Funnel Reports


Funnels Overview

Woopra’s Funnels are simple, yet powerful analytics reports that allow you to track your visitors’ progress through important conversion paths on your site. They illustrate the percentage of your original cohorts who complete each step in order, and illuminate problem areas in your conversion process where your customers drop off. Armed with this insight, these reports make it easy to identify opportunities to optimize key processes for your customers and make better decisions for better results.

A Funnel’s “Path” is determined by selecting an essential starting Action and defining a subsequent Goal path from that point. It is important to select this first Goal carefully, as this will define the cohort group which your funnel will analyze. Ideally, each following Goal should be a vital action, which depends upon the completion of the previous step, and leads to a final conversion Goal.

Funnel Goals and Structure

Goals are key Pageviews, AppConnect App Actions or Custom Actions (an action such as clicked button, played video, etc.) which determine the steps in your Funnel. Each funnel can have as many goals as you like, and their sequence defines the path you would like to analyze.

As you set up your Funnel goals, Woopra will calculate the cohort of visitors which completed the first goal, how many of these then completed the second goal, how many then made it to the third goal and so on, as well as the average amount of time and number of visits between each completion.

While the goals must occur in sequence for the visitor to be included in the funnel, visitors may do any number of things over multiple visits between each goal. For example, if two of your goals are “Sign up” and “Open Welcome Email” from your installed App, a visitor who Signs up, views the features page, leaves, returns, and finally opens the automated Welcome Email sent from, will be considered to have completed that portion of the funnel.

Funnel timeframes are also flexible, allowing for long-term analyses that may take weeks or months to be completed. If you set your funnel timeframe to 12 weeks, a website visitor may complete step 1 of your funnel on their first visit to your website, but not complete the last step until 3 months later. Since the timeframe of your report extends to include these visitors, they will appear in your Funnel steps.

Use Cases

Funnel reports are important for anyone who wants to pinpoint and act upon pitfalls in their processes. They can be used to consider both long term and short term conversion paths.

Short term funnels are a series of small goals for a visitor to reach a major milestone. For example, an E-commerce site with a new checkout system might set up a Funnel to monitor how successfully visitors are navigating through a purchase, from adding to a cart, to checkout, to shipping info, to payment entry. Short term funnels allow rapid optimization of the user experience, updating flows and forms to improve conversion rates.

Long term funnels allow you to study broader range customer journeys. With a Signup funnel similar to the one above, an online game company might examine the numbers of visitors who sign up, start a free trial, choose to upgrade to a paid subscription, and successfully add a payment method. With this information, they might identify and target at-risk areas (which themselves can be broken down into short term funnels) to increase support or adjust user experiences for better conversion.

Creating your Funnel Report

Setup the Report



  1. Click the “+” button at the top left of the Funnels view to create a new funnel. You will be presented with a dialog box asking you to name your funnel. Once you’ve named your funnel, click “Create Funnel”.
  2. Next you will be presented with a single button that says “Add First Goal”. Click the button to add a goal.
  3. Here, you will choose your initial goal, such as making a purchase, signing up for a newsletter, or whatever important action will start your visitor’s conversion path. Remember, choosing this goal is extremely important, as it will determine the group of visitors that you will be analyzing through all of the subsequent steps. You can define your goal using the filter as shown below. For more information on how to define these filters, please see our documentation on defining triggers.
  4. Once you’ve chosen a goal, Woopra will calculate how many visitors have completed it. Next, you can click the down arrow at the top right of the goal and choose “Add Goal after…” This will allow you to add a second goal of your funnel. You can then add third and fourth goals and so on.



Funnel reports also allow you to modify your comparison group at any time to compare the performance of different cohorts, using the comparison chart. Comparisons make it easy for you to see how conversion success through the funnel changes by segment. The image below shows the large number of built-in comparisons that Woopra has set-up, out of the box. Beyond these, An extra column of comparison options will automatically populate, determined by the properties defined in your first goal.

Working With Report Data

Segmenting Reports


As with all of Woopra’s features, you can use filters to segment reports, giving you deeper insight into how different types of customers engage with your content and product.

From the drop-down at the top left, either select a saved segment (Labels) or, select “New Segment” to create one on the fly using segmentation filters. For more information on configuring segmentation filters, please see our documentation on defining segments.

Other Actions

Zoom in on icons - Retention

Sharing Reports

Funnel reports can be shared with your Groups of Agents. To share a report, click the arrow at the top right and select the Groups you’d like to share with.

Pinning as Dashboard Widget

The pin icon will instantly create a widget on your dashboard defined by your report settings. Click on the widget from the dashboard to be directed straight to the full report.

Exporting Report Data

Report data can be exported in various formats by clicking the export icon (downward arrow). An export field will pop up listing available format types to choose from, as well as a ‘schedule task’ option, which will set a task to email the report data, including any segmentation defined, on a regular interval of your choosing.

Editing Reports

Once a report is loaded, the gear icon in the top right allows the report to be edited, duplicated, deleted or closed.

Adjusting Date Range

Woopra will calculate the Funnel Report based on any period of time available. By default, it is set to Auto, or 30 days. You can change the period of time that you are interested in by clicking the calendar icon in the top right.

Loading Reports

The sidebar list shows all reports that have already been created and configured. Click on a report to load the report in Woopra.

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