# Build a funnel

**Category:** [Product Adoption](https://help.totalctrl.app/hc/totalctrl/totalctrl-help-center/en-US/categories/product-adoption)
**Updated:** 2026-10-04

## Three rules, and why each one matters

### Steps count people, not visits

Somebody who tries three times is one person. A funnel that counted visits would report them as three, and the conversion rate underneath would not mean anything.
### A step must happen after the one before it

Counting everybody who did A and everybody who did B, then dividing, reports a conversion for people who did B first and never converted at all. Each step here only counts people who had already completed the previous one.
### There is a time window

Without one, a funnel measures whether these things ever happened in this order, which for a long-lived account eventually becomes yes. The default window is seven days; set your own to match how long the journey should really take.
## Reading the result

Each step shows how many people reached it, the rate from the start, and the rate from the previous step. The second is usually the one that tells you where to look.

A rate shows as empty rather than 0% when nobody was eligible for that step. "Nobody converted" and "nobody got here" are different findings, and only one of them is about your product.

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## Related Articles

- [Show a guide to the people who have not adopted a feature](https://help.totalctrl.app/en-US/articles/product-adoption-behavioral-targeting)
- [Turn on product analytics](https://help.totalctrl.app/en-US/articles/product-adoption-turn-on-analytics)
- [Name a feature and get its history](https://help.totalctrl.app/en-US/articles/product-adoption-features)
- [Product analytics over the API](https://help.totalctrl.app/en-US/articles/product-adoption-api)
- [Reading the Analytics page](https://help.totalctrl.app/en-US/articles/product-adoption-analytics-page)

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