A Step-By-Step Guide to Create a Funnel Analysis Report in Google Analytics-4

Navneet Singh, Founder

Ecommerce SEO

The funnel analysis report in Google Analytics 4 is the best report for people who want to optimize conversion rates. The funnel report helps you underline the areas whereby you can quickly get a high level of optimization. It helps you automate and compare the completion rate for every step of the journey using the key customer segments. The proper interpretation gives you an insight into the breakdown report and includes the essential dimensions, such as the device category. The funnel analysis report is related to a high level of improvement depending on the existing goal of the funnel reports, as highlighted in Google Analytics 3 (Universal Analytics).

Google Analytics 4 offers you a robust new funnel visualization tool that was previously just available in GA360. It allows you to create a funnel visualization with the right events for impressions, clicks, and page views. Additionally, it is vital to build the funnel analysis report in Google Analytics 4  for including:

  • Comparison of the completion rates using four customer segments (like mobile, desktop traffic, and tablet users).
  • Take care of every step of the funnel using dimensions (for the source traffic).
  • The amount of time lost at each step of the funnel.
  • Recognize the next event after each step of the funnel.
  • Set your funnel filters to exclude users who don’t want to convert (e.g., do not use country or region).

It helps you understand the difference in the drop-off rates at the different funnel steps for most of the segments and dimensions. You can set filters to exclude the traffic that does not convert or form separate funnels for other markets and geographical locations.

You can create and configure a funnel analysis report in Google Analytics 4. It offers you the benefit of the functionality of Google Analytics 4 in the funnel analysis report.

1. Planning Events for your Funnel Analysis Report in Google Analytics 4

Create the funnel visualization in Google Analytics 4. It helps you to configure GA4 events for every step of the user journey. Using the Google tag manager, you can interpret a lot of information from Google Analytics. It tells you the right way to go for events vital for you, for example, element visibility tags and clicks.

GA4 records the different page views in a single event name. One needs to configure the events for every single page before creating the funnel analysis report. It is done as you set up events in the GA4 interface explained here.

The dimensions and segments are worth considering and help you to analyze the funnel report. The interface provides for a powerful element in the funnel analysis and saves you from the requirements of doing a custom analysis.

2. Create a New Funnel

Log in to GA4, click on ‘Analysis’ > ‘Analysis hub’ to ‘Create a new funnel’.

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3. Funnel Console

The funnel console includes Variables, Tab Settings with your Exploration tab.

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Variables Tab: In the Variables Tab, find the funnel name to set the right time and configure the segments and dimensions you want to use in the GA4 funnel.

Tab Settings: Help you understand the nature of analysis connected with the visualization type, funnel breakdown, and segment comparisons. It also configures the steps in the funnel.

Exploration Tab. It is related to funnel visualization and the corresponding data table for every step of the funnel you’ve created. Determine the settings in the Tab Settings. Also, carry out a deeper analysis with several features of the Analysis hub.

4. Name Your Funnel

Make sure that you keep a short and descriptive name for your funnel. It gets displayed to anyone reaching the Analysis Hub.

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5. Date Range

Using a custom range allows you to set a suitable date range based on collecting the data in the funnel steps.

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6. Default Funnel

A default funnel appears automatically when you create a funnel in Google Analytics 4.

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7. Type of Funnel Visualisation

Google Analytics provides you to choose from two types of funnel visualization, including the standard funnel and trended funnel. 

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This visualization helps you to find out how the funnel changes over time. It proves greatly useful if you want to make changes to the user journey. In this example, you can find out more about the standard funnel. Later, it allows you to toggle between the two.

8. Delete Default Funnel Steps

It is essential to create a new funnel Google Analytics 4. Now, you must delete the default steps in the console. Also, remove all the existing steps which were present earlier.

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9. Create First Step in GA4 Funnel

Choose the edit icon to open your way to the first step in the funnel. Also, give a short and descriptive name as it appears to allow funnel visualization. Find out more about the ‘Add new condition’ and start typing the event name. Choose an event name you want to use.

