Build a funnel analysis

Amplitude's Funnel Analysis chart helps you understand how users navigate defined paths ("funnels") within your product, and helps you identify problem areas where users tend to drop off.

A common example of a funnel is successful onboarding. To Amplitude, a converted user is one who triggers the events you specified, in the specified order.

This article explains the steps to build a funnel analysis in Amplitude. Before you begin, familiarize yourself with the basics of how charts work in Amplitude.

After you build your funnel analysis chart, go to interpret your funnel analysis.

Set up a funnel analysis

A funnel analysis shows how your users navigate specific sequences of events in your product. Build Funnel Analysis charts using the Events Module and the Segmentation Module. To create a Funnel Analysis chart, tell Amplitude what those events are, and which users to include in the analysis.

To build a Funnel Analysis chart, follow these steps:

1. In the Events module, select the starting event. Choose a specific event instrumented in Amplitude, or tell Amplitude to consider any event as the starting event for this analysis by selecting Any Event from the list of available events.

2. If you want, add properties to your starting event by clicking + Filter by, selecting the property name, and specifying the property value you want.

3. Next, select at least one other event. You can add properties to these events as well.

4. Specify the order in which a user must trigger these events to convert through the funnel: this order, any order, or exact order.

   Selecting This order tells Amplitude Analytics that a user must complete all the steps you've included, in the order you've included them, to count as a conversion. Along the way, they can also trigger other steps not specified here. Any order means the user must complete all the steps you've included, but the order in which that happens doesn't matter. Exact order works the same as This order, except the user can't include any other steps at all.

5. To exclude users from your funnel who trigger specific events between steps of your funnel, click + Exclude users who did and select the exclusion event from the drop-down list. Apply the exclusion between all steps in the funnel, or between two specific steps. For any-order funnels, users exclude themselves if they fire the exclusion event between any of the funnel steps.

6. In the Segmentation module, identify the user segment to include in this analysis. Import a saved segment by clicking Saved and selecting the one you want from the list. Otherwise, Amplitude begins from the assumption that your analysis targets all users.

7. If you don't want to import a saved user segment, build your own by adding properties. Click + Filter by, choose the property to include, and specify the property value you want.

8. Narrow your focus further by telling Amplitude to only include users who have already performed certain actions. Click + Performed, then choose the event you want.

9. To add another user segment, click + Add Segment, and repeat steps 6 and 7.

Your new funnel analysis appears in the chart module.

To read about interpreting your funnel analysis, refer to interpret your funnel analysis.