Why GA4 Conversion Funnels Matter More Than Ever
If you migrated from Universal Analytics to Google Analytics 4, you probably noticed that goal funnels disappeared. In their place, GA4 offers funnel explorations — a far more powerful and flexible tool.
The difference is significant. While UA funnels were limited to destination-based goals with a fixed setup, GA4 lets you create custom funnels retroactively, using any combination of events, pages, or parameters. According to Google, businesses that actively use funnel analysis see conversion rate improvements of 15–25% on average.
How to Create a Custom Funnel in GA4
Step 1: Access Funnel Explorations
Navigate to Explore > Funnel Exploration in your GA4 property. You’ll see a blank canvas ready for customization.
Step 2: Define Your Funnel Steps
Click “Steps” and add each stage of your user journey. For an e-commerce site, a typical funnel might look like:
- Step 1:
page_view(product page) - Step 2:
add_to_cart - Step 3:
begin_checkout - Step 4:
purchase
You can add up to 10 steps per funnel and use conditions like “contains,” “exactly matches,” or parameter filters for precision.
Step 3: Choose Open or Closed Funnel
This is a critical choice:
- Closed funnel: Users must enter at Step 1. Ideal for measuring a strict linear path.
- Open funnel: Users can enter at any step. Better for understanding behavior across non-linear journeys.
For most conversion optimization work, start with a closed funnel to identify true drop-off rates.
Step 4: Apply Segments and Breakdowns
Add dimensions like device category, traffic source, or country to compare performance. For example, you might discover that mobile users drop off 40% more at checkout than desktop users — an immediate optimization opportunity.
Analyzing Your Funnel: What to Look For
Drop-Off Rates Between Steps
The average e-commerce funnel loses 68% of users between add-to-cart and purchase (Baymard Institute, 2024). If your numbers exceed this benchmark, focus on:
- Simplifying the checkout process
- Adding trust signals
- Reducing form fields
Time Between Steps
GA4 shows how long users take between funnel steps. If there’s an unusually long delay between “begin_checkout” and “purchase,” users may be hesitating — consider adding urgency elements or live chat support.
Segment Comparison
Compare organic vs. paid traffic funnels. At Lueur Externe, we frequently observe that paid traffic converts at higher rates in early funnel stages but drops off faster at payment — suggesting landing page alignment issues.
Pro Tips for Better Funnel Analysis
- Use event parameters to distinguish between product categories within the same funnel
- Create multiple funnels for different user intents (new vs. returning visitors)
- Combine with path exploration to understand where drop-off users actually go
- Set up audiences from funnel drop-offs for remarketing campaigns
Common Mistakes to Avoid
- Too many steps: Keep funnels to 4–6 steps for actionable insights
- Ignoring the “make open” toggle: This drastically changes your data interpretation
- Not filtering internal traffic: Skewed data leads to wrong decisions
Conclusion
GA4 funnel explorations give you unprecedented flexibility to understand exactly where and why users abandon their journey. The key is building funnels with clear intent, analyzing with proper segmentation, and acting on the insights quickly.
If you need help configuring GA4 properly or building advanced funnel strategies that drive real revenue growth, Lueur Externe’s analytics team can guide you through every step. With over 20 years of web expertise, we turn data into decisions.