Funnels and goals
Last updated
Goals say what a conversion is: a sign-up, a purchase, a key page. Funnels show the steps people take to get there and the step where most of them give up. Start with a goal, then build a funnel to find the leak.
Goals
A goal is an event or a page that counts as a conversion. Goals power conversion rate, conversions and revenue attribution on every report, including the breakdowns on an app's Overview. Each person counts as converted once in a period, however many times they reach a goal.
| Type | Matches | Example |
|---|---|---|
| Custom event | An event with exactly this name | signup |
| Page visit | A page or screen with exactly this path, or every path that starts with it if you end it with * | /thank-you* |
Page goals work for mobile apps too: screens count as pages.
Add a goal
- In your app, select Goals.
- Under Add goal, choose the Type.
- Enter the Event name or Page path. For a page, end the path with
*to match a section, for example/thank-you*. - Optionally, enter a Display name, such as "Signed up". Without one, the goal is named after what it matches.
- Select Add goal.
Suggested from your events lists custom events your app already sends that aren't goals yet, with how many visitors sent each one. Select one to add it as a goal.
To delete a goal, select the bin icon next to it. Reports stop counting it as a conversion, but your event data isn't affected.
You need permission to change goals. If you can only view them, ask a workspace admin. See team and access.
Revenue
Revenue is the total value of the events you track, not something you set on a goal. Send a numeric revenue property with an event, such as an order, and Metrickle adds it up per app, page, source and campaign. You can also connect Stripe or RevenueCat under Integrations, so purchases, renewals and refunds arrive without custom events.
See tracking revenue and integrations.
Funnels
A funnel is 2 to 10 steps in order. Each step is a page or an event. For each step, Metrickle counts the people who reached it after reaching every step before it, in order, within the funnel's time window.
Build a funnel
- In your app, select Funnels. A new funnel starts with example steps you can change.
- Give it a name in the box at the top of the builder.
- For each step, choose Page or Event, then enter what it matches:
- For a page, a path such as
/pricing. End it with*to match a section, such as/checkout/*or/blog/*. - For an event, its name, such as
signup.
- For a page, a path such as
- Optionally, give the step a label. The label is what the results show.
- Select Add step for more steps, up to 10. Use the arrow buttons to reorder steps, and the remove button to take one out. A funnel needs at least 2 steps.
- Choose the conversion window: within 1 hour, within 1 day, within 7 days or within 30 days.
Results update as you edit. Screens from the mobile SDKs work as page steps, and events work on every platform.
The conversion window
The window runs from the moment someone enters step 1. Someone who reaches the last step after the window has closed doesn't count as completing it. A short window suits a checkout. A long one suits a trial that should end in an upgrade. Funnels saved through the API or an AI assistant can use any window up to 90 days.
Read the results
The Conversion card shows the share of visitors who completed every step, then a chart and a table:
| Column | What it shows |
|---|---|
| Visitors | People who reached the step |
| Overall | Share of people from step 1 who reached this step |
| From previous | Share of people from the previous step who reached this one |
| Dropped | People who reached the previous step but not this one |
| Median time | Typical time from the previous step, for people who carried on |
Above the chart, Biggest drop-off names the two steps between which the most people leave, and how long those who carry on take. That's usually the place to start. Open friction filtered to that page to see what gets in the way, or journeys to see where people go instead.
If the card says No visitors reached the first step, check the step matches what your app sends (the Events screen lists it), or widen the date range.
Split a funnel by segment
Every filter works on funnels. Select a row in an app's breakdowns, such as a campaign, a device or an accessibility setting, and the funnel recalculates for just those people.
- Source, medium, campaign and referrer filters apply to the whole session. A purchase five pages later still counts for the campaign that brought the visitor.
- Other filters, such as a page, device or country, apply to every step. A page filter keeps only events on that page, so steps on other pages can't match.
To compare people using an accessibility setting with people using none, see accessibility breakdowns.
Save and share a funnel
Select Save to keep a funnel. Saved funnels are listed under Saved funnels and are shared with everyone who can see the app. Select New to start another.
To delete a saved funnel, select the bin icon next to it. It's removed for everyone on the app, but your event data isn't affected.
You can build and run funnels with view access, but saving or deleting them needs permission to change funnels.
Funnels, tasks and protected flows
A funnel is for exploring. When you care whether people finish a key flow, such as checkout or sign-up, save it as a task under Tasks and protect it. Metrickle then judges it after every release and tells you when people using an accessibility setting fall behind. See protected flows.