What is the Conversion Funnel in GA4?
Conversion funnel in GA4 are visual tools that track how users move through many steps before completing the desired action. It documents everything from the first user interaction until the occurrence of the conversion, or even user drop-off.
These funnels will help you answer vital questions including:
- Where did users lose interest?
- Which pages were not performing?
- What influences successful conversions over others?
What Are the Benefits of Getting to Know the Conversion Funnel in GA4?
- Gain insight into user behavior across your site or app
- Identify exactly where users drop off
- Enhance user experience based on findings
- Gain insight into the performance of your marketing campaigns
- Make better, data-driven decisions.
Conversion Funnel in GA4 Stages
- Acquisition: Users arrive by SEO, ads, social, or email.
- Engagement: Users are engaged with content and/or products.
- Conversion: The user does the intended action like purchase or sign-up.
- Retention: Retain current users' engagement and loyalty.
- Recommendation: Happy users recommend additional users, to help grow the brand.
The conversion funnel in GA4 is a story about user intent and user experience at each level. Knowing why they stop, can lead to significant improvements.
How to Set Up a Conversion Funnel in GA4
Step by Step Instructions:
- Log into GA4 and go to your property.
(Legacy GA showed "view" but GA4 is property) - Select Explore > Blank to create a new report
- Name it conversion funnel and and select Funnel exploration for the report type.
- Click the pencil icon to define funnel steps. (ex. billing, payment, review, checkout)
- Select filters such as page location (ex. yourinfo.HTML, payment.HTML) for each step.
- Click Apply to finish the setup.
If you want to track multiple conversion paths or want to visualize trends you can also enable Make Open Funnel or Trended Funnel.
Review and Customize Your Funnel Reports
- See where users disengage with drop-off rates in the visualization panel.
- Feel free to add segments such as device category for more detailed analysis.
- Switch-on elapsed time to see how much time users spent on each step.
- Track next actions using page titles or screen names.
The conversion funnel in GA4 can be completely customized for your business outcomes; you can choose how you want to look at your performance.
Tracking Conversions in GA4
Tracking conversions in GA4 is slight different than Universal Analytics:
- Navigate to Conversions > Goals > Funnel Visualization.
- You can track the entry point, bounce point, and drop-off points.
- Use the information to continually improve and optimize your funnel.
Remember, funnel data can take GA4 48 hours to populate. Be patient and defensively check all your tracking filters and date ranges.
Troubleshooting: What if the Funnel shows 0 Conversions?
- Wait for the 24-48 processing window.
- Check you are tracking the pageview and virtual pageview triggers correctly.
- Ensure you are selecting the correct date range for your funnel report and that it is active.
Four Quick and Easy Ways to Optimise your Conversions in GA4
- Use funnels: see exactly where users drop-off
- Use heatmaps: see where users click, where they scroll, and where they exit
- Add session recordings: look for bugs or where the user experience funnel is confusing
- Using GA4's conversions funnel and behaviours tools give you a much better complete picture.
Conclusion
When you have a conversion funnel in GA4, it tells you exactly why users either are converting or bouncing. That means you can pinpoint friction points, optimise every touchpoint in your user's journey and improve your conversion rate. The more often you optimise each touchpoint, the more likely you stay ahead of the competition.
FAQs
Q: Can I use conversion funnel in GA4?
A: Absolutely! GA4 is a powerful analytics tool and has a very handy Funnel Exploration tool.
Q: How do I track conversion values?
A: When setting up in GA4 or GTM, you can assign a value to events!
Q: What is an example of a conversions type funnel in GA4?
A: Product view > Add to cart > Checkout > Purchase.
Q: What is the conversion path in GA4?
A: The path is all the touchpoints a users take before converting.
Q: How do I create a conversion event?
A: In GA4, go to Admin > Events > Mark as conversion. You can also do it through a GA4 set up in GTM, where GA4 automatically creates the events and given values as required.
Use this guide to build and continue improving your conversion funnel in GA4, and convert Google Analytics data into