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An experiment answers “did this change help?”. A funnel answers “where are we losing people?” — which is usually the question you have first. A funnel is an ordered list of events. Trevo counts how many users reached each step, so the gaps between steps show you where to look.
Two things stand out immediately: most people never start signing up, and most who complete signup never upgrade. Those are your two candidate experiments, and you didn’t have to guess.

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Building one

Funnels → Build funnel in your workspace. Pick a template to seed the steps, or start from scratch, then name each step after an event you’re tracking. Minimum two steps. The steps must be events you have actually instrumented with track(). A funnel step whose event never fires shows zero forever — it isn’t an error, just an empty column, and it’s the most common reason a new funnel looks broken.

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Ordering and attribution

Steps are ordered. A user counts toward step 3 only if they also reached steps 1 and 2 — that’s what makes the drop-off between steps meaningful rather than a set of unrelated counters. Each funnel has an attribution window: how long after entering the funnel a later step still counts. A signup flow completed in one sitting wants a short window; a trial-to-paid conversion needs weeks.

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Funnels and experiments together

This is where they earn their keep. A funnel tells you where to experiment; an experiment tells you whether your fix worked. Concretely: the funnel above says 58% of visitors never start signing up. So you run an experiment on the landing page CTA, with signup_started as the decision metric — the exact step the funnel identified as leaky. And the step after your target makes a natural guardrail. If the new CTA lifts signup_started but signup_completed falls, you didn’t win — you just attracted people who bounce one screen later. Without the funnel you’d have shipped it.

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Choosing events

Good funnel steps are the moments that genuinely matter to your product, not every click you can capture:
  • Entry — landing_view, app_opened
  • Intent — signup_started, checkout_started
  • Completion — signup_completed, purchase_completed
  • Value — plan_upgraded, first_project_created
Four to six steps is usually right. Too few and the drop-offs are too coarse to act on; too many and every step looks fine because the losses are spread thin.

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What Trevo funnels are not

This is a focused conversion view, not a full product-analytics suite. There is no autocapture, no session replay, no retention curves, no cohort explorer. Trevo collects what it needs to run and settle experiments. If you want to explore user behaviour broadly, keep a dedicated analytics tool and use Trevo for experimentation. The two answer different questions.