A funnel is used to track a user's progression from one step to another. A typical progression might be: adding an item to the cart, viewing the cart, and then completing the checkout process. You can create a funnel with these three steps to find out where your users are dropping off.
You can use events or states when creating a funnel. For our example, we'll create a checkout funnel with custom events for Add to Cart, Cart, and Checkout.
- Click the + metric tile to view the metric catalog.
- Select the section in the left pane called funnels.
- Click "create new funnel".
- In window, add a new funnel step based on an event/state for each step in the flow. We'll enter Add to cart, Cart, and Checkout.
Once you create the funnel, click on the tile to render the chart on the main screen. Once the chart is visualized on the main screen, click on the expanding option below. This provides additional details about the funnel. You can see:
- the conversion between each step
- the number of occurrences
- the number of users that completed each step
- the transition rate between each step
- the time it took on average between each step.
Enforced funnels means that a user must have done the first step to count in the next and so forth.
Unenforced means that if the user did the second step but not the first event, they would still count in the second step. This can result in the second step having a conversion higher than 100%.
For the most part, Leanplum's funnels are unenforced. However you can implement an enforcement on 2-step funnels by adding a filter of users completing the first step. This ensures that the users who completed step 2, also did step 1. Here's an example: