How to Create a Conversion Funnel Analysis

This guide walks through the exact mechanics of creating a funnel in SourceLoop. It assumes you already know what a funnel is and what you’ll use the results for, if not, start with How to Build and Analyse Conversion Funnels.

Before you start

You’ll need:

• A SourceLoop workspace with the tracking pixel installed
• At least 30 days of historical traffic so the live preview returns meaningful counts (or however much data you have, it just won’t be much)
• A clear idea of the conversion sequence you want to measure, sketch it on paper first if you’re unsure of the steps
• Admin or Owner role in SourceLoop (Editors can create funnels, but only Admins can manage workspace-wide views)

Step 1: Open the funnel builder

1. Sign in to SourceLoop.
2. Click Funnels in the left sidebar.
3. Click + Create Funnel at the top-right of the funnel list.

The Create funnel drawer opens on the right with three numbered sections.

Step 2: Name the funnel and add steps

Naming

Give the funnel a name that tells you the journey at a glance. Good names:

• “Pricing → Signup → Activated”
• “Home → Pricing → Demo Booked”
• “Blog → Newsletter Signup”

Bad names: “Funnel 1”, “Test”, “My funnel” (you’ll regret these in two weeks).

The placeholder text in the field suggests e.g. Visitor → signed up → purchased — that’s the right shape.

Steps

Click + Add step to add each step. For each one, decide:

Step type (top of the step card):

Type	What it matches
Page view	A specific URL on your site being loaded
Event	A custom event your tracker fires (e.g., form_submitted)

For Page view steps, pick a match operator:

Operator	What it matches	Use when
equals	Exact URL match	You want only one specific page (e.g., /pricing and nothing else)
starts with	URL prefix match	You want a section of your site (e.g., /blog/ covers every blog post)
contains	Substring match	You want any URL containing a keyword (rarely needed; only use when equals and starts_with don’t fit)

Type the URL path (e.g., /pricing) or event name (e.g., signup_completed).

Live match counter: SourceLoop fires a live query ~350ms after you finish typing and shows “X matches in last 30 days” below the field. Use this to confirm your pattern is right.

Step naming (optional): Each step shows as “Step 1”, “Step 2”, etc. by default. The funnel report uses these labels on the chart and table. If you’d rather see “Lands on pricing” instead of “Step 1, /pricing equals”, rename the step from the step card.

Add more steps: click + Add step at the bottom of the Steps section. Minimum 2 steps, maximum 10.

Step 3: Configure settings and save

Section 3 in the drawer has the funnel’s behaviour settings.

Count unique

What gets counted as “one” visitor in the funnel:

Option	What it means	Use when
Per visitor (anonymous ID)	Same anonymous browser identifier across sessions (the default)	Almost always; tracks the same person across visits even before they identify themselves
Per session	A single visit (new session after 30 minutes of inactivity or new referrer)	You want to measure single-visit completion (“did they finish checkout in one go?”)
Per identified user	A logged-in user identity	You’re tracking in-product behaviour after signup

Step order

How strict the order requirement is:

Option	Behaviour	Use when
Sequential (in order)	Steps must occur in temporal order (the default)	Standard linear funnels: pricing → signup → activation
Any order	Steps can happen in any sequence as long as all occur within the window	Research funnels where the order doesn’t matter (e.g., visit pricing + visit features + book demo, in any sequence)

Advanced options

Click Advanced options to reveal the conversion window:

Setting	Behaviour
No window (default)	Steps can be completed any time within the report’s date range
N days	All steps must be completed within N days of step 1

A typical pattern: set a 7-day window for trial-activation funnels (the visitor needs to activate during the trial), leave it open for B2B sales funnels that span months.

Description (optional)

Click ▶ Add description at the bottom to add a free-text note. Useful for documenting “why this funnel exists”, especially for funnels shared across the team.

Save

Click Create funnel in the bottom-right of the drawer.

SourceLoop computes the funnel against your historical data immediately. You’ll land on the funnel’s Overview report within a few seconds. From there, see How to Build and Analyse Conversion Funnels for reading the report.

A worked example

To make the wizard concrete, here’s a complete lead-capture funnel filled in:

Field	Value
Funnel name	Pricing → Signup → Activated
Step 1	Page view · equals · /pricing
Step 2	Page view · equals · /signup
Step 3	Event · signup_completed
Step 4	Page view · starts with · /dashboard/
Count unique	Per visitor (anonymous ID)
Step order	Sequential (in order)
Conversion window	(none — open)

This funnel measures: of all visitors who hit /pricing, how many later visited /signup, then completed the signup, then made it to the dashboard. The Overview report will show drop-off percentages between each pair of steps.

What’s next

• Read the funnel report once it’s built: How to Build and Analyse Conversion Funnels
• Understand what’s happening under the hood when SourceLoop counts visitors through the funnel: How SourceLoop Computes Funnels
• Pick an attribution model for the Breakdown tab: 7 Types of Attribution Models