Overview
The Referral Funnel Report gives you a broader overview of your referral funnel, with optional benchmarking capability. You can use this report to analyze any combination of people counts, event counts, and formulas.
There are two main sections to this report: Filters and Advanced. We'll dive into each section below. But first, let's take care of some housekeeping:
Steps are the events in your program. These events typically have an actor (either a friend or an advocate) as well as an action.
Filters
Filters are what you'll use to distill your data.
Date Range: the range of data that will be in the report. Note that these are trailing date and time ranges, so "last week", for example, is the last 7 days.
Period: how the data in your report is grouped -- by day, week, month, or year.
Program Label: by default, this report pulls data from all steps in all programs. You can also choose to analyze one program at a time.
Campaign Id: by default, this report pulls data from all steps in all campaigns. You can also choose to analyze one campaign at a time.
Source: there are no default sources – the report will show steps from all sources. You can choose to only show steps from specific sources, such as email or a specific zone tag.
Channel (Advanced): there are no default channels – the report will show steps from all channels. You can choose to only show steps from specific channels, such as Email, Facebook, Twitter, Whatsapp, or Pinterest.
Quality (Advanced): this defaults to "All" and indicates the quality of the step. You can choose to filter by steps of all quality, only steps of high quality, or only steps of low quality.
Visit Type (Advanced): this defaults to "All" and indicates the type of visit that the person made. You can choose to filter by people who you have seen for the first time ("New To Client"), who have visited the program for the first time ("New To Program"), or who have visited the campaign for the first time ("New To Campaign").
Configuring the Report
Below are some defaults for a typical Refer A Friend program. If you'd like to count people or events outside of these suggestions, first navigate to the "Advanced" section, then select a step name, and decide what you'd like the output column to be called. For example, in the first row below, you'll see the step name we've selected is 'promotion_clicked', and we've given it a column name of Promotion Clickers.
The People
In order, these will give you:
A count of people who've clicked on a promotion (e.g. a global header, a global footer, an overlay, a confirmation autopop, a mobile notification OR a link from a promotion email, like a welcome email, a mail after purchase email, a stats email, or a reward email*)
A count of people who've viewed an on-site or in-app promotion (e.g. a global header, a global footer, an overlay, a confirmation autopop, a mobile notification)
A count of people who've advocated on your behalf (e.g. shared, referred, rated, or reviewed)
A count of people who've clicked on a share
A count of people who've registered**
A count of people who've converted
Attribution type refers to whether you want to see referral related people, people who are not referral related, or all people.
*Note: reward emails are for both advocates and friends. As they have calls to action, they count as promotion emails and promotion experiences.
**Note: currently, if you are using email capture in your program, it will be counted in the registered step.
The Events
Above is what you'd use to get a count of shares. Again, if you'd like to count people or events outside of these suggestions, simply select a step name and decide what you'd like the output column to be called.
Attribution type refers to whether you want to see referral related events, events that are not referral related, or all events.
The Formulas
Using the column names defined in the People Count and Event Count sections, you can create formulas that define relationships between said columns. Please note that your columns must be defined first, either in the People Count section or the Event Count section, before you can create a formula using those columns. You have two options for formulas: percentages and ratios.
You can see here that we've defined Advocate Click Through Rate as (Promotion Clickers ÷ Impression Viewers) x 100.
You can choose to optionally include a goal to track your progress for any given relationship. Simply toggle on the "Include Goal" option, include a numerical goal, and decide what you want the column that tracks your progress to be called:
Report Output
In your report output, you'll see the information you've specified using the filters:
Period Start and End Time: the start and end time of a given period
Period: how the data in your report is grouped
Program Label: the label of the program associated with the corresponding data
Campaign Id: the id of the campaign associated with the corresponding data
You'll also see the names of the columns that you specified in the People Count step, the Event Count step, and the Formulas step.
For a given formula, if you've included a goal, it will show as [Column Name] Benchmark. Using the example from above, the output columns would be:
Advocate Click Through Rate | CTR Percent to Goal | Advocate Click Through Rate Benchmark |
37 | 74 | 50 |
In your output, you will also get a "Total" row that sums up all your data. If you'd prefer not to include totals, you can toggle off "Include Totals" in the "Advanced" section.
Also in "Advanced" is where you can specify your dimensions. Our default dimensions are to group by Program Label and by Campaign Id, but you can also choose to group by things like Language or Country.