Overview
Funnel is a multi-touch attribution reporting feature that visualizes the journey users take across your campaigns before converting. Rather than showing only the final touchpoint before a conversion event, Funnel surfaces a sequence of up to three interactions that led to each conversion.
Limitations of last-touch attribution
Traditional last-touch attribution assigns full credit to the final touchpoint a user interacted with before converting. While straightforward, this model can undervalue earlier assisted touches. Assisted touches are touchpoints that play important roles earlier in the user journey but don’t receive last-click credit. As a result, channels that drive initial awareness or mid-funnel engagement may appear less effective than they actually are, leading to skewed budget decisions.
Benefits of Funnel
Funnel tracks and displays the path users take across multiple touchpoints, not just the last touch. This allows you to understand how different interactions work together to drive conversions.
With this path-level visibility, you can:
See aggregated paths showing how users moved between touchpoints before converting.
Compare conversion paths across dimensions such as ad partners, campaigns, channels, and keywords.
Analyze user journeys leading to any conversion event, including installs, Branch Standard Events, and Branch Custom Events.
Identify which touchpoints serve as effective entry points versus which drive final conversions.
These insights enable more informed budget allocation decisions by accounting for the contribution of more touchpoints in the conversion journey.
Overlapping lookback windows
Funnel supports overlapping lookback windows, allowing each ad partner to maintain its own attribution window length simultaneously.
In traditional attribution, when a user converts, the most recent touchpoint within an active conversion window receives credit. This effectively cuts off earlier partners from their full lookback periods.
With Funnel, each partner’s attribution window exists independently. If a user interacts with multiple ad partners and then converts after some partners’ windows have closed, then the conversion is still attributed to the last partner whose window was still active. This is true even if that partner wasn’t the most recent touchpoint. This approach ensures that partners with longer attribution windows can receive credit for conversions that occur throughout their full window period, providing a more accurate view of each partner’s contributions over time.
Learn more
To learn more about Funnel:
For Funnel in legacy Branch, visit our legacy guide.
For Funnel in new Branch, visit our new guide.
To learn more about setting attribution windows:
For attribution windows in legacy Branch, visit our legacy guide.
For attribution windows in new Branch, visit our new guide.