Funnels

The Funnels module of MoEngage Analytics helps you understand user behavior for your web and mobile apps. It gives you various insights into how your app users interact with your app through various stages of the customer journey.

A Funnel is a series of events that lead to a predefined goal event. For example, a user opens an e-commerce mobile app to make a purchase on the platform. Funnel analysis is primarily used to calculate conversion on specific user behaviors.

You can get graphical reports for easy visualization and tabular reports if you’d like to download them for deeper analysis. These reports are particularly helpful for analyzing conversion rates throughout the funnel and gauging the overall performance of your product.

You can use Funnels to answer questions like:

  • How many users who searched for a hotel on my travel app ended up booking one?
  • How many times users viewed a notification, and clicked on them and then converted?
  • What percentage of users who visited a particular product on my e-commerce app bought it?
  • How many time uses are playing a game before moving to next level?
  • How much time users are taking to purchase a product?
  • At what stage of the buying process are most users dropping off? 

Let’s see how it works.

 

Analyzing Funnels

Funnel Steps

To create a funnel, go to the Analyze menu and click on Funnels. Then select the first step of the funnel from the drop-down menu. You can define the subsequent steps of the funnel by clicking on Add Step.

 

Funnel_steps__1_.png

 

Step Filters

You can use filters to narrow down the funnel to specific attributes. These can be Event Attributes, User Attributes, Device Attributes or a combination of them.

Filters can be added on any step of the funnel depending on what data you want to segment. To do that, click on Add Filters and then select appropriate filters from the Filter By section. Select the Case Sensitive checkbox if you want the report to match the exact case of the value you specify.

If you add multiple filters, you can choose whether they’re all applied or just one of them. Toggle the switch between AND/OR based on what you’re looking for.

Funnel_Filters.png 

OR Event

Generally a funnel step has single event, but in some cases a step need to have multiple different events. This usually happens when there are multiple paths for the users to achieve same goal. 

For example, Funnel step are A → B → C and A → D → C. Here Funnel starts at A and end at C but has 2 different paths. Using OR event these two paths can be combined into one funnel: A → (B OR D) → C. Users who perform at least on of B or D event will qualify for this funnel.

 

OR_Event.png

After landing on home page user can perform a search or open a specific category items. Both these paths then go to checkout and then purchase. This can be analyses using OR event functionality. Here the funnel is : Home page → (Search OR Category view) → Checkout → Purchase.

Similar to events filters can be added to any of the OR events as well.

Funnel steps can be rearranged using the arrow icons present around the step count circle. This will move the entire step up or down accordingly.

reorder.png

 

Exclude Events

Exclude events can be used to remove the users (or event sequence) from the analysis if any undesired events are being fired in between the funnel steps. User move forward in the funnel if they do not perform the exclude events between the specified steps. If users perform exclude event in between the selected steps, their funnel will end there.

Exclude events can be added between any two consecutive steps. Multiple exclude events are allowed.

Exclude.png

 

Funnel Types

Funnel Option contains all the funnel configuration settings. Funnels type and Duration are the mandatory ones. This section explains the different funnel types.

There are 6 different types of funnels available in MoEngage dashboard which provides a detailed overall analysis on funnels.

Funnel_Types.png

 

Funnel - Unique Users

Unique Users Funnel counts funnel of unique users who have completed the given steps. In this funnel type each user counted only once. If any user has performed funnel steps multiple times, the funnel in which she has performed the most number of steps (best conversion for the user) is taken for the overall analysis.

user_funnel.png

 

Here unique users are counted as per the selected granularity. Bar chart has unique user for the entire selected time duration. Daily line chart has unique user for the selected day and similarly for Hourly, Weekly and Monthly line charts.

 

Funnel - All Occurrences

All Occurrences Funnel counts all of the funnels performed by all of the users. In this funnel type each occurance of the funnel is counted i.e. each Step 1 event start a funnel. If a user has performed multiple funnels, all of the funnels with the respective completion steps are counted in the analysis.

 

Event_Funnel.png

Here there is no uniqueness with respect to granularity.

Conversion count of step 2 and above, can be higher than the event count in the selected duration as one single event of a higher step can be part of multiple funnels, if all the lower step events are performed before it.

 

Time to convert - Unique Users

Unique Users Time to convert provides the distribution of time taken by users to complete the selected steps. For a single user, the system take the best time (least time) between the selected steps, if the user has completed these steps multiple times.

Time to convert analysis can be performed between Step 1 to any step in the funnel ( i.e. Step 1 to 2, 1 to 3, 1 to n) or any of consecutive step (Step 2 to 3, 3 to 4, n to n+1).

