Funnel

Funnels are essential tools for understanding conversion and drop-off rates at critical steps within your product.

Funnel Use Cases

Our Funnel chart is useful for various scenarios:

Determine the percentage of users converting at Step 3 of your onboarding funnel.
Identify drop-off rates after users visit a specific page.
Measure how quickly users convert between Steps 1-2 and 2-3.
Analyze how often users perform Step 2 before moving to Step 3.

This list is not exhaustive. We encourage you to adapt the funnel to your unique use cases.

Building a Funnel: Basics

A funnel is a Formula used to analyze conversion rates between multiple steps in a flow. Kubit counts unique users at each step, allowing you to visualize conversion rates based on your use case.

Each step can include one or more events with filters.
Name each step for clarity in the chart. If unnamed, default step names like the event name will be used.
Add or remove steps using the controls on the left side.
Drag and drop steps to rearrange their order.

Main Funnel Controls

Funnel Steps

In Kubit, you can add up to 10 steps in a funnel. Define multiple events and filters for each step (up to 5 filters).

Subject

Select the Subject. Analyze by User or other subjects available in your Kubit instance.

Order

Control the order of your funnel steps with four options:

Sequence Order

Default order. Shows conversion based on sequential occurrence, even if other events occur in between.

Any Order

Shows conversion rate based on completing Step 1 first, then any other event in any order afterward.

Exact Order

Requires events to occur in the exact order without any events in between.

Custom Order

Mix Sequence and Exact steps in a funnel. Useful for funnels with steps that can have events occur in between others that must happen directly after the previous step.

Note: Precision of timestamps can impact results. Events with the same timestamp may lead to indeterministic results.

Additional Setting Options

Find all additional settings in the "Additional Settings" dropdown.

Mode

Explore more than just conversion rates with different modes:

Conversion Mode

Understand overall conversion and see all funnel members.

Frequency Mode

See how many times users perform an event before converting to the next step.

Note: Frequency Mode analyzes only converted users.

Time to Convert Mode

Understand the time it takes to convert from one step to the next.

Note: Time to Convert Mode analyzes only converted users.

Partition (Conversion Window)

Define the time frame for user conversion through the funnel.

Day: Events must occur within the same calendar day.
Session: All steps must occur within the same session.
None: Useful for analyzing long-term patterns.
Conversion Window: Steps must occur within a defined time period.

Group by

Analyze attribution of conversion in a funnel with two options:

Starting: Breakdown applied over the first step.
Global: All steps must occur within the same breakdown group.

Sampling Rate

Select a sampling rate to improve report performance for large datasets.

Options Within Each Funnel Step

Filter Each Step

Apply filters to each step individually to capture the correct conditions.

Exclude Events Between Steps

Exclude specific events between steps to count conversions only if certain events did not occur in between.

Add Additional Events Within A Step

Add multiple events within a single step for a true conversion. Use the + symbol to apply filters independently.

Re-Order Steps Using Drag and Drop

Re-order steps as needed using drag and drop.

Create a Cohort from Funnel Results

Isolate users who converted or dropped off at a certain point for further analysis by creating a Cohort.

Funnel Chart Controls

Compare Conversion Rate Between Multiple Breakdown Groups

Compare conversion rates between groups over time and measure improvements over baselines.

Show Additional Conversion Metrics

Expose additional conversion metrics like Bounce Rate.

Relative Conversion: Based on the percentage of subjects completing the previous step.
Absolute Conversion: Denominator remains the number of subjects that began the funnel.
Bounce Rate: Percentage of subjects not continuing to the next step.