Funnels

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Funnels are available for Enterprise Edition users. It is pretty easy to use Countly Funnels but in case you want to read before digging deeper, here is our quick reference.

Funnels are used to track the goal completion rates of a step by step path inside your application. These goals (steps) are defined as custom events in Countly and you don't need any extra/new API calls if you have already been using custom events.

How do funnels work?

Funnels are ordered collection of events which helps you see how users flow through your mobile or web application based on the app events you tag.

In general, Countly Funnels are retroactive. That means, You don't need to create your funnel to be able to see the data for a past period. Funnels depend entirely on custom events, therefore before getting Funnels to work, you need to collect custom events as basic building elements of a Funnel is events.

In order for a user to complete a funnel completely, he should have done all previous steps in the given order. For example if a funnel is defined as Register > Share media > Proceed to Checkout, then any series of events that contain this sequence (e.g first event before second, and second event before third) leads to a funnel conversion. Also, any number of events may occur between any two funnel steps.

Funnels are not bound to sessions or time limitations. That means, if a user completes one event in one session, and other events in another session, that still would be considered as complete, regardless of the time passes between sessions.

Creating funnels

It is quite simple to define Funnels and see if your users are using the application the way you want within seconds. Once you have entered your Countly Enterprise account, you can access the Funnels feature from the Behavior menu.overview_m.pngIf you have not created funnel yet, you will see an empty funnel page with a description. You need to click on “Create a Funnel” button which is at the top right side of the funnel overview page.empty_m.png

A simple funnel

After you clicked on the "Create a Funnel" button, you see a drawer opened.step_m.pngYou must give your funnel a name to create it, while funnel description is optional. Funnels require a minimum of 2 steps and up to 8 steps which is configurable from Management > Configurations. You can increase the number of steps as you like, and you can discover at which step users are stuck or getting problems.

You can define the steps of your funnel by either inputting the custom event key you plan to send in the future or select one from your existing events.

If you select an event for current step, the "add property" link button will have appeared. You can add a segmentation filter for your funnel step. For example, if you add a "count" segmentation filter equals 2, you will see funnel users who made the step event two times or you can select user's properties as a city for creating your step for only a specific city.step_2_m.pngFor example, you have an e-commerce website. When your users enter a product page, ie: Detail View Level 1, you want to know the selling rate of this product for specific country users.

Order of steps does matter.

The steps you need to take are;

  • Define an event for the buttons to this product page
  • Define an event for the add to cart button on this page
  • Define an event to track when it goes to the checkout page
  • Define an event that the order is completed

Then give this funnel a name and save it.drawer.png

Step variations

As stated above, a user must do all steps of the funnel to be regarded as having completed the funnel. For some cases, however, this can be too restrictive. For instance, you may need a 3-steps funnel, where the second step can be either adding an item to cart or redeeming a promotion code. In other words, you may need to define a funnel that accepts both of these paths:  

  1. View -> Add to Cart -> Checkout
  2. View -> Promo Code -> Checkout

In order to accomplish that, you simply change AND, which is between Add To Cart and Promo Code, to OR. This will join them and convert into a group of steps. Consequently, users who have done at least one of the above paths (1 or 2) will complete the depicted funnel. 

You can add multiple steps to a group, and create more groups as well. Regardless of number of groups you are bounded by 8 steps limit (configurable).

multistep.png

Funnels in action

Overview lets you take a look at your funnels to learn about how they are doing. You can see how many users entered that day, how many of them completed and 30-days trend of completion rate graph for each funnel. You can edit or delete a funnel by using the rightmost menu of each row. By clicking on a row, you can navigate to funnel's reporting view.overview.pngWhen you arrived at reporting view, you will see total number of users (given segmentation filter) and how many users of your application entered this funnel by performing the first step event at the top. Right next to them, there is the success rate and number of users who have completed (or didn't complete) this funnel. Average time spent between each step is shown on the vertical timeline (e.g. ~49 minutes) as well.detail_m.pngBy default, number of completed users is displayed relative to number of entered users. In addition to that, you can make it relative to all users, by simply selecting "all users" as demonstrated below. all_users_m.pngWhen you click on number of users, you can directly go to User Profiles plugin and see all of those users who have completed that particular step or who hasn’t and you can discover what went wrong and cause you to lose your user in this step.

Countly is on your side so you can observe the steps you have set between specific dates. For example, you want to set the purchase rates for a specific date range that you have campaigned for Product_1. All you have to do is pick these dates from the top right corner.

Keep in mind that, you will be able to reach your users who are interested in this product but do not buy it, with a push message very near to the end of the campaign.period_m.pngYou can also filter first step event by your event's segmentation properties as well as user properties (metrics) like platform, device, country etc. thanks to Countly Drill.query_m.png
If your funnel has a grouped step (containing an OR), it will be displayed as below:multid_m.png

Most common use cases of funnel analytics are

  • Tracking revenue conversions, understanding the paths that lead to buying a product and optimizing them
  • Understanding which level or part of your application/game users tend to leave
  • Performing A/B test analysis to see which versions perform better

We are sure that our creative community will come up with a lot more than this list.

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