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Intro to Funnels

Neal Kaplan

Funnels allow you to calculate the number of actors that pass from one state to another as well as the elapsed time between those states. 

You define a funnel by building a series of steps. When you run a funnel, it measures how many actors matched that series of steps during their journeys, within the specified time period. For example, the typical steps e-commerce shoppers perform during checkout, such as view shopping cartenter shipping addressenter billing information, and confirm purchase comprise a funnel.

Unlike sessions, funnels are defined by matching steps (specific events) rather than timeout. Funnels can also be used to find paths to, from, and between particular steps.

Use funnels to understand the behavior of flows such as registration for an application, actions people take to play a song in an online media player, or various conversion rates like a checkout cart or paywall. The auto-generated funnel metrics allow you to drill into these flows to more deeply understand them.

See Build funnels and funnel metrics for more information about using funnels. 

Funnel metrics

Interana creates five metrics for each funnel.

  • <funnel name>.current_state: This represents the most recent step that was reached within a funnel. This is calculated on a per-funnel instance basis. For example, if I had a funnel named myFunnel, where Step1 was Register, Step2 was Purchase, and Step3 was Log Off, events with myFunnel.current_state=1 would be all events that happened between Register and Purchase, including register and excluding Purchase.
  • <funnel name>.terminal_state: This represents the furthest step reached within a particular pass through a funnel. This is calculated on a per-funnel instance basis. For example, if I had a funnel named myFunnel, where Step1 was Register, Step2 was Purchase, and Step3 was Log Off, and today I registered, purchased, and logged off, then all of my events from Register to Log Off would have myFunnel.terminal_state=3 since the furthest step I reached through this pass of the funnel was 3.
  • <shard key>.max.<funnel name>.terminal_state: For each actor, if the actor passed through a funnel multiple times during the time range that you selected this metric shows you the furthest step that they reached in all of their passes through the funnel.
  • <shard key>.<funnel name>.time_between.<step>.<step>: This is the time each actor took between steps, for any pair of steps in the funnel. If the actor made multiple passes through the funnel, this computes the average of those times.
  • <funnel name>_transition_time_to_current_state: This is the amount of time it took to reach the step representing the current_state in the funnel pass from the step representing the previous state in the funnel pass. This is calculated on a per-funnel instance basis.

Interana labels these metrics as  funnel  <metric name> in lists. 

See Build funnels and funnel metrics and for detailed descriptions and examples.

Creating funnels that reset if the first step is repeated

If you select Reset funnel if event matches Step 1, funnels will reset automatically if, after starting a funnel, a user performs the first step of the funnel again. The funnel will end and a new funnel will begin at the repeated step. By default, this setting is not active and funnels will not reset. 

For example, if funnel reset is enabled, this funnel will reset if the user performs the "register" step again:

By default, funnels will not reset.