Conversion Funnels

Overview

Conversion funnels help you understand how users progress through key workflows on your site, such as signup flows, checkout processes, or onboarding sequences. By tracking each step, you can identify where users drop off and optimize those critical points.

Creating a Funnel

To create a funnel, navigate to the Funnels page in your dashboard and click "Create Funnel". You'll need to define:

1. Name: A descriptive name for your funnel (e.g., "Signup Flow")
2. Description: Optional details about what this funnel tracks
3. Steps: An ordered list of 2-10 event names that represent each stage
4. Time Window: Optional time limit (in hours) for users to complete the funnel

Funnel Steps

Each step in your funnel corresponds to an event that users trigger. For example, a signup funnel might have these steps:

1. view_signup_page - User lands on signup page
2. click_signup_button - User clicks "Sign Up"
3. submit_signup_form - User submits form
4. verify_email - User verifies email
5. complete_profile - User completes profile

Analysis Metrics

For each funnel, you'll see:

• Total Users: Number of users who started the funnel
• Completed Users: Number who reached the final step
• Overall Conversion Rate: Percentage who completed the entire funnel
• Step-by-Step Breakdown: Users and conversion rate at each stage
• Drop-off Rates: Percentage lost between consecutive steps

Example Use Cases

E-commerce Checkout

Steps:
1. view_product
2. add_to_cart
3. view_cart
4. begin_checkout
5. enter_shipping
6. enter_payment
7. complete_purchase

SaaS Onboarding

Steps:
1. create_account
2. verify_email
3. complete_profile
4. connect_integration
5. invite_team_member
6. create_first_project

Content Engagement

Steps:
1. view_article
2. scroll_50_percent
3. scroll_100_percent
4. click_cta
5. sign_up

Time Windows

Set a time window to track only users who complete the funnel within a specific timeframe. For example, a 24-hour window means users must progress from the first to last step within 24 hours. This is useful for understanding conversion speed and identifying users who take too long to complete critical actions.

Tracking Requirements

For funnel analysis to work, you must:

• Include a userId with each event to track individual users
• Use consistent event names across your application
• Ensure events are triggered in the expected order

API Endpoints

Create Funnel

curl -X POST https://serla.dev/api/funnels \
  -H "Authorization: Bearer YOUR_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{
    "name": "Signup Flow",
    "description": "Track new user signups",
    "steps": [
      "view_signup",
      "click_signup",
      "complete_signup"
    ],
    "windowHours": 24,
    "projectId": "proj_123"
  }'

Get Funnel Analysis

curl -X GET "https://serla.dev/api/funnels/funnel_123/analyze?from=2025-01-01&to=2025-01-31" \
  -H "Authorization: Bearer YOUR_API_KEY"

# Response:
# {
#   "funnel": {
#     "id": "funnel_123",
#     "name": "Signup Flow",
#     "steps": ["view_signup", "click_signup", "complete_signup"]
#   },
#   "analysis": {
#     "totalUsers": 1000,
#     "completedUsers": 450,
#     "overallConversionRate": 45.0,
#     "steps": [...]
#   }
# }

Best Practices

• Start with high-level funnels (3-5 steps) before drilling down
• Use descriptive, consistent event names
• Set realistic time windows based on user behavior
• Monitor drop-off rates regularly to catch issues early
• A/B test funnel optimizations to measure improvements