Funnel Stages
Map Locations and actions to the stages of the customer journey.
Updated 9 August 2026Give the customer journey a shared structure
Funnel Stages provide an ordered vocabulary for the journey from early discovery to the final business outcome. They make it easier to describe where a page or action sits without relying on individual URLs, campaign names or team-specific terminology.
A useful stage model helps people compare movement through the journey consistently. It also gives Incendium a clearer business context for analysis: a product-detail visit and a checkout visit are both pageviews, but they represent very different levels of intent.
Create the stages
Open Funnel Stages
Go to Setup & Measurement → Funnel Stages and choose Create Funnel Stage.
Name the stage
Enter a short label that describes the visitor's position in the journey, then choose Save. Cancel closes the form without creating it.
Build the full sequence
Add the stages needed to describe the journey in order, from its earliest meaningful point to the primary outcome.
Use the stages consistently
Apply the same business interpretation when Locations, reports and funnels refer to the stages. If teams disagree about a label, resolve the definition before expanding the model.
Choose stages that remain useful
Use a small number of durable business stages rather than mirroring every page template. A practical ecommerce journey might distinguish discovery, consideration, product intent, checkout and sale; a B2B journey may instead distinguish discovery, solution evaluation, enquiry and qualified outcome.
- Name the visitor's position, not a particular campaign or URL.
- Keep adjacent stages meaningfully different.
- Avoid creating a stage for every Interaction.
- Do not make ecommerce and B2B variants unless their journeys genuinely require different meanings.
- Review the sequence when the website or sales journey changes materially.
A short, stable model is easier to interpret over time. Add a stage only when the distinction changes a decision or reveals an important point of progression.
Set up the foundations first
Funnel Stages describe progression; they do not identify pages or fire events by themselves. Build accurate Locations and Conversions and Interactions so the journey is based on dependable page and outcome data.