The standard dashboards also have a [funnel analysis](/guide/en/dashboard/dashboard/user/funnel.md) screen. That one shows a predefined journey, while the custom dashboard funnel in this article lets you **build the steps yourself**.
{% endhint %}

## Choose the analytics mode <a href="#analysistype" id="analysistype"></a>

In the chart editor, open the **Data** tab in the settings panel on the right, then click the **Funnel analysis** icon under **Analytics mode**. Hover over an icon to see its name.

| Item        | Value                                |
| ----------- | ------------------------------------ |
| Data source | Customer journey funnel · GA4 funnel |
| Period unit | No restriction                       |

When you switch to funnel analysis, the data source changes to a funnel-specific source. Order data and ad data are not used directly.

{% hint style="warning" %}
If the **Funnel** item in the data source list shows "The customer journey funnel data source is coming soon.", the funnel source isn't ready for this project yet. Please check again later.
{% endhint %}

## Build the steps <a href="#steps" id="steps"></a>

1. On the **Data** tab, click **Add step** to add steps one at a time.
2. Each step can be **Sign-up · Order · Review**.
3. To rename a step, use **Rename** in that step's menu (**Step actions**). You can also remove it with **Delete**.

The funnel needs **at least 2** steps to draw, and you can add **up to 10**. Beyond 10 the query could exceed its limit, so no more steps can be added.

### Use the same step more than once <a href="#repeat" id="repeat"></a>

**Only the order step can be used more than once.** Adding Order twice gives you a first order → second order flow; adding it three times gives you a journey up to the third purchase. Sign-up and Review can be used only once. If you try to pick one a second time, it won't be selected and you'll see "Already in step N."

## Breakdown and data filter <a href="#breakdown" id="breakdown"></a>

Add a **Breakdown** on the **Data** tab to compare funnels by group, such as by store or by traffic channel. You can also use **Data filter** to keep only customers who meet certain conditions.

## Chart settings <a href="#chartsettings" id="chartsettings"></a>

The settings below are on the **Chart** tab of the settings panel.

### Chart type <a href="#charttype" id="charttype"></a>

| Chart type                        | What it shows                                                          |
| --------------------------------- | ---------------------------------------------------------------------- |
| **Steps (default)**               | A snapshot at one point in time of how many people remain at each step |
| **Trend over time (CVR by step)** | How the conversion rate of each step changed over time                 |

### Measures <a href="#measures" id="measures"></a>

Choose what to plot on the chart's vertical axis.

| Measure                            | Meaning                                                                                      |
| ---------------------------------- | -------------------------------------------------------------------------------------------- |
| Conversion rate                    | The share who moved on to the next step from the previous one. **Which group converts well** |
| Users                              | The number of people who reached each step. **Which group is large**                         |
| Time to convert (median · average) | The time taken to move on to the next step                                                   |

{% hint style="info" %}
Conversion rate and users answer **different questions**. A high conversion rate with few people won't translate into revenue, and many people with a low conversion rate means there's a leak somewhere. We recommend switching between the two.
{% endhint %}

### Visualization (trend over time) <a href="#trendview" id="trendview"></a>

When viewing the trend over time, choose between **Comparison** and **Single**. In Comparison, use **Step conversion** to pick one pair of steps whose conversion you want to see. Drawing every conversion at once would produce too many lines to read.

### Headline <a href="#headline" id="headline"></a>

You can choose whether to show the **total conversion rate** as a large number above the chart. If you don't need it, set **Headline** to **None**. This setting doesn't appear when viewing the trend over time, since that isn't a single-point number.

## Ask your dedicated manager <a href="#contact" id="contact"></a>

Having trouble using funnel analysis?

Contact us through the inquiry page or by email below. Your manager will be happy to help.

> 💬 [Contact us on our website](https://www.analytics.laplacetec.com/contact)

**Email:** [**product@laplacetec.com**](mailto:product@laplacetec.com)