Tracking how users move through a sequence of steps and where they drop off. Shows you exactly where your process loses people—and how many.
Definition: Tracking how users move through a sequence of steps and where they drop off. Shows you exactly where your process loses people—and how many.
Funnel analysis maps a multi-step process—signup, onboarding, checkout, any sequential flow—and measures the drop-off at each stage. If 1,000 users start your checkout flow and 200 complete it, the funnel shows you exactly where the other 800 left.
Funnels show you where users drop off but not why. A 60% drop-off on the payment page could mean pricing is too high, the form is confusing, users are comparison shopping, or a technical error blocks completion. You need qualitative research to diagnose the cause.
The percentage of users who complete a desired action (e.g., purchase, sign-up) out of the total number of visitors.
The systematic collection and analysis of user behavior data from digital products. Tells you what is happening at scale but never why it is happening.
A metric explicitly chosen to track progress toward a specific business or product goal. Not every metric is a KPI—only the ones tied to decisions you will actually make.
This term is referenced in the following articles: