How do I analyze funnel drop-off in GA4?

Applies to: Google Analytics 4 (GA4)
Last updated: May 2025

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Problem

You want to understand where users drop off during a multi-step process—like checkout, lead submission, or onboarding—but GA4 doesn’t show this by default in its standard reports.

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Solution

GA4 includes a Funnel Exploration tool that lets you create custom funnels with steps based on events or page views. This allows you to analyze conversion paths, drop-off rates, and completion times.

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Step-by-Step Guide

Step 1: Open Explorations in GA4

1. Go to https://analytics.google.com
2. Select your GA4 property
3. In the left-hand menu, click Explore
4. Choose Funnel Exploration from the template gallery

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Step 2: Define Funnel Steps

1. Click + Step to add each funnel stage
2. For each step, define a condition:
   • Based on events, page titles, or screen views

Example: Checkout Funnel

• Step 1: page_location contains /cart
• Step 2: page_location contains /checkout
• Step 3: event_name = purchase

You can also use events like begin_checkout, add_payment_info, and purchase if you’re using enhanced ecommerce.

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Step 3: Choose Funnel Type

• Open Funnel: Users can enter at any step
• Closed Funnel: Users must complete steps in order

You can also:

• Specify a time limit (e.g., users must complete funnel within 30 minutes)
• Include elapsed time between steps
• Add breakdowns (e.g., device type, country)

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Step 4: Analyze the Funnel

GA4 will show:

• Number of users at each step
• Drop-off percentage between steps
• Completion rate
• Average time between steps (optional)

You can hover over each step to get deeper insights, or use the data table below the chart to export details.

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Step 5: Save and Share the Funnel

• Click the pencil icon to rename the funnel
• Use Share > Export to download as PDF or CSV
• Click Save Exploration to reuse or update it later

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Tips for Effective Funnel Analysis

• Use segments to compare funnels by traffic source, device, or user type
• Combine funnel data with audience definitions (e.g., users who dropped off at checkout)
• Use event parameters for more specific filtering (e.g., product category, campaign ID)

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Notes

• Funnels are retrospective—they use historical data based on events already collected
• You can build funnels using both page paths and custom events
• GA4 does not provide prebuilt ecommerce funnels like Universal Analytics; all funnels must be created manually