Funnel Analysis in Zoho Analytics is the examination of sequential conversion steps in a process, measuring the volume and rate of progression or drop-off at each stage, to identify bottlenecks and optimise overall conversion performance.
Use Funnel Analysis when your reporting or data needs go beyond standard defaults. This feature suits organisations working with multiple data sources, varied user groups, or specific business logic. Always confirm with your Workspace Administrator before making changes that affect shared reports used by other teams.
Ensure underlying tables are clean and consistently structured before configuring Funnel Analysis. Test on a duplicate report before applying changes to production dashboards. For high-traffic workspaces, schedule configuration changes during off-peak hours to avoid disrupting active users.
Funnel Analysis tracks how many entities (users, deals, applications) move through each stage of a defined sequential process and where they drop off. It is built using Funnel Chart reports or by constructing a Summary View that counts entities at each defined stage.
Common use cases include sales pipeline conversion (lead to deal), marketing conversion (ad impression to purchase), customer onboarding (signup to first value), and support ticket resolution (raised to closed). Any multi-step process with measurable drop-off is a candidate for funnel analysis.
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