How to Set Up Conversion Funnels in Google Analytics 25 Tips in 2017


How to Set Up Conversion Funnels in Google Analytics 25 Tips in 2017 

The typical business process involves certain steps that a customer goes through to arrive at the desired final destination may it be a purchase, subscription, etc. These steps are essentially what constitute conversion funnels. Thus, having a well-crafted, pristine funnel is synonymous with commercial success for enterprises based online. In light of this, below are 25 tips regarding the setting up of a polished conversion funnel in Google Analytics.

Adopt the right mindset

Inadvisably, most fail to accord funnel perfection the requisite attention and instead focus energies on traffic acquisition. Consequently, the cost per traffic acquisition increases while the revenue per acquisition remains abysmal. Priority wise, cultivating a glossy conversion funnel should come first.

Be mentally prepared

Creating a sales funnel will involve a steep learning curve and resource input majorly in the form of time.

Hire a professional

If due to other commitments you cannot manage to dedicate necessary time to conversion funnel creation, hiring a professional is advised.

Where it all begins

Creating a goal precedes funnel development as funnels are goal based in Google Analytics. Navigate to admin>property and view and click goals to set up a goal.

Create business specific goals

What you seek to achieve dictates the kind of goals you will create. Whether purchases, subscriptions, detail collection, impressions, engagements, or a combination of the above.

Use templates to make goal creation easier

To ease up goal creation and customization, make use of the provided templates which can be sourced from the given list, friends, industry veterans and so on.

What to do if the template list is not showing

If the template list fails to appear, it simply means that you have not specified an industry yet since templates are industry specific. Input the industry of interest by navigating to properties and selecting industry.

Goal description

Description is all about fleshing the goal by adding parameters to foster viability. The four categories of descriptions are destination, duration, screens per session or events. Again, the description will be informed by the type of business in question.

Goal details

For goal details, make use of the final URL in the funnel you wish to create; it could be the URL for the success or thank you page.

Set up goal values

Even in instances where the goal does not involve money, input a goal value since it aids metric calculation providing a handy channel for comparison.

Change the currency

If you wish to alter the type of currency for your goal values, navigate to view settings where you will locate the option to use various other currencies.

The match type to use

Unless you are creating multifaceted goals with several variables, let the match type remain as exact match such that the set goal will only be registered as achieved if all the given stipulations are met.

When to leave the goal value blank

If at all you are tracking purchases by utilizing a commerce tracking code, then, leave the goal value blank.

Add a funnel to the created goals

In the goal creation process, the use funnel option will appear. Click on it to create a funnel by inputting the URLs of the pages your funnel involves.

Adding a funnel to existing goals

You may have already created a goal but failed to add a funnel. To add a funnel, simply click edit existing goal after which the use funnel option will be accessible.

How to make use of the ‘required step’

Check the ‘required step’ for the very first funnel step to aid in the generation of uncomplicated data. However, fail to select the option if you wish visualization reports to consider funnel entries from steps other than the first one.

Maximum goals allowed

Once a goal has been added, it cannot be deleted but it can be edited. The total number of goals allowed by Google Analytics is 20.

Test goals

Test the developed goals to find out if they work. The data source for testing will be the information already existing in the account

The funnel conversion rate

After setting the goal in motion, a funnel visualization report will be generated from which you will be able to obtain the funnel conversion rate which is of utmost importance. The conversion rate simply shows the number of visits that culminated in the goal.

Check for funnel drop offs

Funnel visualization reports will also enable you to check where huge traffic drop-offs occurred. In this manner, it becomes possible to rectify problem spots and improve funnel conversion.

Prioritize optimization

Prioritize optimization of the steps in which most traffic drop-off occurs.

Page view consolidation

Often a concern, you will be delighted to know that multiple page views in any funnel step are treated as a single page view in the generated visualization report provided the views occurred in a single session.

Treatment of bypassed pages

For traffic that bypasses some initial steps and joins the funnel at more advanced steps closer to the final goal, the preceding steps are filled automatically for uniformity.


Traffic segmentation, where you view funnel traffic originating from one source, requires that you develop a custom profile with the necessary filters. Number of filters per account is capped at 50.

Goal flow reports

View funnel data using goal flow reports for a more in depth look at metrics. The drawback of goal reports, however, is that they do not generate an overall conversion rate.

The reverse goal path

The reverse goal path shows visitors that arrive to the funnel end point using unanticipated means. By using the report, you can build a funnel around this unprecedented goal activation source.

As is evident, conversion funnel creation, though simple, needs some time to perfect. Therefore, do not limit yourself to one information source; instead, make use of videos, podcasts, technical guides and such to perfect the nitty gritty of funnel creation.

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