Understanding goal analysis and funnels
In a nutshell
Goals and funnels in your Mobile metrics dashboard help you understand how users navigate and interact with your rebranded Creator mobile app from starting an action to completing it. By tracking goals, analyzing completion metrics, and visualizing funnels, you can identify drop-offs, optimize user flows, and improve conversions.
- Learn more about the Mobile Metrics dashboard.
- To find out how to get the usage statistics across web applications, check out our Metrics documentation.
Availability
Metrics for rebranded mobile apps are available:
- As a part of the rebranded mobile apps add-on or on the Enterprise plan (which contains rebranded mobile apps by default)
- Only in the Creator 6 version of Zoho Creator.
- Only super admins can enable this feature in the System Integrations page. Once enabled, both super admins and admins can enable app metrics during code signing and view the collected metrics data.
1. Overview
A goal represents a specific action or outcome you want users to complete in your rebranded mobile app. They help you track meaningful user success, not just app visits. Each goal is measured through a sequence of steps that users follow to reach completion.
The goal that you want to create depends on the purpose of your mobile app. Below are a few examples of apps and their goals:
- E-Commerce app → Completing a purchase
- Subscription app → Signing up for a paid plan
- EdTech app → Enrolling in a course
- SaaS app → Completing onboarding
- Social media app → Posting content
A funnel is a step-by-step representation of a user’s journey toward completing a specific goal within your mobile application. Analysis of funnel stacks visualises how your users progress through different steps, and helps identify where they drop off before reaching the final goal.
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2. Steps in a goal
Steps in a goal are the sequential actions (screens) that your users must go through to complete a goal within your mobile app to reach the final goal objective. Each step represents a specific interaction (such as visiting a screen) that moves the user closer to conversion. Together, these steps form the foundation of both goal analysis and funnels. Let's consider an example of a funnel goal titled "Membership registration" in a Fitness Management mobile app. This goal can consist of the following steps.
Step 1 -> Opens the mobile app
Step 2 -> Browsed workout programs page
Step 3 -> Selected a workout plan on the Workouts page
Step 4 -> Signed up for a membership (goal)
Once you create and add goals to the funnel flow, you will be able to see the entire goals list in the All Goals dashboard to understand how many users make it to the end of the flow and how many drop off at each step of the funnel. For example, if many users drop off at "Select a plan," there may be confusion about pricing or benefits. Optimizing this step can improve conversions.
Note:
- You can create a goal with a minimum of two steps and a maximum of ten steps.
- Currently, you can create a funnel flow based on the screen traversal in your mobile application. To do this, you can associate existing screens to each of the added steps for your goal.
Purpose of steps in a goal:
- Track user progress: Helps monitor how users move through the funnel.
- Identify drop-off points: Pinpoints where users abandon the process.
- Optimize the user journey: Ensures a smoother experience by reducing friction.
- Improve conversion rate: Helps refine steps to maximize goal completion.
3. Goal Analysis
The Goal Analysis section provides an overview of tracked goals in your app, showing how users engage with each goal across platforms. It helps you quickly assess goal activity across platforms, understand how many users entered each goal, and identify which goals are being actively used. You can click on the All Goals button at the top right and you'll be taken to the Goals Overview page, where you can view the analysis for all the configured goals in your app.
Why is Goal Analysis important?
This section helps you understand how your key user journeys are performing across platforms and devices. By giving you a consolidated view of all goals, it lets you quickly assess adoption, compare engagement levels, and identify which goals deserve deeper investigation. This insight enables data-driven decisions on where to focus optimization efforts before diving into detailed funnel and performance metrics.
For example, if you notice that the “Create contact card” goal has high device activity but low step initiation on Android, it may indicate an issue in the early part of the flow, prompting you to explore the goal’s detailed analytics to identify where users are dropping off.
3.1 KPIs to track analysis of a goal
Metric | Description | Snapshot |
Devices | Total number of unique devices (users) that have entered the funnel flow. Note: If the same user entered the funnel multiple times, it is not counted. | |
Total Steps | Total number of steps/screens configured in the funnel. | |
Steps Initiated | Number of times the funnel has been accessed. Info: It is the same as the total count that we show in the Goal Performance dashboard. |
4. Goals Overview dashboard
The Goals Overview page provides you with a list of all the goals, platform types, and devices (users) that have entered the funnel flow, the total number of steps completed, and the total number of steps initiated. To view individual metrics for a goal, you can click on the View Analysis button beside that goal and track the stats in the Goal Performance dashboard.
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You can also create new goals by clicking the Create New Goal at the top-right of the page. From this dashboard, you can
- View the total number of different goals created and being tracked.
- Identify high-performing goals and replicate their success.
- Spot and fix bottlenecks where users drop off.
- Optimize user flow for better conversions.
- Measure the impact of new features on goal completion.
- Platform-specific performance by comparing goal completion rates across iOS & Android.
- Analyse goal performance trends over times to measure improvements or declines.
5. Goal Performance dashboard
The Goal Performance dashboard provides a detailed view of how a specific goal is performing. This comprehensive dashboard provides usage statistics for the chosen goal based on devices through which the goal has been accessed, the total number of times it has been accessed, the total number of users who completed that goal, and the number of users who dropped-off somewhere in that goal. In addition to this, the dashboard includes funnel analysis to help you understand how users move through each step of the goal. This highlights step-wise conversions and drop-off points, making it easier to identify where users progress smoothly and where they disengage.
