App + Web: Funnel Analysis

Who’s excited for App + Web! Definitely I am. After spending time exploring the Funnel Analysis capabilities, today I’m sharing my favourite features of this report.

If you’ve used Custom Funnels on GA 360, this is familiar territory for you. One thing that stands out immediately is that there is no Edit tab. Edits and Funnel are side by side, reducing time going back and forth tweaking.

Funnel Analysis highlights:

Numbers of steps
- Custom Funnels: 5 steps
- Funnel Analysis: 10 steps

Segment comparison
- Custom Funnels: 1 segment at a time
- Funnel Analysis: 4 segments at once

Funnel breakdown
- Custom Funnels: No
- Funnel Analysis: Yes! By a dimension of your choosing

Create Segments from steps
- Custom Funnels: Yes
- Funnel Analysis: Yes, plus audience building from users or abandonment, and view users or abandonments straightaway

Let’s get started!

First off, we get to toggle between a Standard funnel and Trended funnel. What? Let me show you. A Standard funnel’s, well, a funnel usually in descending order (if it’s the other way around, do check on it asap).

A Trended funnel is a line chart of the funnel steps so that you’re able to view the funnel’s trends. If something’s not right in your funnel in the last month, you will be able to spot it here.

See that tab above the line chart? That isolates each funnel step for better clarity on funnel behaviour. Once you’re satisfied toggling between standard and trended, we have the option to make it an open funnel.

The bottom of the funnel is the data laid out in easy digestible format. Each step is clearly labelled together with completion rate, abandonments, and abandonment rate.

As mentioned earlier in the beginning, we now have the option of analysing up to 4 segments at once. Drop or select your segments, and the funnels are broken down accordingly.

We’re able to build 3 types of segments in App + Web: user, session, and event. There’s templates to begin with if you get stuck.

In Custom Funnels we had the option between Exact and Regex, but no more. Funnel Analysis gives us a whole heap of match types including the brand new ‘is one of’. ‘Is one of’ loads a list of values that’s tied to that dimension. I’ve always had trouble remembering the exact value, so having the values populated is really helpful.

When building your segment there's an option to temporarily exclude an audience group. Helpful to really narrow down what you want to analyse.

Next, your funnel steps. Clicking on the pencil pops up a tab layered over the main view, much like GTM. There’s 10 steps to set up here, plenty for deep diving. No longer restricted to just dimensions and metrics, events are able to be selected as a step.

I cheered internally when I saw options to add steps above and below. I don’t know about you, but it was a hassle recreating my funnel in GA 360 whenever I missed a step.

While Segment breaks down the data in the funnel and table, Breakdown only breaks down the data in the table. You can use Segments and Breakdown together, to really deep dive.