Funnels in Insights let you visualize the full journey from QR scan to conversion as a sequence of steps, so you can see exactly where scanners drop off along the way. Instead of looking at scan counts and conversion events as separate, disconnected numbers, a funnel treats each step's population as a subset of the one before it — so the conversion rate at any step is always a percentage of your starting audience, and can never be inflated above 100%. Use funnels to diagnose where a campaign is leaking people, not just whether it converts overall.
Create a funnel
Go to Insights > Funnels.
Click +New Funnel.
Step 1, QR Scan, is pre-filled and locked — every funnel starts with a scan, and you can't edit or remove this step
Click Add Step to define your next step.
Give the step a name, then choose an Event type: Pageview, Button click, Form Submissions, or Linkpage Clicks.
Set the matching condition for that event type.
Repeat steps 4–6 to add more steps.
Click the pencil icon next to the title to name your funnel, then click Save.
Note: You need at least two steps total (QR Scan plus one more) to save a funnel. Steps run in order — step 2 must happen after step 1, step 3 after step 2, and so on. Duplicate conditions are allowed: for example, the same page viewed twice in a row can represent a scanner who came back a second time.
Step conditions by event type
The fields you fill in change depending on the event type you choose:
Pageview — match on Website URL contains.
Button click — match on Web URL contains, plus an optional Button Text contains.
Form Submissions — pick the specific Form from a dropdown; no URL match needed.
Linkpage Clicks — pick the specific link from Select Link.
Note: A funnel can have up to 10 steps in total, including the QR Scan step. The builder shows "Maximum of 10 steps reached" once you hit that limit.
Read the funnel visualization
Once your funnel has data, it displays as a horizontal bar chart — one bar per step.
Each bar shows a raw count: unique scanners or total events, depending on your Count by selection.
Each step shows a conversion rate calculated as a percentage of Step 1 (QR Scan) — so it can never exceed 100%, even if a page has multiple conversion events firing on it.
The number of people who dropped off between two steps is called out above the gap between their bars.
Overall Conversion Rate, shown below the chart, reflects your final step.
Switch between Unique Scanners and Total Conversion Events
Use the Count by dropdown above the chart — the same control used on other Insights pages — to toggle between:
Unique Scanners (default): counts each person once per step, no matter how many times they trigger that step's event. Use this to see how many distinct people reached each stage.
Total Conversion Events: counts every qualifying event, including repeats from the same person. Use this to see volume — for example, how many times a button was actually clicked in total.
Switching the toggle updates every step's count, conversion rate, and drop-off number.
Note: The time period dropdown filters your entry cohort — it only controls which scanners start the funnel, based on when they scanned. A scanner's later steps still count if they happen within their personal 7-day conversion window, even if that falls outside the selected period. Because of this, numbers for recent periods aren't final until 7 days after the period ends.
See performance by QR code
Below the funnel chart, the Breakdown by QR Code table shows how each QR code feeding the funnel is performing — useful when several QR codes (different physical placements, for example) lead into the same journey.
Attribution is last-touch: if a scanner scans more than one QR code that feeds the funnel before converting, the QR code they scanned last gets the credit. Rows in the breakdown always add up to the funnel's total.
Note: If there's no scan or event activity for the selected period, the breakdown table appears blank — consistent with how breakdowns behave on conversion detail pages.
Edit or delete a funnel
Open the funnel, then click Edit.
Add a step with Add Step, or remove one using the trash icon next to it. Drag a step using the handle on its left to reorder it. Step 1, QR Scan, can't be removed or reordered.
Click the pencil icon next to the funnel name to rename it.
Click Save to keep your changes, or Cancel to discard them.
On the Funnels list page, you can also delete a funnel you no longer need — you'll be asked to confirm before it's removed.
Tips for best results
Keep step names specific "Product page viewed" tells you more at a glance than "Step 2," especially once you're comparing several funnels side by side.
Start with your highest drop-off step The drop-off numbers between bars point straight at the step to optimize first, before you add more downstream steps to the funnel.
Give new QR codes time before reading their breakdown row A QR code only shows meaningful numbers in the breakdown once it's had scans within the funnel's 7-day conversion window.