A multi-path funnel, also called an optional step funnel, allows you to explore multiple funnels at the same time. A customer journey is rarely a straight line. Paths toward a conversion event may be different for different types of users. Perhaps the customer enabled notifications or reminders that prompted them to log in more regularly. Perhaps an email campaign was launched to promote a deal or discount. Perhaps an error message prompted increased user dropoff.
With multi-path funnel, you are able to:
To create a multi-path funnel, you must indicate which step or steps is an optional step. You may have up to four optional steps in one multi-path funnel. Neither the first step nor the last step may be optional.
There are two ways to indicate that a step is optional:
To highlight a particular path, select the webbing between the steps of the path that you wish to view. Depending on the number of optional steps, you may need to select multiple webbings to highlight the path.
You may also view a list of all path combinations by clicking on the dropdown in the top right corner of the chart area. The conversion rate for each path is displayed next to the description of the path. Select a path to highlight it within your results.
The path list is also viewable in the Path Insights dropdown that appears when you choose a funnel step circle. In addition to the conversion rate, the table also displays: Total Dropoff and Avg Step Time.
The Path Exclusivity setting is enabled if a funnel contains an optional step. It is located in the Settings dropdown within the menu bar beneath the query builder.
There are two options for path exclusivity.
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