Funnels help you understand how users progress through a sequence of events. Define the steps in the order users are expected to complete them, then analyze how many users reach each step, where they drop off, how many complete the funnel, and how long conversion takes. Use Funnels to identify conversion gaps, compare performance across segments, and understand where users leave a flow.

What a funnel answers

A funnel helps you answer:

How many users reached each step?
How many users completed the funnel?
Where are users dropping off?
What is the overall conversion rate?
How long does it take users to convert?
How does funnel performance differ across user segments?

Core concepts

Concept	Definition
Funnel	A sequence of two or more events analyzed in a specific order.
Step	An individual event in the funnel. The order of steps matters.
Step-wise User Count	Number of users who reached a particular step.
Conversion Rate	Percentage of users who progress from the first step to the final step.
Drop-off	Users who do not progress from one step to the next.
Time to Convert	Time users take to progress through the funnel and reach the final step.
Breakdown	Segmentation of funnel results by a supported property.
Conversion Time Window	Maximum time allowed for a user to complete the funnel after the first step.
Time Window	Period of data included in the analysis.

How funnels are evaluated

Funnels follow three basic rules.

1. Events are sequential

Events are evaluated in the order you configure them. For example:

Product Viewed
      ↓
Added to Cart
      ↓
Checkout Started
      ↓
Purchase Completed

A user must progress through the configured sequence.

2. A funnel requires at least two events

A single event does not produce a funnel. If fewer than two events are configured, Klaritics displays an empty state instead of the funnel visualization.

3. The selected time window applies throughout the analysis

The selected time window is used for:

User counts
Conversion
Drop-offs
Time to Convert
Breakdowns
Visualizations
Funnel table

Build a funnel

Open Funnels
Start a new funnel analysis.
Add the first event
Select the event representing the entry point of the flow, such as Signup Started.
Add the next event
Add the next step, such as Account Created.
Add additional events
Continue adding events in the order users should progress through them.
Configure event property filters
Optionally restrict individual steps using event properties.
Filter the audience
Optionally narrow the analysis using supported properties or cohorts.
Select a time window
Choose the period to analyze.
Add a breakdown
Optionally segment results by a supported property.
Choose a visualization
Select Funnel Steps, Line, Bar, or Metric.
Analyze the results
Review the visualization and table, then create a cohort or export the results.

Configure events

Add and order events

Each event represents one step in the user journey. For example:

Product Viewed
      ↓
Added to Cart
      ↓
Checkout Started
      ↓
Purchase Completed

The sequence determines how users are evaluated.

Event property filters

You can filter an individual event using its event properties. For example: Event: Purchase Completed Filter: Plan = Premium Only matching Purchase Completed occurrences are counted for that step.

Remove an event

You can remove any event from the funnel. The funnel recalculates using the remaining sequence. For example: Before:

Viewed Product
      ↓
Added to Cart
      ↓
Checkout Started
      ↓
Purchase Completed

After removing Checkout Started:

Viewed Product
      ↓
Added to Cart
      ↓
Purchase Completed

Filter the audience

Audience filters apply to the funnel as a whole. They determine which users are eligible for the analysis.

Property filters

You can filter using supported user properties, such as:

Country = India
Platform = Android
Plan = Premium

Cohort filters

You can restrict the analysis to an existing cohort. For example: Cohort = Trial Users

Event filters vs. audience filters

These filters operate at different levels:

Filter	Applies to
Event Property Filter	Individual funnel step
Property Filter	Entire funnel audience
Cohort Filter	Entire funnel audience

Time window

Select the time window for the analysis. The selected window determines the data used throughout the funnel, including user counts, conversion, drop-offs, Time to Convert, breakdowns, visualizations, and the table.

Metrics

Klaritics provides four core funnel metrics.

Step-wise User Count

Shows how many users reached each step. Example:

Funnel Step	Users
Product Viewed	10,000
Added to Cart	4,500
Checkout Started	2,800
Purchase Completed	1,900

Conversion Rate

The overall conversion rate measures the percentage of users who progress from the first step to the final step. For example:

First Step Users = 10,000
Final Step Users = 1,900

Conversion Rate = 19%

Drop-offs

Drop-offs show where users are lost between steps. For example:

Product Viewed       10,000
        ↓
Added to Cart          4,500

Drop-off = 5,500 users

Step-level drop-offs help identify where the largest losses occur.

