This article describes the funnel data type and how to use it.

In this article:

How it Works

Before you begin, familiarize yourself with the following:

The funnel attribute tracks a sequence of steps, measuring the visitor's progress from start to finish. A step is recorded when the configured rule occurs. When a step is recorded, attribute values can also be captured as a snapshot of information about the step. Funnel steps can be required or optional, except for the last step which is always required.

Example funnels include: Checkout Funnel, Purchase Funnel, or a Lead-Generator Funnel.

Required and Optional Steps

When setting up a funnel, you define all the steps (both required and optional) in the expected sequence.

Required Steps

Steps marked as required are recorded as they occur in the sequence that is defined in the funnel configuration. If a visitor performs a required step out of sequence, it is not recorded in the funnel. In other words, required steps are only recorded when they occur in sequence.

Example funnel behavior with three required steps: Step #1, Step #2, Step #3:

Steps performed by visitor Steps recorded by funnel
Step #1 Step #1
Step #3 (out of sequence) Step #1
Step #2 Step #1, Step #2
Step #3 Step #1, Step #2, Step #3

Optional Steps

Steps not marked as required are considered optional. Optional steps are only recorded if they occur in the exact sequence that is defined in the funnel. Optional steps can be skipped by the visitor and the funnel continues recording subsequent steps. However, when an optional step is skipped, and then performed later, it is not recorded or back-filled in the funnel. In other words, if an optional step is performed out of sequence, it is not recorded in the funnel.

Example funnel behavior with one optional step: Step #1, Step #2 (optional), Step #3, and Step #4:

Steps performed by visitor Steps recorded by funnel
Step #1 Step #1
Step #3 (option Step #2 skipped) Step #1, Step #3
Step #2 Step #1, Step #3 (Step #2 not back-filled)
Step #3 Step #1, Step #3

Capture Attribute Data

In addition to recording each step of a funnel, you can also capture the value of one or more attributes when a step occurs. Captured data provide more information about the state of the visitor when the step occurred.

Funnel attributes are accessible in AudienceStore, but not in AudienceDB or via Data Layer Enrichment.

The funnel attribute is available in the following scopes: Visit and Visitor.

Screenshot 2019-11-11 at 1.26.28 PM.png

Funnel Enrichments

Create a Step

Use this enrichment to create a step in the funnel. As you add funnel steps, the step listed at the top of the list is the first step in the funnel and the step listed at the bottom is the last (required) step. New steps are added to the top of the list.

To create a funnel step:

  1. Click Create a Step.
  2. Enter a step title.
  3. (Optional) To capture attribute values, select an attribute and click Add Attribute.
  4. For optional steps, clear the Is Required checkbox.
  5. Select a timing option and a rule.

Repeat these steps for each step in the funnel.

After entering all the steps, drag them into the proper sequence.


A basic purchase funnel: the path from a product page through the cart page and checkout page to the purchase page.

Step 1: View Product
Capture Data: product_name
Rule: tealium_event equals "product_view"

Step 2: View Cart
Capture Data: none
Rule: tealium_event equals "cart_view"

Step 3: Checkout
Capture Data: none 
Rule: tealium_event equals "checkout"

Step 4: Purchase Complete
Capture Data: order_id and order_total
Rule: tealium_event equals "purchase"

Additional Information