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SOP 172: How to Create A Conversion Funnel Report In Google Analytics 4

Goal: 
Create a conversion funnel report in Google Analytics 4
Ideal Outcome: 
Create a report that visualizes the checkout funnel of an eCommerce store.
Prerequisites or requirements: 

You need to have an active Google Analytics 4 account. Ideally, your GA4 account has been collecting data for a few months.

Why this is important: 
GA4 provides a lot of insightful reports about your audience. Use the conversion funnel report to find out where the “leak” is in your funnel and optimize it.
Where this is done: 
Google Analytics 4.
When is this done: 
After you’ve set up Google Analytics 4 on your site.
Who does this: 
Marketing Manager, marketing consultant, or any person responsible for marketing strategy for your business.

Important

  1. In this SOP, we will create the user conversion funnel report with the data in the Google’s Merchandise Store demo account. If you want to access this data, head over to Google’s demo account page and select “Google Analytics 4 property: Google Merchandise Store (web data)”.

  2. This SOP assumes each stage your checkout has a unique URL. For example:

    • Add to cart — /add-to-cart

    • Payment — /payment

    • Shipping — /shipping

    • Confirmation — /confirmation

If the entire checkout experience is done on a single URL (In a Single Page Application for example), then this SOP may not work for you.

Before you get started

  1. Collect a list of URLs for all your checkout pages. You can either request this from your development team or perform a test transaction on your checkout page and note down all the URLs.

  2. For Google’s Merchandise Store, here are all the checkout URLs:

    • Add to Cart — ”basket.html”

    • Billing & Shipping details — ”yourinfo.html”

    • Payment details — “payment.html”

    • Review order — “revieworder.html”

    • Order confirmation — “ordercompleted.html”

Create the conversion funnel dashboard in the exploration report

  1. Login to your Google Analytics account .

  2. Click “Explore” to head to the exploration report dashboard.

Note: The Exploration reports in Google Analytics 4 allow you to explore in detail and gain deeper insights about your users and their journey. You create segments, sort and drill into the data,and share your explorations with other users of the same Google Analytics property.

3. Start a new exploration by clicking the “Blank” report.

4. Rename the report “Conversion Funnel Report”.

5. In the Tab settings, click on the drop down menu under technique and select “Funnel exploration”.

6. Click the Pencil icon next to “STEPS”.

7. Rename Step 1 to “Add to Cart”.

8. Search for the condition page_location, set the filter to contains, and set the value to the URL of your add to cart page. Since the URL of Google’s merchandise store ends with basket.html, we’ll use that instead. Then click “Apply”.

9. Add a new step

10. Rename step 2 to “Billing & Shipping”.

11. Search for the condition page_location, set the filter to contains, and set the value to the URL of your billing page. Since the URL of Google’s merchandise store ends with yourinfo.html, we’ll use that instead. Then click “Apply”.

12. Add a new step

13. Rename step 3 to “Payment”.

14. Search for the condition page_location, set the filter to contains, and set the value to the URL of your billing page. Since the URL of Google’s merchandise store ends with payment.html, we’ll use that instead. Then click “Apply”.

15. Add a new step

16. Rename step 4 to “Review”.

17. Search for the condition page_location, set the filter to contains, and set the value to the URL of your billing page. Since the URL of Google’s merchandise store ends with revieworder.html, we’ll use that instead. Then click “Apply”.

18. Add a new step

19. Rename step 4 to “Order Complete”.

20. Search for the condition page_location, set the filter to contains, and set the value to the URL of your billing page. Since the URL of Google’s merchandise store ends with ordercompleted.html, we’ll use that instead. Then click “Apply”.

21. Click “Apply” on the top right corner.

22. That’s it! You should now see the conversion funnel report in the dashboard.

Analyzing the conversion funnel dashboard

  1. Hover over the bar chart and you’ll see how many active users are at each stage of the funnel.

2. At the top of the chart, you’ll see the percentage of users who made it though the next stage in the funnel.

3. Below the chart you can see the amount of users who dropped off (i.e exited) the funnel.

4. Lastly, you can see the numbers breakdown in table form for the entire funnel where you can see the completion rate, abandonments, and abandonments rate at each step of the funnel.