Funnel widget

A Funnel widget lays a sequence of steps side by side and shows how many carry over from one to the next, so you can see where a flow narrows. Each step is a metric; the widget draws them in order and marks the drop-off between them. You can use it as a conversion funnel or a list-growth funnel, depending on the dataset you select.

What each step shows

Each step shows the metric’s name, its value for the current period, and, after the first step, its conversion rate: that step’s value as a percentage of the one before it. So a Delivered step reading 92% means 92% of what Sent counted made it through. The first step has no rate, because there’s nothing ahead of it to convert from.

The conversion funnel

The conversion funnel draws a chain of campaign metrics from the widest step to the narrowest, such as Sent, Delivered, Opens, Clicks, and a conversion metric like Transactions. It works with a campaign-metrics dataset, and the picker offers that dataset’s funnel metrics, so not every metric qualifies. You choose the steps and their order in the widget’s settings, arranging the funnel from the broadest step down to the outcome.

The list-growth funnel

The list-growth funnel compares audience lists instead of campaign steps. Select the list members dataset and each step becomes one list, drawn at its size for the period. You pick the lists to include, and set their order, in the widget’s settings.

Horizontal and vertical

A Funnel comes in two directions, and you pick one when you add the widget from the gallery: Horizontal draws the steps left to right, narrowing across the card; Vertical stacks them top to bottom. The direction is the widget’s shape, not its data: both show the same steps, values, and conversion rates, and neither reads differently from the other. Choose the one that fits the space on the board: horizontal suits a wide card, vertical a tall one.

Set up the widget

A Funnel’s settings follow the mode you’re in. Until you pick a metric or a list, the widget shows a short placeholder in place of the funnel.

• Dataset: the data the funnel draws from. A campaign-metrics dataset gives you the conversion funnel; the list members dataset gives you the list-growth funnel. The dataset decides which picker and controls appear below.
• Conversion metric (conversion funnel): the steps to draw, as a list you add to and reorder. The order you set is the order of the funnel, so arrange the steps from the widest down to the outcome. At least one step is required.
• Lists (list-growth funnel): the audience lists to compare, each drawn as one step.
• Filter (conversion funnel only): narrows the funnel to a slice of campaigns, on top of the board’s global filters. The list-growth funnel has no filter.

The direction is set when you add the widget, not here, so there’s no direction control in the settings. Opening the editor, setting a title, and saving work the same way for every widget, and are covered on the Dashboards page.