Getting started with the funnel analysis report

You will learn

Learn how to use funnel analysis reporting to review a customer’s journey with your brand and where they may potentially drop off before an action or conversion. Knowing more about where a customer may drop off is helpful in understanding where you can optimize your marketing funnel.

Accessing the dashboard

1. If you are an Advanced KDP customer, navigate to Advanced KDP > Intelligence > Customer Insights > Funnel analysis. Alternatively, if you are a Marketing Analytics customer, navigate to Marketing Analytics > Customer Insights > Funnel analysis.
2. If this is your first time creating a funnel analysis, select Create funnel as shown below.

Customizing and adding your funnel analysis cards

When creating a new card or funnel graph, you will have the options to name your card (note that this will apply to each individual card or graph in your dashboard), filter by a particular segment if you choose, and add your specific metric steps or actions.

You can also choose to add additional filters to each step to hone into more specific subsets of customers. These options will be available in the settings menu that appears from the right of your screen when selecting Create funnel, as shown below.

1. Name your card as something that is identifiable to the customer journey you are trying to review. For example, “New customers who did not purchase in the last 90 days.”
2. Next, you have the option to filter by one customer segment. This is helpful if you want to focus on a particular subset of your customers and their behaviors. Open the Filter by segment (optional) dropdown and either choose your segment from the alphabetized list or search in the Filter field.

3. In the next step, you have the option to specify the maximum time window between the first and last step of the funnel you are creating. Open the Days dropdown and choose from options for Hours, Days, or Weeks, and then input a whole number in the field to the left. 

You will then come to the section to configure your funnel steps or events and see where customers are potentially dropping off in their journey.

4. Open the Metric dropdown and either choose your metric event from the alphabetized list or search in the Filter field. This list will contain all Klaviyo events and any events from your ecommerce integrations.

5. Click Add Step if you want to add more than the required 3 steps.

Underneath each step, you have the option to add a filter to further refine your customer subset. For example, If you are looking at a segment of repeat customers, you may add a filter by Country to review where these orders are primarily coming from.

6. To add a filter to a step, open the Select an additional filter dropdown and either choose your metric event from the alphabetized list or search in the Filter field.

If you choose to add filters, you will need to add a value. Values are related to your chosen metric and filter types. For example, if you choose a non-conversion metric such as Active on site and a filter as Attributed Message, you will see options to choose the specific attributed message from the value dropdown.

7. To add a value to a step and filter, open the Select a value dropdown and either choose your metric event from the alphabetized list or search in the Filter field.

8. Once you are satisfied with your funnel setup, click Create.

Troubleshooting potential card errors

If your funnel has been successfully created, you will see your new card appear at the top of the dashboard.

However, if you receive an error message noting that “Your funnel could not be saved,” refresh the page and try again. If you receive a message that “Something went wrong,” this means that the data is currently not available. You will need to refresh the page manually and see if your data will now load. Additionally, you may receive card errors noting that you are using an inactive segment or one or more of your metric events has since been deleted. For this message, either refresh the entire page or make adjustments to your funnel as necessary, and click **Create** to save these changes.

Reviewing your results

Once your funnel card has been created, it will appear at the top of your dashboard. You can always adjust the order of your cards if needed. Below is an example of a funnel card with 4 steps.

Depending on how many steps you added, each card will display a bar graph per step reflecting your step order from left to right.

The first bar on the left represents the aggregated total number of customers that qualify for that metric event within your report’s time frame (reflected in the top number and in the bar itself). Each subsequent bar represents the number of customers who qualify for that particular metric as a subset of the total from the first bar or step (reflected in the top number, percentage, and bar itself).

If we apply this to the example above, this means that of the 502 customers who used SMS to purchase, 469 customers or 93.4% customers actually received the SMS. And of those 469 customers, 269 or 57.4% clicked on the SMS message. Then 259 ultimately placed an order or 96.3% of our total customers from the prior step.

You can also review the overall completion percentage from the first step in your funnel by hovering over any of the bars in card. In the example shown above, 53.6% have completed this step from those that started this funnel.

Editing your cards

1. To edit a card, find the particular funnel card or graph that you want to adjust and click Edit.
2. The settings menu will appear from the right. Make any edits or updates that you need to your funnel steps.
3. Once you are satisfied with your edits, click Save.

Customizing the main dashboard view

In addition to customizing the setup of each individual card, you can also customize settings for the entire dashboard itself.

Adjusting the dashboard time frame

By default, the funnel dashboard and all cards will use the last 7 days as the time frame.

However, you can adjust this to the following options:

• Last 30 Days
• Last 90 Days
• Last 365 Days
• Week-to-date
• Month-to-date
• Year-to-date
• Custom (choose your own start and end date)

1. To adjust the dashboard date, click on the time frame dropdown at the top of the report.

2. Choose your desired time frame.

Adjusting the order of the dashboard

To adjust the order of your cards, click and hold the dot icon at the top of a card. Drag and drop each card to its desired location.

Additional resources

Troubleshooting the funnel analysis report

Getting started with Klaviyo onsite tracking

Understanding cookies in Klaviyo