Find broken funnels using Google Analytics
1. Navigate to Conversions > Goals > Funnel Visualization to see where the biggest funnel leaks are occurring.
For example, you might uncover that your homepage is converting a few clients, or that your Subscribe page is the weakest link.
2. Analyze your Funnel Visualization report for data that would indicate broken GA funnel steps.
For example, 100% conversion is a red flag that a funnel step is broken.
3. Check and map out the funnel URL structure manually to compare with your GA goal setup.
An ecommerce site funnel might look like this: Home → category & search → product → cart → checkout step 1 (shipping) → step 2 (billing) → step (review) → completed.
4. Calculate your funnel manually to make sure data is counted correctly for each step.
Go to Behavior > Site content > All Pages report, enter the URL identifiers of the layer – for example, /products/ or /cart/ – and count the unique pageviews per layer. Reference the numbers against what you see in the Funnel Visualization report.
5. Create a separate funnel for those that merge into one to measure each journey separately.
For example, a guest checkout versus a first-time buyer who registers versus a returning customer who logs in.