What is a conversion funnel?

The conversion fun nel is a tool that allows us to define the conversion process, i.e. the steps that a user must follow for a conversion to occur. It should not be confused with the sales funnel, which is a similar tool, but applied only to sales. In other words, the conversion funnel can include, in addition to the sale, other types of conversion such as:

• the generation of a lead
• a registration by the user
• the completion of a form
• subscribing to a newsletter
• sharing certain content on social networks
• etc.

There are many options available, as they depend on our marketing objectives.

why is the conversion funnel important?

The goal of the conversion funnel is to get more users to convert on our website. It allows us to know, among other things, what loss rate occurs at each stage of the conversion process. We can analyze the behavior of users step by step, including those who abandon before performing the final action.

As a result, we can detect what errors there are in the purchase process implemented on our website, in which steps exactly customer leakage tends to occur (or, on the contrary, which ones are decisive for conversion) and which pages are more effective in producing conversions, among other useful data.

Creating a conversion funnel in Google Analytics

Let’s now see how to create a conversion funnel in Google Analytics. This web analytics tool is the most effective when it comes to analyzing, in a simple way, which factors are failing or can be improved in our conversion process. That way, we can make decisions that will help us go in the right direction.

The first thing you need to do to create a conversion funnel in Google Analytics is to configure each of your goals using the following steps:

1. In the Administrator menu, click on View and then Goals.
2. Click on the New Goal button.
3. At this point, you can choose between working with a template or creating a custom goal. Whichever you choose, you must fill in the following fields:

• Target: page where you want the conversion to take place
• Duration: set as a conversion the time that a user stays on the page
• Pages/screens per session: set as a conversion a certain number of pages or screens per session
• Event: sets the user interactions with the page that we consider as conversions
• Target space ID: allows us to classify our conversion targets in groups of up to 5 targets

1. Next, we need to add the data we want to measure based on our goals by filling in the following fields:

• Target: we enter here the URLs of the pages involved in the conversion process, activating the Conversion funnel checkbox and adding the different steps of the process by clicking on the Add another step button.
• Duration: the minimum time that the conversion process should take
• Pages/screens per session: the minimum number of screens/pages per session for a conversion to be possible
• Event: the event that produces the conversion, specifying its attributes in the Category, Action, Label and Value fields (the latter is the estimated monetary value of the conversion).

1. Having performed the above steps, we can now view our conversion funnel in Google Analytics by going to the home page and then to Conversions > Goals > Conversion funnel chart.

The information we define about the goals of our conversion funnel in Google Analytics can be changed at any time.

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