Funnels and goals

A funnel measures a sequence of steps visitors are expected to complete. A goal records a desired outcome.

Star a goal from the goals list to pin it on the Analytics overview. Open a goal to see conversion over time, the pages visitors used immediately before and after it, and the paths through it. Optimize this goal writes an AI report on where visitors give up and what to change. It is part of the AI optimizer of the goal's view, so it is offered once that view has one; an insights report from the Analytics overview can do the same when you have not defined goals yet.

Build a useful funnel

Choose steps that represent a real journey, such as landing page, product view, form start, and confirmation. Avoid adding incidental pages that visitors can legitimately skip.

The funnel report shows how many visitors reach each step and where they leave the sequence. A drop is not automatically a defect; it identifies the point worth investigating.

Goals and funnels are most useful when names, definitions, and ownership are agreed across the team. Revisit them when the website journey changes.