Funnels
Analyze conversion through multi-step user journeys
Funnels let you define a sequence of steps — page visits, custom events, or autocaptured interactions — and measure how many users progress through each stage. You can see where users convert, where they drop off, and drill into the sessions at each step to understand why.
On Rybbit Cloud, funnels need a Standard plan or higher.
Creating a Funnel
Click "Create funnel"
Each funnel has:
- Name — A label for the funnel (e.g., "Signup Flow", "Checkout Process")
- Steps — Two or more sequential steps, each tracking a page visit, custom event, outbound link, button click, form submission, or copy event
Add Steps
A funnel always must have at least two steps.
There are six types of funnel steps. Path and custom event steps require a value. For the four autocaptured interaction types, the pattern is optional—leave it empty to match every interaction of that type.
Path steps match pageview events by URL path.
- Enter a URL path starting with
/ - Wildcards are supported:
*matches a single path segment —/products/*matches/products/shoes**matches multiple segments —/docs/**matches/docs/api/v2/intro
Custom event steps match events by name (e.g., add_to_cart, purchase_completed).
Events must be tracked using the Rybbit tracking script. See Track Events for setup instructions.
Outbound link steps match clicks on links that lead away from your site.
- Enter a destination URL pattern such as
https://example.com/pricingorhttps://*.example.com/** - Leave the pattern empty to match any outbound click
Outbound link tracking is enabled by default.
Form submit steps match submissions of HTML forms.
- Enter a form name or ID pattern such as
signup-form - The pattern can also match the form's action URL
- Leave the pattern empty to match any form submission
Copy steps match text that visitors copy from your site.
- Enter a copied-text pattern such as
PROMO* - Leave the pattern empty to match any copied text
Autocaptured interaction patterns support wildcards: * matches one or more characters and ** also matches an empty value. The form suggests values already observed on your site.
Enable autocapture first
Button click, form interaction, and copy tracking are disabled by default. Enable the event types you want to use in the Tracking tab of your site settings. Only interactions collected after tracking is enabled can appear in a funnel. See Autocapture for the properties collected with each type.
Configure Step Options (optional)
Click Show advanced options on a step to configure:
- Label (optional) — A friendly display name for the step
- Hostname (optional) — Restrict matching to a specific domain, useful for multi-domain sites
- Property Filters (optional) — Filter by URL parameter (for path steps) or Filter by event property (for all other step types). Multiple filters can be added per step, and all must match.
You can also build a funnel from a path on the Journeys page with Save as funnel.
The Funnels List
Saved funnels appear as rows you can expand. A summary band at the top shows Funnels tracked, Sessions entering any funnel, Highest conversion, Biggest gain against the comparison period, and Biggest drop-off. Use Sort to order funnels by Sessions entered, Conversion, Change in conversion, Name, or Date created, and Filter funnels to search by name.
Each expanded funnel has these actions:
- Explore paths — Open Journeys to see the paths sessions actually take
- Clone — Copy the funnel as a starting point for a new one
- Edit funnel — Change the funnel's name and steps
If the funnel's last step matches one of your goals, a Goal: link to it appears under that step.
Reading Funnel Results
For each step, you'll see:
- Sessions — How many sessions reached this step
- Of start — Percentage of the first step's sessions that reached this step
- How many sessions dropped off between this step and the next
- The median time from the first step, and to the next step
When a comparison period is on, each step also shows how its numbers changed.
Steps are evaluated sequentially — each step must occur after the previous one within the same session.
Viewing Sessions and Replays
Click any step row except the last to list the sessions that reached that step.
Next to each drop-off count, and next to the final converted count, click:
- Sessions — List the sessions that dropped off after that step, or that converted
- Replays — List only those sessions that have a replay, when session replay is on
Each session shows entry/exit pages, duration, location, device info, referrer, UTM parameters, and user ID if identified.
Related Documentation:
- Autocapture — Configure automatically captured interactions
- Goals — Track single-action conversions
- Track Events — Set up custom event tracking