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This article may describe features that are still in development. If you need any of them prioritized, please contact us via the contact form (applies to Business subscription or higher).
How Funnels and Custom Events Work
Funnels: You define a sequence of steps (e.g., product page → cart → checkout → payment → confirmation). The system tracks how many users reach each step and where the most drop-offs occur. Visualization shows conversion rates between steps.
Custom Events: You can send your own events via the JavaScript SDK. Each event can have a name and arbitrary properties (e.g., "purchase_completed", "plan_selected", "feature_used"). Events appear on session timelines and can be used as funnel steps.
Segmentation: Funnels can be segmented by device, traffic source, location, or any custom event property. Compare mobile vs desktop conversion, organic vs paid, new vs returning users.
Alerting: Set thresholds and receive notifications when conversion rate drops below normal. React quickly to problems in critical business paths.
![[img: horizontal illustration showing funnel visualization as a bar chart with decreasing user counts at each step, conversion percentages between steps, analytics dashboard]](/images/features/funnel1.webp)
Real-World Use Case
A SaaS company implements a trial-to-paid funnel: signup → activation → premium feature use → pricing view → payment. Analysis shows 70% of users stop at "premium feature use".
Drilling into custom events reveals users try to use advanced export (custom event "export_attempted") but don't finish because it requires API configuration. The team adds a setup wizard. Paid conversion increases by 25%.
![[img: horizontal illustration showing session timeline with custom events marked as markers, visible sequence of user events, session analysis interface]](/images/features/funnel2.webp)
Frequently Asked Questions
How many funnels can I define?
Depends on your plan: Starter allows 3 funnels, Professional 10, Business 25, Enterprise unlimited. Each funnel can have up to 10 steps. You can create, edit, and archive funnels at any time.
How do I send custom events?
Use the JavaScript method: recordIt.track("event_name", { property: "value" }). The event is sent asynchronously and appears on the session timeline. You can also send server-side events via API for backend operations.
Can I use URLs as funnel steps?
Yes. Funnel steps can be defined as: specific URL, URL pattern (with wildcards), custom event, or combination. For example, the "checkout" step can match "/checkout/*" or custom event "checkout_started".
How long is funnel data stored?
Funnel data is stored as long as sessions in your plan. You can export historical funnel reports to XLSX or JSON before data expires. Aggregated statistics are available for a longer period.
Does the funnel have to be linear?
The funnel defines the expected sequence, but users don't have to follow it linearly. The system tracks whether the user ultimately reached each step, even if they went back or explored other pages. You can also enforce strict sequence mode.
