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The Funnel Report analyzes how a cohort converts through a sequence of events you define, along with the time each conversion takes. The report aggregates how many users who entered the first step proceed to subsequent steps, helping you identify the main flow and drop-off points in the user journey.

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Common Use Cases for the Funnel Report

  • Track step-by-step flow in core user journeys such as onboarding or purchase
  • Compare conversion rates and times by ad channel campaign or creative
  • Analyze the user journey of specific segments defined by cohort conditions

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Configure the Funnel Report

Configure the aggregation basis, cohort, funnel entrance date range, steps, conversion window, and GroupBy to pull the data you want.

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Identifier

The aggregation basis is how the Funnel Report identifies users. Select either Device or User. The selected basis determines which identifier the report uses.
Device
Uses the Airbridge Device ID (User Count) as the identifier.
User
Uses the Airbridge ID as the identifier. If your steps include both app and web events, we recommend selecting User as the aggregation basis.

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Cohort

A cohort is the user group you want to analyze in the Funnel Report. Go to [Cohort] and click ‘Add’ to set one up. Define cohort conditions based on which events users generated, what events they generated, and how often. Without a cohort, the report aggregates across all users.

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Funnel Entrance Date Range

The funnel entrance date range consists of three parts: condition, date, and time zone. It is the period during which the cohort enters the first step. The Funnel Report aggregates only users who completed the first step within this date range.
Date Range Condition
Three date range conditions are available: For ‘Last’, you can add ‘Include today’, ‘Include current month’, or ‘Offset’. Including today or the current month shifts the date range end to today or the current month. Click ‘Offset’ and enter a number to push the date range start back by that amount.
Date
Date selection follows these rules:
  • Maximum date range in a single query: 175 days

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Steps

Steps are the events you want to analyze in the Funnel Report. Any Airbridge event can be selected as a step. A Funnel Report supports at least 2 and up to 40 steps. Click ‘Add Event’ on each step to select an event. The Funnel Report aggregates users who completed the previous step and then generated the next step. Events not configured as steps do not affect the results, even if they occur between two steps.
Add Event Properties
Click the icon to the right of a step’s event to add event properties. Event properties limit the analysis to events that match specific conditions based on collected data such as action and label. You can set up to 3 properties per event. If you add multiple properties, only events matching all conditions are used.
Suppose you configure the Funnel Report steps as follows.The conversion rate from Step 1 to Step 2 is the share of users who installed the game and reached Level 2. The conversion rate from Step 2 to Step 3 is the share of Level 2 users who reached Level 3.
  • Selecting Channel as the GroupBy lets you view conversion rates and times by ad channel.
Suppose you configure the Funnel Report steps as follows.Step 1 sets Is First Event per Device ID is true, so only app install events identified as the first event by the Airbridge Device ID are included in the funnel analysis. Step 3 sets Event Label is mens_pants, so only events where a user purchased men’s pants are included.

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Conversion Window

The conversion window is the period during which subsequent steps are aggregated after a user completes the first step. Users who complete subsequent steps after the conversion window has passed are not aggregated. Set the conversion window by selecting 1, 7, 30, 60, 90, or 175 days, or by entering a number between 1 and 175.
  • 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 3:00 PM on Jan 2, this user’s behavior will be tracked until 3:00 PM on Jan 3. Any events performed after 3:00 PM on Jan 3, will not be tracked.
03-en-funnel-feature

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GroupBy

A GroupBy divides the cohort. Cohorts are split by the GroupBy across every step. For example, selecting Country as the GroupBy lets you see how users in each country completed each step. Select 0 to 3 GroupBys.

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View the Funnel Report

Once configured, you can view the results. Results appear as a chart and a table. The metrics shown in the chart and table are listed below.

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Chart

The chart displays values by step as a bar graph. The bar for each step shows the conversion rate from the first step and the number of users who completed that step. The total conversion rate from the first step and the total number of converted users appear in the top-left corner of the chart. Hover over a filled bar to see the number of converted users, the conversion rate from the first step, and the conversion rate from the previous step. Hover over an empty bar to see the number of drop-off users and the drop-off rate from the previous step.
  • Of the users who completed Step 1, 54.6% (1,020 users) completed Step 2.
  • The total conversion rate and count in the top-left corner of the chart are 0.05% and 1 user.

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Table

The table shows the total conversion rate and count, average conversion time, and median time.

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Share the Funnel Report

Share results with these features: A Sharelink is a URL that downloads the report data as a CSV file. The data a Sharelink returns is updated every hour. You can create a sharelink only after you save the report. To create one, click the share icon to the right of the report’s name. Sharelink data updates hourly. For details, see Sharing Funnel Data with Sharelinks.

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Features and Limitations

Features and limitations of the Funnel Report.

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General Features

Features common to all reports. Some features aren’t available in certain reports.

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Notes

Keep the following in mind:

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Meta’s Privacy Policy

Under Meta’s privacy policy, some Meta Ads (facebook.business) data is masked in reports until you accept the AMM (Advanced Mobile Measurement) Terms. Masking applies when:
  • Impressions and engaged views from a Meta Ads campaign total fewer than 1,000 within the date range
  • Meta Ads data comes from channel or cost integration
Masked data is excluded from aggregations and appears as follows:
NoteTo view all Meta Ads campaign data in reports, agree to Meta’s AMM Terms. For details, see FAQ - Meta Business.
If Meta Ads data still appears masked after you accept the terms, try these steps:
  • Change or extend the date range. Only data after the acceptance date is unmasked.
  • Change or remove some GroupBys and filters.

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Differences by Identifier

The same Funnel Report can return different values depending on the aggregation basis. Values are generally lower when the aggregation basis is set to User.