Funnels

The Funnels module of MoEngage Analytics helps you understand user behavior for your web and mobile apps. It gives you 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 opening an e-commerce mobile app to making a purchase on the e-commerce platform. Funnel analysis is primarily used to calculate conversion on specific user behaviors.

You can get graphical reports for easy visualization and tabular report if you’d like to download it 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?
  • What percentage of users who visited a particular product on my e-commerce app bought it?
  • At what stage of the buying process are most users dropping off? 

Let’s see how it works.

 

Analyzing Funnels

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

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Using 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.

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Funnel Computation

Normal Funnel

The normal funnel will 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.)

Strict Order Funnel

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)

 

Funnel Settings

  • Comparing Funnels
    Another thing you can do is compare funnel by a specific attribute. To do that, click on Split By and select the attribute from the drop-down menu. You can view the top 5 values in the chart and 100 values in the table, of the selected event property.

  • Setting a Funnel Window
    For some user actions, you might want to see 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

  • Restricting the Funnel Order
    Likewise, in some cases, you might want to see the results where the steps were performed in the provided order, and none of the steps are out of order. Funnel Strict Order enforces strict ordering of selected events. For more details on this read funnel computation written above. 

  • Setting the data Time Frame
    Once you’ve defined the funnel steps, window, and order, select the time frame for which you need the report Duration section. You can choose from “Yesterday”, “Last 7 Days”, “Last 30 Days”, “This Month”, “Last Month”, or select your own custom date range.

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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.

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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.

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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 Save to Dashboard button to save this funnel chart in custom dashboards. Read in detail about custom dashboards and its feature here.

ATD_Funnel.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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