What is a closed funnel in GA4 (Google Analytics 4)?

A Closed funnel is one in which users are considered part of the funnel only when they enter the first step/stage (i.e., the required first step/stage). 

Users who skip the first step/stage are not included in the funnel analysis. 

Consequently, a closed funnel shows data only for users who enter it at the first step and proceed through all subsequent steps.

Utilise a closed funnel to analyse a linear process where each step logically follows from the previous one. 

This method provides a precise view of user progression, instilling confidence in your data interpretation.

GA4 Closed Funnel Examples

In GA4, the ‘purchase journey’ is modelled as a closed funnel by default.

Since the purchase journey report in GA4 is, by default, a closed funnel, a user must start at the “Session Start” step and successfully navigate each subsequent step to be included in the funnel analysis. 

Suppose a user skips any of these steps or enters the funnel at a midpoint (such as ‘Begin Checkout’). 

In that case, they are not included in the funnel analysis.

So, users who skip the initial steps (like viewing products or adding items to the cart) and jump straight to checkout won’t be included, even if they complete the purchase. 

This provides an incomplete picture of the overall purchase journey, making the purchase journey report not very reliable.

In GA4, the ‘checkout journey’ is modelled as a closed funnel by default.

This precise approach ensures that only users who follow a specific, predefined path through the checkout steps are counted in the funnel analysis, instilling confidence in the accuracy of the data.

Consider a standard checkout journey with the following steps:

Begin Checkout: The user initiates the checkout process.

Add Shipping: The user enters their shipping information.

Add Payment: The user enters their payment details.

Purchase: The user completes the purchase.

In the ‘checkout journey’ report, a user must start at the “Begin Checkout” step and successfully navigate each subsequent step in the order listed above. 

Suppose a user skips any of these steps or enters the funnel at a midpoint (such as directly adding payment info without adding shipping info first). 

In that case, they are not included in the funnel analysis.

Important points about GA4 Closed Funnels.

#1 In a closed funnel, users are either included entirely or excluded entirely. There is no concept of being “partially included” for some steps and excluded for others.

#2 Be highly sceptical of any funnel which is closed unless it is a checkout funnel.

#3 The funnels you create in GA4 (via the funnel exploration report template) are closed by default.

However, you can make it open by using the toggle button ‘MAKE OPEN FUNNEL’:

What is an open funnel in GA4?

An Open funnel is one in which users are considered part of the funnel even when they enter it at any step or stage.

Use an open funnel when the user journey is non-linear, and users can realistically enter the process at different stages.

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GA4 Open Funnel Examples

The purchase journey report is a good example of an open funnel. In order to benefit from this funnel, make it open by using the toggle button:

Consider a purchase journey report with the following steps (open funnel)

1. Land on the home page.
2. View product category pages.
3. View product detail pages.
4. Add products to shopping cart.
5. Begin Checkout.
6. Add Shipping.
7. Add Payment.
8. Purchase.

This funnel would track all users who follow any steps. 

Even users who skip any of these steps or enter mid-funnel are included in the funnel analysis. 

Thus, with open funnels, you get a more comprehensive view of the user purchase journey.

Note: You should not make the ‘Checkout Journey’ report an open funnel in GA4 because the checkout journey represents a linear process where each step must be completed in a specific order to proceed to the next: 

A closed funnel ensures you are analysing users who follow the intended path.

Since the closed funnel tracks users who complete all steps, it provides an accurate insight for your checkout process.

Difference between Open and Closed funnels in GA4

In order to understand the difference between open and closed funnels in GA4, let’s compare a closed funnel with an open funnel.

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Consider a standard checkout journey with the following steps using the closed funnel approach:

1. Begin Checkout
2. Add Shipping.
3. Add Payment.
4. Purchase.

This funnel would only track users who follow these exact steps. 

Users who skip any of these steps are not included in the funnel analysis. Thus, you get a limited view of the checkout journey. 

Consider a standard checkout journey with the following steps using the open funnel approach:

1. Begin Checkout
2. Add Shipping.
3. Add Payment.
4. Purchase.

This funnel tracks all users who follow any steps. Even the users who skip any of these steps or enter mid-funnel are included in the funnel analysis. 

Thus, you get a more comprehensive view of the checkout journey with open funnels.