How to View and Understand Funnel Reports in XPO

A Funnel Report is a tool used in marketing to visualize and track how potential customers progress through different steps or stages to reach a goal, such as making a purchase. For example, the conversion process for 'making a purchase' may include several steps: viewing an ad, visiting the website or product page, adding items to the cart, checking out, and completing the purchase.

Funnel Report allows marketers to track and measure how various marketing channels and touchpoints contribute to the goal (also called conversion goal) throughout the customer journey. This report helps assess the effectiveness of each step in the funnel, from awareness to purchase, and shows how different interactions influence the final goal.

Before you Start

Ensure that each step or stage of the conversion process is clearly defined, and that the conversion goal is specified.

While creating a new Conversion Goal, specify the goal under Conversion Goal Info and enable the Funnel section. Once enabled, add all the necessary conversion steps in the customer journey. Click here for detailed instructions on how to set this up.

Instructions

1. From the Pixel menu, select Conversion.
   
   
   
   
2. In the Conversion Goals dashboard, click on the conversion goal for which you want to view the Funnel report.
3. Funnel report is placed right below the Pixel Activity overview widget.

 

Funnel Report Explained

Let’s examine what the following funnel report conveys:

• The first step in the Funnel shown above is the ‘Acquisition’ step (Landing Page), which indicates the channel from which users arrived. The stacked bar features different colored sub-bars representing users coming from various channels.

  When the user hovers over the first step (Landing Page bar), a tooltip will display a detailed breakdown of each channel and the number of unique users or page views.

• The final step is the ‘Goal’ step, which corresponds to the destination URL set when creating the Conversion Goal.
• Between the ‘Acquisition’ and ‘Goal’ steps, all the steps created when setting up the Conversion Goal are displayed.

  When the user hovers over each of the other steps, a tooltip will display the Step Name, Metric Value, and URL.

  If the ‘Funnel’ was not enabled when setting up the Conversion Goal, the Funnel report will only display two steps: the ‘Acquisition’ step and the ‘Goal’ step.

• Each step in the funnel is represented by a bar graph and displays the following information:
  • Step Name: The name of the funnel step.
  • Metric Value (%): The percentage of users who continued from the previous step.
  • Metric Value: The actual number of users at this step.
  • Completion (%): The percentage of users who moved to the next step.
  • Dropoff Value: The number of users who dropped off at this step.

Funnel Analysis

The Funnel Analysis report allows you to delve deeper into conversion goal metrics by offering various options and filters.

1. To view the Funnel Analysis for a conversion goal, click the Funnel Analysis button in the top right corner. 
2. You will be directed to the Funnel Analysis page. Here, you can view the funnel analysis for a specific date range and time zone, with the data displayed according to your selected settings.
3. You can filter the results by:
• Campaign
• Ad Group
• Creative
• Channel
• Source

  When you select any of these filters, the selected filter will appear next to the existing Filter button, allowing you to choose sub-filters.

  By default, the results will be filtered by All.

4. Filter Options
• Filter By Campaign/Ad Group/Creative 
• If you select Campaign filter, only the campaigns linked to your conversion goal will appear in the drop-down list.
• You can select or deselect campaigns using the 'Select All' or 'Deselect All' options.
• You can search for specific campaigns using the search bar.
• The same applies to Ad Groups and Creatives.
• Filter By Channel

  • All platforms and their respective channels are displayed under the Channel filter.

  • You can select one or more channels, and the corresponding data will be displayed on the page.
• Filter by Source
• Source filter has two options, namely 'Organic' and 'Inorganic'. 'Organic' source refers to visits that cannot be attributed to your campaigns, while 'Inorganic' source refers to visits that come from your campaigns.

Report data is subject to a 2-hour delay from live data.