Building Conversion Funnels

See where visitors drop off

Written By David

Last updated 10 days ago

Conversion funnels let you visualize the steps visitors take toward a goal, like a purchase, so you can spot where they drop off and lift your conversion rate.

What you can do with funnels

Step-by-step drop-off: see how many visitors make it from one step to the next.
Overall conversion rate: the percentage who complete the whole journey.
Date comparisons: filter by period to see whether your changes are working.
Any step type: each step can be a page visit or a custom event.

Reading a funnel at a glance tells you where to focus, for example, a big fall between Add to cart and Checkout usually points to friction on the cart page.

Example: an e-commerce purchase funnel

A classic store funnel follows the buyer’s journey: view product → add to cart → begin checkout → purchase.

Step 1: Track your events first

Funnel steps are built from events, so make sure the key actions are tracked before you start (see Creating & Tracking Custom Events). For this funnel you’ll want view_product, add_to_cart, begin_checkout, and purchase.

Step 2: Create the funnel

Open the Funnels tab and click Add funnel.
Name it (for example, Purchase journey) and add a short description.
Add your steps in order, each step is a page visit or a custom event.
Click Save.

Step 3: Read the results

Cromojo shows the conversion rate through the whole funnel and the drop-off at each step. The biggest drop is where optimizing pays off most — fix that step first. Use the date filter to compare periods after each change.

Best practices

Start simple: 2 to 3 key steps, then add detail.
Name steps clearly so the data is easy to read.
Use events, not just page views, for the actions that matter.
Fix the biggest drop-off first, that's where the gains are.
Compare over time with the date filter after each change.

Need a hand building your first funnel? Email support@cromojo.com.