Setting up a conversion funnel in Google Analytics 4 (GA4) is quite straightforward; it can be done directly from the “Explore” section in the Analytics dashboard. However, before creating the funnel, it is important to understand which parameters must be tracked in order to generate it correctly.
Define the Funnel
Before configuring it, we need to know which steps we want to measure.
Typical example:
- Availability search (search)
- Hotel selection (Wit_Property Selection)
- Room selection (Wit_Accommodation Selection)
- Condition selection (Wit_Inventory Selection)
- Extras selection (Wit_Extra Selection)
- Checkout start (Wit_Checkout)
- Purchase confirmation (Wit_Purchase)
If this is not clearly defined, the funnel will not be useful for analysing user behaviour in the booking engine.
Check That the Events Exist
We must verify that the events are correctly created in our Google Tag Manager (GTM).
To do this, we need to access the panel and confirm that they have been properly set up.
Create funnel in GA4:
It’s simple: go to the Analytics dashboard and, from Explore → Explorations → Funnel exploration, you can create the report.
Funnel step configuration:
Within the report, we must define each of the steps. For example:
- Step 1 →
event_name = search - Step 2 →
event_name = Wit_Property Selection - Step 3 →
event_name = Wit_Accommodation Selection - Step 4 →
event_name = Wit_Checkout - Step 5 →
event_name = Wit_Purchase
In this step, we can also add additional information. For example:
- device
- country
- etc.
Choose the type of funnel we want to create:
There are two types of funnel:
- Closed funnel: The user must follow the exact order (useful when analysing a strict flow).
- Open funnel: The user can enter at any step.
In our booking engine, the most common behaviour is that users follow the exact order of the booking steps. However, it can happen that if the user accesses the engine through a URL, they may be redirected to a specific step.
Add key segmentations
This step adds value to the report. Without segmentation, we only see what happens; with segmentation, we understand why it happens.
When we talk about segmentation, we mean dividing the funnel into groups of users in order to compare their behaviour.
It is not the same to see:
“we lose 60% at checkout”
as to see:
“we lose 80% on mobile but only 30% on desktop.”Mark the conversion
In GA4, we must go to Admin → Events → Mark as conversion.
- Step 1 →
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