Funnel Analysis and Conversion Tracking

Funnel analysis is used to understand how users move through a series of steps in a product, from initial interaction to final conversion. Each step in the funnel represents a key action, such as visiting a page, starting a trial, or completing a purchase. Conversion tracking focuses on measuring how many users successfully move from one step to the next.

In product analytics, funnels help identify where users drop off. For example, many users may view a pricing page, but fewer may start a trial, and even fewer may complete a purchase. Understanding these drop-offs helps businesses improve user experience and increase conversions.

Funnel analysis is typically performed using event data, where each event represents a step in the user journey. By analyzing these steps, analysts can measure conversion rates and identify bottlenecks.

For beginners, the goal is to:

• Understand what a funnel represents in a product
• Identify key steps in a user journey
• Measure how users move between steps
• Recognize where users drop off

• How many users reach each step in a funnel
• Where users drop off in the process
• Conversion from one step to another
• Overall product performance

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The Basic Pattern

SELECT column_name
FROM table_name;
  

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Examples

Example 1 — Count Users at Each Funnel Step

Example 2 — Find Users Who Completed a Purchase Event

Example 3 — Count Total Orders (Conversions)

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Practice Tasks (Your Turn!)

Task 1

Count the number of events for each page in the product.

Task 2

Find users who performed the ‘start_trial’ event.

Task 3

Find the total revenue generated from all orders.