Funnels is a plugin for Matomo and is available for purchase on the Matomo Marketplace.
You can also get it as a hosted solution on our Matomo Analytics (formerly Piwik Analytics) Cloud.
A Funnel defines a series of actions that you expect your visitors to take on their way to converting a goal.
By defining a funnel you can improve your conversion rates and revenue as you can determine where you lose your visitors in converting that goal. A funnel gives you actionable insights for growing your business:
- Find out where your visitors have problems
- Find out where they don’t understand the flow of your website
- Find out where a bug on your website or app occurs
- Find other problems that get in the way of converting your goals
The plugin is developed and maintained by InnoCraft, the company from the makers of Matomo (Piwik). At InnoCraft, passionate product designers and engineers build and maintain the free and open source project Matomo. This ensures the highest quality and compatibility of all their plugins. As a result, popular Matomo features such as Segmentation, Row evolution, Scheduled reports and others will work out of the box.
Funnel plugin is built and maintained by InnoCraft, the makers of Matomo (Piwik). This ensures that the plugin is well integrated, kept up to date and automatically tested whenever a change in Matomo core is made. By purchasing this plugin you also support the original developers of Matomo to maintain the free and open source analytics platform itself.
Matomo requires PHP, a MySQL database and a webserver like Apache or Nginx. Learn more about Matomo.
Alternatively, to take away the hassle of installing and maintaining your own Matomo, signup to our Matomo Cloud (formerly Piwik Cloud) service.
No, the data will be only tracked into your Matomo (Piwik) platform. 100% data ownership and privacy.
You can find screenshots of the UI in the plugin preview.
There is also a video showing you some of the features:
In Matomo you can only define one funnel for a Goal. So what do you do when there are multiple ways and funnels that can be used to reach your Goals?
You can track multiple funnels for the same Goal by following this workaround:
- Create a duplicate Goal (for example
Lead Signup (Funnel 1)and
Lead Signup (Funnel 2)).
- Setup both Goals so that a conversion is always triggered for both goals at the same time.
- Then define the funnel for each of these two goals.
- Open each Goal report and see how many times each Funnel is used to convert your goal. You can compare by opening both Goal reports at the same time and comparing the goals and funnels metrics.
Yes, one of our main goals from the beginning was to explain each individual step of setting up a funnel in Matomo:
- We guide you through the configuration of a funnel
- We added tools to validate your funnel configuration
- We show useful information about the funnel directly in the report
- We give insights into all the raw data
Matomo (Piwik) 2.17.1 or newer is required. You can also signup to our Matomo Cloud (formerly Piwik Cloud) service.
When defining a Funnel for a Goal, each step of the funnel is defined via one of the following conditions:
- URL equals
- URL contains
- URL starts with
- URL ends with
- URL matches the regular expression
- Path equals
- Path contains
- Path starts with
- Path ends with
- Search query contains
- Page Title equals
- Page Title contains
- Page Title starts with
- Page Title ends with
- Page Title contains
- Event Category equals
- Event Category contains
- Event Category starts with
- Event Category ends with
- Event Category contains
- Event Name equals
- Event Name contains
- Event Name starts with
- Event Name ends with
- Event Name contains
- Event Action equals
- Event Action contains
- Event Action starts with
- Event Action ends with
- Event Action contains
Funnel adds new reports to your Matomo Analytics (formerly Piwik Analytics):
- “All Funnels Overview” showing a summary and evolution for all of your funnels on one page
- Funnel Evolution showing the evolution for a single funnel
- Funnel Overview showing a summary for a single Funnel
- Goal Funnel report showing a funnel report for a single funnel
On top, popular Matomo features are supported:
- Segmented Visitor log: view the detailed actions of individual visitors that have participated in a funnel, or a specific funnel step
- Scheduled email reports: receive your Funnel reports by email (in HTML or PDF) or send the funnel reports to your clients.
- Row evolution: see how individial funnel steps perform over time
- All funnel reports can be exported.
- Adds a new dashboard widget for the “All Funnels Overview” that can be added to your dashboard and exported as a widget.
- Funnel reports are shown in the Matomo Mobile app for Android and iOS.
To manage your funnels log in to Matomo (Piwik) and click on “Administration => Goals”. You can also manage them in the reporting menu under “Goals => Manage Goals”. A funnel can be configured whenever you create or update a goal. Please note that only users that have at least admin access to a website or app can configure funnels.
No, you only need to configure your funnels in Matomo (Piwik) and that’s it. There is no additional setup needed.
To make the configuration of a funnel easier you can find out whether a configured step matches any previously tracked URLs. To see any matching URLs configure a pattern for a step and then click on the help icon to the right. It will show you all URLs that have been viewed recently and match your pattern.
