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# Funnel reports in User Experience Analytics

# Funnel reports in User Experience Analytics {#ariaid-title1}

* Release version: Xanadu
* 
* Updated August 1, 2024
* 
* ![](https://www.servicenow.com/docs/portal-asset/ico-clock) 1 minute to read

Funnel reports show conversion rates and trends in aggregate user behavior to uncover the reasons behind success or failure of a specific in-application user goal. Investigating a conversion funnel can help you measure and
optimize the conversion rates of relevant processes within your application.
This video shows you how to create and use funnel reports.
A funnel analysis shows the percentage of users who completed a desired action along a critical path in your application, such as completing onboarding. You can also discover reasons why users drop off.  
A funnel can include various actions leading up to success or failure of a conversion. There can be multiple paths users might take to reach a goal, so you may want to build several conversion funnels to determine which goal path is the most relevant and effective for your users. To measure users conversion rates on a particular goal, three primary metrics are worth examining to give you a baseline assessment of your conversion funnel's overall effectiveness:

* number of users that progress from one step to the next
* associated conversion rates
* average time it takes for users to advance from one step to the next
{#funnel-reports-uxa__ul_bdl_f3f_j1c}

<br />

* **[Create a funnel report](https://servicenow-prod.fluidtopics.net/ICFhiEz5NCld1ExXOp9EZw#create-funnel)**   
  View conversion rates and trends in aggregate user behavior to uncover the reasons behind success or failure of a specific in-application user goal. Investigating a conversion funnel can help you measure and optimize the conversion rates of relevant processes within your application.
* **[Edit a funnel](https://servicenow-prod.fluidtopics.net/r1_4mQQUYcR01qRkhWzo1A)**   
  Edit funnel data to collect or steps to include in your analysis.
* **[Delete a funnel](https://servicenow-prod.fluidtopics.net/ObVpkj8eNG90cFz2CDp3~Q)**   
  Easily delete a funnel.
* **[How User Experience Analytics matches funnels](https://servicenow-prod.fluidtopics.net/z2lENYCaxjUYkBwyWWMQbg)**   
  Learn how User Experience Analytics matches sequences of pages you anticipate users seeing before they reach a goal.