Overview

Funnels show users' progress through defined paths in your app and pinpoint where they drop off between steps. Funnels are a series of events a user performs in a particular order.

A typical example is a user onboarding flow, where a user progresses from the app's initial launch through activities such as registration, profile completion, and orientation. Another example is a purchase flow, where a user progresses through a shopping cart experience to a purchase event.

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Public Beta

This feature is released in Public Beta. For more information about this feature or any queries, contact your Success Manager or the CleverTap Support.

Creating a Funnel

To create a funnel, perform the following steps:

1. Go to Analytics > Funnels Beta.
2. Select the events in the desired order to create up to an eight-step funnel.
3. Select event properties for each event to constrain the analysis for the users who performed that event/property combination.

4. You can also duplicate a step or add multiple events for the step by clicking the ellipsis menu. For example, you can add Mobile Login and Website Login as two events with OR logic between them in Step 1 of the Funnel to ensure you capture your entire user base.

Setting Conversion Window

Funnels are calculated based on a specified conversion window (set to five days by default). The conversion window is the total elapsed time for the user to complete all the steps in the funnel (that is, to convert). Shorter duration windows generally result in fewer users completing the funnel steps, whereas longer windows result in more user conversions.

To set a conversion window:

1. Go to Analytics > Funnels.
2. Select the required events.
3. Under the MEASURED BY section, select the Conversion window.

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Time Interval for Conversion Window

CleverTap recommends setting the Conversion Window to a duration shorter than the Actual Date Range to avoid data variance.

Compare by Segments

You can compare funnel conversions across different user segments to analyze how behavior varies between user groups. For example, compare the funnel for App Launched > Product Viewed > Charged across the All Users and the Engaged Users segments. The differences in the conversion trends could reveal differences in your users' behavior in each segment and result in invaluable insight.

To compare conversion across segments, perform the following steps:

1. Go to Analytics > Funnels.
2. Select the steps to analyze and view the conversion funnel.
3. From the SEGMENT section, select the required segments. Select a segment from the list or create an ad-hoc segment. For more information, refer to Segments.
4. Click View Analysis.

Advanced Filtering

Advanced filters help restrict your analysis to a specific user segment. You can create a segment based on any combination of past behaviors and user properties.

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Advanced Filters

Advanced filters is a general feature for all analytics and most campaigns. For more information, refer to Segments.

Reading Funnel Charts

Funnel charts enable you to quickly determine how many users progress through each step of the funnel.

The default view shows cumulative conversions per step for the selected time range. It can be viewed as an absolute count of users completing each step or a percentage.

Split by Property

You can split a funnel by profile properties for sessions, geographies, and technographics, or by an event property associated with any event. This lets you compare your conversion flows across product categories, geographies, devices, and more.

To break down by property, perform the following steps:

1. Click Analytics > Funnel.
2. Add Funnel steps and click View Funnel.
3. Select a user property or an event property to split the funnel.
4. Click View Analysis to view the funnel.

Funnel Computation Methods

Funnels support two computation methods:

• Flexible Order
• Strict Order

These methods determine how users are counted as they progress through funnel steps, especially when steps are repeated or performed out of sequence.

Flexible Order

By default, funnels count users who complete all defined steps in the specified sequence. Users may repeat earlier steps, but they must still complete every funnel step to be counted as converted. If a user completes a later step before a required earlier step, the funnel does not count that user as converted.

For example, if a funnel's steps are defined as:

Step A → Step B → Step C → Step D

The following table explains how different users are counted based on their progress through the funnel steps:

Strict Order

When Strict Order is enabled, funnels count users only if they complete every step exactly in the defined sequence. Any repetition of a funnel step or deviation from the specified order disqualifies the user from being counted as converted.

For example, if a funnel's steps are defined as:

Step A → Step B → Step C → Step D

The following table explains how different users are counted based on how they progress through the funnel steps:

Why Use Strict Order?

Strict ordering is useful when you want to identify friction or unexpected behavior within a process.

For example, let's take a look at the following Login Flow of two users in an app:

• User A: App Launched → Login Attempted → Login Attempted → Login Attempted → Logged In
• User B: App Launched → Login Attempted → Logged In

With strict order enabled, User A would not be counted as a clean conversion, highlighting repeated login attempts and potential user friction. This makes strict order particularly valuable for diagnosing issues in critical flows such as authentication, onboarding, or payments.

Table View

You can also view the funnel information in a table to easily compare and absorb information.

Every funnel categorization (split by user or event property) is a row in the table. To get better insight, sort by the required column. You can refer to the following information in each row:

• Overall % conversion from the first step to the last step.
• Conversion % from one step to the next.

In the current example, you can conclude after the sort that Arabic speakers have the highest conversion rate.

Bookmark a Funnel Analysis

You can bookmark any Funnel analysis to quickly revisit it later. Bookmarks are user-specific; only the logged-in user can view their saved bookmarks on the CleverTap dashboard.

Bookmarks are especially useful for tracking frequently accessed conversion journeys. For example, if you regularly monitor funnel steps such as App Launched > Product Viewed > Charged, bookmarking it lets you instantly return to the same setup without recreating the funnel each time.

To bookmark a Funnel, perform the following steps

1. Click Bookmark in the top-right corner of the dashboard after generating the Funnel analysis.
2. Enter a descriptive name to help you easily identify the analysis later.
3. Click Save.

You can add up to 50 bookmarks.

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Note

Funnels are accessible only to the user who created them. You can access all your saved bookmarks from the bookmark list under the Funnels section.