<ul><li>Funnel analysis is the process of analyzing the customer journey and identifying drop-off points.</li><li>Using BigQuery, funnel analysis can be performed by querying funnel steps and tracking user transitions.</li><li>Insights from funnel analysis can be used to optimize product pages, simplify checkout process, and improve conversion rates.</li><li>Comparing transitions over time can help evaluate the effectiveness of changes made in the e-commerce funnel.</li></ul>

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