Funnel analysis
Funnel analysis measures how users progress through an ordered sequence of steps toward a goal, such as signup or checkout, and where they abandon it. It quantifies the where of conversion loss; session replay supplies the why by showing the sessions behind each abandoned step.
How it works
A funnel defines steps as events (page views, clicks, or custom events), then computes per-step conversion across a population: 100 percent enter, 62 percent reach step two, 31 percent complete. The numbers localize the problem and say nothing about its cause. The replay join is what makes the analysis actionable: filter sessions to "reached step 3, never reached step 4" and watch them, or run AI across that segment to summarize the recurring obstruction. In rrweb-based stacks, custom events give funnels and recordings a shared vocabulary of steps.
Where you encounter it
Conversion work of every kind; joining funnel analysis with replay helps explain why users drop off, while structured event data can also support automated session analysis.