Create Funnel
You can analyze, step by step, the journey each group in an A/B Test takes from entering your service to achieving a specific goal. For example, you can compare user behavior stages by group — such as homepage entry > product detail page entry > click purchase button > enter purchase information > purchase completed.
Using A/B Test funnel analysis provides the following advantages:
You can register multiple goals from data analysis more conveniently as a single funnel.
You can compare conversion rates at each behavioral stage for each group in a single screen.
Closed Funnel
The A/B Test funnel is analyzed using the Closed Funnel method.
The Closed Funnel method analyzes whether a user who first entered the first funnel step, after being initially exposed to the A/B Test, proceeds through all steps to reach the last step, based on the order of the configured funnel steps.
That is, users who enter the funnel from an intermediate step rather than the first step are not counted, and users who drop off at an intermediate step are not counted in subsequent steps.
Therefore, a Closed Funnel typically appears in a progressively narrowing shape. Also, the configuration of each step can affect all subsequent steps, and the data can change depending on the order in which funnel steps are configured, so please be mindful when setting up the funnel.
A Closed Funnel is useful for determining whether users are actually behaving in the intended order within the service, or for understanding cases where users can enter from multiple paths, such as a product detail screen.
Create a funnel
Clicking 'Create Funnel' opens a window like the one shown below. You can set an event and filter for each step.
Configure Step 0
Since all users are first exposed to the A/B Test, the event for Step 0 is 'First A/B Test Exposure'. Therefore, user behavior that occurs before being exposed to the A/B Test is not reflected in the funnel data. For Step 0, you can use filters with attribute information for a more detailed configuration. Details on filter configuration are explained below.
Configure Steps 1 and beyond
From Step 1 onward, configure the user behaviors you want to analyze in the intended order. Due to the nature of Closed Funnel analysis, the data may change depending on the order of the steps. You can configure up to 10 steps using the Add Step button.
Event: Select the event that corresponds to the user behavior you want to analyze.
Filter: A feature that allows more detailed configuration using the attribute information present in the selected event. For example, you can configure it to analyze only events where the payment was made with a 'card' among purchase events. If you need to understand properties, refer to the [Properties] document.
In the first box of the filter, select the desired user or event property, and in the second box, you can select up to 10 specific values for the selected property.
You can apply up to 5 filters per step using Add AND condition.
The filter feature is coming soon.
Once all configurations are complete, click the Save button in the lower right to save. Funnel data can be checked within a maximum of 1 hour after creating the funnel for a started or running A/B Test.
Edit a funnel
Click the pencil icon on the right side of a created funnel to edit the name, description, and step names. However, settings such as events and filters cannot be modified.
Delete a funnel
Click the trash can icon on the right side of a created funnel to delete it. Note that if you delete an existing funnel and register a new one while an A/B Test is running, the data will be available after up to 1 hour.
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