Funnel (New)

Introduction

Funnel Analysis simplifies multi-touch attribution reporting by visualizing the journey users take across your campaigns before converting. Instead of viewing only the last touchpoint before a conversion event, you can see the sequence of up to three interactions that led to each conversion.

Traditional last-touch attribution assigns full credit to the final touchpoint a user interacted with before converting. This model can potentially undervalue assisted touchpoints, which are touchpoints that play important roles earlier in the user journey but don't receive last-click credit.

Funnel addresses the limitations of last-touch attribution by tracking and displaying the full path users take, enabling you to understand how different interactions work together to drive conversions.

With Funnel, you can:

• View aggregated paths showing how users moved between touchpoints before converting.

• Compare conversion paths across different dimensions such as campaigns, ad partners, and other attributes.

• Analyze user journeys leading to any type of conversion event including installs, Branch Standard Events like “Add to Cart”, or other Branch Custom Events that you’ve defined.

• Identify touchpoints that serve as effective entry points versus those that drive final conversions.

• Understand the role of assisted touches, where channels may receive little last-touch credit but significantly influence user behavior.

This path-level insight allows you to make more informed budget allocation decisions by accounting for the contribution of more touchpoints in the conversion journey, not just the final interaction.

Overlapping lookback windows

Funnel supports overlapping lookback windows, allowing each partner to maintain its own attribution window length simultaneously.

In traditional attribution, when a user converts, the most recent touchpoint within an active window receives credit, effectively cutting off earlier partners from their full lookback periods.

With Funnel, each partner’s attribution window runs independently. If a user interacts with multiple ad partners and then converts after some partners’ windows have expired, the conversion is still attributed to the last partner whose window is 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 contribution to user behavior over time.

Set attribution windows

To set your global attribution windows at the app level:

1. In Branch, go to Configuration > Attribution.

2. Set your values for the various attribution types.

To set custom attribution windows at the ad partner level:

1. In Branch, go to Configuration > Ad Partners.

2. Find the ad partner you want to update in the list of ad partners.

3. Select the Attribution Windows tab.

4. Turn off the “Use ad partner attribution settings” toggle.

5. Set your own custom attribution window values for that ad partner’s attribution types.

Packaging

Funnel is available as part of certain Branch plans. For more information, please see our Pricing page or contact our Sales team.

Use Funnel

To access Funnel, go to Analysis > Funnel in Branch.

Funnel requires three parameters:

• The date range you want to see user journeys for.

• The event that you consider the conversion event for your scenario.

• The “compare by” dimension to break out the user journeys by, such as ad partner or campaign.

In addition to these three parameters, you have the option to add filters. These are helpful if you only want to see certain campaigns, channels, features, etc.

Your chosen date range, conversion event, and “compare by” dimension will be displayed at the top of the screen, alongside any filters you’ve added.

Available dimensions

The list of dimensions available for the required “compare by” field includes:

• Ad Set ID

• Ad Set Name

• Advertising Partner Name

• Branch Channel

• Campaign

• Campaign ID

• Feature

• Keyword

Available filters

The list of filters you can add to your widget includes:

• Ad Set ID

• Ad Set Name

• Advertising Partner Name

• Assist 1

• Assist 2

• Branch Channel

• Campaign ID

• Campaign Name

• Channel

• Conversion Event

• Date

• Feature

• Geo Country

• Keyword

• Last Touch

• OS

Read Funnel data

Funnel has a strong visual component, as well as a structured table component. Use both views together to gain a more complete understanding of user engagement and drop-off points.

Read visual data

Funnel presents data visually in the form of a traditional Sankey diagram. Sankey diagrams have two main parts:

• Nodes: These represent the different touchpoints a user goes through on their journey to a conversion event. Funnel will show up to three nodes, or touchpoints, before a conversion. This information is displayed in the form of text. Note that in a user journey with three touchpoints:

  • Last Touch is the most recent touchpoint.

  • Assist 1 is the second-to-last touchpoint.

  • Assist 2 is the initial touchpoint.

If a user journey has fewer than three touchpoints, you will see that reflected with the No Touch label in the Assist 1 and/or Assist 2 columns.

• Links: These are the colored lines that connect touchpoints together. By following these flows, you can track groups of user journeys between touchpoints, and see where they diverge or drop off.

Tip

By setting your date range and filters to be appropriately selective, you can make sure that you’re viewing a manageable number of flows at once.

To read the visual diagram:

1. Find the identical horizontal lines at the top and bottom of the diagram, with the benchmarks Assist 2, Assist 1, Last Touch, and Conversion Event. User journeys move from left to right along these benchmarks.

2. Notice that user journeys are batched together based on having a shared touchpoint, and that the touchpoint is given a label. This label tells you what that touchpoint is attributed to.

   • If a label says No Touch, follow the path(s) to the right until you see a label populated with data. This is where attributed touches start for those user journeys.

3. Hover over one of the paths. A popover will appear that contains:

   • From: What this touchpoint is attributed to.

   • To: What the next touchpoint is attributed to.

   • Total Count: How many user journeys shared this particular section of the path.

4. Observe that a single touchpoint is often the starting point for many different paths. Paths can start at the same touchpoint and then diverge. This can happen at the Assist 2, Assist 1, and/or Last Touch benchmarks.

5. All user journeys then converge at a single Conversion Event. The label for that touchpoint will reflect the name of the conversion event you set for your Funnel report.

Read structured data

To view Funnel data as a table:

1. At the widget level, hover over the top-right corner of the Funnel visual diagram until the three-dot icon appears.

2. Select the three-dot icon.

3. Select Show underlying data from the menu that appears.

Each row represents a unique scenario, and the Count column tells you how many users that scenario applies to. For example, if two users have all the same touchpoints but are on different operating systems or in different geolocations, they will be in separate rows in the table.

To change the columns included in the table:

1. Select the Edit columns button.

2. Check the box next to each column you want to include in the table.

3. Select the Done button when you are finished.

Use Ivy for insights

Funnel works best when you start with a specific marketing question in mind. Ivy, your powerful AI partner in Branch, can answer that question using your Funnel data and surface insights tailored to your situation.

Use the example questions in the table below to get started with Ivy in Funnel.

Download data

To download the Funnel visual diagram as a PNG:

1. At the widget level, hover over the top-right corner of the Funnel visual diagram until the three-dot icon appears.

2. Select the three-dot icon.

3. Choose Download from the menu that appears.

4. Select PNG as the download type.

5. Select the Download button.

To download the Funnel visual diagram as a PDF:

1. At the dashboard level, select the three-dot icon that lives to the right of the Ivy chat box.

2. Select Download PDF from the menu that appears.

To download Funnel data as a structured table:

1. At the widget level, hover over the top-right corner of the Funnel visual diagram until the three-dot icon appears.

2. Select the three-dot icon.

3. Choose Download from the menu that appears.

4. Select XLSX or CSV as the download type.

5. Select the Download button.

Alternatively, to download your Funnel data specifically as a CSV:

1. At the widget level, hover over the top-right corner of the Funnel visual diagram until the three-dot icon appears.

2. Select the three-dot icon.

3. Select Show underlying data from the menu that appears.

4. If you want to change the columns included in the table, select the Edit columns button and update your chosen columns.

5. When you’ve confirmed your columns look as expected, select the Download CSV button.

Data reference

The full list of fields available in Funnel are outlined in the table below.

FAQ