Funnels

The Funnels module of MoEngage Analytics helps understand user behavior for web and mobile applications. Various insights on how your users interact with your application through various stages of your 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.

Easy visualization and tabular reports with graphical reports and download them for deeper analysis. Reports help analyze conversion rates throughout the funnel and gauge the overall performance of your product.

Funnels help answer questions like:

  • How many users who searched for a hotel on my travel application booked 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 times users are playing a game before moving to the next level?

  • How much time users are taking to purchase a product?

  • At what stage of the buying process are most users dropping off? 

Create Funnel

To create a funnel,

  1. Navigate to MoEngage DashboardAnalyze > Funnels.

  2. Create funnel steps

  3. Filter users to analyze funnels

  4. Set the funnel options

  5. View the funnels reports

Funnel Steps

  1. Select the event of the funnel step from the drop-down menu.
    Funnel_steps__1_.png
  2. Click Add Filters to create filters for the funnel steps. For more information on filters, refer to Funnel Filters.
      1. Select appropriate filters 
      2. from the Filter By section.
      3. Select the Case Sensitive checkbox if you want the report to match the exact case of the value you specify.
  3. Click Add Step to create new funnel steps.
  4. Use the arrow icons to move a step up or down and order the funnel steps.
    reorder.png
  5. Click Exclude Events to remove events from funnel steps.

Funnel Step Filters

Use filters to narrow down the funnel to specific attributes. The attributes are Event Attributes, User Attributes, Device Attributes, or a combination of them. For more information on attributes, refer to Derived Attributes.

 

Funnel_Filters.png

Any step of the funnel can have filters depending on what data you want to segment. Adding multiple filters, you can choose to apply all of the filters or just one of them. Click AND or OR to choose multiple filters.

The funnel step can have a single event, but in some cases, the funnel step can have multiple different events. When there are multiple paths for the users to achieve the same goal multiple different events are in one single step. 

Funnel OR Examples

  1. Funnel steps are A → B → C and A → D → C. The funnel starts at A and ends at C but has two different paths. Using OR event these two paths can be combined into one funnel: A → (B OR D) → C. Users who perform at least one of B or D events will qualify for this funnel.
    OR_Event.png

  2. Users navigate to the home page users and perform a search or open specific category items. Both the paths lead to checkout and then purchase. The funnel analysis is performed using the OR event functionality. The funnel is defined as Home page → (Search OR Category view) → Checkout → Purchase.

  3. Install → (Login OR Signup) → Category Selected → Subscribed to newsletter.

  4. (Login OR Signup) → (Promotion viewed OR Category Clicked) → Content List Viewed → (Song Played OR Video Played).

Events filters can be added to any of the OR events.

Exclude Events

Exclude events are used to remove the event sequence from the analysis. Exclude event is a negative funnel step when the user moves forward in the funnel even if the user has not performed the selected event.

Exclude events enables users to move to the next step in the funnel if they do not perform the exclude events between the specified steps. If the users perform the excluded event in between the selected steps, the funnel for the user will end there.

You can:

  • Add exclude events between any two consecutive steps.

  • Add Multiple exclude events.

Exclude.png

For example, the step Not Done is the exclude event:

  • Search → Category Viewed → Not Done Promotion Clicked → Add to Cart → Purchase.

  • App Open → Home Page Viewed → Not Done Playlist clicked → Song clicked → Song Played

  • Payment Initialed → Not Done Coupon applied → Purchased

Filter Users

  1. Click All Users or Filter Users by in Filter Users to sort the set of users for the funnel.

  2. Click Exclude Users to remove users from the funnel.

Custom Segment Analysis

Funnel analysis is performed on all users or on a group of users available in your MoEngage system. Group of users is created using User Properties, User Activity, Custom Segments, or any combination. For more information, refer to creating user segments and custom segments.

Segment_Filter.png

Funnel Options

    1. From the Funnel Type drop-down, select one of the following to configure the funnels.

      • Funnel-Unique Users

      • Funnel-All Occurrences

      • Time to Convert-Unique Users

      • Time to Convert-All Occurrences

      • Frequency-Unique Users

      • Frequency-All Occurrences

        For more information about funnel configurations, refer to Funnel Types.
    2. In Funnel Split, from the drop-down, select the step and the attribute to divide the funnel to get specific information.
      For more information about the split funnel, refer to Funnel Split.

    3. In Holding Attribute, from the drop-down, select the step and the attribute to
      For more information about hold attributes, refer to Hold Attribute.

