Google Analytics 4 Explorations: A Guide to Building Custom Funnels

In digital marketing, understanding the path a user takes before converting is essential to optimizing conversions. While Google Analytics 4 (GA4) provides default conversion metrics, standard dashboards do not show where users drop off in a multi-step workflow (e.g. entering a tool page, formatting input, clicking download, or signing up).

To map these flows, marketers use the Funnel Exploration report. In this guide, we'll explain how to construct a custom step-by-step conversion funnel.

🔍 What is a GA4 Funnel Exploration?

A Funnel Exploration is a report builder inside GA4 that lets you define specific sequence steps. GA4 then counts the number of users who completed each step and shows the exact percentage of drop-offs between steps.

Funnels can be configured as: * Closed Funnels: Users are counted only if they enter at Step 1 and proceed in sequence. * Open Funnels: Users can enter the funnel at any step in the sequence.

🛠️ Step-by-Step Guide to Building a Funnel in GA4

To build a custom funnel exploration:

1. Log in to GA4 and click Explore in the left menu.
2. Click Blank or select Funnel exploration from the templates.
3. In the Tab Settings panel, scroll to the Steps configuration and click the edit pencil icon.
4. Define your custom sequence steps using events:
   • Step 1: Land on Tool Page
     • Condition: page_view event where the page_location contains /image-converter.
   • Step 2: Upload File
     • Condition: Custom event file_uploaded (triggered by your frontend JS).
   • Step 3: Convert Image
     • Condition: Custom event file_converted.
   • Step 4: Download File
     • Condition: Custom event file_downloaded.
5. Click Apply in the top right corner.

The exploration canvas will render a bar chart showing the volume of users at each step and the drop-off rates.

📊 Analyzing Drop-Off Metrics to Optimize UX

Once your funnel is populated, look for the widest gaps:

🚀 Setting Up Segment Comparisons

To extract deeper insights, drag dimensions (like Device Category or Traffic Source) into the Segment Comparisons box. This allows you to compare conversion funnels side-by-side (e.g. mobile vs. desktop), helping you identify if a mobile bug is driving up drop-off rates.