Understanding your funnel is the first step in improving the performance of your website and the bottom line of your business. The Funnel Exploration report in Google Analytics 4 allows you to view the steps your users take to complete certain actions, as well as determine at what stage the user succeeds or fails in completing the sequence. This step-by-step guide (with screenshots!) will show you how to create a funnel exploration report in Google Analytics 4 (GA4).
How to Create a Funnel Exploration Report in Google Analytics 4 (GA4)
Creating Your Funnel
Login to your Google Analytics account
Navigate to the Explore tab (left-hand-side menu)
Choose "Funnel exploration"
Customise your Funnel
Click on the pen icon ✏️ next to STEPS
Add your funnel steps - you can add steps relevant to: > Pages > Events > or any other dimension or dimension combination you like
Funnel Steps Configuration
Adding Multiple Conditions
Use AND/OR functions
Example: Step 1 can be "View Promotion" OR "Another Action"
Step Sequence Options
Directly Followed By:
Users must complete steps in exact order
Example: View Promotion → immediately Select Promotion
Indirectly Followed By:
Users can take other actions between steps
Example: View Promotion → browse other pages → Select Promotion
Analyzing Your Funnel
Basic Analysis
View visual representation of steps
See user statistics:
Completion rates
Abandonment rates
Number of users per step
Adding Funnel Breakdowns
Click "+" next to Dimension
Import desired dimension
Drag and drop under Breakdown
Useful Breakdowns:
Device Category (desktop, mobile, tablet)
Channel (where traffic comes from)
Any other relevant dimension
Visualization Options
Standard Funnel
Shows basic step progression
Trended Funnel
Shows funnel performance over time
Useful for:
Tracking website changes
Monitoring improvements
Identifying trends
Frequently Asked Questions on Creating a Funnel Exploration Report in Google Analytics 4 (GA4)
Is there a step limit in GA4 funnel reports?
Yes – you can only have up to 10 steps per funnel.
If your funnel needs more than 10 steps
You'll need to use a different reporting tool
Can I sort the breakdown data?
No, breakdown data (like device or date) appears in a fixed order.
Cannot be sorted or rearranged
Displays in original defined order
What metrics can I see in funnel reports?
GA4 funnel reports show fixed metrics:
User count
Completion rate
Abandonments
Abandonment rate
Note: You cannot:
Add custom metrics
Include revenue data
Show conversion metrics
Add other business metrics
Can I mix required and optional steps?
Yes! Use different settings for different steps:
Required steps: Use "directly followed by"
Optional steps: Use "indirectly followed by"
This helps track complex user journeys and identify where users drop off.
How can I segment funnel data?
You can segment your data in several ways:
Using Filters:
Demographics
Technology
Traffic sources
User behavior
Creating Segments:
Right-click any funnel step
Select "Create segment from users"
Use for remarketing
Comparison Options:
Compare up to 4 segments
Add filters in Tab Settings
Focus on specific user groups
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