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Keep your options open to add the parameters you must set to keep the same conditions based on the events and dimensions configured in GA4. You must set an example for the page path as ‘/’ OR ‘about-us to help the users land on several pages before going for the next step in the funnel. It’s an excellent condition for allowing the users to comply with the two conditions.

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On the other side of the console, you get a display showing users are complying with the conditions they’ve set for the funnel. Go to ‘Add steps’ for creating the second step.

10. Create Second Step in GA Funnel

If you need to go for the next step, every site delivers to the customer the details they’ve entered for the location. Choose the event name you want to click on ‘Add new condition’ and search for it by its name.

You need to set the right parameter value, which indicates that the customer’s location gets verified. Go on to ‘ADD PARAMETER’ and search for the parameter name related to the event being used. Here the parameter is ‘delivery_response.’

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Select a parameter condition; for example, it is ‘exactly matches (=)’ here.

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Also, choose a parameter value known as ‘accept.’ Set the same thing as you find a developer to add the data layer push to record the site, especially when the user has a valid delivery address.

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GA4 allows you to set the conditions for the users that proceed directly from the earlier step, and it gets shown in the funnel. It offers secure and logged pages that limit the navigation options.

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You must set up “indirectly followed by’ giving you the option to choose ‘is directly followed by.’  This is how you can set the funnel’s condition.

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Also, set the time limit for a period in the previous step. It is useful if your site offers strict time-out conditions to users for accomplishing a few tasks. Commonly, you need to set the ticket purchases on the event sites. You need to set the time in the box depicted below.


This activity provides you with the right time period-from seconds, minutes, hours, or days. If your browser deletes the cookies in 24 hours, it won’t be as reliable.

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Do not miss a single step or go for the wrong order of events. Click on the three dots on the right side of every step. It gives you the option to copy, remove or add a step before or after.

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11. Continue the Further Steps

The GA4 analysis funnel allows you to proceed for ten steps, and therefore you require a plan for your funnel to ensure that you don’t run short of steps. As Google increases the number of steps, it will also limit the same for several sites.

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As you create the final step in a funnel, keep in mind that you also ‘Apply’it. It helps you to take care of the report. If you miss to ‘Apply,’ you will miss the steps you’ve created.

12. Set Dimensions to Refine the Funnel

Dimensions allow you to set filters and highlight the subsequent steps for the funnel breakdown into important categories. Make sure that you set default dimensions in a funnel analysis report which are highly limited. So, you need to remove the default dimensions or add highly useful ones to the report, in some way or the other.

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Click on the plus sign to find useful dimensions. Use the city at the site to just deliver to a few locations in the UK.  Select the dimension to click ‘Apply’.


Continue the process to add to the different dimensions you require for funnel breakdown in the next steps and by setting up filters.

13. Create a Filter

Use a filter to remove visitors who will never convert. For example, if you use ‘City,’ the site won’t deliver to the users at a site far off from a particular geographic location. Go for a country or a region based on the nature of the site. Select and drag the City dimension into the Filter box.


Choose the match type which corresponds to the case ‘exactly matches.’ Then search for the expression.


Choose the expression you want to search. For example, if it is ‘London’ here, click on ‘Apply’. As you set the filter, do not include users not having any chance to convert.


14. Open or Closed Funnel

This tab setting allows you to choose between an open and a closed funnel. The open funnel users will enter the funnel at a certain point instead of entering by following a sequential approach in a closed funnel. 

A closed funnel does not include users in the funnel beyond the initial step. Wrong impressions will lead to conversion rates due to users entering at any step. A default setting will proceed to closure.

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15. Segment Comparisons

The Funnel analysis allows for a comparison of various segments in the Segments section of the Variables tab. Click on it to drag and drop it or just double-click the segments.


You must add the right segments before doing things that you’ve chosen. Now add (choosing ‘+’) to open the Segments interface. It allows you to make the right choice between creating a custom segment and using a proposed one.


You can go for three types of custom segments:

User Segment: If all the users choose particular criteria, the desktop visitors and users will be from different countries.

Session Segment: When all sessions meet particular criteria, the decisive sessions are where the users originate from a specific campaign or a particular page.

