How to View Your Funnel Report

Written by Jusang Song,

note

The Funnel Report is a beta service and shows only app event data. Currently, it is available to Airbridge users with Owner and In-house Marketer permissions. If you have any suggestions for improvement, please send them to your Airbridge CSM. 

To access your Funnel Report, log in to your Airbridge account and navigate to [Reports] > [Funnel] in the left sidebar.

You can customize your report by specifying a cohort and defining your funnel steps. Create your funnel with the steps that align with the user journey you want to analyze.

The following settings are required to view the Funnel Report. The Funnel Report tracks users who enter the funnel and convert through the funnel until the final step.

A cohort refers to a group of users you choose to analyze in a Funnel Report.  If you don’t specify a cohort, all user data will be used for the funnel analysis.

Click the “+ Add” button next to [Cohort] in the configuration box to define your cohort. You can define your cohort in a granular manner by adding specific conditions. Learn more about the conditions in the table below.

The steps are the events you want to analyze in your Funnel Report. You can select any Airbridge Event as steps. You must set at least two steps to create a report; the maximum number of steps you can set is 10.

The Funnel Report shows you how many users converted from one step to the next. The analysis result is not influenced by any events outside the funnel that users may have performed in between the funnel steps. However, the order of the steps influences the analysis results.

For example, if you change the order of Steps A, B, and C, the analysis result will change even for the same cohort.

Click “Select Event” to set the funnel steps. You can change the order of the steps by dragging the steps. Click the [X] icon to delete the steps.

The funnel entrance date range is the date range for users to enter the funnel. Only users who complete the first step within the set timeframe enter the funnel and are further tracked. The conversion window is the timeframe for tracking the behavior of users who enter the funnel. Events performed outside the conversion window are not tracked.

Example 1)

• Funnel entrance date range: From Jan 2 to Jan 4

• Conversion window: 1 day (24 hours)

Only users who completed Step 1 between Jan 2 to Jan 4 enter the funnel and are further tracked for the next 1 day (24 hours). If a user completed Step 1 at 3 PM on Jan 2, this user's behavior will be tracked until 3 PM on Jan 3. Any events performed after 3 PM on Jan 3, will not be tracked.

Example 2)

• Funnel entrance date range: From Feb 1 to Feb 8

• Conversion window: 7 days

The funnel entrance date range is the date range for tracking the Step 1 event only, and the conversion window is the timeframe for tracking the following steps. In this example, users who completed Step 1 between Feb 2 and Feb 8 enter the funnel. The conversion window is set to 7 days, meaning if a user completes Step 1 on Feb 8 at 9 PM, this user’s behavior will be tracked until Feb 15 at 9 PM.

Use the date operator to set the funnel entrance date range, which is limited to the data retention period. You can select up to 175 days.

When selecting “Last”, you can check the “Include Today” checkbox to include the current date in the analysis period. When you click “+ Offset” and enter a number, there will be a buffer of N days between the last day of the analysis period and the current date.

For the conversion window, you can either choose from 1, 7, 30, 60, 90, and 175 days or type in any number between 1 and 175. For example, if you choose 7 days, the conversion window of the Funnel Report will be 7 days.

GroupBy options are used to group users. GroupBys are applied to your user cohort. Using GroupBys, you can compare different groups within the same cohort at a glance.

For example, if you select “Country” as a GroupBy, your users will be grouped by countries. Understanding at which step users of different countries tend to drop off will help you adjust your global marketing strategies.

Click the “+Add” button next to [GroupBy] to select a GroupBy. You can apply only one GroupBy at a time. You can view your report without selecting a GroupBy.

The Funnel Report provides the analysis result in charts and tables. You can download the results as a CSV file. You can also save your funnel report settings to revisit the same report whenever needed.

The below table shows what you can see from the chat and table in the Funnel Report.

The bar chart in the Funnel Report shows the different conversion rates for each Step at a glance.

The numbers you can see at the top of the bars are the total conversion rate and the number of users who completed each step. The final conversion rate and the number of users who converted through the funnel can be found in the upper left corner of the chart.

When you look at the below example, the number above the second bar, “51.03%”, means that the percentage of users who completed the second step was 51.03% of those who completed Step 1. The number “743” means that 743 users completed Step 2. In the upper left corner of the chart, you can see that the final conversion rate is 0.55% and that 8 users converted through the funnel from the first to the last Step.

By hovering your mouse pointer over each bar, you can see a box with the number of converted users, the percentage of users converted from Step 1, and the percentage of users converted from the previous Step. When you hover your mouse pointer over the grey part of each bar, you can view the percentage and number of users who dropped off per Step.

If you select a GroupBy, you will see several bars representing each GroupBy group. Bars of the same color represent the same group. When you hover your mouse pointer over a bar, the bars of the same color will be highlighted.

You can remove the bars of a particular GroupBy group from the chart by clicking on a GroupBy group in the legend. The bars representing the particular group return to the chart when you click on it again.

The table provides the following information.

• Total Conversion: The overall conversion rate and the number of users who converted through the funnel.

• Average Time →: The average time it took users to convert from the previous Step to the selected Step.

• Average Time for Total Conversion: The average time it took users to convert through the funnel.

For example, if the Average Step Time for Step 2 is 9h 5m 10s, it means that it took the users 9h 5m 10s on average to convert from Step 1 to Step 2. If the Average Conversion Time is 12h 21m 57s, it means that it took the users 12h 21m 57s on average to convert through the funnel from the first step to the last.

Notes

Due to Meta’s privacy policy, data that fails to reach a certain threshold will not be included for analysis in the Funnel Report. Please read this guide for more information.

Additional features of the Funnel Report are as follows:

Save your report and import it whenever you need it. All users with access to the Funnel Report can import the saved reports.

You can save the settings by clicking the “Save” button. All the saved reports are available by clicking the “Saved Reports” menu above the configuration box.

When you import a saved report, the […] icon on the right top of the configuration box will be made visible. If you have made any changes to the report settings, click the […] icon and select “Revert” to restore the saved settings. to delete the saved report, click the […] icon and select “Delete Report” to restore the saved settings.

No, because when computing the Average Step Time, the user data changes per Step. However, you can create a new funnel to view the average time to convert between certain Steps.

For example, if the Average Step Time of Step 3 is 10 minutes and the Average Step Time of Step 4 is 20 minutes, it doesn’t mean that the average time to convert from Step 2 to Step 4 is 30 minutes. If you want to know the average time to convert from Step 2 to Step 4, you have to redesign the funnel so that Step 2 event and Step 4 event are set as Step 1 and Step 3 and look for the Average conversion Time.

If you have successfully set up the Funnel Report, Step 1 should always show a conversion rate of 100%. The reason other Steps show a conversion rate of less than 1% is that they simply have a low conversion rate. Try any of the solutions below and reload the report.

• Delete Step 1.

• Expand the Conversion Window. A sufficient amount of time may be required for conversions to happen.

• Reconsider the user journey and the order of the Steps.

Yes, but the analysis result may change every time you import the report when the date range was set using the date operator “Last”. Reports with the funnel entrance date range set using “Between” or “Since” will always yield the same results. However, reports using “Last” as their date operator will show different results on different days. For example, if you save a report with the funnel entrance date range set to “Last 10 days,” the report will always show you the results from the last 10 days before importing the report.