---
title: Funnel reports in Usage Insights
description: Conversion funnels serve as visual representations of the customer journey, tracking a specific sequence of actions. Investigating a conversion funnel can help you measure and optimize the completion rates of relevant processes within your application.
locale: en-US
canonical_url: https://www.servicenow.com/docs/r/australia/now-intelligence/usage-insights/funnel-reports-uxa.html
release: australia
product: Usage Insights
classification: usage-insights
topic_type: concept
last_updated: "2026-03-12"
reading_time_minutes: 1
breadcrumb: [Using Usage Insights, Usage Insights, Platform Analytics]
---

# Funnel reports in Usage Insights

Conversion funnels serve as visual representations of the customer journey, tracking a specific sequence of actions. Investigating a conversion funnel can help you 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:** 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

\[Omitted image "uxa-funnel-ex-australia.png"\] Alt text: Funnel analysis report

-   **[Create a conversion funnel](https://raw.githubusercontent.com/ServiceNow/ServiceNowDocs/australia/markdown/australia/now-intelligence/usage-insights/create-funnel.md)**  
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://raw.githubusercontent.com/ServiceNow/ServiceNowDocs/australia/markdown/australia/now-intelligence/usage-insights/analyse-conversion-funnel-results.md)**  
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://raw.githubusercontent.com/ServiceNow/ServiceNowDocs/australia/markdown/australia/now-intelligence/usage-insights/edit-funnel.md)**  
Edit conversion funnel data to collect or steps to include in your analysis.
-   **[Delete a conversion funnel](https://raw.githubusercontent.com/ServiceNow/ServiceNowDocs/australia/markdown/australia/now-intelligence/usage-insights/delete-funnel-step.md)**  
Delete a funnel that you no longer need.
-   **[How Usage Insights matches funnels](https://raw.githubusercontent.com/ServiceNow/ServiceNowDocs/australia/markdown/australia/now-intelligence/usage-insights/how-funnels-matched.md)**  
Learn how Usage Insights matches sequences of pages you anticipate users seeing before they reach a goal.

**Parent Topic:**[Using Usage Insights](https://raw.githubusercontent.com/ServiceNow/ServiceNowDocs/australia/markdown/australia/now-intelligence/usage-insights/using-uxa.md)