Build Conversion Funnels in PostHog

Prerequisites

PostHog project with events tracked at each funnel stage
Clear definition of the conversion path you want to analyze

Steps

Define your funnel stages. Map the user journey as a sequence of events. Example signup funnel: page_viewed (pricing) > signup_started > signup_completed > onboarding_step_1 > onboarding_complete. Each step must be a distinct, trackable event.

Create a funnel insight via API. Use the PostHog API or MCP to create a funnel:

POST /api/projects/<id>/insights/
{
  "name": "Signup Funnel",
  "filters": {
    "insight": "FUNNELS",
    "events": [
      {"id": "page_viewed", "properties": [{"key": "$current_url", "value": "/pricing"}]},
      {"id": "signup_started"},
      {"id": "signup_completed"}
    ],
    "funnel_window_days": 7
  }
}

Set the conversion window: 7 days for signup flows, 30 days for sales processes.

Analyze drop-off points. PostHog returns conversion rates between each step. Identify the biggest drop-off. If 80% start signup but only 40% complete it, the signup form is the bottleneck. Focus optimization effort on the step with the largest absolute drop.
Break down by properties. Add breakdown parameters to slice the funnel by traffic source, device, plan type, or geography:
```
"breakdown": "utm_source", "breakdown_type": "event"
```
This reveals which segments convert best and which need attention.
Compare time periods. Use HogQL to compare funnel performance across periods:
```
SELECT step, count() FROM funnel WHERE timestamp > now() - interval 7 day GROUP BY step
```
Look for improving or declining conversion rates. A declining step indicates something changed (new bug, UX change, market shift).
Set up funnel alerts. Use n8n to build a scheduled workflow that queries funnel conversion rates via the PostHog API and triggers a Slack notification when a stage's conversion rate drops below your threshold. See n8n-crm-integration for the n8n-to-PostHog pattern.

Build Conversion Funnels in PostHog

Instructions

Build Conversion Funnels in PostHog

Prerequisites

Steps