Time to Convert

Time to Convert measures how long users take to progress through the funnel and reach the final step. For example:

Product Viewed
      ↓
Added to Cart
      ↓
Checkout Started
      ↓
Purchase Completed

Time to Convert = 2 hours

Breakdowns

Breakdowns let you compare funnel performance across segments. Supported properties include:

Country
Platform
Device
Subscription Plan
Other supported properties

For example, a Platform breakdown might show:

Platform	Conversion
Web	21%
Android	16%
iOS	24%

This lets you compare how different segments progress through the same funnel.

Visualizations

Klaritics provides four visualization types.

Funnel Steps

The primary funnel visualization. It shows:

Users at each step
Conversion
Drop-offs
Overall funnel progression

Line

Shows funnel results as a trend over the selected time period.

Bar

Provides a comparison-oriented view of funnel results.

Metric

Displays a single key value, such as:

Conversion Rate
Converted Users

Funnel table

The funnel table provides the numerical results behind the visualization. Example:

Step	Users	Conversion	Drop-off
Product Viewed	10,000	100%	—
Added to Cart	4,500	45%	55%
Checkout Started	2,800	28%	37.8%
Purchase Completed	1,900	19%	32.1%

Use the table to inspect the exact step-level results alongside the visual funnel.

Act on funnel results

Create a cohort

You can turn funnel results into a cohort for reuse in other Klaritics analyses. For example:

Signup
   ↓
Profile Completed
   ↓
Subscription Completed

The resulting cohort can represent users who completed the subscription funnel.

Export as CSV

You can export funnel results as CSV for:

External analysis
Reporting
Sharing
Spreadsheet analysis
Data processing

The export reflects the current funnel configuration.

Empty states

Klaritics displays an empty state when the funnel configuration is incomplete.

Situation	Result
No events added	Add at least two events to analyze a funnel.
Only one event added	Add at least two events to analyze a funnel.

A single-step configuration does not render a funnel visualization.

Consider the following funnel:

Signup Started
      ↓
Account Created
      ↓
Email Verified
      ↓
Subscription Completed

Example results:

Step	Users
Signup Started	10,000
Account Created	8,000
Email Verified	6,000
Subscription Completed	2,500

From these results:

Overall Conversion: 25%
Largest Drop-off: Email Verified → Subscription Completed
Time to Convert: 3 days

This tells you how users progress through the flow and where the largest loss occurs.

What you can do

Build

Create a sequential funnel using two or more events. Add, remove, and reorder the configured steps as needed.

Filter

Apply event property filters to individual steps and property or cohort filters to the overall audience.

Segment

Break down results using supported properties such as Country, Platform, Device, or Subscription Plan.

Analyze

Review step-wise users, conversion rate, drop-offs, and Time to Convert.

Visualize

Switch between Funnel Steps, Line, Bar, and Metric views and inspect the underlying table.

Act

Create a cohort from funnel results or export the current funnel data as CSV.

In summary

Funnels show how users progress through a defined sequence of events. Configure the journey: Event 1 → Event 2 → Event 3 → Event 4 Then use the results to understand: Users → Conversion → Drop-offs → Time to Convert You can further refine the analysis with event filters, audience filters, cohorts, time windows, and breakdowns, then visualize or export the results for further analysis.

​What a funnel answers

​Core concepts

​How funnels are evaluated

​1. Events are sequential

​2. A funnel requires at least two events

​3. The selected time window applies throughout the analysis

​Build a funnel

​Configure events

​Add and order events

​Event property filters

​Remove an event

​Filter the audience

​Property filters

​Cohort filters

​Event filters vs. audience filters

​Time window

​Metrics

​Step-wise User Count

​Conversion Rate

​Drop-offs

​Time to Convert

​Breakdowns

​Visualizations

​Funnel Steps

​Line

​Bar

​Metric

​Funnel table

​Act on funnel results

​Create a cohort

​Export as CSV

​Empty states

​Example: Signup to Subscription

​What you can do

​Build

​Filter

​Segment

​Analyze

​Visualize

​Act

​In summary