Create a conversion funnel

---
title: Create a conversion funnel
description: View conversion rates and trends in aggregate user behavior to uncover the reasons behind success or failure of a specific in-application user goal. Investigating a conversion funnel can help you measure and optimize the conversion rates of relevant processes within your application.
locale: en-US
canonical_url: https://www.servicenow.com/docs/r/now-intelligence/usage-insights/create-funnel.html
release: brazil
product: Usage Insights
classification: usage-insights
topic_type: task
last_updated: "2026-10-29"
reading_time_minutes: 1
breadcrumb: [Conversion funnels, Using Usage Insights, Usage Insights, Platform Analytics]
---

# Create a conversion funnel

View conversion rates and trends in aggregate user behavior to uncover the reasons behind success or failure of a specific in-application user goal. Investigating a conversion funnel can help you measure and optimize the conversion rates of relevant processes within your application.

## Before you begin

Role required: analytics\_viewer, portal\_analytics\_viewer, mobile\_analytics\_viewer, core\_ui\_analytics\_viewer, now\_experience\_analytics\_viewer.

## Procedure

1.  Navigate to **Platform Analytics** > **Usage Insights**.

2.  From the Applications list, select the application for which you want to create a conversion funnel.

3.  Select **Analysis** > **Conversion funnel**.

4.  Select the **Create new funnel** button \(\[Omitted image "uxa-create-cohort-button.png"\] Alt text:\).

5.  Enter a name for the relevant process you want to measure and, optionally, a description, and select **Next**.

6.  From the **Step Type** options, select steps you want to measure, and screens, events, or actions as applicable.

<table id="choicetable_fsr_qbg_wjb"><tbody><tr><td id="d97649e121">

**Event Trigger**

</td><td>

Select [User Analytics Events KPIs](https://raw.githubusercontent.com/ServiceNow/ServiceNowDocs/brazil/markdown/now-intelligence/usage-insights/view-events.md) to measure. To match a selected event by a certain property, select **Filter properties**, select a property from the list, and enter a value for the property.

</td></tr><tr><td id="d97649e147">

**Session Start \(1st\)**

</td><td>

Select to measure users' first sessions.

</td></tr><tr><td id="d97649e156">

**Session Start \(any\)**

</td><td>

Select to measure any user sessions.

</td></tr></tbody>
</table>7.  If applicable, select the **or** button to add an alternative step type that users might choose at that point in the path.

8.  Select any additional steps to add to the funnel.

    \[Omitted image "uxa-funnel-create.png"\] Alt text: Create funnel wizard

9.  Select **Add** to finish the funnel.

    \[Omitted image "usage-insights-funnel.png"\] Alt text: View funnel

10. View the funnel in Platform Analytics.

    You can view your funnel directly from Platform Analytics. When you create a dashboard in Platform Analytics, select **Add new element** and then **Usage Insights Funnel**.

    \[Omitted image "uxa-view-funnnel-pa.png"\] Alt text: View Usage Insights funnel in Platform Analytics


-   **[Create cross-application conversion funnels](https://raw.githubusercontent.com/ServiceNow/ServiceNowDocs/brazil/markdown/now-intelligence/usage-insights/create-conversion-funnel-for-cross-application.md)**  
Conversion funnels outline a sequence of steps to measure user progression, identify drop-off points, and track the time taken for each transition. The cross-application capability eliminates the requirement for every step to be in the same application.

**Parent Topic:**[Funnel reports in Usage Insights](https://raw.githubusercontent.com/ServiceNow/ServiceNowDocs/brazil/markdown/now-intelligence/usage-insights/funnel-reports-uxa.md)