Decode User Behaviour via Funnel Reports in Google Analytics

If you’re serious about growth, you can’t afford to guess what your users are doing or, worse, why they’re not converting. A Google Analytics Expert doesn’t just glance at traffic numbers or bounce rates; they dig deep into behavioural trends, identifying drop-offs, decision points, and missed opportunities. And when it comes to powerful tools for this level of insight, funnel reports are the secret weapon.

Let’s cut through the fluff. Understanding your funnel isn’t just about seeing where users land and leave; it’s about revealing what needs fixing so your growth doesn’t stall.

What Are Funnel Reports in Google Analytics?

Funnel reports in Google Analytics (especially GA4) help you visualise a user’s journey through a predefined set of steps on your site or app. Think of them as a diagnostic tool. Every step is critical: a page view, a product view, an add-to-cart, checkout, payment, etc.

Here’s the real gold: funnel reports show where users drop off. Not just how many came in and how many converted, but exactly where they lost interest or hit friction.

A traditional analytics setup might tell you that 2% of users are converting. A funnel report shows that 60% dropped off after viewing the product page, so maybe it’s the copy, images, or pricing.

Why Most Funnels Fail

Too many entrepreneurs slap together a “funnel” and wonder why nothing converts. They rely on assumptions instead of real behaviour. They focus on the tools, popups, email automation, and retargeting ads instead of what the user experiences on the site.

A real funnel isn’t built on hacks. It’s engineered around intent, which is uncovered through behavioural data. You don’t need more traffic; you need better flow. And that means becoming obsessed with user behaviour.

Setting Up Funnel Reports in Google Analytics

You’re missing out if you haven’t used the Explorations tab in Google Analytics. This is where custom funnels live. Here’s a simplified flow to get you started:

1. Open GA4 > Explore > Funnel Exploration
2. Click “+ Create New Exploration”
3. Define your funnel steps:
   • Step 1: Landing page visit (e.g., /services)
   • Step 2: Click on CTA (button click event)
   • Step 3: Contact form view
   • Step 4: Form submission

You can set each step as either “open” (users can enter the funnel at any step) or “closed” (users must enter at step 1). Closed is usually better if you’re analysing a linear journey like a checkout process.

Key Metrics to Watch

Here are the key metrics to watch when analysing your Google Analytics funnel, not just building the funnel, but knowing what to look for:

• Step Completion Rate: What % of users move from one step to the next?
• Abandonment Rate: Where do the majority of users exit the journey?
• Time Between Steps: How long does it take users to move forward? Are they hesitating?

Real-World Example: Coaching Funnel

Let’s say you’re a business coach offering a free clarity call. Here’s how you could break down your funnel:

1. Landing page visit (where you outline your offer)
2. Click on “Book a Free Call”
3. Calendar booking view
4. Booking confirmed

Imagine your funnel report shows that 80% of users make it to the booking page, but only 10% confirm. That’s a considerable drop.

You don’t need to throw more ads at the problem. You need to check:

• Is the calendar tool mobile-friendly?
• Are the available times relevant to your audience?
• Is there friction in the booking process (loading time, unclear next steps)?

Going Deeper: Segments & Comparison

One of the most underused features in funnel reporting is audience segmentation. You can break down behaviour by:

• Device type
• Traffic source
• New vs returning users
• Geography
• Demographics

Why does this matter? Because not all users behave the same. Mobile users abandon your funnel far more often than desktop users. That tells you exactly where to focus your optimisation.

Or maybe LinkedIn users convert better than Instagram users. That’s a signal to double down on high-intent traffic channels.

This is where most marketers fail; they treat all traffic as equal. But in truth, with Google Analytics, context is everything.

Common Funnel Mistakes to Avoid

• Tracking the wrong events: If you’re not capturing meaningful steps like button clicks, page scrolls, or video plays, you’re flying blind.
• Ignoring micro-conversions: Not every funnel ends in a sale: track newsletter signups, resource downloads, and other signals of intent.
• No qualitative insight: Pair your funnel data with tools like Hotjar or session recordings. Numbers tell you what, but visuals show you why.
• One-size-fits-all funnels: Personalise the experience based on traffic source or audience type. Don’t send cold LinkedIn leads to a hard pitch; nurture them.

What to Do With Funnel Insights

Once you’ve decoded the user behaviour through your funnel, it’s time to act:

• Optimise your copy and calls-to-action: Make every step compelling, not just functional.
• Reduce friction: Fewer clicks. Clearer paths. Faster load times.
• Test new paths: The current journey may not be the best one. Try removing a step or testing a different CTA.
• Create retargeting segments: Build audiences based on how far users got in your funnel and speak to their specific awareness stage.

Turn data into actionable growth

If you’re looking to scale, this isn’t optional anymore. Funnel reports give you a real-time, data-driven look into how your audience thinks and acts. They spotlight where you’re losing attention and what it’s costing you.

The difference between a site that converts and frustrates isn’t always design or copy. It’s how well you understand and respond to user intent. And that’s precisely how a Google Analytics Expert can help you.

PS: If you’re unsure where your funnel is breaking down,  book a 1:1 strategy session with me and get expert eyes on your analytics. You’ll walk away with clarity, a customised funnel blueprint, and the confidence to scale precisely. Let’s turn your data into decisions that drive real growth.