    4. Click Strict Order to ensure the analysis in the funnel is applicable only when there is an adherence to the sequence or order of the steps is followed.
      For more information about strict order, refer to Strict Order.

    5. Select the Funnel Window to define the difference between the first step and last step of the funnel.
      For more information about the funnel window, refer to Funnel Window.
      OR
      In Duration, select one of the following to define the time in which to perform the funnel analysis.

        1. Today
        2. Yesterday
        3. This month
        4. Last month
        5. Custom range for last days, weeks, and month format.
    6. Click Apply.

 

Funnel Split

Funnel split analysis compares the funnel based on the event attribute values. Funnel analysis is compared to the event attribute of any step. The funnels analysis is divided into values of the event attribute and analysis is represented in tables and charts.

Comparision or funnel split analysis is performed because not all step events are the same and not all attributes in different steps are the same. Three different types of split analysis are available in MoEngage Funnels to perform the analysis. You can compare up to three attributes for all split by analysis. The unique combination of the attribute values is considered as one funnel.

Funnel analysis is performed for each value of the attribute and represented in chart and table.

Following are the funnel split options:

All Steps

In the split analysis for All Steps, an event attribute (name of the attribute) should be part of all step events of the funnel (including OR and exclude events). All funnel events are first filtered for a specific attribute value and then funnel analysis is performed on the steps.

For example:

  • Analyze and compare a campaign funnel based on the campaign name.

  • Analyze and compare app events funnel based on the platform.

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 the 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.

For example, analyze the campaign to conversion funnel and compare the campaign name till the step where the campaign name is available.

Nth Step

In the split analysis for the Nth Step, event attributes of the selected Nth step are available analysis. Ensure that the event attribute is present in all OR events of the step.
For Nth step split funnel analysis, the system performs backward filling, forward filling, or both as required (depends on the step selection). In the analysis, you may find a value Not reached Step N, which means in the funnel analysis the funnel has not reached the Nth step.

For example, compare funnel analysis on any one of the step event attribute.

Hold Attribute

Holding Attribute Constant funnel analysis is performed for each attribute value of an event not on the funnel at the event level. Funnel analysis is performed for each attribute value:

  • When an attribute is carried through multiple steps of the funnel.
    For example, product id in checkout funnel or campaign id in campaign funnel.

  • All step events have the same attribute present.
    For example, campaign id or product id. 

For example, if a user converts two times in a funnel with two different product ids, then

  • The funnel option Funnel - Unique Users displays only one conversion,

  • The funnel option Funnel - Unique Users with holding attribute constant on product id displays two conversions, one for each product id.

You can select up to three attributes for all Hold Attribute analyses. The unique combination of three attribute values is considered as an entity.

Funnel Window

The funnel window provides the time taken to complete all the steps. By default, the funnel window is set as one day.

For example,

  • Calculate how many users opened the app (first step) and then made a purchase (last step) within five minutes by setting the funnel window to five minutes.

  • Use Funnel Window to set the attribution time window for any funnel.

  • Calculate how many users are converting within 1 day, 1 hour and so on.

Strict Order

Strict Order considers user events or activities based on the sequence defined in the funnel steps. The strict order funnel provides 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.

The funnel option, Funnel - Unique Users, provides the number of users who have performed all the steps in the funnel in the defined sequence. A user is counted in the funnel, if the funnel steps sequence matches with the user event or activity order, regardless of the event or activity order performed.

Funnel with steps as A → B → C will count users who have performed steps in the following order:

  • A → B → C or

  • A → C → B → C or

  • A → X → B → Y→ Z → C  
    X, Y, and Z are other events or activities not specified in funnel steps and do not affect funnel calculation, even if they are performed in between steps. 

For example

  1. Remove users it occurrences from analysis when the user clicks on the second campaign before completing the first campaign funnel.

  2. Remove users searching for different products after viewing a product.

The strict order is applicable to funnel type Funnel - All Occurrences.

Funnel Reports and Visualization

Funnel Types

Funnel Option contains six different funnel configuration settings.

Funnel_Types.png

Funnel - Unique Users

The funnel type Funnel-Unique Users provide a count of users who have completed the funnel steps. The funnel type counts each user only once even if the user performs the funnel steps many times. If any user performs funnel steps multiple times, the funnel in which the user has performed the most number of steps, that is the best conversion for the user, is considered for analysis.

 

user_funnel.png

 

The graphical representation provides the number of unique users counted according to the selected granularity. The bar chart has a unique user for the entire selected time duration. The daily line chart has a unique user for the selected day and similarly for Hourly, Weekly, and Monthly line charts.

For example,

  • Count of unique users who converted the funnel.

