Exploring funnel-based product analytics with Snowplow

The article introduces funnel-based product analytics using event-level behavioral data, focusing on how to formalize product analysis processes with SQL queries. It emphasizes the benefits of product analytics in identifying desirable and undesirable interactions during user sessions, which are crucial for improving business metrics by enhancing user engagement and retention. While omitting topics like A/B testing, the article details automatic tracking methods such as page views, activity tracking, link clicks, and form interactions using Snowplow's JavaScript tracker, and highlights the importance of anonymous tracking to address privacy concerns. It further explores conversion analysis, detailing specific and general conversion rates, and provides SQL queries to calculate these rates using session identifiers. The article discusses the significance of funnel analysis in understanding the customer journey, offering SQL templates for evaluating conversion rates, time to convert, and multi-path funnel analysis, while encouraging customization of these queries to meet business-specific needs. Lastly, it underscores the value of leveraging rich behavioral data and personalized SQL queries for in-depth insights beyond conventional product analytics tools.