Yes. A funnel is only as good as its configuration and most tools make it hard to configure and validate a funnel. Getting your funnel configuration right is crucial for your funnel. We have added several tools to make it easy to configure a funnel such as a URL checker and showing which existing, known URLs match a certain funnel step.
When you configure a funnel, you can enter URLs to validate whether a certain URL matches any of your steps. This helps you to get your funnel configuration right.
To match your home page select the comparison “Path is” and as a pattern set “/”. This will match your home page, eg
Yes, the Funnels plugin adds new segments that lets you segment Matomo (Piwik) reports by funnel and by funnel step. This lets you slice and dice your analytics reports exactly how you need to get valuable insights into your visitors.
Is it possible to apply other segments (such as Country or Marketing campaign) to the Funnels reports?
Yes, you can apply any Matomo (Piwik) segments to your Funnels reports and see for example how a funnel compares against each other in different countries (when applying the “Country” segment). To do this open a funnel report, then create or apply your custom segment.
Yes, most funnel reports will be shown in the Matomo (Piwik) mobile app.
No, Funnels does not add any logic to the Matomo (Piwik) Tracker. Funnel report generation is done “offline” during the archiving process.
When you create a new funnel or update an existing funnel, the data for past dates won’t be available by default and you will only see reports starting from that day you create the funnel. However, if you want to still get the funnel data for historical dates, you can follow these two steps:
- Invalidate the historical data, and
- then re-process the reports for all your websites. If you have setup auto-archiving then the command to re-process the reports will automatically run within the next hour or so. Alternatively you can manually re-process the reports. Depending on the amount of data in your Matomo (Piwik), this command may take a while to run and you may want to adjust the amount of days (and seconds) you want to reprocess.
In the reporting menu we show the evolution for funnel conversions, conversion rates, abandoned rate, the number of funnel entries, and funnel exits. You can see the evolution either on the “Goals => Funnels Overview” page or when selecting an individual funnel from the reporting menu under “Goals => Choose Funnel”.
To see the evolution of a funnel step open the funnel report via “Goals => Choose Funnel”. Then hover a step name and select the icon for Row evolution.
When you mark a step as ‘required’, visitors need to go through the required step before they can proceed in the funnel. If you mark all steps as ‘required’, you force visitors to go through all the steps of a funnel. When you only mark the first step as ‘required’, visitors will only enter the funnel when they match this step. When you only mark the last step as ‘required’, visitors will only complete the funnel when they match this last step.
It is common that only the first step is required, meaning users only enter the funnel when they pass the first step, and then may complete any of the other steps in a random order.
Backfills occur when a visitor skips at least one step between the step at which the visitor entered and the step at which the visitor exited the funnel. For example when you have a funnel with four steps, and a visitor converts the funnel directly from step 2 (skipping step 3), then you see an entrance to step 2, a backfilled hit for step 3 and a hit for the funnel conversion.
To see the actual number of hits hover the number of shown step hits below the step name. The segmented visitor log shows only the visitors that actually navigated through this step.
Yes, when you self host Matomo (Piwik) on premise you can use Funnels for intranet websites.
Yes, Funnels works with Matomo (Piwik) Log Analytics.
Yes, you can set a funnel configuration to any goal via the Matomo (Piwik) HTTP Reporting API.
Yes, you can request funnel reports in different formats such as JSON, XML, CSV and HTML to integrate the results anywhere. Read more about the Matomo (Piwik) HTTP Reporting API and view the Reporting API Reference.
When I run an A/B test experiment on the first step in the funnel, how does the A/B test affect the reporting of the goal and funnel? Are both redirect URLs from the experiment tracked as the first step in the funnel?
Assuming your A/B Test experiment defines variations using “Redirects” feature, then pageviews are tracked on the “Redirect URL” of each variation. Therefore in your Funnel step, you must use the “URL Matches the expression” and write for example “page1.htm|page2.htm” meaning the funnel step will be activated when user views either page1.htm or page2.htm
Yes, the raw data is accessible by using the Matomo (Piwik) Live Reporting API.
Additionally, if you host Matomo yourself, you get access to all data that is stored in your MySQL database: the data is stored in the
By default we limit to the number of different entry URLs to 100. You can set a different limit by setting the following config in
[Funnels] funnels_num_max_rows_in_actions = 100
By default we limit to the number of different referrers to 50. You can set a different limit by setting the following config in
[Funnels] funnels_num_max_rows_in_referrers = 100
Can I be alerted by email or text message, when any of my funnels gets significantly more (or less) hits?
Thanks to our integration with the Matomo Analytics (formerly Piwik Analytics) Custom Alerts plugin, you can create custom alerts and be notified whenever any of your funnels, will get significantly more (or less) traffic.
The Funnels plugin is released under the InnoCraft EULA.
No, there is no data limit with the Funnels product. You can configure unlimited funnels with unlimited funnel steps. Learn more about No data limit.