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Top 5 Funnel Analysis Tools for 2025

The top five funnel analysis tools, GA4, Mixpanel, Amplitude, Heap, and Mitzu, cover a range of needs from marketing analytics to advanced, high-volume product insights.

Ambrus Pethes

June 26, 2025

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5 min read

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Clickhouse and Mitzu warehouse-native integration

Table of contents

What is Funnel Analysis and why is it important?

Funnel analysis is a method for tracking how users progress through a series of steps on a website or app, such as from landing on a page to making a purchase or signing up. Each step in the funnel shows how many users continue and how many drop off before reaching the end goal.

This type of analysis is important because it helps businesses identify exactly where potential customers are dropping out of the process. By understanding where people drop off, teams can make adjustments to enhance those steps, making it easier for users to complete their journey. This results in more conversions and a better overall customer experience.

Detailed comparison of the five most popular tools for conversion funnel analysis

Feature	GA4	Mixpanel	Amplitude	Heap	Mitzu
Funnel Creation	Custom funnels (up to 10 steps), templates	Unlimited steps, flexible event combos	Ordered/unordered, unlimited steps	Sequential, auto-capture, label for use	SQL/no-code, unlimited steps, nested funnels
Segmentation	User/device/channel	Deep by property, cohort, behavior	User, cohort, platform, predictive	User/device/campaign/date	Unlimited by user/account/cohort, custom filters
Measurement	Conversion, drop-off, time to convert, retention	Conversion, drop-off, time per step	Conversion, time, buckets	Conversion per stage, time, journey map	Conversion, count, avg/median/min/max/PXX, custom
Visualization	Funnel reports, step drop-off, time trends	Visual flows, drop-off, alt. paths	Funnel charts, pathfinding, drop-off explore	Funnel charts, journey, event explorer	Funnel charts, trends, SQL export, dashboards
Attribution	Open/closed funnels, basic	By event property, flexible	Flexible, custom window, cohort-based	Sequential, segment/device comparison	“Every/first event”, custom windows
Setup	Moderate (tagging)	Moderate (SDK/event setup)	Moderate (SDK/event setup)	Easy (auto-capture, label)	Very easy (warehouse integration, no-code/SQL)
Data Ownership	Google-managed	Vendor-managed	Vendor-managed	Vendor-managed	Customer-owned, warehouse-native
Best For	Marketing, e-commerce, web analytics	Product teams, SaaS, mobile apps	Product/growth teams, deep analysis	Startups, fast setup	Data-driven orgs, SaaS, e-commerce, warehouse-first, high-volume datasets

Platform-Specific Conversion Funnel Strengths

GA4

GA4 helps you track and visualize conversion paths for websites and online stores, working smoothly with other Google tools.

Custom and standard funnel reports for web and e-commerce.
Good for visualizing basic conversion paths, drop-offs, and retention.
Segmentation is limited compared to Mixpanel/Amplitude, but integrates well with Google’s ecosystem.

Mitzu

Mitzu runs funnel analysis directly on your own data warehouse, offering advanced measurement and full control over your data.

Warehouse-native, so all funnel analysis is performed directly on your data.
Rich measurement types: conversion rate, count, avg/median/min/max/PXX time to convert, churn rate and custom aggregations.
Highly configurable attribution and conversion windows; supports both SQL and no-code funnel creation.
Full data ownership, unlimited scale, and advanced trend/overall measurement modes

Mixpanel

Mixpanel lets you build detailed funnels with unlimited steps and real-time segmentation to spot where users drop off.

Unlimited funnel steps, granular segmentation, and real-time data.
Advanced features like holding properties constant, time-to-convert per step, and flows for alternative user paths.
Automatically surfaces interesting segments with high/low conversion.

Amplitude

Amplitude gives you flexible funnels and strong cohort analysis to understand and improve user journeys.

Flexible, customizable funnels (ordered/unordered), deep cohort analysis, and pathfinding.
Measures conversion rates, drop-offs, and time-to-convert with custom buckets.
Drill down into drop-offs and create cohorts for targeted analysis.

Heap

Heap automatically tracks all user actions, so you can easily set up funnels and compare different user segments.

Auto-captures all events, so funnels can be set up after the fact.
Side-by-side segment comparison, journey mapping, and unique user tracking.
Requires labeling events for analysis, but has an easy setup for non-technical teams.

Conclusion

Each tool has its strengths:

GA4 is best for marketing and e-commerce teams in the Google ecosystem.
Mixpanel and Amplitude offer advanced, flexible funnel analysis for product and growth teams.
Heap is ideal for quick, no-code setup and automatic event tracking.
Mitzu stands out for large datasets organizations wanting complete data control and robust, customizable funnel analytics on top of their warehouse.