Imagine: a website brings 1,000 visitors per day, but revenue is not growing. Managers complain about traffic, marketers about conversion, and developers throw up their hands. Without a configured sales funnel, you are flying blind.
Standard GA4 and Yandex Metrica reports show overall conversion but do not localize failure points. We know how to fix this: we set up funnels turnkey, using segmentation, cohort analysis, and end-to-end analytics tools.
We identify at which stage — product view, add to cart, checkout — customers are lost, and increase conversion at every step. We will estimate the project within 1 day — write to us!
Problems we solve
Blurry user path. Standard reports do not show where customers drop off. A funnel with segmentation by traffic source and cohort analysis provides a clear picture. For example, the "add to cart" step converts at 5% — the problem is in UX or price. Conversion optimization based on funnel reports reduces losses.
Losses from ad blockers. GA4 loses up to 30% of events on mobile. The solution is to duplicate sending to your own backend. This provides a control sample and improves the accuracy of funnel reports. One client after implementing such a scheme increased data accuracy by 22%.
Normal conversion rates for e-commerce
| Stage | Share from previous |
|---|---|
| Product view → add to cart | 40-60% |
| Add to cart → begin checkout | 5-15% |
| Begin checkout → payment | 30-50% |
| Payment → purchase | 85-95% |
Differences in GA4 and Yandex Metrica data
The reason is different collection architecture. GA4 uses events with processing delay of up to a day, Metrica uses streaming. If you run both counters in parallel, without unifying event logic you will get discrepancies.
We configure identical events and metrics in both systems, and for critical projects we write our own funnel in PostgreSQL. This ensures end-to-end analytics and a single source of truth.
GA4 processes events for up to 24 hours, while Metrica processes them for up to an hour, which makes it 24 times faster for operational reports.
How we do it
Stack: PostgreSQL for event storage, Laravel 11 for the collection backend, Redis for caching. Example of funnel configuration in GA4:
Funnel Exploration → Steps: 1. view_item (URL contains /product) 2. add_to_cart 3. begin_checkout 4. add_payment_info 5. purchase In Yandex Metrica by URL and goals:
Step 1: URL contains /catalog Step 2: URL contains /product Step 3: Goal "add_to_cart" Step 4: Goal "order_placed" For high-load we use ClickHouse — SQL query response up to 100 ms on billions of rows.
How does segmentation improve funnel analysis?
Segmentation by traffic source, device, or geo helps identify hidden problems. For example, organic may convert at 3%, while paid ads convert at 0.5%. Without segmentation, you average the data and miss growth points. We set up segmented funnels and cohort analysis for each channel.
What is cohort analysis in a funnel?
Cohort analysis groups users by the time of their first visit or action. This helps track how the behavior of different groups changes. For example, a cohort that came from an advertising campaign may have higher conversion at the checkout stage but lower at add to cart. Such analysis reveals channel effectiveness and seasonal trends.
Work process
- Analytics — audit of goals and events, interviews with marketers.
- Design — agreement on the funnel scheme, selection of tools.
- Implementation — setup of events, exploration, SQL queries.
- Testing — verification on test sessions.
- Deployment — rollout to production, dashboards, documentation.
What is included in the work
- Documentation with funnel steps and segments.
- Ready-made explorations in GA4 and reports in Metrica.
- Team training (1 hour online).
- Support for 2 weeks after launch.
Why should you entrust the setup to us?
5+ years of experience in web analytics, more than 50 projects for e-commerce and B2B. We guarantee transparency: we provide SQL scripts and documentation. Order the setup — get a funnel that actually helps you earn. Savings on ineffective advertising can be up to 30% after funnel setup.
Approximate timeline
Basic setup (GA4 + Metrica) — from 2 to 4 days. Advanced (with your own DB and segmentation) — from 5 to 8 days. Cost is calculated individually and depends on complexity.
Typical mistakes when setting up funnels
- Incorrect sequence of steps (for example, purchase before begin_checkout) — zero conversion.
- Ignoring segmentation — one funnel for all sources hides problems.
- Lack of protection from blockers — loss of up to a third of data.
Comparison table: GA4 vs Yandex Metrica
| Criterion | GA4 | Yandex Metrica |
|---|---|---|
| Data delay | up to 24 hours | up to 1 hour |
| Funnel types | closed / open | sequential only |
| Segmentation | by any parameters | by gender, age, goal |
| Data export | via BigQuery | via API / CSV |
| Free limit | ~10 million events/month | unlimited |
Source: official documentation (sales funnel)
We support the full cycle of analytics setup for an online store: from goal setup to end-to-end analytics. Get a consultation — we will help you choose the tool and set everything up turnkey.
