Conversion funnel
A conversion funnel models the successive steps a visitor goes through from first visit to purchase or contact, measuring the passage rate at each step to identify friction points. It transforms raw traffic data into actionable insights about where users abandon.
In practice
In GA4, funnels are explored using the Funnel exploration in Analysis reports. The most revealing step is typically the transition from cart to payment: a 70% abandonment rate at this step (the global e-commerce average) improves by adding security indicators, reducing form fields, and offering fast payment options (Apple Pay, PayPal Express).