Funnel Metrics: Tracking and Optimizing Your Sales Funnel with Google Universal Analytics


Welcome to! In this article, we will be discussing funnel metrics and how they can help businesses track and measure their marketing efforts. Funnel metrics are essential for understanding the effectiveness of your marketing strategies and optimizing your sales funnel.

What are Funnel Metrics?

Funnel metrics, also known as conversion metrics, are key performance indicators (KPIs) that measure the effectiveness of each stage in your sales funnel. These metrics provide valuable insights into your customers’ journey, allowing you to identify areas for improvement and optimize your marketing campaigns.

Why are Funnel Metrics Important?

Funnel metrics are crucial for businesses as they provide data-driven insights into customer behavior and the effectiveness of your marketing efforts. By tracking funnel metrics, you can:

  1. Identify bottlenecks in your sales funnel: Funnel metrics help you pinpoint areas in your funnel where customers are dropping off or experiencing difficulties. This information allows you to optimize those stages and improve your conversion rates.

  2. Measure the success of your marketing campaigns: Funnel metrics provide real-time data on how your marketing campaigns are performing. By monitoring these metrics, you can determine which strategies are driving the most conversions and allocate your resources accordingly.

  3. Improve customer retention: Funnel metrics can help you identify opportunities to upsell or cross-sell to existing customers. By understanding their journey through the funnel, you can create targeted campaigns that increase customer retention and drive repeat purchases.

How to Track Funnel Metrics with Google Universal Analytics

Google Universal Analytics is a powerful tool that allows businesses to track and measure their website’s performance. By integrating Google Universal Analytics with your sales funnel, you can gather data on key funnel metrics and gain valuable insights into your customers’ behavior.

Step 1: Accessing Metric Builder

To start tracking funnel metrics with Google Universal Analytics, navigate to and access the Metric Builder tool. Click the green button and select your connected Google Universal Analytics Account from the drop-down list.

Step 2: Creating a Custom Metric

In this example, we’ll create a Custom Metric to report on Total Conversions tracked in the Google Universal Analytics Account, split up based on the Source of the tracked conversions. Creating a Custom Metric allows us to track specific metrics that are tailored to our business goals.

Step 3: Interpreting Funnel Metrics

Once you have set up the Custom Metric in Google Universal Analytics, you can start tracking funnel metrics and interpreting the data. Here are some common funnel metrics to look out for:

  1. Conversion Rate: This metric measures the percentage of website visitors who complete a desired action, such as making a purchase or filling out a form. A higher conversion rate indicates that your marketing efforts are effective at driving conversions.

  2. Bounce Rate: Bounce rate measures the percentage of visitors who leave your website after viewing one page. A high bounce rate may indicate that your landing page or website content is not engaging enough, leading visitors to leave without taking further action.

  3. Average Session Duration: This metric measures the average time visitors spend on your website. A longer average session duration indicates that visitors are engaged with your content and finding value in your website.

  4. Cart Abandonment Rate: This metric measures the percentage of visitors who add items to their shopping cart but do not complete the purchase. A high cart abandonment rate may indicate issues with your checkout process or pricing.

Step 4: Resolving “Invalid Grant” Error

Sometimes, when accessing data from your Google Universal Analytics account, you may encounter an “Invalid Grant” error. This error occurs when the access token provided is invalid or expired. To resolve this error, you can follow the troubleshooting steps outlined in our guide on how to interpret and resolve the “Invalid Grant” error for Google Data Sources.

Use Cases for Funnel Metrics

Accessing Data from Google Universal Analytics

One common use case for funnel metrics is accessing data from your Google Universal Analytics account. By tracking key funnel metrics, you can gain insights into the effectiveness of your marketing campaigns and make data-driven decisions to optimize your sales funnel.

Identifying Dimension Names with Metric Builder

Another use case for funnel metrics is identifying dimension names using the Metric Builder tool. By using this tool, you can find the specific dimension names that you need for your reporting and analysis in Google Universal Analytics.

Using Google Optimize Data with the Metric Builder

If you are using Google Optimize to perform experiments on your website, you can easily access and track the data using the Metric Builder for Google Analytics. This allows you to measure the impact of your experiments on key funnel metrics and make data-driven decisions.


In conclusion, funnel metrics are an essential tool for businesses to track and measure the effectiveness of their marketing efforts. By leveraging Google Universal Analytics and the Metric Builder tool, you can gather valuable insights into your customers’ behavior and optimize your sales funnel for better conversions. Start tracking your funnel metrics today and see the impact it can have on your business success.

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