Custom funnel reports can now be created in Google Analytics 4 (GA4), allowing you to see the steps you can take to complete a task and measure the number of users who abandon the process between each step.
How custom funnels work. Custom funnel reports are built using funnel scans. To create a custom funnel report, you must first create a funnel scan and save it as a report. Google Analytics then uses the scan as a template to build the report. The report is saved to the report library, which contains all the reports within a specific property. From the library, you can easily add the funnel report to your left navigation for quick access.
Prerequisites To create a funnel report and add it to the navigation, you must have editor or administrator privileges.
Create and add funnel reports. Creating a funnel report involves opening or creating a funnel scan, saving the scan as a report, and providing a name and description for the new report. You can then add the report to your navigation by accessing the report library, editing the desired collection, and dragging the funnel report to the appropriate topic.
Re-creating funnel scans from reports. If the original scan used to create a funnel report is deleted, you can recover the scan by opening the funnel report in the Explore section.
Analyzing the funnel. The analysis includes looking at abandonment rates, completion rates, funnel steps, and open and closed funnels. You can also use the table below the bar chart to further analyze the data and segment it by dimensions.
Customization of chart and date range. You can zoom in and out of the bar chart for a more detailed view and adjust the default date range of 28 days using the dropdown menu at the top right of the report.
Limitations and restrictions. There are specific limits and restrictions when creating custom funnel reports, such as the maximum number of custom reports per property (200) and certain disallowed conditions for funnel scans. Additionally, once a funnel scan is saved as a report, changes made to the scan do not affect the report, and vice versa.
You deeper Learn more about custom funnels at Analytics help blog
Why we care Understanding the paths customers take while interacting with a brand or product allows you to make data-driven decisions to optimize advertising campaigns. By analyzing user behavior, identifying churn points, and identifying areas for improvement, advertisers can improve user experience, increase conversion rates, and ultimately maximize return on the investment
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