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Product Management vocabulary · Metrics & KPIs

Funnel

Meaning in product management, with examples

/ˈfʌnl/nounCore term

In product management, funnel means: The series of steps users go through toward a goal, such as visit, sign up, activate and pay, with fewer users remaining at each step.

In Turkish: huni, dönüşüm hunisi

How it is used

Teams analyze the funnel to find where users drop off. Common phrases are top of the funnel, drop-off between steps and funnel analysis. Fixing the leakiest step is usually worth more than bringing more traffic to the top.

Example sentences

  1. Most of the drop-off in our funnel happens at the phone verification step.

  2. Let's build a funnel from first visit to first order and see where people leave.

Common collocations

  • conversion funnel
  • funnel analysis
  • top of the funnel
  • drop-off in the funnel
  • conversion rateThe percentage of users who complete a desired action, such as signing up or buying, out of all users who had the chance to do it.
  • metricA number that measures something about a product or its users, such as sign-ups per day, average session length or the share of users who return.
  • customer journeyAll the steps and experiences a customer goes through with a product or company, from first hearing about it to buying, using, getting help and perhaps leaving.
  • cohortA group of users who share a characteristic in a given time period, most often the week or month they signed up, and who are studied together over time.

This word in other fields

The same English word can have a different meaning in another field:

More terms: Metrics & KPIs

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