Learn Building Funnels with SQL | Funnel Analysis in SQL

Funnels are a foundational concept in marketing analytics, representing the journey users take through a predefined sequence of steps toward a desired action. Understanding funnels allows you to pinpoint where users drop off and where they convert, helping you optimize marketing strategies and improve conversion rates. Event-based data, which logs user actions as discrete events, is essential for funnel analysis because it enables you to track each user's progression through the funnel in detail.


              1234
            
-- Example funnel_steps table defining the order of funnel events
SELECT *
FROM funnel_steps
ORDER BY step_order;

To analyze a funnel, you need to know how many users reach each step. SQL makes this possible by allowing you to count users at each funnel stage using event data. Typically, you group events by their type and count the number of distinct users who performed each event. This approach helps you visualize where users drop off and how many complete the funnel.


              123456
            
-- SQL query to count distinct users at each funnel step
SELECT e.event_type,
  COUNT(DISTINCT e.user_id) AS user_count
FROM events e
GROUP BY e.event_type
ORDER BY MIN(e.event_timestamp);

Task

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Write a SQL query that calculates how many distinct users reached each step in the funnel, using the events table. Your query should:

Group the results by event_type;
Count the number of distinct user_id values for each event_type;
Order the results so that the funnel steps appear in the order users would encounter them, using the earliest event_timestamp for each event_type (ascending).

Return two columns: event_type and user_count.

Solution

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Section 2. Chapter 1

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              1234
            
-- Example funnel_steps table defining the order of funnel events
SELECT *
FROM funnel_steps
ORDER BY step_order;


              123456
            
-- SQL query to count distinct users at each funnel step
SELECT e.event_type,
  COUNT(DISTINCT e.user_id) AS user_count
FROM events e
GROUP BY e.event_type
ORDER BY MIN(e.event_timestamp);