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User journey analysis is one of the key tools for marketers and product analysts. Funnels help identify at which stage visitors drop off from a website or app, and what barriers are preventing conversions. In the Google ecosystem, there are two main ways to build funnels:
- Through Google Analytics 4 (Explorations)
- Through Looker Studio
This article compares both approaches: how to set them up, what advantages and limitations each has, and when it’s better to use one over the other.
Method 1: Funnel via Google Analytics 4 (Explorations)
Google Analytics 4 includes a dedicated Explorations module that lets you create funnels directly within the analytics interface.
How to build:
- Go to the Explore tab.
- Select the Funnel Exploration template.
- Add funnel steps – these should be events (e.g., page_view, add_to_cart, purchase).
- Choose the type of sequence:
- Standard (Ordered) – users must go through the steps in the specified order.
- Open (Flexible) – users can skip steps.
- Add segments, filters, and breakdowns by device, country, etc.
Advantages:
- Flexible step configuration.
- Automatic calculation of drop-offs and conversions at each stage.
- Built-in segmentation and comparisons.
- No need for external dashboards or integrations.
Limitations:
- Cannot embed the funnel into a report or share it as a dashboard.
- Limited customization options for the visual appearance.
- Narrow use case – better suited for internal analysis.
- You can add up to 10 steps.
Method 2: Funnel via Looker Studio
Looker Studio is Google’s free data visualization tool that allows you to create custom dashboards with GA4 integration.
How to build a funnel:
- Connect your GA4 data source.
- Create filters or calculated fields for each step (e.g., event_name = add_to_cart, purchase, etc.).
- Visualize the steps:
- Use the Funnel Chart type for a basic, quick visualization.
- Use bar charts or tables with bars for more control, additional metrics, and comparisons.
Advantages:
- Full control over visual customization.
- Funnels can be embedded into larger reports.
- Easy sharing with clients, team members, or stakeholders.
- Interactive elements (filters, toggles, date ranges) are supported.
- Significant advantage of the bar charts or tables with bars over GA4 and the standard Looker Studio funnel: you can build more than 10 steps.
Limitations:
- More complex to build – usually manual, step-by-step setup or custom calculations required.
- No logic for sequential step completion – only aggregated data.
- Funnel Chart has certain functional limitations compared to GA4.
When to Use What?
- GA4 Explorations – best for internal analysis when step-by-step sequence matters and you need to quickly identify drop-off points in the user journey.
- Looker Studio – ideal for presentations, custom dashboards, visual polish, and integration with other data sources.
Conclusion
The best approach is to combine both tools. GA4 helps quickly test hypotheses and identify problem areas, while Looker Studio turns those insights into beautiful, dynamic reports that are accessible to the whole team.
