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In-App Funnels: Progression Tab in Funnel Overview

Erika Updated by Erika

Funnel Overview - Progression Tab

This Dashboard shows you how things are moving through your funnel. Answering questions like what is working, what isn’t working, and where things are getting stuck. Below is a comprehensive list of questions this page answers:

  • How long are journeys in given stages and are they improving?
  • Is our creation of journeys or effectiveness of journey progression improving over time?
  • Am I increasing my efficacy stage by stage?
  • How can I move a company or a cohort of companies from one stage to the next or further?
  • Is a specific campaign impactful with aggregated funnel journeys?
  • Which campaigns are more effective from stage to stage?
  • What is the last event of a stage?
  • Where are my journeys getting stuck? (i.e. How long have these journeys been in a given stage? Are we increasing the number of journey timeouts?)
  • Which campaigns are currently more or less effective than previously?
  • What channels are most effective at moving journeys from stage to stage?
  • How to view which industry group moves most quickly through the funnel? What firmographics move through the funnel most quickly?
Important Note: All filters apply to all widgets as a rule

 

The KPI Metrics for the Progression tab show you top level metrics for your Funnel’s current journey landscape. It lets you know which Campaign and Events are leading to stage conversion or moving a journey from one stage to a later stage.

  1. Most Frequent Converting Campaign - given the current set of filters, what is the most commonly occurring campaign for converting events.
  2. % Journeys Present - given the filter set, what percentage of journeys had the “Most Frequent Converting Campaign” touch occur at some point in the journey.
  3. Most Frequent Converting Event Type - given the current set of filters, what is the most commonly occurring event type for converting events.
  4.  % Journeys Present - given the filter set, what percentage of journeys had the “Most Frequent Converting Event Type” touch occur at some point in the journey.
  5. Total Number of Converting Events - given the current set of filters what is the total number of converting events from this stage to later stages in the funnel.
A converting event is not required to occur for a journey to advance from one stage to another.
  1. % of Stage Change with Converting Event - given the current set of filters, you'll see how many stage changes had a real “converting” event prior to the stage change. This helps you understand if the majority of journeys have placeholder events in this stage.

The Progression Sankey

The Progression Sankey visualizes journeys as they progress through stages and may look very different depending on the setting selected in the filter tray.

Core Concepts Within the Sankey

  • The nodes on the sankey can be grouped by Campaign Type, Channel, Event Type and Program. This data is pulled from the journeys converting event in that stage.
    • The names of the groups have the stage order appended to them
    • Campaign name was intentionally left out due to too many unique campaign names making the visualization too complex to be of any value
  • There are 4 key configurations that affect the sankey:
    • Only include completions means only journeys that have successfully completed the funnel will be included. All active and failed journeys will be excluded.
    • Include backfills allows “backfill transitions to be included.” This means that if a journey jumps from stage 1 to 3 the sankey will include information about stage 2 which will show up as “backfill.” If backfills are excluded, a journey might move from a node appended with 1 (stage 1) directly to a node appended with a 3 (stage 3). When this is not selected, the visualization will have multiple stages in a single node/column.
    • Include early terminations - if checked the sankey will include journeys that are no longer active AND were not successful. If this box AND only include completions are checked, both will be applied, which means this filter will NOT affect the results since the completions only filter config will filter them out.
    • Person, Campaign, and Company Filters will all be applied to the converting events. This means the risk of over filtering resulting in "no results" is a possibility. Person filters in particular are not recommended.
  • Each node in the sankey represents a stage of the journey. However, depending on the settings, these stages may not line up.
    • For example, if backfills are excluded, it’s possible the first node (left most), may show journeys starting in various stages as shown by the number appended to the end of the group.
  • The sankey will also highlight successful journeys and the nodes they pass through creating a literal “golden path” visualization.

The <Metric> Over Time Heatmap

This heat map shows rows based on stages, and columns based on the stage start date. The key use case is to show various stage level KPIs over time.

 

  • Metrics
    • Stage Conversion Rates
      • The number of journeys that hit that stage during the date AND successfully advance divided by the total number of journeys hitting this stage
      • What percentage of journey progressed to the next stage
    • Stage Exit Rates
      • The number of journeys that hit that stage during the date range and then ended without advancing to another stage divided by the total number of journeys hitting this stage
      • What percentage of journeys ended after hitting this stage and then failing to progress
    • Avg Days in Stage
      • For journeys that hit this stage, on average how long do they spend in this stage. This includes journeys that exit early in this stage, advance to the next stage, or are still active in stage
    • Active Journeys
      • A count of all active journeys currently in this stage that entered that stage during that date range 
      • Note this is active journeys in stage and opposed to active journeys that at one point were in this stage
    • Stage Starts
      • The number of journeys that entered this stage regardless of what happened to these journeys after entering the stage
  • Campaign level filters are based off of converting events
  • Filters
    • The heatmap respects person, company and campaign level filters
    • Due to concerns of over filtering, filtering at the campaign and person level while allowed is not recommended
  • Dates
    • Date range selection is locked to the 10 preselected date ranges. Current Quarter, Current Year, Current and Previous Quarter, Current and Previous Year, Previous Quarter, Previous Year, Past 60 days, Past 90 days, Past 180 days, Past 365 days.
    • Column level date aggregation however can be set by the user, with options being weekly, monthly, quarterly, yearly

The <Group by> Impact by Stage

This metric uses data in the 'funnel_impact_event' table. It will display how different group by options affect the likelihood of a journey progressing from one stage to the next AND from the first stage of a journey to the last stage of a journey (start to successful completion).

How to read this chart:

  • For journeys hitting this stage, if a pressure event in this stage occurs, this journey is N times more (or less if N is negative) likely to advance to the next stage than journeys in which this pressure event did NOT occur
  • For the column that is stage 1 to end stage (start to successful finish)
    • For all journeys, if a pressure event occurs, this journey is N times more (or less if N is negative) likely to end successfully than journeys in which this pressure event does not occur
  • Group by options: Campaign Type, Channel, Event Type and Program

Filters

Order

Filter Label

Required

Default Value

Selection

1

Date Period:

  • Current Quarter
  • Current Year
  • Current and Previous Quarter
  • Current and Previous Year
  • Previous Quarter
  • Previous Year
  • Past 60 days
  • Past 90 days
  • Past 180 days
  • Past 365 days

 

Y

Current and Previous Year

 

Single

2

Date Aggregation

Y

Monthly

Single

3

Funnel Name

Y

Company’s Default Funnel Model

Single

4

Group by:

  • Campaign Type
  • Channel
  • Event Type
  • Program

Y

Event Type

Single

5

Heat Map Metric:

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

Y

Conversion Rates

Single

Progression 1

Include Backfills

Y

Yes

Toggle

Progression 2

Completions Only - if selected, include early terminations is made inactive

Y

Yes

Toggle

Progression 3

Include Early Terminations

Y

No

 

Toggle

Campaign 1

Campaign List

N

N/A

Multi-Select

Campaign 2

Campaign Type

N

N/A

Multi-Select

Campaign 3

Channel

N

N/A

Multi-Select

Campaign 4

Program

N

N/A

Multi-Select

Company 1

Company List

N

N/A

Multi-Select

Company 2

Company Owner

N

N/A

Multi-Select

Company 3

Company Tier

N

N/A

Multi-Select

Company 4

Company Type

N

N/A

Multi-Select

Company 4

Customer Status

N

N/A

Multi-Select

Company 5

Industry

N

N/A

Multi-Select

Company 6

Region

N

N/A

Multi-Select

Opportunity 1

Opportunity List

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?

In-App Funnels: Summary Tab in Funnel Overview

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