Funnel analysis that shows where visitors drop off

Updated 2026-11-02

Your overall conversion rate tells you how many visitors bought. It doesn't tell you where the rest left. Headstream has two reports for that: funnels for a path you've defined, and flows for the paths people actually took.

Build a funnel in one line

Open Reports and pick Funnel. Type your steps, separated by commas. Each step can be one of three things:

• A page, such as /pricing
• A page pattern ending in , such as /blog/
• A custom event name, such as signup_completed

A funnel can have 2 to 6 steps. Headstream counts the visitors who reached each step in order, and shows how many fell away between steps. A visitor has 7 days to move through the steps. Bot traffic is left out.

Here's an example with made-up numbers:

The biggest drop in this example is pricing to signup, so that's where you'd look first. Our funnel analysis guide walks through how to read a funnel like this and what to do next.

See real paths with flows

A funnel only tests the path you thought of. Flows show you the ones you didn't.

The Visitor flow report is a Sankey chart. It runs from channel, to landing page, to next step. The thickest bands are your most common paths. You might find that search visitors land on a blog post and go straight to pricing, or that a large share of paid traffic lands and leaves.

Switch to Revenue flow and the same chart is sized by money. A thin band in the visitor view can turn out to be a thick one in the revenue view. That's a good sign you've found a small channel worth more attention.

Save reports and keep watching

Once a report is useful, save it to a dashboard so you can track it over time. You can also ask the AI assistant to build a funnel for you. Agents can run the same reports through the MCP server and API.

Find out why people drop off

A funnel shows where people leave. It can't show you why. When you find a weak step, open that page in heatmaps and session recordings to watch what visitors do there.

Funnels also pair well with revenue attribution. If one channel fills the top of your funnel and another pays the bills, flows and attribution together will show you the difference. To start, install the script and try it on the free plan.