Conversion Funnel (Funnel Analysis)
A conversion funnel maps the typical sequence of steps users pass through on the way to a target action, for example from the product page through the basket to the completed purchase. Funnel analysis shows how many users drop out at each stage, making the weak points in the conversion process visible.
In practice
In practice a conversion funnel is modelled in GA4 through the “Funnel exploration” report, in which individual events are defined as steps. Noticeably high drop-off rates between two steps – between basket and checkout start, for example – give you concrete starting points for CRO measures such as simplified forms or additional trust signals. Adjust the funnel regularly to match real user paths, because rigid standard funnels represent actual, often non-linear click journeys only poorly.