There are 2 different types of distributions are available - 

Bucketing_T2C.png

  • Auto Distribution
    Auto distribution provides time taken for each percentile of users who completed the selected steps. For example how much time it will take for 50% of the users to convert.
    Here the X axis provides user percentile (1 to 100) and Y axis provides the respective time to convert.

    T2C_User_Auto.png

  • Custom Distribution
    Using custom distribution the time buckets can be customized. It will provide the number of users converted for the selected step within the time bucket.
    Maximum 25 buckets can be analysed in a single analysis. Distribution buckets include the lower boundary point and exclude the upper boundary point.

    User_T2C_Custom.png

 

Time to convert - All Occurrences

All Occurance Time to convert provides the distribution of time taken by all occurrences of conversion for the selected steps. For a single user, the system takes the conversion time of all the conversions between the selected steps, if the user has completed these steps multiple times.

Time to convert analysis can be performed between Step 1 to any step in the funnel ( i.e. Step 1 to 2, 1 to 3, 1 to n) or any of consecutive step (Step 2 to 3, 3 to 4, n to n+1).

There are 2 different types of distributions are available - 

Bucketing_T2C.png

  • Auto Distribution
    Auto distribution provides time taken for each percentile of total conversions for the selected steps. For example how much time it will take for 50% of total conversions for the selected step.
    Here the X axis provides conversions percentile (1 to 100) and Y axis provides the respective time to convert.

    Event_T2C_auto.png

  • Custom Distribution
    Using custom distribution the time buckets can be customized. It will provide the number of conversions for the selected step within the time bucket.
    Maximum 25 buckets can be analysed in a single analysis. Distribution buckets include the lower boundary point and exclude the upper boundary point.

    Event_T2C_Custo.png

 

Frequency - Unique Users

Unique Users Frequency provides the distribution of number of times (frequency) a step has been performed before the succeeding (next) step. For a single user, the system take the least frequency for the analysis.

Frequency analysis can only be performed between two consecutive steps i.e. Step 1 to 2, 2 to 3, n to n+1.

There are 2 different types of distributions are available - 

Freq_Dist.png

  • Auto Distribution
    Auto distribution provides frequency of performing a step before next step for each percentile of users. For example how many times users have viewed the product before purchasing it for 50% of the users.
    Here the X axis provides user percentile (1 to 100) and Y axis provides the respective frequency count.

    User_Frequency_Auto.png

  • Custom Distribution
    Using custom distribution the frequency buckets can be customized. It will provide the number of users for the selected frequency bucket.
    Maximum 25 frequency buckets can be analysed in a single analysis. Distribution buckets include the lower boundary point and exclude the upper boundary point.

    User_Freq_Cust.png

 

Frequency - All Occurrences

All Occurrences Frequency provides the distribution of number of times (frequency) a step has been performed before the succeeding (next) step. For a single user, the system take the all the transitions (all the frequencies) for the analysis.

Frequency analysis can only be performed between two consecutive steps i.e. Step 1 to 2, 2 to 3, n to n+1.

There are 2 different types of distributions are available - 

Freq_Dist.png

  • Auto Distribution
    Auto distribution provides frequency of performing a step before next step for each percentile of total occurrences. For example how many times users have viewed the product before purchasing it for 50% of the total occurrences (or total conversions).
    Here the X axis provides occurrence percentile (1 to 100) and Y axis provides the respective frequency count.

    User_Frequency_Auto.png

  • Custom Distribution
    Using custom distribution the frequency buckets can be customized. It will provide the number of occurrences (or conversions) for the selected frequency bucket.
    Maximum 25 frequency buckets can be analysed in a single analysis. Distribution buckets include the lower boundary point and exclude the upper boundary point.

    User_Freq_Cust.png

 

Funnel Analysis Duration

Once Funnel type is defined select the time frame for which you need the analysis in Duration section. You can choose from “Yesterday”, “Last 7 Days”, “Last 30 Days”, “This Month”, “Last Month”, etc. or select your own custom date range.

 

Funnel Options

Funnel Split

Funnel split analysis enables comparison of funnel on the event attribute values. Funnel analysis can be compared on event attribute of any step. The funnels analysis divided into values of the event attribute and analysis will be presented in table and chart.
There are 3 different types of funnel split/compare analysis is available on MoEngage Funnels. Up to 3 attributes can be selected for all split by analysis. Unique combination of these attribute values is considered as one funnel.

  • All Steps
    In the split analysis for All Steps, an event attribute (name of the attribute) has to be present across all step event of the funnel (including OR and exclude events). Funnel analysis is performed for each value of the attribute and represented in chart and table.
    This can be considered as all funnel events are first filtered for a specific attribute value and then funnel analysis is performed on them.

