This article assumes that you have a Funnelll account, installed Funnelll on your website, and have already set up your tracking.

If you haven't set up Funnelll on your website yet, please refer to our How To Install Funnelll page.

If you haven't set up your tracking, please refer to our articles on tracking clicks and tracking page visits articles.

Navigating to your funnel dashboard

From the left navigation, choose Dashboards > Funnel. If you have just set up your tracking, it takes from 30 minutes to a few hours for your dashboard to populate, depending on your traffic.

Managing Funnels

Funnel Dashboard

Funnelll allows you to model multiple funnels on your dashboard. For example, if you are a marketplace or a multi-sided platform e.g. You have a buyer journey, vendor journey, or different kinds of buyer journies, etc, Then the best practice is to create a funnel for each of your customer profiles.

At the top left of your funnel dashboard, a drop-down shows with funnels you already created.

  • Use the drop-down to switch between your different funnels

  • Use the + button to create additional funnels

  • Use the Pencil icon to edit the selected funnel e.g. add stages, re-order stages, etc.

Next, at the top middle, there are the period selection controls. Selected time frames apply to your full dashboard.

Funnel - Select Reporting Period
  • Quarter, Month, Week: Selects previous 90, 30, and 7 days consequently

  • Custom: This allows you to select a custom start and end date

The KPI Tile Section

The next section of your dashboard is the KPI tiles. The KPI tiles are a great way to keep track of meaningful customer actions that are not a part of their core journey or customer value path.

For example, in an e-commerce store, a customer adding an item to a wish list, while a good sign of a buying intent, isn't a part of their core journey. In other words, customers may complete checkouts even if they never add an item to their wish list.

Funnel KPI Tiles

Read our article on how to manage your KPI tiles here

The first row of tiles contains your number of visitors, conversions (last stage of the funnel), conversion rate, and spend (if you have Google Ads or Facebook Ads enabled), by default. You can add additional KPI tiles using the + button

Clicking a tile shows a ppp-out with the marketing campaigns and how they contributed to this KPI

Funnel - Traffic Sources

Hint: All tables with the green CSV button are downloadable. This allows you to extract data and play around with it in Excel or Google Sheets.

The Funnel/Journey View

The next section of your dashboard is the Funnel/Journey view. It shows visitors at each stage of your funnel, devices they used, the conversion rate between stages (overall and by device).

This view also allows you to view the pages where conversions happen and drill down to view the marketing activities that drove customers to reach this stage.

Funnel - Customer Journey

Each stage has the following information:

Funnel Stage
  1. Number of customers in the stage, and conversion rate from the previous stage

  2. Conversion rates by device type

  3. Distribution of devices in each stage e.g. Desktop, Mobile, Tablet. If you hover over this graph, it shows the type of the device

  4. Shows the growth/decline from the previous period e.g. Quarter-to-Quarter, Month-to-Month, etc.

  5. Clicking the pages icon shows the pages where the conversion happened

Funnel Stage Conversion Pages

Hovering over any stage of the funnel shows a View Details button. Click this button to view the marketing activities driving customers to this stage.

Funnel Stage

The screen scrolls down and a table is displayed with all marketing activities, campaigns, etc. that brought customers to this stage of your funnel

Funnel Stage - Traffic Sources
  1. Notice the average number of touchpoints (marketing activities) visitors go through in order to get to the Add To Basket is 1.35

Clicking any line in the table, opens a pop-out showing the combination of marketing activities that drove visitors to take the action

Funnel Stage - Marketing Touchpoints

This is especially useful if you have a longer sales funnel where you might be using a combination of paid ads, retargeting, emails, etc.


Next, as you scroll down your funnel dashboard is the Heatmaps section. This section has two charts, the Performance by Channel and Performance By Locale

The Performance by channel displays your marketing activity channels e.g. Facebook Ads, Google Organic, Emails, etc. from most to least performing, based on your funnel stages.

Funnel Performance by Channel

By clicking on a row in the channel report, a pop-out shows the locales (region/country) where this channel is performing.

Funnel - Location Details For Marketing Channel

The Locale report works in a similar way. The table lists all locales where you are performing from most to least performing, based on your funnel stages. Clicking a row shows the channels performing in the selected locale.

Have More Questions?

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