Google Analytics Funnel Visualisation Setup Guide

Posted 44 days ago by Internetrix

4 Minute(s) to read

What is Funnel Visualisation?

A Google Analytics Funnel Visualisation report is a feature within the Goals setting that allows you to visually analyse the journey towards a conversion or goal. 

The funnel report can help you to see how many visitors move from one step to the next and where they drop out of the conversion process. This report is a powerful tool as it allows you to identify the weaker pages in a funnel and then go about fixing them to improve your conversion rate.

Importance of Funnel Visualisation

The funnel visualisation report is particularly useful for eCommerce sites. With eCommerce sites, goals can be configured as the “Thank You” or “Completed” pages that are displayed once a purchase is made. 

Once a funnel has been set up site owners can then examine each step/page in the funnel to see where users are abandoning the shopping process. Funnel visualisation can also be used effectively on sites that utilise quotes or contact us forms/pages.

What is a Goal? 

Goals are set up to measure how well your site or app fulfils your business objectives. A goal represents a completed activity, aka a conversion, that contributes to the success of your business. 

Examples of goals include making a purchase (for an eCommerce site) or submitting a form (for a marketing or lead generation site).

Do you need to set up Goals? 

Defining goals is an essential component of any digital analytics measurement strategy and necessary for the creation of a visualisation funnel.

Having properly configured and defined goals allow Analytics to provide you with critical information, such as the number of conversions and the conversion rate for your site or app. Without this information, it's almost impossible to evaluate the effectiveness of your online business and marketing campaigns. 

Creating a Google Analytics Funnel Visualisation Report

1. Create a goal

Click admin or the cog icon to the bottom left of the Google Analytics dashboard and click on the View section to the right of the dashboard.

Screenshot in Google Analytics of where to access the Goals option in the admin menu

2. Configure the goal

Click the red New Goal button and choose custom under the goal set-up drop-down list and click continue.

Screenshot in Google Analytics of how to create a custom Goal

3. Goal description

Firstly, name the goal. It’s important to follow a naming conversion throughout your GA set up. It is important to leave the Goal ID/ Goal Set to whatever Analytics has chosen, changing it might replace other goals of your website. 
Next, choose the type of goal you need. To continue with the creation of a goal visualisation funnel choose Destination and click continue.

Screenshot in Google Analytics of how to give your goal a description

4. Goal details

You need to specify the Destination page (where the conversion takes place). There are three options: 

  1. Equal to: The exact page the goal is set up, or a form completed page. For example: /form-completed
  2. Begins with: A page that begins with a certain URL or screen name, for example: /services
  3. Regular expression: The most complicated option and will require previous knowledge of what regular expression is and how it can be used to set up a goal.

After you have chosen, turn on the funnel option and specify each step that a user takes before they reach your goal. Click Save.

Selecting the Required button is essential and ensures that only users who start from the top of the steps all the way to the last step are considered for your funnel. If you specifically want users to take only this journey then check the Required button, if not leave it unchecked.

Screenshot in Google Analytics of how to use your custom-created Goal to set up a funnel visualisation report.

5. Great Success!

You have created a Google Analytics Funnel Visualisation report. This report can be found under Conversions > Goals > Funnel Visualisation.

To Wrap Things Up

Internetrix is an award-winning Australian data and technology company that has been a Google Partner for over a decade!

We hope you have found this blog helpful, and as always, if you have any questions about Google Analytics or any other products within the Google Marketing Platform, please get in touch to book a call with our Google experts.