How to create conversion funnels with Google Analytics

Posted 2 years ago in TECHNOLOGY.

How to create conversion funnels with Google Analytics

How to create conversion funnels with Google Analytics


The funnel or conversion funnel is a term that refers to the different steps that a user has to carry out to fulfil a specific objective within the web page. The objective can be: register, make a purchase, send a contact form, etc. It is considered one of the best internet marketing strategy.

In this way, the conversion funnel can help us, for example, to identify the steps that a user takes within an online store, as well as to know how they move or navigate through it. We can also answer the question of why we have full carts and very few sales or why there are no sales from a certain section or category.

We can therefore say that if we properly analyse the conversion funnel, we will be able to determine the points that need to be optimized most urgently in order to get as many users as possible to become customers.

Conversion funnels are used above all on web pages where the objective that we want the user to fulfil is achieved in several steps. A typical example of a web page with a conversion funnel could be an online store that usually has several steps to perform: add a product to the cart, fill in the shipping address, and select the payment method.

We give you a practical example:

We are going to analyse a car rental website where the final objective is to reserve a vehicle.

In this example we propose 4 steps that the user has to go through to reach the final goal: choose a car, select the extras and rates, enter personal data and choose the payment method and finally, the booking confirmation page.


In order to create and measure a conversion funnel, you need to have a Google Analytics account and set goals. You must follow the following steps:

  1. Enter Google Analytics.
  1. Access the “Manage” menu.
  2. At view level, go to “Objectives”. This option will help you set the funnels for your website:
  3. Select “+New Target”.
  4. Choose the template option to start setting up the goal (revenue, acquisition, inquiry or engagement) or the customize option to create a custom goal and click continue.
  5. Specifies the target name. The most interesting thing is that the name indicates the type of action that the user needs to perform in order to convert. In this example, we are going to name it: “Spanish Completed Reservation”, which indicates that a user has reserved a vehicle from the Spanish version of the website.
  6. Select the goal type: destination(since funnels can only be created for destination goals because funnels are not compatible with other goal types) and click “Continue”.
  7. Write the destination URL in the last section(goal information), the one that assumes that the goal has been completed correctly. Next, click on the “Conversion funnel” option and enter the pages that will be part of your conversion funnel. Press “Save” and you will have your conversion funnel ready.

Conversion Funnel Chart

Once the conversion funnel is configured, it will collect data and we can view it from the Conversions-> Goals-> Goal conversion funnel chart

In the data that we can see, 83.57% of the users who choose a car in the first step go on to the second (they select the extras and the rates). 40.47% of users who select the extras and rates go to the page where they can choose the payment option and enter their personal data.

27.45% of users who choose a payment option and enter their personal data proceed to make the reservation.

Therefore, of the total number of users who start on the first page of the conversion funnel (4,772), 616 complete the reservation, that is, 12.27%.

Finally, it would be interesting to carry out periodic comparisons to analyse user trends, diagnose possible problems and optimize the conversion funnel.

We hope that the post will help you to create your own conversion funnels!


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