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Deep Dive: Use Analysis and Tracking

How to optimize your funnel with data so it brings you lots of qualified leads. This is how analytics and tracking work.

Timm Hayek avatar
Written by Timm Hayek
Updated over a week ago

As soon as your funnel is set up and live, the next step is continuous optimization to collect the best leads at the lowest possible cost. You’ll learn how in this article.

Understanding Your Funnel’s Analytics Capabilities

At the top of the funnel menu, you’ll find the "Metrics" tab. Click on it to access all the analytics tools available for your funnel. Here's what you’ll see:

  • The "Metrics" tab in your funnel interface

  • A menu with all available analytics tools

  • Various tiles showing insights into your funnel and user behavior

💡 More info about metrics can be found in this article.

Detailed Explanation of the Analytics Pages

  • Metrics: Here you’ll find an overview of all key numbers and insights. You'll see all major KPIs at a glance and can dig deeper into details like the page-to-page conversion rate, UTM sources (where your visitors are coming from), activity by time of day, and device distribution.

  • Analysis: Here you can view the conversion rates from one funnel step to the next. This shows you where visitors drop off or whether they’re even entering the funnel at all—helping you identify exactly where to optimize.

  • Insights: Here you can see what percentage of visitors clicked which answer options (if you've included them in your funnel). This helps you gain valuable information about your audience to improve your ads or landing pages.

  • Conversions: Here you'll see all users who successfully completed the funnel. You’ll also see the exact times when each lead came in.

  • Views: This shows a list of all sessions in your funnel. Users who didn’t submit data are anonymized, while sessions that converted will show the email address.

💡 Note: With every funnel visit, we automatically send a "Page View" event. This allows you to precisely track which pages were viewed and which answers were clicked. This is sent to Meta (Facebook & Instagram) and Google Tag Manager without any extra setup. More details on analytics are available in this article.

Understanding the Key Funnel Metrics

If you’re new to funnel marketing, the various figures, percentages, and terms can be confusing at first. Here’s an explanation of the key numbers and terms to focus on:

  • Conversion Rate: This shows the percentage of homepage visitors who become leads (i.e., who sign up). A rough target value is 10–20%, though lower rates may still be acceptable depending on your offer and funnel setup.

  • Page to Page Conversion: This shows exactly where in your funnel users drop off. You can find this under "Analysis" in the Metrics menu.

  • UTM Sources: This tells you exactly where your visitors are coming from—e.g., Instagram, Facebook, or Google.

  • Activity by Time of Day: See when your audience is most active.

  • Device Distribution: See what types of devices your users are using. For example, if 90% of users are on mobile, optimize the funnel for mobile viewing.

💡 Want a deeper understanding of these KPIs and metrics? Take a deep dive here: How do I analyze the performance of my funnel?

Integrating Tracking via Direct Integration

To quickly and easily implement tracking for your desired marketing platform into your funnel, we’ve built integrations for the major platforms. You can find these under "Apps" in your funnel menu:

Add Tracking Scripts to Your Funnel via HTML

Here’s a step-by-step guide on how to add custom code snippets to the head/body of your funnel to connect specialized tracking tools that aren’t part of our integrations:

  1. Go to your funnel in the backend, then click the three dots next to the name of the funnel step in the left column (next to the homepage). Then click "Tracking Code".

  2. A pop-up will appear where you can choose between Head & Body code. Paste your code into the dark field and click "Save".

  3. To activate the changes, click the lightning icon in the top right and publish your funnel with all changes – done.

More information on the following topics in our Help Center:

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