Use Funnel Reports in Journey Analytics

Overview

Funnel Reports in Journey Analytics track how users move through a series of steps, so you can measure conversion rates and find exactly where they drop off, whether that's an onboarding flow, a lead form, or a checkout process.

For example, an e-commerce business tracking a multi-step purchase flow (Home Page Visit > Product Search > Product Page View > Add to Cart > Form Submission) notices an 80 percent drop-off between viewing product pages and adding items to the cart. Using a Funnel Report, the team identifies this drop-off point and navigates directly to session recordings or heatmaps for those visitors who dropped off to identify usability issues on the product page.

Key benefits of Funnel Reports include:

• Sequential Conversion Tracking: Measure user conversion across multi-step journeys containing up to 32 steps.
• Friction Identification: Identify exact steps where visitors experience friction and abandon conversion paths.
• Flexible Counting Methods: Evaluate conversions based on unique users or by total funnel events.
• Cross-Tool Interoperability: Drill down from funnel drop-offs directly into Session Recordings, Heatmaps, and User Profiles.
• Comparative Insights: Compare funnel performance across time periods, visitor segments, or device types.

Prerequisites

To use funnel reports, you must have:

• Access to Journey Analytics with a Growth, Pro, or Enterprise plan.
• Design or higher permissions to create and view reports within Journey Analytics.

Configure and Set Up Funnel Reports

To set up a funnel report:

1. Log in to your Wingify account and from the left navigation menu, go to Journey Analytics > Overview. Alternatively, you can go to Journey Analytics > Browse.
2. Click +Create , then select Funnel. 
   A Select Funnel view appears. Here, you can define your funnel events or import a funnel that you may have created in Data360.

   • To import a funnel created in Data360, click Select Funnel. 
     A dropdown appears listing all the funnels in Data360. You can search and select your funnel using the search bar within the dropdown. 

     Note: You cannot modify the funnel steps and filters for the funnel that you import from Data360 into Journey Analytics.
   • To create a new funnel, click Select step under Step 1 to select an event from the dropdown menu. You can select standard events (such as Page Visit, Click, Form Submission, Page Unload), custom events, or metrics tracked in Wingify.
   • Click Add step to append additional sequential steps. 
     A funnel report can contain up to 32 steps in sequence. 
   • Click Filter next to a step to add property conditions. You can restrict funnel step evaluation based on event properties such as Page URL, Selector Path, or Click Text based on the event for which you are adding a filter.
3. (Optional) Hover over any step, click More options (⋮), to perform any of the following actions:
   • Rename: Enter a descriptive step title (for example, rename Page Visit to Landed on Home Page).
   • Duplicate: Replicate the step configuration.
   • Remove: Delete the step from the funnel sequence.
     You can also drag and reorder a funnel step to change its position in the sequence.

4. Set the Conversion Criteria time frame under Complete all steps within. Select the duration value and time unit (minutes, hours, days, weeks, or months). 
   The conversion criteria is the maximum time allowed for a visitor to complete all funnel steps after starting the first one.

   Note: Visitors who perform Step 1 but fail to complete all subsequent steps within this defined conversion window are categorized as drop-offs.
5. Select your preferred measurement metric:

• Conversion Rate: Measures conversions as percentage. 
  Hover over Conversion Rate and choose one of the following sub-options:
• By Unique: Displays conversion percentage calculated from unique visitors moving between steps.
• By Totals: Displays conversion percentage calculated from total event counts.
• Unique Users: Calculates metrics based on unique visitors who perform the events in each step.
• Total Events: Calculates metrics based on the cumulative number of times the events are triggered across all visitors.

6. Click the report title at the top to enter a name for the report.
7. Click Save in the top right corner to persist the report to your board.

Your funnel report is configured, and the data starts to populate.

How are Unique Users and Event Totals Counted in Wingify Funnels?

This section explains how user entries and re-entries are calculated in funnel reports, how active funnel attempts work, and how your counting method affects conversion numbers.

When setting up a funnel report, you choose how to count people moving through it:

• Uniques - Counts each person once. Say a user John completes Step 1 three times this month, he counts as only 1 entry.
• Totals - Counts every attempt. If John does Step 1, finishes the funnel, then starts over and does Step 1 again, that's 2 entries as long as his first attempt is finished before the second one starts.

In Totals mode, a user can log multiple funnel attempts, but only one can be active at a time. They cannot start a new attempt while an existing one is still open.

An active attempt closes in one of two ways:

1. Completion: The user finishes every step within the conversion window. The attempt closes immediately, and they can start a new attempt the next time they trigger Step 1.
2. Timeout: The user completes Step 1 but doesn't finish the remaining steps before the conversion window (for example, 7 days) expires. Once the window expires, the attempt closes, and they can re-enter.

