analytics-dictionary / term / tracking & measurement

Funnel analysis

Funnel analysis measures how many users move through each step of a process, such as checkout, and where they drop off.

Written by Reflective Data experts · updated Oct 5, 2026

Each step in the funnel is an event. The biggest drop between two steps shows where to focus your optimisation work.

Funnels depend on clean event tracking: missing or duplicated steps produce misleading results.

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A pageview is recorded each time a page of your website is loaded or viewed.

Cross-device tracking connects the activity of one person across phones, tablets and computers.

Multi-touch attribution spreads credit for a conversion across several touchpoints in the customer journey.

Engagement rate is the share of sessions that were engaged, meaning they lasted long enough, included…

Hotjar is a behaviour analytics tool offering heatmaps, session recordings and surveys.

ITP is Safari technology that limits cross-site tracking and shortens the lifetime of some cookies.