You can also track day-wise trends for goal completion and analyze performance across devices and countries, enabling deeper insights into user behavior and goal effectiveness.
Assume an organization called Zylker has created an E-Commerce app named Zylker Store Management. They've created a Complete a purchase goal, and the steps in this goal are listed below.
Goal: Complete a purchase
Step 1: Open the app → Tracks user engagement
Step 2: Browse products → Identifies popular categories
Step 3: View product details → Measures interest levels
Step 4: Add to cart → Indicates purchase intent
Step 5: Proceed to checkout → Highlights serious buyers
Step 6: Complete payment (goal reached) → Successful conversion
If many users drop off after Step 4 (Add to Cart), it may indicate issues like high shipping costs or a lack of payment options, helping your business take the required action. You can offer limited-time discounts, free shipping, or exit-intent popups with incentives to solve the drop off at this step.
5.1. KPIs to track performance of goal
Metric | Description | Snapshot |
Unique Devices | Total number of unique devices (users) that have entered the funnel flow. Note: If the same user entered the funnel multiple times, it is not counted. | |
Total Devices | Total number of times the funnel flow was accessed. This count includes multiple visits done by the same device. | |
Total Conversions | Total percentage of users who completed a specific goal till the last step. | |
Total Drop-offs | Total percentage of users who dropped off without completing all the steps in the goal. |
6. Funnel Analysis
A funnel comprises of a goal, which is a series of predefined steps (associated with specific screens) that users must complete to reach that goal. By analyzing the conversion rates (the total number of users who completed a specific action) at each step, you can understand user behavior and improve the user flow.
<image of a funnel>
Why is Funnel Analysis important?
- Identify bottlenecks: Helps pinpoint where users are dropping off in the goal. For example, the funnel for “Assignment Submission” in an Courses Management mobile app revealed that many students exited the process on the file upload step. This insight helped the development team simplify file formats, thus reducing drop-offs significantly.
- Improve user experience: Helps refine navigation and streamline processes. In the above example, the team analyzed the funnel for “Course Enrollment” and found that students were taking too long between viewing course details and completing enrollment. By adding a one-click “Enroll Now” button on the course page, the mobile app improved task completion speed and user satisfaction.
- Increase conversions: Optimizing funnel steps can boost engagement and goal completion. In the same example, the “Upgrade to Premium” funnel showed that users often dropped off at the payment gateway step. After simplifying the checkout flow and supporting UPI payments, conversion rates increased by a good margin.
- Measure feature effectiveness: Tracks how well new features contribute to user success. Continuing with the same example, the team launched a new “Live Quiz” feature, funnel analysis revealed that while many students started the quiz, few completed it. Based on this, the team introduced mid-quiz progress indicators and reminders, which improved completion rates and overall feature adoption.
7. Day-wise Goal Completion
This section displays a list of the number of devices that have accessed the funnel flow as a bar chart categorized by steps in that goal.
The bar chart is stacked with the steps (highlighted in different shades of blue) accessed based on the chosen date filter at the top-right corner of this page. It helps in comparing the completion of steps among devices over time.
Based on the choice of time period you chose in the date filter, you'll be able to change the view of your charts for further drill down of the statistics. Read more
Note: Changing the platform here will not affect the data displayed in the Mobile metrics dashboard.
8. Goals Completion Analysis
A list of all the steps in the chosen goal, the number of users who have completed each goal, and the number of devices in which these steps have been accessed will be available in this section. You can choose among the three filters - By country or By device type, and this list will include details such as the countries, the platform types, and the device types in which the flow was accessed, respectively, for the selected date range. You can click the View All button, which is available only for the By country filter. It will show an expanded list of countries.
9. Use Cases
(i) Let's assume that you've created a food delivery app named Zylker Food Delivery. In this app, a funnel goal might include the following steps:
- Open app
- Browse menu report
- Add items to cart in the Foods page
- Proceed to checkout page
- Complete payment in the Payment page
If the funnel analysis metric in your Mobile metrics dashboard reveals that many users drop off at the Checkout stage (step 4), it may indicate issues with payment options, pricing concerns, or a complicated checkout process. Fixing these issues can improve conversions and overall user satisfaction.
(ii) Let's say you have a created a video streaming app named Zylker Streaming and want to analyze the user journey from app launch to subscription. A typical funnel goal might look like this:
- Open App → Users launch the app.
- Browse Content → Users explore available videos.
- Tap on Subscription Page → Users click to learn about subscription plans.
- Select a Subscription Plan → Users choose a plan.
- Complete Payment → Users enter payment details and subscribe.
Here's how funnel analysis helps in the above case:
- If a large number of users drop off after browsing content, it may indicate a lack of engaging content or unclear pricing.
- If users abandon the process at the payment step, there might be issues with payment options or checkout experience.
- Optimizing the funnel (e.g., offering a free trial, simplifying checkout) can improve subscription rates and retention.
10. Points to Note
- Deleting a goal will no longer generate its funnel analysis.
11. Related Topics
- Understanding rebranded mobile apps
- Understanding devices and sessions
- Understand screen analysis
- Working with rebranded app metrics
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