  • Count unique users at each step.

 Funnel - All Occurrences

The funnel type Funnel-All Occurrences counts all of the funnels performed by all of the users. In this funnel type, each occurrence of the funnel step is counted as a funnel. For example, the Step 1 event starts a funnel. If a user has performed multiple funnels, all of the funnels with the respective completion steps are counted in the analysis.

The funnel type counts all the first step events and funnels completion for each event. The uniqueness of the event is only looked at in the first step. From the second step onwards each event is counted in multiple funnels.

Strict order can be used with Funnel - All Occurrences to count the funnel till the funnel reaches completion.

 

Event_Funnel.png

The conversion count of Step 2 and the following steps, can be higher than the event count in the selected duration. As one single event of a higher step is part of multiple funnels even if all the lower step events are performed before step 2.

 For example,

  • Analyze View-through and Click-through attributions of any campaigns or from any event.

Time to convert - Unique Users

The funnel type Time to convert-Unique Users provides the distribution of time taken by users to complete the selected funnel steps.

In the case of a single user, the system considers the least time taken between the selected steps even though the user has completed these steps multiple times.

Time to convert analysis can be performed between Step 1 to any step in the funnel that is Step 1 to Step 2, Step 1 to Step 3, Step 1 to Step n or any of consecutive steps such as Step 2 to Step 3, Step 3 to Step 4, Step n to Step n+1.

Two different types of distributions are available:

 

Bucketing_T2C.png

  • Auto Distribution
    Provides time taken for each percentile of users who have completed the selected steps.
    For example, how much time is taken for 50% of the user conversion? 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
    Customizes the time buckets and provides the number of users converted for the selected step within the time bucket. A maximum of 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

 

For example,

  • How much time do users take to complete the funnel?

  • How much time do users take to reach a specific step?

  • Identify how much time it takes for the top 1, 5, 10, n % of the users or conversions to complete the funnel or complete any step. 

Time to convert - All Occurrences

The funnel type Time to convert-All Occurrences provides the distribution of time taken by all occurrences of the conversion for the selected steps.

In the case of a single user, the system considers the conversion time of all the conversions between the selected steps even though the user has completed these steps multiple times.

Time to convert analysis can be performed between Step 1 to any step in the funnel that is Step 1 to Step 2, Step 1 to Step 3, Step 1 to Step n or any of consecutive steps such as Step 2 to Step 3, Step 3 to Step 4, Step n to Step n+1.

Two different types of distributions are available: Bucketing_T2C.png

  • Auto Distribution
    Provides time taken for each percentile of users who have completed the selected steps.
    For example, how much time is taken for 50% of the user conversion? Here the X-axis provides user percentile (1 to 100) and Y-axis provides the respective time to convert.

    Event_T2C_auto.png

  • Custom Distribution
    Customizes the time buckets and provides the number of users converted for the selected step within the time bucket. A maximum of 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

 

For example, identify steps that take more time to complete and optimize them.

Frequency - Unique Users

The funnel type Frequency-Unique Users provides the distribution of the number of times (frequency) a step is performed before the next step.

In the case of a single user, the system considers the least frequency for the analysis.

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

Two different types of distributions are available:

Freq_Dist.png

  • Auto Distribution
    Provides frequency of performing a step before the 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
    Customizes the frequency buckets. Provides the number of users for the selected frequency bucket. A 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

The funnel type Frequency-All Occurrences provides the distribution of the number of times (frequency) a step has been performed before the next step.

In the case of a single user, the system considers all the transitions (all the frequencies) for the analysis.

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

There are 2 different types of distributions are available:

Freq_Dist.png

  • Auto Distribution
    Provides frequency of performing a step before the 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
    Customizes the frequency buckets. Provides the number of users for the selected frequency bucket. A maximum of 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

Changing the Visualization

Chart Types

Switch the chart view for better visualization depending on the type of data. You can choose between a Line ChartArea 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 are available in tabular format. By default, Funnels is shown in a bar chart for the selected time period. To view the funnel with different granularity, select Line/Area Chart and select the granularity.

 

Granularity_2.png

 

Granularity

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

Funels_Report_Graphs.gif

Add to Custom Dashboard

Funnel analysis reports can be pinned to any desired dashboard. Click on Pin to Dashboard button to save this funnel chart in custom dashboards. You can see the analysis in one click on the custom dashboards without inputting the steps and filters every time. For more information, refer to Custom Dashboards

Granularity.png

Downloading Reports

Download the report after viewing the report. The charts are downloaded in PNG format and the table is exported in CSV format.

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