Funnel analysis checklist: before, during, and after the analysis

This checklist covers the full funnel analysis cycle. Use it for both initial funnel setup and periodic deep-dive reviews.

Before the analysis

• Identify the user flow and define 3-7 steps, each mapped to a trackable event
• Verify that every event fires correctly (use live event stream or debug mode)
• Set the conversion window based on the flow’s typical completion time
• Document baseline conversion rates if previous data exists
• Decide which segments to compare (device, user type, traffic source, geography)

During the analysis

• Run the funnel for the defined time period
• Identify the steps with the largest absolute and relative drop-offs
• Segment the funnel by all planned dimensions
• Analyze time between steps for friction signals
• Compare to previous period or pre/post change if applicable
• Cross-reference drop-offs with session recordings or heatmaps if available

After the analysis

• Generate hypotheses for each major drop-off
• Recommend qualitative follow-ups (usability test, session review, survey) for each hypothesis
• Calculate the potential business impact of fixing top drop-offs
• Prioritize fixes by impact × feasibility
• Set up the funnel as a permanent dashboard with automated alerts
• Schedule periodic deep-dive reviews