A funnel in analytics is a report that shows the sequence of steps leading to a goal and the proportion of people who reached each of them. For an e-shop, this is the journey from viewing a product, through the basket and the individual checkout steps, to a completed order; for services, it is the journey from the landing page to sending an enquiry. The value of a funnel is that, instead of a single overall conversion rate, it shows the specific point where the most people are lost, and thereby identifies where an improvement makes the most sense. It is worth evaluating separately by device and traffic source, because the weak point on mobile tends to be different from that on desktop. The precondition is correctly configured event tracking at every step.
See also: User flow, Checkout optimisation, Event tracking.
