Reports, sources and funnels

Checked against the product’s code on 7 November 2026.

Use Sources in Insights > Analytics to see where visitors come from. Use Funnels to inspect where people abandon checkout, when those steps are recorded. Period controls the reporting window. A shared report link can retain its view settings, so check the range before comparing two results.

Shape a report

1. Open Reports.
2. Choose an offered question.
3. Choose Change what this counts to inspect its measure, grouping categories, filters and audience comparison.

Topic sections include revenue, products, engagement, retention, acquisition and recommendations.

Only supported measures and grouping categories let you open a list of the visitors behind a result. Open an eligible row to inspect the recorded population behind it. A formula, excluded records or an unsupported combination can prevent that link; a chart is not proof that every real world action was collected.

Trace acquisition

1. Open Sources.
2. Choose the view for channel, ad platform, source, campaign, referring site or messaging event.
3. Choose the goal under Converting on.
4. Review any notice that your own browser is excluded.

Why your own visits can be missing

Your own visits follow the site’s consent rules too. Global Privacy Control prevents capture even after acceptance. Do Not Track prevents capture while you have saved no analytics choice. Declining analytics also prevents it. Under an opt in policy, analytics stays off until you accept it.

Use Privacy choices on the public site, when offered, to review your choice. A saved analytics acceptance takes precedence over Do Not Track, but never over Global Privacy Control. The Sources notice follows the same order: Global Privacy Control, a saved decline, then Do Not Track while no analytics choice is saved.

Group by can use your own channel groups. Review a group’s rules and their order before approving a change. Existing source facts and a custom grouping are separate: renaming a group does not change the links visitors actually used.

Campaign reporting can compare first and last touch. Read that choice of which campaign gets credit with the date window, goal and retained campaign context before claiming a campaign earned a result.

Inspect a funnel

A funnel compares recorded activity at the steps you choose. ordered follows the steps in sequence. strict allows no other funnel step between them. any counts each step separately rather than following one journey.

1. Open Insights.
2. Open Analytics.
3. Open Funnels.
4. Choose the recorded event for the first step.
5. Choose the recorded event for the next step.
6. Use + Add step if the journey needs another step.
7. Choose the recorded event for that added step. Repeat those steps if needed.
8. Under Order, choose ordered, strict or any. These ask different questions.
9. Set Convert within. Its window starts at the first step.
10. Under Count, choose visitors or sessions.
11. Under Excluding, choose an optional event that drops a journey if it happens between two steps.
12. Choose Run funnel.
13. Review the result and the evidence limits below.
14. Choose Save as a funnel if you want to keep this new funnel.
15. Enter Name.
16. Choose Save funnel.

An existing saved funnel offers Update the saved funnel and Update funnel instead. Saving the funnel keeps its definition; it is not evidence that every action was recorded.

Read Your largest drop and its supporting paths. Driver comparisons look for visitor attributes associated with reaching the outcome. They show patterns in the measured group; they do not establish the cause of a drop. A driver gets no verdict until 25 visitors or 2 percent of the step’s people, whichever is fewer, share the signal. The step must also have at least five people who converted and five who dropped out.

Use Goals for success rules, Measures for compound calculations and Explore for a more detailed visitor query.