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Understanding the conversion tunnel or what does Conversion Funnel mean?

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To become a customer of any online business, you need to go through several stages. The business model supported by advertising is a departure - and you'd be right - because clickers are not customers! To pay for your online product or service, users must first take a few steps. You can use funnels to visualize the conversion of data between each step of this process (or processes). This helps you determine why a customer is experiencing difficulties or is disturbed by a particular step, and analyzes which language or copy can change the customer's emotional behavior during registration or billing. In addition, it also informs you about errors, browser problems or other technical problems. In today's article, we will focus on creating and using Google Analytics funnels in great detail. So let's get started!

Briefly, the topics of this article:

What is a conversion or sales tunnel?

Funnel is a navigation path (a series of web pages) that wants website users to go for Google Analytics goals.

In general, websites have several stages that customers have to go through from start to finish. Google Analytics monitors these travel tunnels to optimize them and ensure that your site’s goals are met. For example, when a user arrives at a site, you want them to do the following:

  • Visit the website to view the products.
  • Go to the category page.
  • View detailed product information by selecting a specific product.
  • Add the product to your shopping cart.
  • View shopping cart
  • Buy something.
  • Once you have received the products, come back and buy again.
  • Recommend buying to friends.

You can optimize your site by evaluating how the user behaves at each stop.

The report on the funnel shall contain information on the opt-out rates at each stage of the funnel. If the tunnel analysis determines that the product page has a high rate, it means that visitors do not find what they are looking for and the page needs to be investigated immediately.

The funnel consists of one or more goal pages and funnel pages (also known as funnel stages).

The conversion sales funnel tells you where to enter and exit the conversion sales process. So you can figure out and remove obstacles to the conversion sales process to improve it. You can create up to 20 unique pages in Google Analytics. This is not proposed.

Types of google analytics tunnels

Basically, GA has four types of funnels. They are the following.

Goal Tunnel is a set of websites through which you expect visitors to your site to go to reach a non-transactional goal, such as “newsletter registration”, “downloads”, etc.

A sales tunnel is a collection of websites through which website visitors must go to reach the purpose of a transaction, such as placing an order on your website. A beautiful example of a sales funnel – the cash register process.

Multichannel goal tunnel – a multichannel goal funnel takes into account the involvement of many marketing channels in the conversion process.

Multichannel sales tunnel – A multichannel sales funnel takes into account the function of marketing channels on the conversion path.

How to visualize a goal tunnelset by Google Analytics

Here are step-by-step guidelines for setting up Google Analytics funnel visualization.

Step 1: Setting a target

To create a google analytics goal funnel visualization, first set a simple goal, and then add a layer of complex features like steps and visualization. This is done by going to the Google Analytics dashboard, clicking on admin or the gear symbol at the bottom left, and then going to the View section on the right.

Step 2: Goal Configuration

Select Custom from the Goal Set-up drop-down list, and then click the red New Goal button and click Continue.

Step 3: Description of the goal

The next step is to give your purpose a name. It is very important to follow the naming procedure throughout the GA setup. Make sure that the goal ID and/or goal set is the value suggested by Google. Changing this setting may change other goals on the site. Then decide what type of goal should be. You’ve done everything you’ve done so far in the same way as you did when setting your goal in Google Analytics. However, if you want to create a visualization and add steps, you can only do so with the Goal goal type. Under Goal, click Continue.

Step 4: Goal Details

Then it is best to choose the place where the actual recalculation takes place. There are three options:

Equal: A thank you page or a specific page that has a goal set. For example, / thank-you.

Starts with: A page that starts with a specific URL or screen name. For example: For example, /blog

Regular expression: This option is slightly more complex than others. Before you select this option, we recommend that you know what regular expressions are and how they work.

After that, turn on the funnel option and specify each step that the user must take before reaching the goal. Save the file.

Look for the required button

Ticking the checkbox is required to ensure that only users who start at the top of the steps and go down are taken into account. Check the Required checkbox if you want users to take this trip only; otherwise, do not select it.

With funnel visualization, you’ve effectively created a goal. Conversion > Goals > Funnel Visualization – here’s where you’ll find this report.

Last thought

Even if setup is more complex, measuring conversion funnels related to specific business goals is quite useful for identifying user travel friction areas. In addition, depending on the configuration, the ability to segment funnel steps allows you to get useful data that can be used to complete transactions.

Setting up sales funnels in Google Analytics is pretty easy. You may be shocked by what you find if you follow the above procedures. Let me know if you have any questions about conversion funnels in Google Analytics.

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