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Google Analytics ‘Segmentable Funnel’

Are you familiar with the Funnel Visualization report? It’s a visual representation of your onsite conversion funnel, showing how many visitors go to each step and how many leave the funnel at that step.

John Henson has a post about a workaround that allow you to segment funnel visualization. He calls it “horizontal funnel” because visually, you look at funnel from left to right, by using a goal as a step in funnel, instead of 10 steps in each funnel provided by GA. He uses the example of what a traditional e-commerce funnel looks like: Shopping Cart -> Address Info -> Payment Info -> Review Order -> Thank You. And flips it on it’s side to be able to segment it.

“It’s like a regular funnel, just flipped on it’s side, using goals, first steps in funnels, and custom reports….As you can see, this’s in a keyword report. So, funnel can be seen in-line in report, for whatever segments you want; in this case for individual keyword phrases. And you can apply Advanced Segments or Secondary Dimensions to the report.”

In the image below: the values outlined in blue are the visits to each step, and the values outlined in orange are the exit rate between steps.

More Info: Segment your Goal Funnel in Google Analytics


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