Funnel Exploration

Funnel Exploration shows the steps users take toward a goal and the drop-off rate at each step.

You define the steps as an ordered sequence of events or conditions, and GA4 shows completion and abandonment at every stage, plus elapsed time between steps. You can toggle between a closed funnel, where users must enter at step one, and an open funnel, where they can join at any step. You can also break down each step by a dimension and make the funnel a trended line over time.

You map a checkout as view_item, then add_to_cart, then begin_checkout, then purchase. The funnel shows sixty percent drop between add_to_cart and begin_checkout. You break that step down by device and see the collapse is almost entirely mobile, which points you straight at the mobile cart page.

Funnel steps are not required to be adjacent events. By default GA4 allows other events to happen between your steps, so a user who wandered off and came back still counts as progressing. If you need strict step-to-step immediacy, turn on "make sequence directly follow one another," or your drop-off will look gentler than it is.

It tells you where people quit. The breakdown tells you why.