Understanding Goal Funnel Visualization in Google Analytics

By 

Kelli Harris

 on July 31, 2022. 
Reviewed by 

Joel Taylor

The upper-body of a woman, wearing a light blue button-up shirt, typing on a black laptop. There is a virtual pop-up hovering over the keyboard, with what looks to be a checklist with several steps, with 'correct' and 'incorrect' symbols in the checkboxes.

The ultimate goal of any business, regardless of industry, is to ensure that customers perform an action that will ultimately result in some sort of conversion. Luckily, we live in a world where there are custom reports on Google Analytics that give businesses the insight they need to increase conversions.

The Goals settings advanced feature, goal funnel visualization, enables you to graphically analyze the path to a conversion (or goal). Funnel analysis enables organizations to identify user behavior in real-time regarding conversions or goals.

As part of your website performance research, funnel visualization lets you look at more than the overall conversion rate and total conversions. Goal funnels may be used to visualize the conversion path. When goals are enabled, you can track key performance indicators like:

  • Total goal conversion rate.
  • Total goal completions.
  • The number of times a goal was triggered.
  • The rate at which users/sessions are being converted.

How to Set Up Goal Funnel Visualization in Google Analytics

Step 1: Create a goal

Make a primary goal first, and then add the advanced visualization features. On the Google Analytics dashboard, click the "Admin" or "Gear" icon in the bottom left corner. Next, go to the "View" area and choose "Goals".

Step 2: Add a New Funnel Goal

Click the red "New Goal" button.

Choose "Custom" under the Goal set-up dropdown list, and click "Continue".

Step 3: Add a Goal description

Enter the following information about your funnel goal, then click "Continue".

  • Name A distinctive name used to locate the goal in the Google Analytics account.
  • Goal ID/Goal set All information about the specified goal is stored under this ID.
  • Type Here, based on the business use case and data needs, you choose the type of goal.

Step 4: Goal details

Name the page that will serve as the conversion's final destination. This may be specified in three ways:

  1. Equal to
  2. Begins with
  3. Regular expression

Next, turn “ON” the funnel. Add the various phases of the funnel where user activity will be captured under the funnel section. The values for "Name" and "Screen/Page" must be entered for each step.

Click "Save" after providing all the necessary details for the goal funnel visualization. The goal will be to have user engagement on the designated sites right away.

Benefits of Goal Funnel Visualization in Google Analytics

  • Understanding user behavior
  • Providing information on the user experience
  • Determining the source of high-quality visits
  • Helping discover more significant issues, including issues with categories
  • Finding and improving your top (and worst) performing pages
  • Accessing data supports crucial decision-making processes for your website and online business

Limitations of Goal Funnel Visualization in Google Analytics

  • Only destination goals are eligible for funnel creation
  • Only one goal is increased for each session
  • The report does not include any historical data; it solely represents facts going forward
  • Advanced segmentation isn't supported by the report
  • The report date comparison option does not display the difference for various funnel phases.
  • A report reveals up to 50,000 different pathways each day

Should You Use Goal Funnel Visualization in Google Analytics?

Unfortunately, no one can answer this question for you. It depends almost entirely on whether you want to put in the time to set specific goals or if you'd prefer to focus on other areas of potential growth. You have to weigh up the pros and cons yourself.

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