Open vs. Closed Funnels in Google Analytics 4
Estimated Reading Time: 5.4 mins
Funnels are a powerful feature in Google Analytics 4 (GA4), allowing you to visualize the paths users take through your website or app. In GA4, funnels are classified as either Open or Closed, each offering unique insights into user journeys. In this blog, we’ll break down the differences between open and closed funnels, discuss when to use each, and provide examples to help you get started.
Funnels in GA4
Funnels help track specific actions or events users complete within a session, such as signing up, purchasing, or interacting with content. Analyzing funnel paths enables you to see where users drop off or succeed, providing critical insights into user behavior and areas for improvement. GA4’s open and closed funnel options allow more flexibility in tracking these journeys.
What Is an Open Funnel in GA4?
An Open Funnel allows users to enter the funnel at any stage, meaning they do not have to start from the first step. This type of funnel is ideal for exploring behaviors that don’t necessarily follow a strict order.
Benefits of Open Funnels
Flexibility: Users can enter at any stage, capturing non-linear journeys.
Broad Insight: Great for tracking exploratory behaviors or content engagement without a set structure.
Example: Content Engagement on a Blog
Imagine you’re tracking how users engage with content on a blog.
Step 1: View a blog article
Step 2: Watch a video within the article
Step 3: Share the article on social media
With an open funnel, users who jump straight to sharing content without watching the video are still included in the analysis. This allows you to see how many people skip certain steps or enter the journey midway, revealing content that generates immediate social shares or deeper engagement.
When to Use an Open Funnel
Use open funnels when you want to track actions without requiring a set order. They’re ideal for capturing broader engagement patterns across content, social sharing, or product browsing.
What Is a Closed Funnel in GA4?
A Closed Funnel requires users to follow a sequential order to be counted in the funnel. Users must complete each step in the specified order to proceed through the funnel.
Benefits of Closed Funnels
Structured Insights: Captures step-by-step user progression.
Conversion Optimization: Ideal for tracking structured paths like checkout flows or onboarding.
Example: E-commerce Checkout Process
Consider an e-commerce store that wants to optimize its checkout process.
Step 1: Add item to cart
Step 2: Begin checkout
Step 3: Enter shipping details
Step 4: Complete payment
With a closed funnel, only users who complete each step in order will be counted. If many users drop off at the “Enter shipping details” stage, this highlights a potential bottleneck in the checkout process. You can use these insights to streamline the checkout experience, such as simplifying forms or providing additional guidance.
When to Use a Closed Funnel
Closed funnels are best for structured, goal-oriented processes where each step must be completed in a specific order. Examples include checkout flows, registration processes, or any linear conversion paths.
How to Set Up Open and Closed Funnels in GA4
Go to Explore: Navigate to the Explore section in GA4 and select Funnel Exploration.
Define Your Funnel Type: Choose Open or Closed based on your tracking goals.
Set Up Stages: Add each step you want to track, aligning with your intended user journey.
Apply Segments: Use filters like device type, location, or custom segments for a more refined analysis.
Analyze & Take Action: Review the funnel to identify drop-off points and optimize the user experience based on the insights.
Choosing the Right Funnel Type for Your Goals
The choice between open and closed funnels depends on your tracking objectives:
Use Open Funnels when you need flexibility to understand non-linear behaviors, such as general content engagement.
Use Closed Funnels for structured journeys that require users to complete specific steps, such as a checkout or onboarding process.
Final Thoughts
GA4’s open and closed funnel types offer versatile ways to analyze user interactions on your site. By choosing the right funnel type, you can gain meaningful insights to improve the user experience, increase conversions, and better understand how users engage with your site or app. Embrace these tools to make data-driven decisions that elevate your digital strategy.
