Besides having the Behaviour Flow (Acquisition > Behaviour > Behaviour Flow), you might want to create a visual overview of specific information that you find interesting. In this example we will guide you through creating a funnel which follows these steps:
- Look at a product page
- Add a product to the cart
- Visit the cart
- Go to the checkout
- Finish checkout successfully
This funnel will give you insight in how many customer, who visit a product page, will proceed to (eventually) place an order.
Please note that creating a funnel is only available for Google Analytics 360 users. For more information on events check out this article.
Building the custom report
The funnel is created by building a custom report. You can do so by going to: Customisation > Custom Reports > + New Custom Report. In this Custom Report you can create any funnel you’d like with different stage rules. In this case we will stick to screens and events.
First enter a name for your custom report and the report tab. In this example we’ll stick to one report tab so the name could be the same as the custom report. Next, set the Type to ‘Funnel’.
The Analysis Type is set to ‘Different stages can occur in different sessions’. The reason for this is that customers in the app often spread their browsing and purchases over different sessions. Forcing the funnel to only record data from one session, will give you distorted results. For the same reason, the Advanced Options are set up as follows:
Funnel Type: Closed
We want to start recording the funnel from the moment the user visits the product page.
For the same reason mentioned above, the metric is set to Users instead of Sessions to filter out double data.
Subsequent stage should follow: At any time after stage
Forcing the different events to happen directly one after the other won’t give the desired data, since these events aren’t always each others direct successors.
Setting up the Funnel Rules
Next up, the funnel rules. Enter a name for the first step of the funnel and click ‘+ add filter’.
Stage 1: Look at a product page
The product page is made up in a way that every product is a different ‘screen’. These screens all start with ‘product/‘ followed by the productcode. This gives us the option to set the filter to ‘Screen Name - Regex - product/'
Stage 2: Add a product to the cart
For the second stage we need to add two levels of events. The action of adding a product to the cart falls underneath the category Cart. That means we want to see the data of when both cart and add_product are triggered. That looks like this:
Stage 3: Visit the cart
When we want to know how many customers went to the shopping cart after stage 2, we set up Cart as the Event Category. Next to that, because the action add_product is part of the Cart Category, we need to exclude is from this stage. If we wouldn’t exclude it, the data from the previous stage would also be included in this stage and that would corrupt the data.
Stage 4: Go to the checkout
For the same reason as mentioned in stage 3, the customers who go to the checkout need to be excluded from the group that successfully places an order, because they will be included in the 5th stage.
Stage 5: Finish checkout successfully
The last stage includes the customers that apply to the Event Category: Checkout and the Event Action: Success.
So that’s it?
Well, yes and no. When you follow these steps you create a very specific funnel that gives you information about how many customers, that visit a product page, go straight to the checkout to pay. However, customers that go back to the category or any other page instead, are not included in this funnel. The Google Analytics Funnelling capabilities limit you to 5 steps and forces you to be very clear with your goals.
We understand that creating a funnel can be quite tricky. You can always contact us or for advice or to set up a funnel for you. To get you started we’ve made the funnel which we’ve created in this article available for you. You can check it out by clicking the link and press import. You can also find it by going to Custom Reports, click Import From Gallery and search 'Highstreet Mobile'.