Funnel¶

Overview¶

A funnel analyzes conversion and drop-off at each stage based on events collected by Analytics.

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

What Can You Do?¶

Business/Marketing Users¶

Define the conversion flow from user acquisition to first payment as a funnel and identify the stage where the most users drop off.
Compare regional conversion rate differences by applying country filters to discover optimization opportunities by region.
Set different date ranges before and after a campaign to numerically compare changes in funnel conversion rates.

Data Analysts¶

Create multiple funnels to deeply compare conversion rate differences by user type (country, OS, etc.).
Combine stage filters with tracking periods to break down the specific causes of drop-off.
Add funnel results to dashboards to establish regular monitoring.

Developers¶

Use funnels to verify whether connections between specific events are correct.
After releasing a new feature, track its events in 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, then select Funnel.
Select the workspace where you want to save the funnel at the top.
In the [Settings] tab, set the project and date range to analyze.
In the [Section] tab, select events in order within the stage area. If needed, click the + button on the right to add a stage. (at least 2 stages required)
Select the identifier used as the basis for user tracking (account-based (userId) / device-based (deviceId)).
Click the preview button to check the values.
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, refer to Full Features.

Full Features¶

Key Concepts¶

Concept	Description
Funnel Stage	A list of events that users must pass through in order
Conversion Rate	The percentage of users who moved from the previous stage to the next stage
Drop-off Rate	The percentage of users who did not move to the next stage from a specific stage
Identifier	User identification key (userId for account-based, deviceId for device-based)
Tracking Period	The period allowed for the base user to reach the funnel goal. It determines how many days after the start event to count progression.
Reference Period	The unit period used to extract users for analysis. The query period is divided by this unit to compare by stage.

[Settings] Tab¶

Enter the basic funnel information.

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

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

The Recent and Last quick select buttons use different reference dates.

Type	Reference Date	Example
Recent N days	Calculated from today	Recent 7 days -> 7 days including today
Last N days	Calculated from yesterday	Last 7 days -> 7 days including yesterday

[Section] Tab¶

The section tab consists of Common and Stage areas.

Common¶

Select the comparison method to apply to the entire funnel.

Comparison Method	Description
Compare to Previous Stage	Shows the percentage of users who reached the current stage based on the previous stage. Useful for checking overall user retention or drop-off from the start stage to the end stage.
Compare to First Stage	Shows the percentage of users who reached each stage based on the first stage. Useful when you want to break down users who reached multiple stages using one reference stage.

Stage¶

Configure Funnel Stages¶

Add stages using the + button on the right side of the stage area.
Select the event to track in each stage.
Stage order can be changed by drag and drop.
You must set at least 2 stages.

Identifier Settings¶

Select the identifier used as the basis for user tracking.

Identifier	Description
userId	Tracks users based on account.
deviceId	Tracks users based on device.

Stage Filters¶

You can set individual filters for each stage so that only events that satisfy specific conditions are used as stage data.

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

Filter target attributes are shown based on the selected event's attributes, and the available condition operators 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 between 1,000 KRW and 10,000 KRW
No Value	Includes data where no value is recorded for that attribute. Example: view only users with no country information
Has Value	Includes data where at least one value is recorded for that 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 attribute data type is text.

You can combine multiple filter conditions with AND / OR operators.
- AND: Includes only data that satisfies both conditions.
- OR: Includes data that satisfies either condition.

[Chart] Tab¶

Set the funnel preview graph format and display method.

Chart Type¶

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

Visualization Details¶

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

Tracking Period¶

The period allowed for the base user to complete the funnel goal. It determines how many days of progression to count from the day the start event occurred.

Example

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

Users based on January 1 -> counts progression up to January 10
Users based on January 2 -> counts progression up to January 11

However, if the configured tracking period extends beyond the current time, only data up to the query time is shown.

Tip

For flows that require immediate decision-making, such as purchase funnels, set this period short. For flows that take time, such as onboarding, set it longer.

Reference Period¶

This is the unit period used to extract users for analysis. You can divide the query period by this unit and compare user groups by stage separately.