  • First N Steps
    In the split analysis for First N Steps, an event attribute (name of the attribute) has to be present in the first N step events of the funnel (including OR and exclude events).
    Funnel analysis is performed for each value of the attribute up to Nth step and for the events after the Nth step system does a forward filling and completes funnel analysis. In forward filling, one event may get attributed in multiple funnels. Reports is presented in chart and table.

  • Nth Step
    In the split analysis for Nth Step, event attributes of the selected Nth step can be selected for the analysis. These attribute has to be present in all OR events of the step.
    For Nth step split funnel analysis, system perform backward filling, forward filling or both when it is required (depend on the step selection). In analysis you may find a value Not reached Step N, it represent the funnel analysis where funnel has been started but not reached till the split event.

 

Hold Attribute

Using Holding Attribute Constant funnel analysis can be performed for each attribute value of an event rather than analysing funnel only at event level. When an attribute carried through multiple steps of the funnel (i.e. product id in checkout funnel, campaign id in campaign funnel), where all step event have the same attribute present, funnel analysis can be performed for each attribute value (i.e. each campaign id, product id). 

For a user, if she converts 2 times in a funnels with 2 different product ids, Funnel - Unique Users shows only one conversion, but Funnel - Unique Users with holding attribute constant on product id show 2 conversions (one for each product id).

Up to 3 attributes can be selected for all Hold Attribute analysis. Unique combination of these attribute values is considered as entity.

 

Strict Order Funnel

The normal Unique Users Funnel provide the number of users who have performed all the steps in the funnel in the provided sequence. Regardless of the event/activity order performed by the user, if the funnel steps sequence matches with the user event/activity order, the user will be counted in the funnel.

For Example - Funnel with steps as A → B → C will count users who have performed - 
a.  A → B → C  or 
b. A → C → B → C or
c. A → X → B → Y→ Z → C  
(X, Y, Z are other event/activities, which is not specified in funnel steps, will not affect funnel calculation, even if they are performed in between.)

The strict order funnel will provide the number of users who have performed all the steps in the funnel in provided order without performing any of the steps out of order. Regardless of the event/activity performed by the user, if the funnel steps order matches with the user event/activity order and user has performed all the funnel step event/activities in the order, the user will be counted in the funnel.

For Example - Funnel with steps as A → B → C will count users who have performed -
a.  A → B → C  or 
c. A → X → B → Y→ Z → C

Strict order funnel with steps as A → B → C will not count users who have performed - 
a. A → C → B→ C
(As step C performed out of order of the funnel, these users will be removed)

 

This works similarly for Funnel - All Occurrences, to qualify for each step, the events should not be performed out of order.

 

Funnel Window

Funnel window can be used analyse whether all the steps were completed in a specific amount of time.
For instance, if you’d like to see how many users opened the app (first step) and then made a purchase (last step) within 5 minutes, you can do so by setting this limit as the Funnel Window

By default the funnel window is set for 1 day.

 

Custom Segment Analysis

By default, the funnel analysis is performed on all users preset in the MoEngage system. Funnel analysis can also be performed for a group of users. This group of users can be created using User Properties, or User Activity or Custom Segments, or any combination of the 3 - This is very similar to creating a segment and analyzing these users on Funnel analysis. Know more about creating user segments here and about custom segments here.

Segment_Filter.png

Changing the Visualization

Chart Types

MoEngage Analytics lets you switch the chart view for better visualization depending on the type of data. You can choose between a Line Chart, Area Chart, or a Bar Chart to view progress, compare volumes over a time period, or compare absolute numbers respectively.

Charts show a maximum of 20 different entities. The remaining entities will be available in the tabular format. By default, Funnels will be shown in a bar chart for the overall selected time period. To view the funnel with a different granularity select Line/Area Chart and select the granularity.

 

Granularity_2.png

 

Granularity

You can also break down the report into granularity of Hourly, Daily, Weekly, or Monthly for easy visualization. Funnel users will be displayed based on the granularity you select.

Add to Custom Dashboard

Funnel analysis reports can be pinned to any desired dashboard. Hence users don't have to enter all the steps & filters, and can see the analysis in one click on the custom dashboards. Click on Pin to Dashboard button to save this funnel chart in custom dashboards. Read in detail about custom dashboards and its feature here. 

Granularity.png

Downloading Reports

Once you’ve viewed the report, you might need to share it with your team. You can download the report in order to do that.

Charts can be downloaded in PNG format and you can export a CSV file of the tabular version.

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