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# Conversion funnels

# Funnel reports in Usage Insights {#ariaid-title1}

Release version: Brazil  
Updated October 29, 2026  
![](https://www.servicenow.com/docs/portal-asset/ico-clock) 1 minute to read  
Conversion funnels are visual representations of the user path, tracking a specific sequence of actions. Use conversion funnels to measure
and optimize the completion 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:  
Turn on Use data sampling to analyze the data from a sample of 15%.  
A funnel can include various actions leading up to success or failure of a conversion. Users might take multiple paths to reach a goal, so consider building 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 the conversion funnel's overall effectiveness:

* Number of users that progress from one step to the next
* Average time it takes for users to advance from one step to the next
* Associated conversion rates
{#funnel-reports-uxa__ul_bdl_f3f_j1c}
* **[Create a conversion funnel](https://www.servicenow.com/docs/cFzC5IjejfVszMrhmr684Q)**   
  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.
* **[Analyze conversion funnel results](https://www.servicenow.com/docs/B3EAQXOXgDulv5rgiWcDxA)**   
  Review the results of a conversion funnel to review how users move through each step, where they drop off, and how the journey has changed compared with a previous period.
* **[Edit a conversion funnel](https://www.servicenow.com/docs/DevJAuab3CxP~P4WQbZ~nQ)**   
  Edit conversion funnel data to collect or steps to include in your analysis.
* **[Delete a conversion funnel](https://www.servicenow.com/docs/7CQs5ZB9UczQgDMtFjHv5w)**   
  Delete a funnel that you no longer need.
* **[Funnel matching](https://www.servicenow.com/docs/NWf05_uHM61y1cKJYoAf4w)**   
  Usage Insights matches funnel steps based on unique users, not sessions, allowing steps to span multiple sessions within a 30-day window.