Funnels and User Journey serve distinct purposes in analyzing user behavior and engagement.
Funnels focus on specific sequences of predefined steps that users take to achieve a specific goal or conversion.
Funnels provide the following insights:
- Completion and drop‑off rates
- Time taken per step
- Bottlenecks that block conversion
Use Funnels when you need to optimize a specific workflow or conversion path.
Here is an example of what a Funnel looks like.
User Journeys map the entire session, enabling you to see every action and touchpoint a user encounters. It reveals:
- The full path users take, including detours
- Repeating patterns and common sequences
- Hidden pain points or moments of delight
Use User Journeys for a holistic view of engagement across pages and features.
Here is an example of what a User Journey looks like.
Here is a table summarizing the key differences between a Funnel and User Journey.
| Funnel | User Journey | |
|---|---|---|
| Scope | Focuses on specific sequences of predefined steps or events. | Encompasses the entire end-to-end user experience. |
| Structure | Linear and predefined with a clear start and end point. | Flexible and can encompass multiple paths and interactions. |
| Focus | Conversion rates, drop-off rates, and user behavior. | Overall user experience, engagement, and behavior. |
| Purpose | Optimize user flows, track conversions, and specific actions. | Understand user engagement, identify pain points and issues. |
- Use a Funnel when you want to improve goal‑oriented flows. Examples: checkout, onboarding.
- Use a User Journey when you need to see the big picture across all user interactions.
Funnels pinpoint where users struggle, while User Journeys explain why.