Table of Contents

Funnel Overview: Cohort Tab

Angie C. Updated by Angie C.

Funnel Overview - Cohort Tab

This Dashboard shows you how different groups compare to each other based on different performance metrics. For example, you might want to see which industry is more likely to make it to a certain Funnel Stage, or where certain industries tend to get stuck in your Funnel. Some common questions marketing teams ask using the Funnels are:

  • How do different groups move through the funnel and where they get stuck?
  • Where do different groups exit the Funnel?
  • Where are various groups in the Funnel right now?
  • How do various groups compare to each other?
  • How long does it typically take for journeys to complete the funnel or generate pipeline?
  • What quarters/months were journeys more successful at completing journeys or generating pipeline?
*Important Note: All filters apply to all widgets as a rule unless otherwise noted.

The KPI Metrics for the Cohort tab show you top level metrics for your Funnel’s current landscape. It shows you high level performance indicators related to Funnel Starts, Pipeline and Bookings.

By referencing to the numbers to the legend below, you can find what the dashboard metrics mean on the top.

  1. Pipeline - how many dollars are associated with opportunities created during the selected time period
  2. Bookings - how many dollars are associated with closed/won opportunities during the selected time period
  3. Pipeline to Bookings - the percentage of pipeline that has converted to closed/won during the selected time period
  4. Journey Starts Last 30 - the count of journeys that have started in the last 30 days
  5. MoM Change - the change from this past 30 days to the previous 30 days
  6. Successful Completions Last 30 - the number of journeys that advanced to the final stage of your funnel in the last 30 days
  7. MoM Change - the change from this past 30 days to the previous 30 days
  8. Average Days to Success - the average number of days it takes for a journey to start and transition to the final stage of your funnel
  9. MoM Change - the change from this past 30 days to the previous 30 days

Conversion Rates by Journey Start

This chart is dependent on the user’s selection of Group By (Cohort) and Chart Measure (Cohort). This selection determines the visualization and allows you to see performance by groups in a variety of customizable ways. Our default example below allows you to see Conversion Rate over time based on Journey Start Date.

In this example, journeys that started in December of 2023 converted to the next stage or later 66% of the time.

The following definitions below refer to the numbers on the image above as to what they represent.

  1. This title is dynamic based on your Group By and Chart Measure selections
  2. The y-axis is showing Journey Start Dates based on the default Group By Setting
  3. The cells are showing you Conversion Rates based on the default Chart Measure setting

Time Cohort

This chart shows you performance over time based on your Time Cohort Measure selection. By default we are showing you your Journey Success Rate over time.

  1. This title is dynamic based on your Group By and Chart Measure selections
  2. The y-axis is showing Journey Start Dates based on the default Group By Setting
  3. The cells are showing you Conversion Rates based on the default Chart Measure setting

Time Cohort

This chart shows you performance over time based on your Time Cohort Measure selection. By default we are showing you your Journey Success Rate over time. Time cohort by date (rows) shows a cumulative measure over time (columns). Cohorts are sorted by age descending and each column repesents what the cohort looked like in the following month. The example below shows success rates over time by month. To interpret this chart:

  • The first row represents journeys that started in January 2023. In month zero (January 2023) ~ 15% of journeys starts had completed. In month 7 (August 2023) ~60% if journeys had completed. In most cases the selected measure is a running sum meaning the 15% from month zero represent part of the 60% in month 6.
  • For Journeys that started in January of 2024 (6 from the bottom) in month zero (January 2024) ~22% of journeys started had completed. The cell for month seven is blank. For this cohort, month 7 represents August 2024. At time of writing this article (June 2024) August has not happened yet, and thus the cell is blank.
  • Picking any specific column and looking down the rows allows you to compare each cohort when they are the same age regardless of when the each cohort started.

The nature of this table creates an effect of the top half as split from the top right corner to bottom left corner has data in it for the left/top half while the bottom/right half is blank because those selected cohorts have not had time to age/mature long enough.

  1. Each column represents the age of a cohort. The first column (Month 0) is the month a cohort started - As you move from left to right, each column has one fewer cell with data in it because the youngest cohort is no longer old enough to have data in that column.
  2. The rows shows you dates Ascending from top to bottom.
  3. The cells show your selected measure for the corresponding cohort (row) at the corresponding time (column).

Cohort Detail

This chart shows you how your Group by Selection is performing, and this particular example shows you a Cohort of journeys based on their start date so that you can see how each month performed against the other months.

  1. Cohort Detail - the widget’s title
  2. Group by - this shows the name of the Group by you have selected
  3. Journey Starts - a count of journeys that have started for the Group by selected
  4. Active Journeys - a count of journeys that are currently active for the Group by selected
  5. Completed Journeys - a count of journeys that are no longer active for the Group by selected
  6. Pipeline Generated - the sum of opportunity dollars generated for the Group by selected
  7. Active Pipeline - the sum of opportunity dollars that are still active for the Group by selected
  8. Total Bookings - the sum of opportunity dollars that have been marked as closed/won for the Group by selected
  9. Pipeline Generated Rate - the percent of journeys that had an opp with an amount attached it at some point divided by the total number of journeys
  10. Journey Completion Rate - the percent of journeys that successfully completed the funnel divided by the total number of journeys

Filters

Order

Filter Label

Required

Default Value

Selection

1

Date Period:

Y

Last 365 Days

Single

2

Date Aggregation

Y

Monthly

Single

3

Funnel Name

Y

Organization’s Default Funnel Model

Single

4

Stages

Y

Stage 1

Single

5

Journey / Stage Start Date

Y

Stage Start Date

Single

6

Group by:

  • Company Segment
  • Company Status
  • Department
  • Industry
  • Job Level
  • Journey Start
  • Opening Channel
  • Opportunity
  • Opportunity Status
  • Opportunity Type
  • Tier
  • Title

Y

Journey Start

Single

7

Chart Measure:

  • Active Journeys
  • Average Days in Stage
  • Conversion Rates
  • Exit Rates
  • Stage Starts
  • Velocity

Y

Conversion Rates

Single

Company 1

Company Lists

N

N/A

Multi-Select

Company 2

Company Owner

N

N/A

Multi-Select

Company 3

Company Segment

N

N/A

Multi-Select

Company 4

Company Tier

N

N/A

Multi-Select

Company 5

Company Type

N

N/A

Multi-Select

Company 6

Customer Status

N

N/A

Multi-Select

Company 7

Industry

N

N/A

Multi-Select

Company 8

Region

N

N/A

Multi-Select

Opportunity 1

Opportunity Lists

N

N/A

Multi-Select

Opportunity 2

Opportunity Status

N

N/A

Multi-Select

Opportunity 3

Opportunity Type

N

N/A

Multi-Select

Person 1

Department

N

N/A

Multi-Select

Person 2

Job Level

N

N/A

Multi-Select

Person 3

Person List

N

N/A

Multi-Select

Person 4

Title

N

N/A

Multi-Select

How did we do?

Funnel Overview: Progression Tab

Funnel Overview: Stage Analyzer Tab

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