Funnel Breakdown

Funnel breakdown means splitting the count at every funnel step by the values of one chosen property, such as device type, acquisition channel or browser.

The breakdown property comes either from the user, such as device, city or plan, or from one of the events inside the funnel. In the second case the tool must decide which step's value labels the user, and most tools keep the value from the entry step, so someone who switched device mid-path stays recorded under the first one. Breakdown is not the same as segment comparison: the values of one property are mutually exclusive and cover everyone, while segments are authored by hand and may overlap. Two traps are always present: small slices produce volatile rates, and when slices enter the funnel in very different proportions the overall rate can move against the direction of every sub-group.