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sourceDocument: Yokohama Platform Analytics
sourceDocumentLink: https://www.servicenow.com/docs/r/yokohama/now-intelligence

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ft:publication_title :

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# Conversion funnels

# Funnel reports in User Experience Analytics {#ariaid-title1}

* Release version: Yokohama
* 
* Updated January 30, 2025
* 
* ![](https://www.servicenow.com/docs/portal-asset/ico-clock) 1 minute to read

Conversion funnels track a specific sequence of actions and show conversion rates and trends in aggregate user behavior to uncover the reasons behind success or failure of a specific in-application user goal. Investigating a
conversion funnel can help you measure and optimize the conversion rates of relevant processes within your application.
A funnel analysis shows the percentage of users who completed a desired action along a critical path in your application, such as completing onboarding. You can also discover reasons why users drop off.  
Note:  
Conversion funnel data is analyzed from the complete data set. Toggle Use data sampling on to analyze the data from a sample of 15%.  
A funnel can include various actions leading up to success or failure of a conversion. There can be multiple paths users might take to reach a goal, so you may want to build several conversion funnels to determine which goal path is the most relevant and effective for your users. To measure users conversion rates on a particular goal, three primary metrics give you a baseline assessment of your conversion funnel's overall effectiveness:

* Number of users that progress from one step to the next
* Associated conversion rates
* Average time it takes for users to advance from one step to the next
{#funnel-reports-uxa__ul_bdl_f3f_j1c}

<br />

* **[Create a conversion funnel](https://www.servicenow.com/docs/UjqwsaynK5LenhauVJwMJQ#create-funnel)**   
  View conversion rates and trends in aggregate user behavior to uncover the reasons behind success or failure of a specific in-application user goal. Investigating a conversion funnel can help you measure and optimize the conversion rates of relevant processes within your application.
* **[Edit a conversion funnel](https://www.servicenow.com/docs/hKxIApy2pLp_jZdit5497A)**   
  Edit conversion funnel data to collect or steps to include in your analysis.
* **[Delete a conversion funnel](https://www.servicenow.com/docs/u_AnoWrgsFg4_EximX2WOg)**   
  Easily delete a funnel.
* **[How User Experience Analytics matches funnels](https://www.servicenow.com/docs/dYetDo_L~sjXYE1xcB5vzw)**   
  Learn how User Experience Analytics matches sequences of pages you anticipate users seeing before they reach a goal.