Event Segment: If you only include certain events, for example, if all visitors who have earlier purchased or added things to the basket.

This example helps mobile users and desktop visitors. When the desktop traffic is not set as the default segment in the Variables Tab, it becomes necessary to create it first. You need to name it suitably while adding an apt description.


Select the match type and desktop expression. You need to check the option to ‘At any point’ for including the users who want to meet and match the conditions at different points of a user journey if you click on ‘Save and Apply’ for each funnel segment.

In the report, every segment is in the right form to separate the bar chart above the funnel. Hover over it to display the raw data. Look at the segments in the second column in the funnel table. When you see segment A, it gets followed by every parameter of the breakout dimension.


16. Breakdown

Using a single dimension, you can break down the funnel (e.g., Device category). The dimension may have a few possible values for specifying the number of rows in each dimension. See below how to break down the funnel (if the default is 5). Click and drag the dimension in the funnel as shown below.


17. Elapsed Time

It shows you the average time required at each step of the user journey. You must understand How much time it takes for users to complete their user journey. It shows how the users on different devices behave. That’s why this is a highly useful parameter to check for an Ecommerce SEO Agency.


18. Next Action

To see the event occurring immediately after every step in the funnel, add ‘Event name’ or ‘Screen name’ for apps in the ‘Next Action’ box. Scroll over the bar chart and check the next top 5 events.


19. Share Your Funnel

Your funnel report is just available to you. You must share it with the different property users, especially when you want others to see it. As you click on the icon in the image, click ‘Share’ and give read-only access to the other users of the GA4.


20. The Formats To Use the Funnel

Download the funnel analysis report in these formats

  • TSV
  • CSV
  • Google Sheets
  • PDF
  • PDF (all tabs)


21. Funnel Visualisation

Make sure that you fully configure the analysis funnel. It helps you to investigate every single step of the user journey, instantly. And every step needs to be in defined segments and breakdown using individual dimensions. It offers a great improvement of the goal funnels used in Universal Analytics.

Make sure that you spend time analyzing each step to summarize the insights you are identifying. You don’t have to create custom reports if you get the funnel analysis report. It means that you can manipulate the data to compare the completion rates best by selecting important segments and dimensions.

22. Replicate Funnel Analysis Report

Replicate the funnel for various journeys or users having varied needs. Come out of the report and navigate to the Analysis Hub. It’s very swift to do this. Click on the three dots below and select ‘Duplicate.’

22. Don’t Navigate to Another Property When in a Funnel Report:

Do not change to another property while you are in the funnel report. By navigating directly from an Analysis funnel report to the other GA4 property, you will find that the funnel report move to the second GA4 property. Later, Google may fix this bug, but presently, it can lead to issues. When this happens, you must navigate back to the original GA4 property directly.

Summary of how to create a funnel Visualisation in Google Analytics 4:

Doubtlessly, the funnel analysis report in the GA4 report is the area where GA4 surpasses Universal Analytics. But, it also requires a lot of planning and preparation for funnel report optimization.

As you create events in GTM, configure the pageviews for individual pages in the GA4 interface. Choose the segments and dimensions you want to use to analyze your funnel. It helps you to exclude visitors who aren’t likely to convert.

Next, ask yourself what type of funnel do you require? You need to choose between a standard funnel and a trended funnel. Set the time range to start collecting the GA4 events.

The funnel analysis report helps you to go for about ten individual steps in a user journey. Use the parameters to restrict the nature of the funnel. For example, you need to know how users respond to every question. Make sure that you follow the settings.

In the case of secure pages and strict time-out periods, set the time limits between the steps as the number of steps gets reduced, set a filter to exclude users likely to convert on the site.

Find out if you want to go for a closed or an open funnel. When users join the funnel at any step, it’s better to go for an open funnel.

Use the dimensions you want to configure for applying to the four segments you want to compare. Go for a single dimension like the device category to breakdown the funnel.

The ‘Elapsed time’ display will show how long users take to go from one step to the next one.

Choose the ‘Next Action’ to show an event that occurs after every step in the journey.

Finally, share the funnel analysis with others in the GA4 property.