Funnels

Welcome

In this module, you will look into Funnels under Reports and learn how to use it to analyze customer behavior.

After completing this module, you should be able to:

• Understand what a funnel is and how it's used for customer behavior

• Create a new funnel and configure key options​

• Manage the funnel (edit, copy, share, delete)​

What is it? / Why use it?

A funnel represents a sequence of steps you expect customers to follow. ODP shows how many customers complete each step and where they drop off. They are crucial for identifying where and why customers abandon an engagement pipeline, especially when conversions are not meeting expectations. You can build funnels with multiple stages using active events that reflect user actions. Some examples include:

• Email Conversion: Email Sent > Email Open > Email Click > Order Line item Purchase
• On-site Conversion: Product Detail View > Add to Cart > Order Line item Purchase

ODP supports different funnel calculations and time windows to analyze customer engagement:

• Within visit: Shows customers completing the funnel within a single visit. Each distinct visit can be counted, and the funnel resets per visit.
• Across visits: Shows customers completing the funnel irrespective of multiple visits. A customer is counted only once.

Here an interactive guide on how to use funnels: