Marketing funnel tracking

Measure your entire marketing funnel in one place with built-in analytics, actionable reports, and dashboards


Marketing funnel is a simple visual representation of all your customers path on your website. The simplest example consists of just two steps: viewing a product on a website and buying it.

This simple funnel consists of two stages. The 11% figure is called [conversion]. It helps predicting how many people will actually buy products when they’ve viewed them. Usually people are using bar charts to build funnels, so our basic funnel will look like:


Though simple funnel will be helpful to get an idea on how your store works, it’s not of much help in terms of making any decisions. Typically you’ll want to build more advanced funnel, consisting of additional steps:

So there will be typically 4 stages in your visitor path:
  • Viewing a product on a product page.

  • Getting that product in the shopping cart.

  • Checking out shopping cart - signing up on the website and filing required forms.

  • Actually making a payment including online as well as offline methods.

Optimizing funnel

First of all your funnel will help discover problems in your customer journey. Let’s say you have 100 customers, who have viewed some product. And your funnel is looking like this:

Only 20 people from those who have viewed your product actually added it to cart. That means 80 people had problems doing it. Some of the reasons behind bad conversions on any stage of a funnel and strategies on improving it:

  • Customer just can’t find relevant button. Be it “add to cart” button or checkout, make it clear and easy for any customer to do next action. Consider using [1 click orders] for your returning users.

  • Customer having troubles filling in all of the forms. It might be too long or too messy. Make sure your forms are minimal and use [form error tracking] for that. Make use of {Social login buttons}.

Make use of tools showing your data on [abandoned carts]. Such tools will help getting information and details on why and where your customer had troubles. So you’ll be able to not only get a feedback and help your lost customer finish their purchases.

But that’s only a part of possible problems. Consider optimizing your [marketing channels and products as well].


There are plenty of tool to build funnels. The most important things to consider choosing your marketing funnel tool are:

  • Does the tool will require you to do any integration or setup.

  • Does the tool have [data sampling].

  • Does the tool have ability to slice funnel by different criterias, like categories, products or traffic sources to get deeper insights.

Google analytics
Excel or Spreadsheet
.io Analytics
Requires integration & setup
Has data sampling
Slicing by categories, products and sources


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