Understanding the purchase journey on your website can help you understand where potential customers are dropping off, so you can better optimize the experience and improve conversion rates. Roy takes a look at how to build conversion funnel charts in Looker Studio using GA4 event data.

While we look at conversion steps that are specific to a retail store (e.g., add to cart, add payment info, etc.) this could also be used for sites that have lead, download, or registration funnels as well.

How to Use Funnel Charts in Looker Studio

If you're familiar with Google Analytics, you may have already seen funnel charts in action. These powerful tools visualize user journeys on your website, helping you identify where users drop off and where optimizations are needed. Looker Studio (formerly Google Data Studio) now includes a funnel chart feature, making it easier than ever to analyze and improve your website's performance.

Let’s explore what funnel charts are, how they work in Looker Studio, and why they are essential for improving conversions.

What Are Funnel Charts?

A funnel chart illustrates the steps users take to complete a desired action on your website. For example:

• For a retail site: Steps might include viewing a product, adding it to the cart, and completing the purchase.
• For a lead generation site: It might track page visits, form submissions, and conversions.

By visualizing these steps, funnel charts help you spot where users drop off. This insight can guide improvements to your website’s user experience, content, or functionality.

Why Are Funnel Charts Important?

Funnel charts highlight areas where user engagement drops, providing actionable insights such as:

1. Content Optimization: Are users disengaging because of unclear messaging or poor visuals?
2. Experience Enhancements: Could the page layout or navigation be simplified?
3. Technical Fixes: Are bugs or slow load times deterring conversions?

Understanding these pain points empowers you to make targeted improvements, ultimately increasing your conversion rate.

How to Create Funnel Charts in Looker Studio

Looker Studio now makes it easy to build and customize funnel charts. Here's how to get started:

1. Set Up Your Data:

• Prepare a dataset that includes the steps in your funnel and corresponding user counts.
• Use dimensions (e.g., "Step Name") and metrics (e.g., "Users at Step") to structure your data.

1. Create the Funnel Chart:

• In Looker Studio, add a new chart to your dashboard.
• Select the funnel chart type from the chart options.
• Map your dataset to the chart’s dimensions and metrics.

1. Customize the Chart:

• Adjust the colors, labels, and layout to match your branding.
• Use filters to focus on specific user segments, such as traffic from organic search or paid ads.

1. Analyze and Take Action:

• Examine where users drop off in the funnel.
• Prioritize optimizations for the steps with the highest attrition rates.

Example Use Case

Imagine running an e-commerce website where users often abandon their carts. A funnel chart could reveal that:

• A large number of users view products but don’t add them to their cart.
• The drop-off occurs on mobile devices more than desktops.

With this insight, you might optimize your product pages for mobile users, improve call-to-action buttons, or streamline the cart process.

Wrapping Up

Funnel charts in Looker Studio are a game-changer for anyone looking to optimize their website’s user journey. By visualizing where users drop off and taking data-driven actions, you can improve the experience, reduce friction, and boost conversions.

Need help setting up Looker Studio dashboards or funnel charts? Our team specializes in analytics and can provide a free consultation to get you started. Let’s optimize your data and turn insights into action!