Funnel reports are bar graphs that show the steps that app users take before reaching an end goal. All funnels must have a name and at least one step preceding a single goal. The goals you set up may be as simple as users downloading a paid version of your app or submitting a form.
Arrows between steps indicate conversion rate percentages (CVR%). If you place your cursor over an event bar, the Application/OS combination for that event will appear.
You can enable or disable funnels at any time.The following is a sample funnel report:
Creating Your Funnel
- Start Month — select the month and year for your report.
- Segment — filter from the drop down menu that contains all the segments you have defined for the funnel. Apsalar has built-in segments such as All Segments, First Time User, Repeat User, and No Segment. The statistics that you see will be generated from the data collected from users that fall into the selected segment. A user may be in more than one segment at a time, with the exceptions that a user cannot be a first time user and repeat user at the same time, nor can they be assigned to an funnel specific segment and be unsegmented (No Segment) at the same time. All Segments will contain all of the users in the funnel.
- View By — Allows you to view the funnel with respect to Events or Unique Users.
- If you choose Events, then you will see counts representing the number of times that an event was recorded.
- If you choose Unique Users, then you will see counts representing the number of Unique Users that triggered the recording of an event. Looking at unique users will provide only one count for a user triggering an event, no matter how many times they triggered it. For clarification, if a unique user triggered ‘Step2′ five times, then the count for that event, viewed by Unique Users, would only be 1. However, the count for that event if viewed by Events would be 5.
- Metric — Allows you to view the funnel with respect to Conversion, Revenue, or Engagement Index. In addition to seeing the bar data based upon your View By selection:
- If you choose Conversion, you will see the Funnel CVR% in the upper right-hand corner.
- If you choose Revenue, you will see the total Funnel Revenue as well as the Revenue for each funnel step, if that step has an associated revenue attribute.
- If you choose Engagement Index, you will see the total Funnel Engagement Index as well as the Engagement Index for each funnel step, if that step have an associated engagement index.
Funnel Entry and Membership
A funnel report will show data for the users that entered the funnel during a specific month. Once they enter a funnel for a month, all data for that user will be shown in the funnel for the month they entered. For example, if a user enters the funnel in May (e.g., they are not already in the funnel and hit any of the funnel steps, not just the first) then they will always be in the funnel for May. If they hit any other funnel steps in any month after May, their activity will be counted in the funnel for May. This allows for consistency within the funnel.
User Funnel Segments
A user will be associated with a funnel segment if and only if they are a member of that segment prior to entering the funnel. If they are a first time user when they enter the funnel, then they will always be counted as a first time user in that funnel. The same is true for repeat users as well as any instrumented segments used by that funnel. If they enter a new segment while a member of the funnel, that new segment will NOT be applied to their behavior in the funnel.
Funnel Step Counts
The report displays a bar graph with the height of each bar representing the total count of how many times each step in the funnel was taken by users, with respect to the ‘View By’ selection. The total count is the sum of two types of counts:
- Direct — The Direct count (shown in dark blue on the bottom of the bar) represents the number of times a step (Step N) was taken by users who have already taken the previous step (Step N-1) in the funnel, no matter when they took Step N-1. The Direct count will be incremented whenever such a user takes the step, regardless of how many times they take it. The first step in the funnel will only contain Direct counts because it does not have a predecessor.
- Indirect — The Indirect count (shown in light blue on the top of the bar) represents the number of times that a step (Step N) was taken by a user who had NOT taken the directly previous step (Step N-1) in the funnel. It is possible for single user’s actions to increment the Indirect count for a step more than once, if they keep taking Step N without taking Step N-1. Once they take the Step N-1, then subsequent visits to Step N will increment the Direct count for Step N.
The following scenario should help describe how counts are determined:
- A funnel consists of the following steps: Step1->Step2- Step3 ->Step4->Step5->Step6(GOAL)
- User1 takes Step1. The Direct count for Step1 is now 1, since this is the first step in the funnel. The Indirect count for Step1 is 0.
- User1 takes Step2. The Direct count for Step2 is now 1, since User1 has taken Step1. The Indirect count for Step1 is 0.
- User1 takes Step4. The Direct count for Step4 is 0, since User1 has not taken Step3. The Indirect count for Step4 is 1.
- User1 takes Step5. The Direct count for Step5 is 1, since User1 has taken Step4. The Indirect count for Step5 is 0.
- User1 takes Step4. The Direct count for Step4 is 0. The Indirect count for Step4 is 2, since User1 has still not taken Step3.
- User1 takes Step3. The Direct count for Step3 is now 1, since User1 has taken Step2. The Indirect count for Step3 is 0.
- User1 takes Step4. The Direct count for Step4 is now 1, since User1 has taken Step3. The Indirect count for Step4 is still 2.
- User1 takes Step6. The Direct count for Step6 is now 1, since User1 has taken Step5. The indirect count for Step6 is 0.
Funnel Step Revenue Information
Revenue information is provided about each funnel step above the bar for that step. The data will be zero if there is not any revenue associated with the event that defines the funnel step.
If the Uniques view is selected, then you will see the Total Revenue and ARPU for all of the unique users in the selected segment who have reached that step in the funnel.
If the Events view is selected, then you will see the Total Revenue and Average Revenue per Event for the total number of times that the step was reached by a user for the selected segment.
Conversion RatesThere are 2 types of conversion rates in funnel reports:
- Inter-funnel conversion rate — this is the conversion rate between a step in the funnel and the step directly after it. It is a percentage representing the percentage of unique users or event counts that converted directly to the next step. The CVR% between step N and step N+1 is defined as:
CVR% = Direct Count(step N+1) / (Indirect Count(step N)+ Direct Count(step N))
- Total funnel conversion rate — this is a represents the total direct count for unique users that reached the goal as a percentage of the total unique users that entered the funnel. The total CVR% is defined as: Total CVR% = Total # of unique users who reached the goal / Total # of unique users who entered the funnel