Funnel

Overview

A funnel is a feature that analyzes conversion and drop-off at each stage based on the events collected by Analytics.

You can set the events that users perform in sequence as stages and check the conversion and drop-off rates of each stage to identify potential problem areas where users are likely to drop off.

What can you do?

Business/marketing users

You can define the conversion flow from user acquisition to first payment as a funnel to identify the stage where the most users drop off.
You can compare differences in conversion rates by region with a country filter to discover optimization opportunities for each region.
You can set different periods before and after a campaign to compare changes in funnel conversion rates numerically.

Data analysts

You can create multiple funnels to compare in depth the differences in conversion rates by user type (by country, by OS).
You can combine stage filters and tracking periods to break down specific causes of drop-off.
You can add funnel results to a dashboard to build a regular monitoring system.

Developers

You can use funnels to verify that the connections between specific events are correct.
After releasing a new feature, you can track the feature's events with a funnel to verify the conversion flow.

Quick start

If you are creating a funnel for the first time, follow the steps below to create your first funnel.

Click the Create button at the top, and then select Funnel.
At the top, select the workspace to save the funnel in.
In the [Settings] tab, set the project and date range to analyze.
In the [Section] tab, select events in order in the stage area. If needed, click the + button on the right to add a stage. (At least two stages)
Select the identifier that user tracking is based on (account-based (userId) / device-based (deviceId)).
Click the preview button to check the figures.
Click the Save button at the bottom and enter the funnel information.

Note

For detailed settings such as stage filters, tracking periods, and visualization settings, see Full features.

Full features

Key concepts

Concept	Description
Funnel Stage	The list of events that users must go through in order
Conversion Rate	The ratio of users who moved from the previous stage to the next stage
Drop-off Rate	The ratio of users who did not move from a specific stage to the next stage
Identifier	The user identification key (userId when account-based, deviceId when device-based)
Tracking Period	The period allowed for reference users to reach the funnel goal. It determines up to how many days after the start event to aggregate progress.
Reference Period	The unit period for extracting the users to analyze. The query period is divided into this unit for comparison by interval.

[Settings] tab

Enter the basic information of the funnel.

Item	Required	Description
Project	Required	Select the project to analyze (single selection)
Date Range	Required	Select the start date and end date to analyze

When you select a date range, you can use the quick select buttons or select dates directly with the calendar button.

The Recent and Last quick select buttons work with different reference dates.

Type	Reference date	Example
Recent N days	Calculated from today's date	Recent 7 days → 7 days including today
Last N days	Calculated from yesterday's date	Last 7 days → 7 days including yesterday

[Section] tab

The Section tab consists of the Common and Stage areas.

Common

Select the comparison method to apply to the whole funnel.

Comparison method	Description
Compare to Previous Stage	Shows the ratio of users who reached the current stage relative to the previous stage. Useful for checking the overall user retention rate or drop-off rate from the start stage to the end stage.
Compare to First Stage	Shows the ratio of users who reached each stage relative to the first stage. Useful for viewing users who reached multiple stages separately against a single reference stage.

Stage

Configure funnel stages

Add stages with the + button on the right side of the stage area.
Select the Event to track in each stage.
You can change the stage order by drag and drop.
You must set at least two stages.

Identifier settings

Select the identifier that user tracking is based on.

Identifier	Description
userId	Tracks users by account.
deviceId	Tracks users by device.

Stage filters

You can set an individual filter on each stage so that only events that meet specific conditions are used as the data for that stage.

For example, if you add the newUser attribute of the hive_app_login event as Y to stage 1, you can check funnel data for new users.

The attributes you can filter on are shown based on the attributes of the selected event, and the condition operators you can select are as follows.

Operator	Description
Equals	Includes only data that exactly matches the entered value. Example: view only users whose country is "Korea" or "Japan"
Not Equals	Includes only data that does not match the entered value. Example: view only users whose OS is not "Android" or "PC"
Less Than or Equal	Includes data that is less than or equal to the entered value. Example: view only cases where the payment amount is 10,000 KRW or less
Greater Than or Equal	Includes data that is greater than or equal to the entered value. Example: view only users whose level is 50 or higher
Range	Includes data that falls between the two entered values. Example: view only cases where the payment amount is at least 1,000 KRW and at most 10,000 KRW
No Value	Includes data where no value is recorded for the attribute. Example: view only users with no country information
Has Value	Includes data where at least one value is recorded for the attribute. Example: view only users with country information

Note

The Greater Than or Equal, Less Than or Equal, and Range operators are not shown when the data type of the attribute is text.

You can combine multiple filter conditions with the AND / OR operators.
- AND: Includes only data that meets both conditions.
- OR: Includes data that meets at least one of the two conditions.

[Chart] tab

Set the graph format and display method of the funnel preview.

Chart type

Type	Main purpose
Funnel	Converts the achieved and unachieved status of each stage into percentages and displays it as a vertical graph.
Table	Displays the achieved and unachieved status of each reference period group, by stage and over the tracking period, as numbers and ratios.
Bar	Converts the achieved and unachieved status of each stage into percentages and displays it as a horizontal graph.
Line	Converts the achieved and unachieved status of users who completed all stages into percentages by day and displays it as a graph.

Detailed visualization settings

Item	Description
Conversion Status	Select converted or not converted
Display Format	Select user count or user ratio (%)

Tracking period

The period allowed for reference users to reach the funnel goal. It determines up to how many days after the day the start event occurred to aggregate progress figures.

Example

If you set the query period to January 1 to January 5 and the tracking period to 10 days:

Users with the reference date January 1 → progress through January 10 is aggregated
Users with the reference date January 2 → progress through January 11 is aggregated

However, if the tracking period you set extends past the current time, only the figures up to the time of the query are shown.

Tip

Set it short when you need immediate decisions, such as for a purchase funnel, and long when you analyze flows that take time, such as onboarding.

Reference period

The unit period for extracting the users to analyze. You can divide the query period into this unit and compare the user groups of each interval separately.