Google Analytics Funnel and Path Exploration Plan
Plan an analysis of how users move toward a goal.
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[VERIFY] is an editorial flag, not a blank to fill. Wherever the prompt shows [VERIFY], check that item against a reliable source before you use it.
Plan a funnel analysis in Google Analytics. Goal and the steps users take (for example product page, add to basket, checkout, purchase): [FUNNEL_STEPS]. Events available: [EVENTS]. Time period: [PERIOD]. Segments of interest: [SEGMENTS]. Specify how to build the exploration [VERIFY the current tools], the segments to compare (new versus returning, device, channel), and the metrics: step completion rate and overall rate. Worked reading: 10,000 users at step one, 4,000 at step two (40 percent), 1,200 at step three (30 percent of step two), 300 at step four (25 percent), overall 3 percent, with the largest relative loss at step two. For a mobile versus desktop comparison, 28 percent versus 41 percent step completion is a difference of 13 points. Note that thresholds and sampling can hide small groups. Validate before trusting the funnel: complete the journey yourself three times and confirm each step event appears once; check that no route skips steps (for example a direct link to checkout); compare the final step with orders in the business system. Watch for events that fire twice or are missing. Write three hypotheses a large drop between steps two and three could support, with the evidence that would distinguish them, and keep a log of hypotheses, tests and outcomes, separating observation from interpretation. Screens and settings differ between accounts, so tag anything uncertain [VERIFY].
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Invented funnel for the last 30 days. Product page 10,000 users; add to basket 4,000 (40 percent); checkout 1,200 (30 percent of step two); payment 900 (75 percent); purchase 300 (33 percent of step four). Overall: 300 / 10,000 = 3 percent. Largest relative loss: step four to five (67 percent), the payment page. Compare mobile 2.1 percent overall with desktop 4.6 percent. Hypotheses: slow payment page on phones, missing payment methods, unexpected shipping cost. Tests in priority order, one at a time.
Illustrative only, made-up data. Your results will differ and must be reviewed.