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Learn how to track and optimize your marketing funnel using Everflow's Funnel Report, with step-by-step instructions for analyzing customer journey stages, conversion rates, and event progression across your campaigns.

Overview

The Funnel Report in Everflow is designed to help you gain deep insights into your marketing funnel and customer journey while keeping your data clean in the process.

This report provides a detailed breakdown of user behavior, showing how users who triggered one Event (Offer or Advertiser level) went on to trigger other Events in your funnel.

In this guide, we'll walk you through the steps to access, configure, and analyze the Funnel Report, helping you make data-driven decisions to optimize your marketing efforts.

With the Funnel Report, you can:

Visualize the linear relationships between selected Events
Track Conversion progression through different stages of the funnel
Assess associated costs and other key metrics for each funnel stage

Good to Know

The Funnel Report shows you which Events happened, but not the actual order they happened in. You choose the order of events when you set up the report - it's totally up to you! Drag and drop Event under Add Events drop-down menu.

Step-By-Step Guide

Accessing Funnel Report

Find and open the Funnel Report in Everflow.

Navigate to Analytics

Click on Funnel under the Analytics section

Configuring The Funnel

Choose the type of funnel, target, and time interval to analyze.

Choose a Funnel Type

Offer Level Events: Analyze events related to a specific Offer.

Advertiser Level Events: Analyze events across multiple Offers for a specific Advertiser.

Select a Target

Offer Level Events: Analyze events related to a specific Offer.

For Advertiser Level Events: Select the Advertiser for Event Funnel creation.

Select a Child Entity

Narrow down the Funnel to a specific Partner or other Child Entity (e.g., Country, City, Creative, Language)

Select Time Interval

When using the Funnel report, please be aware that it can only display data for a maximum of 31 days at a time.

Ensure you choose a time range within this limit for accurate results.

Adding And Excluding Events

Choose the specific events to include or exclude from your funnel analysis.

Click Add Event to view available Events.

Select Events to include in your Funnel.

Unselected Events will be excluded.

Setting Up Event Funnels

Define the sequence of events, apply filters, and run the report.

Define the sequence

Drag and drop Events to arrange them in the logical order of the user journey (e.g., Lead Submit - Lead Qualified - Sign Up - Upsell)

The first selected event will be the Source Event, which Progression Rate and Delta Calculation will be based on

Use Filters to narrow down your result

Filters can include: Country, Account Manager, Creative, and many others.

Run the report

Click Run Report after arranging Events and configuring settings.

Save your Event Funnel using the three-dot menu

: click Save under Saved and Scheduled Reports.

Use the three-dot menu

to Copy Link to Report or Load Report.

Analyzing The Funnel

View and interpret the Funnel Report to understand user behavior and optimize your funnel.

View the Funnel Report

Examine the Performance Graph for a visual representation of the user journey.

Analyze metrics such as conversion rates, drop-off rates, and overall performance at each Funnel stage.

Adjust the Funnel as needed

Refine your analysis by modifying Events, adding or excluding Events, or rearranging the sequence.

Key Metrics

Understanding key metrics within the Funnel Report is essential for effectively monitoring and evaluating marketing campaign performance.

By examining these metrics at each stage of the customer journey, businesses can identify bottlenecks, optimize conversion rates, and make data-driven decisions to improve overall marketing effectiveness and ROI.

Metric

Definition

Formula

Time Delta

The average time between a specific Event and the Source Event.

Average (Specific Event Time - Source Event Time)

Progression Rate

The percentage of a specific Event against the Source Event.

(Selected Event / Specific Event) * 100

Total Funnel Cost

The sum of Payouts and Media Buying Costs for all Events.

SUM(Payout of every Event) + SUM(Media Buying Cost of every Event)

Total Funnel Revenue

The Total Revenue generated from all Events.

SUM(Revenue of every Event)

Funnel CPA

The average Cost Per Acquisition for the funnel.

Total Funnel Cost / Count of the specific Event

Funnel RPA

The Average Revenue per Acquisition for the funnel.

Total Funnel Revenue / Count of the Specific Event

Associated Cost

The combined Payout and Media Buying Cost for a specific Event.

Payout + Media Buying Cost for the specific Event

Associated Revenue

The revenue generated from a specific Event.

Revenue for the Event

CPA

The Cost Per Acquisition for a specific Event.

Associated Cost / Count of the Specific Event

RPA

The Revenue Per Acquisition for a specific Event.

Associated Revenue / Count of the Specific Event

A Real-Life Example

Let's consider a real-life example of how an e-commerce business might use the Funnel Report to optimize its marketing efforts. Imagine you're running a campaign for a new product launch, and you want to track the user journey from the initial ad click to the final purchase.

Set up your funnel:

Select "Offer Level Events" as the Funnel Type

Choose the specific product Offer as the Target

Add Events: Product Page View, Add to Cart, Checkout Initiated, Purchase Completed

Analyze the Funnel Report:

Check the Progression Rate at each stage to identify any significant drop-offs

Look at the Time Delta to see how long users take to move from Product Page View to Purchase Completed

Compare the Funnel CPA and Funnel RPA to assess the overall campaign profitability

Optimize based on insights:

If you notice a high drop-off rate between Product Page View and Add to Cart, consider improving your product descriptions or adding more compelling visuals

If the different source_ids are showing varying delta, review the creatives of the best and worst performing for optimization

If the Funnel CPA is higher than expected, adjust your ad targeting or bidding strategy to attract higher-quality traffic

By using the Funnel Report to analyze and optimize your product launch campaign, you can identify areas for improvement, make data-driven decisions, and ultimately increase your conversion rates and ROI.

Tips for Effective Use

Monitor Funnels consistently to track performance and make necessary adjustments
Ensure Events are well-defined and accurately reflect user journey stages. This report will give you a good view if your data needs to be cleaned up to see the full funnel
Collaborate with your team to identify key Events and optimize Funnels for better insights

By leveraging the Funnel Report and focusing on the key metrics provided, you can gain a deep understanding of your marketing funnel, identify areas for improvement, and make data-driven decisions to optimize your marketing efforts and drive business growth.

Explore Related Resources

Expand your reporting capabilities with these other helpful reports.

➔ Dynamic Nested Report: View two layers of data, of your choosing, in one nested view.
➔ Offer Report: Analyze performance data for your Offers and their associated Partners.
➔ Variance Report: Compare performance between two time periods and identify trends.

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