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Module
Module 5 of 6Lesson 1 of 3~16 min

Build and read a funnel

A poorly configured funnel can blame the wrong step and send the team off to fix the wrong screen. This lesson helps a PM build a funnel where every setting is explicit, spot where users drop off, and check by segment before drawing conclusions. Useful for prioritizing activation or conversion work.

Take this lesson: your first course is freeSee the full syllabus

Lesson objective

By the end of this lesson, you will be able to build a funnel (steps, order, unit counted, conversion window, entry population), spot the step with the largest drop-off and break it down by segment before concluding anything.

Questions this lesson answers

  • How do you build a reliable conversion funnel?
  • Which choices can change the outcome of an analytics funnel?
  • How do you find the real drop off step in a user journey?

Topics covered

  • conversion funnel
  • conversion window
  • drop-off
  • funnel analysis
  • activation

In the glossary

Full glossary

Where it fits

Analyze usage

Where do users drop off, who comes back, and which tool shows it?

Lessons in this module

  1. Build and read a funnel (this lesson)
  2. Cohorts and retention, knowing whether customers stay
  3. Choose your product analytics tool

What you will learn in this module

This lesson is part of the course Instrument a product and use data to make decisions

  • Analyze a conversion funnel, activation and cohort retention, and interpret the resulting curves correctly.
  • Choose a product analytics tool (PostHog, Amplitude, Mixpanel, GA4, data warehouse) based on needs, constraints and cost.

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