Funnel Analytics Issues

Funnel not showing data or behaving unexpectedly? This guide helps you diagnose and fix common Funnel Analytics problems so you can accurately track your conversion paths.

Understanding Funnel Requirements

Funnels track sequential user journeys through your campaign. They require at least 2 events, a published campaign, and actual visitor traffic to display data.

Common Issues

No Data Collected Yet

Your funnel displays a message indicating no data has been collected.

This occurs when your campaign hasn't received any visitor traffic yet, or when the campaign is still in Draft status.

Solution:

1. Verify your campaign status is Published or Preview
2. If your campaign shows Draft, click Publish in the top right
3. Choose Preview for testing or Production for real traffic
4. Open your published landing page in a new incognito window
5. Complete the funnel steps yourself (scroll down the page, click buttons, submit forms)
6. Wait 2-3 minutes for data to aggregate
7. Return to Funnels and check if data appears

Funnel Not Showing Any Data

Your funnel was created successfully but displays zero users or conversions.

Insufficient visitor traffic, misconfigured events, or viewing the wrong analytics environment typically cause this issue.

Solution:

1. Go to Analytics and check the Overview tab
2. Verify you have visitors and page views showing in the overview metrics
3. If the overview shows data, check the analytics environment toggle at the top
4. Ensure you're viewing Preview or Production matching your publish status
5. Click Refresh on the funnel card to fetch latest data
6. Review your funnel steps and verify the events are actually firing:
   • Click on the Events tab
   • Confirm the events in your funnel appear in the events list
7. If events aren't firing, see Analytics Not Tracking

Steps Showing 0% Conversion

One or more funnel steps display zero conversions or 100% drop-off rate.

This happens when the specific event isn't firing, when users aren't completing that step, or when the wrong event was selected for the funnel.

Solution:

1. Identify which step shows 0% conversion
2. Go to the Events tab in your analytics
3. Check if the problematic event appears in the events list with non-zero counts
4. If the event shows zero occurrences:
   • Test the action yourself on your published page
   • For scroll events: Scroll to the required depth (25%, 50%, 75%, or 100%)
   • For Form Submission: Fill out and submit your form
   • For CTA Link Click or External Link Click: Click the respective buttons
5. If the event doesn't track after testing, verify your campaign type supports it:
   • Form Submission requires Lead Generation campaigns
   • CTA Link Click and External Link Click require Click-Through campaigns
   • Page View and Scroll events work on all campaign types
6. If the event tracks but still shows 0% in the funnel, edit your funnel and verify you selected the correct event

Cannot Create Funnel

The Create Funnel button is disabled or funnel creation fails.

Missing required fields, insufficient steps, or campaign status restrictions prevent funnel creation.

Solution:

1. In the Create Funnel modal, verify you've entered a Name in the text field
2. Check that you've selected at least 2 events as funnel steps
3. Look for any error messages below the step selector
4. If you can't add more than 2 events, ensure you haven't reached the 10-step maximum
5. Verify your campaign is Published, Preview, or Completed (not Draft)
6. Review available events below the step list—if no events appear:
   • Publish your campaign first to enable event tracking
   • For custom events, go to Settings and create custom events
7. Once all requirements are met, click Create Funnel

Required fields for funnel creation:

• Name (any descriptive text)
• Minimum 2 event steps
• Campaign must be Published, Preview, or Completed

Funnel Data Not Refreshing

Clicking refresh doesn't update the funnel data, or data appears stale.

Rate limiting prevents excessive refresh requests, and data aggregation delays may cause perceived staleness.

Solution:

1. Note the refresh rate limit: funnel data can only refresh once every 10 seconds
2. If you recently clicked refresh, wait 10 seconds before trying again
3. Check for a cooldown message or disabled refresh button indicating the rate limit
4. If you just generated new traffic (completed funnel steps), wait 2-5 minutes for data processing
5. Hard refresh your browser with Ctrl+Shift+R (Windows) or Cmd+Shift+R (Mac)
6. Check the Real-Time tab to verify new events are occurring
7. If real-time shows activity but funnels don't update, wait for the aggregation cycle (typically 10-15 minutes)

Events Not Appearing in Step Selector

When creating a funnel, expected events don't show up in the available events list.

Campaign type restrictions, missing custom events, or unpublished campaign status cause this issue.

Solution:

1. Verify your campaign is Published or in Preview mode—Draft campaigns don't have events
2. Check your campaign type:
   • Lead Generation: Shows Form Submission, Page View, and Scroll events
   • Click-Through: Shows CTA Link Click, External Link Click, Page View, and Scroll events
3. For custom events that don't appear:
   • Go to Settings
   • Scroll to the Custom Events section
   • Click Add Custom Event
   • Enter the event name and configuration
   • Save your settings
4. Return to the Funnels tab—custom events should now appear in the step selector
5. If standard events (Page View, Scroll) don't appear, try refreshing the page

Funnel Shows Illogical Drop-Off Patterns

Users seem to complete later steps without completing earlier ones, or conversion rates exceed 100%.

Out-of-order event completion, multiple visits from the same user, or event tracking across multiple sessions can create these patterns.

Solution:

1. Understand that funnels track sequential completion only
2. Users who complete Step 3 before Step 2 aren't counted until they complete steps in order
3. Review your funnel step order and ensure it matches actual user behavior

4. If users naturally complete actions out of sequence, consider reordering your funnel:
   • Click the menu on the funnel card
   • Select Edit
   • Drag steps using the handle to reorder
5. Check if later steps are more accessible than earlier steps on your landing page
6. Consider that users may return to your page multiple times, completing different steps each visit

Remember: Funnels measure sequential flows. If your user journey isn't naturally sequential, use the Events tab to view individual event metrics instead.

Debugging Checklist

Use this checklist to systematically diagnose funnel problems:

1. Verify campaign status — Must be Published, Preview, or Completed (not Draft)
2. Check visitor traffic — View Overview analytics to confirm visitors exist
3. Verify environment — Toggle between Preview and Production matching your publish status
4. Test funnel steps — Complete each step yourself on your published page
5. Wait for aggregation — Allow 2-5 minutes for data to process after generating traffic
6. Refresh data — Click refresh button (respecting 10-second rate limit)
7. Verify events fire — Check Events tab to confirm individual events track correctly

FAQ

Troubleshooting

For additional analytics issues, see:

• Analytics Not Tracking - Fix missing analytics data and tracking problems
• Incorrect Analytics Data - Resolve data discrepancies and metric mismatches

Related Resources

• Funnel Analytics
• Analytics Overview
• Custom Events
• Campaign Publishing