Metrics: How do I analyze the performance of my funnel?

The “Metrics” area is at the heart of measuring the success of Funnels and making data-based decisions.

Whether it's about analysing the conversion rate, tracking visitor numbers or identifying optimization potential - the “Metrics” area provides the necessary insights.

This article explains how the functions in the “Metrics” area can be interpreted and used to make Funnels even more successful.

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How can I customize my metrics dashboard?
KPIs explained
Charts explained

How can I customize my metrics dashboard?

You can customize your metrics view using the menu at the top right:

You can:

filter by a specific time period using the date filter
arrange your metrics individually on your dashboard using the 3 dots
reset/delete your metrics data if required (❗️Be aware: once the data has been deleted, it can no longer be restored)
use the blue + to display other charts, insights and KPIs in your dashboard that are of interest to you

KPI's explained

New Conversions

How many new leads did I get?
A conversion occurs as soon as a user submits a form that contains contact details (i.e. a telephone number and/or an e-mail address).

Conversion Rate

What percentage of visitors converted to leads?
The ratio of funnel sessions to conversions (conversion = visitor submits form with contact details)

Completion Rate

What % of visitors have gone through the funnel to the last page?
The rate at which users navigate to the “result” pages in relation to funnel views. Calculated as the number of funnel opens divided by the number of “result” page views.

Sessions

How many visitors have opened my funnel/have landed on the first funnel page?

The number of funnel loads/calls in the period under consideration.

ℹ️ The funnel call is tracked immediately after the (complete) loading of the first funnel page, regardless of whether the visitor accepts the cookies or not.

Time to Completion

How long did it take my visitors to go through the funnel?

The average time it takes to complete a funnel. Calculated as the average time between a funnel call and completion (visit of the result page).

Charts explained

Activity by Daytime

At what time of day is the funnel used the most?

The funnel activity grouped by hours of the day. An activity is any type of interaction in the funnel, such as loading, button clicks, form submissions, etc.

Button Clicks

How often is which button clicked?

Number of clicks per button (absolute frequency).

Page to Page Conversion Rate

What % of visitors went to the next funnel page?

The rate at which visitors navigate from one page to the next. Here you can find out on which page most visitors bounce and then improve the funnel if necessary.

💡 The order of the pages corresponds to the order of the pages in the last published funnel version.

Status Distribution

How many of my contacts currently have which lead status?

The current status of each contact collected through this funnel is visible in the CRM.

Time on Page

How long do my visitors stay on which page?

The average time your visitors spend on a page before navigating to the next page or closing the funnel.

💡 The order of the pages corresponds to the order of the pages in the last published Funnel version.

Top UTM Sources

Where do my visitors/leads come from?

The most common sources (according to UTM parameters) through which visitors discovered the funnel.

UTM parameters are a snippet of code that is added to your funnel URL so that you can track the source of your visitors.

💡 If you want to learn more about UTM parameters and how to use them click here.

Device Split

Which devices do my visitors use?

The most frequently used devices in the period under review. The chart shows both the relative and absolute number of visits for each device.

Possible options are:
- Tablet
- Desktop
- Mobile device
- Other (includes game consoles, smart TVs, smartwatches or other wearables)

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