What are Conversion Funnels?
A conversion funnel is a sequence of steps that users take to reach a specified end goal. Goals may range from users submitting a form in the app to completing an in-app purchase.
Apsalar calculates the conversion rate for:
- Users traveling from one funnel step to the next step
- Users who entered the funnel in the first segment and reached the end goal
Creating Your Funnel
Once your applications events are registered with Apsalar, you can customize funnel segments. Funnel segments are based from user paths -- the route users take to navigate a mobile application -- which mobile developers design.
Funnel reports will only show data after you have created the funnel. You can create two types of funnels:
- In-app: steps or events that users take within a single mobile app
- Cross-app: steps or events that span multiple mobile applications
Once a user triggers any step in the funnel, Apsalar records them as having entered the funnel. From that point on, their behavior can be tracked and conversion rates for each step and the entire funnel can be calculated. In addition, you can define user segments and analyze conversion behaviors for users in these segments.
You, as the marketer, can define conversion funnels for your applications in order to measure overall conversion rates, conversion rates between funnel steps, understand how and why users are converting, reduce drop-off rates in your mobile applications, and make operational decisions in order to increase your in-app or cross-app conversion rates. It’s all about making it easier for your users to reach your specific goals.
An example of a conversion funnel could be one that has an in-app purchase as the goal, with the steps (in order) being search for a product, view the search results, select a product, and add to shopping cart.
See the funnel report documentation for more information.
You can manage your funnels by navigating to Funnel Analysis either through the drop down menu for Apsalar or by clicking the Manage Funnels button at the bottom of the My Events page. When you visit Funnel Analysis you will see a table listing all of your existing funnels and a button to +Add a Funnel. If you do not have any funnels, the table will be empty.
If you have funnels, then each row in the table will show information for that funnel, along with action links that will allow you to view the funnel, manage funnel segments, purge funnel data, view funnel reports, and delete the funnel. The table will be similar to the image below:
Each row will contain the following information:
- Funnel Name – The name you entered when creating the funnel. You may not have more than one funnel with the same name.
- Funnel Goal – The event that is the funnel’s goal. The event will be identified by the ‘EventName / ApplicationName(OS)’ combination. For instance, ‘SubmitOrder / MyCommerceApp (iOS). You are allowed to have more than one funnel with the same goal.
- Number of Steps – The number of steps in the funnel, not counting the goal.
- Status- This shows the activation status of a funnel. (see below for more information on activating, deactivating, and reactivating funnels)
- Draft — The funnel has been created but has not yet been activated.
- Active — The funnel has been activated or reactivated.
- Disabled — The funnel was active but has since been deactivated.
Each row will also present links for the following actions:
- View Details — Selecting this will show you a page with the details of your funnel, that is the goal and the steps. It will look exactly the same as Create a Funnel page did when you saved the funnel, with the exception that you will not be able to make any changes. This is a view-only page. Click on the Done button at the bottom of the page or select MyFunnels in the Apsalar drop down menu to return to MyFunnels.
- Manage Segments – Choosing this will take you to the Segments page for the funnel. You will be able to create segments and view the segment definitions for your funnel that will be used in the funnel reports.
- View Report — Selecting this will take you to the Report page for the funnel. See the Funnel Reports documentation for more details.
- Activate — Selecting this will activate the funnel. When you first create the funnel, it will not be active. Once you activate the funnel, data will be collected and the analysis will begin.
- Deactivate –The only way that a funnel can become inactive (disabled) is if you deactivate it. You can only deactivate an active funnel. When you deactivate a funnel, no data for the funnel will be collected during the time it is inactive.
- Reactivate — Selecting this will re-activate a funnel that has been deactivated. Data will be collected from the reactivation date and you will see a gap in data for the funnel analysis.
- Purge Funnel Data — You can purge all of the event data collected since the funnel was saved. Purging the funnel data will not delete the actual event data, rather, it will only delete it’s association with the funnel.
- Delete — You can delete a funnel using this action. If you do, you will no longer be able to view any of the reports that were generated for this funnel. The delete action is irreversible.
In order to add a funnel, click the +Add a Funnel button at the bottom of the page and you will be taken to the Create a New Funnel page. You will see an empty funnel definition.
Enter a name for the new funnel.
Select a Goal for your funnel. The Goal is an event from ANY of your applications for which you have registered events. First choose the application from the Select an Application drop down menu, then an event from Select an Event drop down menu that will appear after you select an application.
After you have selected your goal, click on the + Add a Step button to add the funnel steps in order from the first to the last step before the goal. Drag and drop a step to change its order in the funnel. You may have up to 20 steps in a funnel. Select the application/event combination as you did for the goal. You may choose ANY application that you have registered, allowing you to have cross-application funnels, however, the application selection menu will default to the application chosen for the Goal event. You may use an event only ONCE in a funnel. In addition, you may not choose any cross-platform events/applications. This means that all of the events/applications must be either on iOS or Android, but not both in the same funnel.
When you have added all of your funnel steps, Save the funnel and you will be transferred back to the My Funnels page.
Manage Funnel Segments
Once you have saved a funnel, you will be able to select segments for use in the funnel. Click on the Manage Segments action for your funnel. You will be taken to the Funnel Segments page. When you first create a segment, you will see an empty Segments table. The table will be similar to the image below:
If you have segments for the funnel, then each row in the table will show information for a segment. The table will be similar to the image below:
Each row will contain the following information:
- Segment Name – The name you entered when creating the segment. You may not have more than one segment with the same name.
- Application – The application in which this segment’s event is registered. The segment definition process is described below.
- Event – The event that is used to define this segment.
In order to add a segment for the funnel, select a segment (created on My Segments) from the Select a Segment drop down. If you select a segment, you will see the segment, its application, and its associated event. Click the + Add a Funnel Segment button to add other segments, with a maximum of 20 segments per funnel. You may delete a segment if you have not yet saved it, using the remove action.
Once you have added your segments, click Save. You will be able to add more segments once you save your initial segments, but you will not be able to delete segments, since they may have already been used for reporting data.