Custom Funnels in Google Analytics 4

Google Analytics 4 introduced a new standard report – ecommerce funnel, which allows website owners to visualize ecommerce events such as view_item, add_to_cart, and purchase in the form of a funnel. However, this report is only useful for properties that collect ecommerce events, as the steps in the funnel are fixed and are tied to the ecommerce events. This makes it impossible to use this particular report to re-use this funnel report for non-ecommerce websites.

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Fortunately, there is a way to create custom funnels in GA4 using the Exploration section. In the Exploration section, you can create a blank exploration and change the technique to funnel exploration. Here, you can define the steps of your custom funnel by selecting events or pages as your steps.

Once you have created your custom funnel, you can save it as a report in the library. Give your report a name, and save it. You can now leave the exploration section and go back to the standard reports.

To access your custom funnel report from the standard reports, click on the Library button at the bottom of the page. You can add your custom funnel report to an existing collection, or you can create a new collection. Add your funnel report to the report section, save your collection, and publish it.

Your custom funnel report will now be available in the standard reports section under the custom reports tab. You can create multiple custom funnels using this technique and add them to your custom collections. If you want to add your custom funnel report to an existing collection, click on the Edit button next to the collection and drag and drop your report under the desired section.

With the funnel visualization technique, you can create custom funnels for non-ecommerce websites and track user behavior across multiple steps. By adding your custom funnel report to the standard reports section, you can access it easily and compare it with other reports.