If a user triggers Step 1 again while their attempt is still active, that event is ignored. It does not:

• Start a new attempt.
• Reset the conversion timer.

The timer always runs from the original Step 1 event that opened the current attempt.

Example

Let's say you're tracking a 2-step funnel: Viewed Cart → Placed Order.

Here's one user's activity, in order:

View Cart → Placed Order → View Cart → View Cart → Placed Order → View Cart

End result:

• Total entries (View Cart): 3
• Total conversions (Placed Order): 2
• Conversion rate: 2 / 3 = 66.7%

Even though View Cart occurred 4 times, only 3 of those counted as real entries. The 4th event (#4) was ignored because the user already had an open attempt pending on Placed Order.

Key Takeaways

• Duplicate Step 1 events do not inflate counts. If an attempt is already active, doing Step 1 again does not create a new entry or restart the timer.
• Your conversion window controls how quickly users can re-enter. A shorter window closes abandoned attempts sooner, allowing users to start over sooner. A longer window keeps attempts open longer, resulting in fewer total entries but giving users more time to convert.

Access and Use Funnel Reports

Once the funnel is configured, you can view its reports to monitor your visitors' performance.

To view your funnel report:

1. In your WIngify dashboard, from the left navigation menu, go to Journey Analytics > Overview
2. Under the Created by me tab, open your Funnel Report. If you have starred your report, you can also find it under the Starred tab,
3. Click the visualization dropdown menu in the top-right corner of the chart container.
4. Select one of the following visualization options:
   • Funnel Steps: Displays sequential vertical bars showing unique visitors or total attempts per step alongside step-to-step drop-off percentages.
   • Line: Displays conversion rate trends over time, segmented by day, week, or month.
   • Numbers: Displays a single aggregate value summarizing the overall conversion rate or the total number of converting visitors.
   • Bar: Displays horizontal bar charts broken down by selected Visitor Dimensions (such as Device Type or Operating System).

Analyze the Data Summary Table

The data summary table beneath the main visualization provides step-by-step metric details:

• Total Conversions: Absolute count of completed funnel conversions.
• Total Conversion Rate: Percentage of visitors or attempts that completed all funnel steps from Step 1.
• Step Columns: Displays step-specific counts, conversion percentage from the previous step, and conversion percentage from the initial step. These columns change based on the visualizations (Line, Funnel Steps, Numbers, Bar) you select.

Apply Filters and Comparisons

To filter the data based on a certain timeline or visitor attributes, follow these steps:

1. Click Date Filter to adjust the reporting date range.
2. Click Visitor Segments to filter the funnel data by visitor attributes or behavior segments.
3. Click Visitor Dimensions to group funnel data by dimensions such as Device Type, Operating System, or Browser.
4. Click Compare to analyze funnel performance against a previous time period (for example, Previous 7 Days) or across distinct visitor segments.
5. Use the search bar to find a specific funnel event name or dimension for a filtered view of the data.

Utilize Cross-Tool Interoperability

The funnel report lets you view the corresponding session recordings, heatmaps, and user data for a specific funnel step. This allows you to gain a deeper understanding of the user behavior for a certain journey.

To get deeper data-driven insights:

1. Hover over or click any Funnel Step, Bar, or Line and click the Click for Actions menu in the hover card.
2. Select one of the following connected actions:
   • Session Recordings: View session recordings filtered specifically for visitors who converted or dropped off at that step.
   • Heatmaps: Generate and view heatmaps for converting or dropped-off visitors on a specified page.
   • View Users: Inspect individual user profiles, download user list data as a CSV file for external marketing tools, or save the visitor list as a segment for A/B testing or personalization campaigns.

Best Practices

The following best practices help you manage your funnel reports better:

• Order steps sequentially: Define funnel steps strictly in chronological order matching the actual user path.
• Align conversion window with user behavior: Set conversion time frames that reflect real user journey durations. Short windows suit simple forms, while longer windows suit multi-day purchase decisions.
• Use descriptive step names: Custom labels (for example, Submitted Contact Form instead of Form Submission) improve report readability across teams.
• Segment by visitor dimensions: Apply dimension filters, such as Device Type, to identify mobile-specific conversion bottlenecks.

Troubleshooting

FAQs

• What is the difference between Uniques and Totals counting methods? 
  Uniques calculates conversion based on unique visitors, counting each visitor when they first complete Step 1. Totals calculates conversion based on funnel attempts. It allows visitors to re-enter the funnel after their active attempt completes or times out.
   
• Can I convert a Funnel Report into an independent event metric report? 
  Yes. Click Metric in the top navigation toggle to convert funnel steps into independent event metric lines.

Need More Help?

For further assistance or more information, contact Wingify Support.