Conversion funnels: build, save and read a step-by-step path

How steps match pages

Each step is a URL path from your site, like /pricing or /products/blue-shirt. The domain and the query string are not part of the path, so ?utm_source=… never affects a match.

• A step without * matches that exact path only. /checkout does not match /checkout/ or /checkouts/abc.
• * matches any characters, including slashes. /products/* matches every product page, and /checkouts/* matches every checkout page.
• Paths shown grouped in your Pages report, like /checkouts/*/en-us, work as steps exactly as shown.

What counts as reaching a step

A funnel is counted per session. A session reaches step N when it viewed step 1, then step 2, and so on up to step N, in that order, within 30 minutes of its step 1 view. A session that skips a step stops at the step before it.

The bar for each step shows how many sessions reached it, the drop-off from the previous step, and the share of step-1 sessions that got this far.

Shopify checkout steps

Shopify checkout URLs carry a different token for every cart, for example /checkouts/cn/<token>/en-us. An exact step like /checkouts/ can never match them, so use a wildcard:

• Product to checkout: /products/your-product → /checkouts/*
• Checkout to order complete: /checkouts/* → /checkouts/*/thank-you
• The checkout pages are recorded in the same session as the store pages when your Admaxxer Custom Pixel is installed, so these steps chain normally.

Saving funnels

Give the funnel a name and click Save. Saved funnels appear in the list at the top of the Steps card, and the page reopens the one you used last. Change the steps and click Save to update it, or use "Save as a new funnel" to keep both. Each site can hold up to 50 saved funnels, and everyone in the workspace sees them.

Comparing two traffic sources

Type two utm_source values, for example google and facebook, to see each source's sessions side by side. The value must match exactly. Sessions without a utm_source count as (direct).

Events and revenue

Funnel steps are pages. Steps for custom events and revenue are not available yet. To follow an event such as product_added_to_cart, create an Event Name goal: the Goals page shows its conversions and a chart for each goal. Revenue lives on the dashboard and the attribution pages.

Session time (p50 / p95)

Below the bars, p50 and p95 show how long sessions in the funnel lasted, from first to last page view. Funnels are counted inside one session, so this is time on site, not days to purchase.

When a step shows zero

• Check the exact path in your Pages report and copy it. Paths are case-sensitive.
• If the page URL contains an ID or token, put * in its place.
• Widen the date range. Funnels only count sessions inside the selected range.
• If the later step happens more than 30 minutes after step 1, that session won't count. Pick a step closer to the earlier one.

Related documentation

Custom goals · Dashboard analytics cards · UTM best practices