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Overview

The Funnel Performance report — labeled Funnel Performance in My Extole — gives a broad overview of your referral funnel, with optional benchmarking. Use it to analyze any combination of people counts, event counts, and formulas. The report has two main sections: Filters and Advanced. Events in your program typically have an actor (a friend or an advocate) and an action. When you add a column, you select a step_name for that event.

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Filters

Filters distill the data in the report.
  • Date Range: The range of data in the report. These are trailing date and time ranges, so “last week” is the last seven days. Defaults to Last Day.
  • Period: How the data is grouped — by day, week, month, or year. Defaults to None.
  • Program Label: By default, the report pulls data from all events in all programs. You can also analyze one program at a time.
  • Campaign Id: By default, the report pulls data from all events in all campaigns. You can also analyze one campaign at a time.
  • Source: No default sources — the report shows events from all sources. You can show events from specific sources, such as email or a specific zone tag.
  • Channel: No default channels — the report shows events from all channels. You can show events from specific channels, such as Email, Facebook, Twitter, WhatsApp, or Pinterest.
  • Quality: Defaults to All. This indicates the quality of the event. You can filter by events of all quality, only high quality, or only low quality.
  • Visit Type: Defaults to All. This indicates the type of visit the person made. Filter by people you have seen for the first time (New To Client), who visited the program for the first time (New To Program), or who visited the campaign for the first time (New To Campaign).

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Configuring the Report

The report’s default columns count transacted events: Transactions (EVENT_COUNT(transacted)) and Transactors (PEOPLE_COUNT(transacted)). To count other events, go to the Advanced section, select a step_name, and name the output column.

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Suggested Refer A Friend Columns

For a typical Refer A Friend program, add people-count columns such as:
  • People who clicked a promotion (a global header, global footer, overlay, confirmation pop-up, or mobile notification, or a link from a promotion email such as a welcome email, mail after purchase email, stats email, or reward email) — for example promotion_clicked as Promotion Clickers
  • People who viewed an on-site or in-app promotion
  • People who advocated on your behalf (shared, referred, rated, or reviewed)
  • People who clicked a share
  • People who registered
  • People who converted
Attribution type refers to whether you want to see referral-related people, people who are not referral-related, or all people.
Reward emails go to both advocates and friends. Because they contain calls-to-action, they count as promotion emails and promotion experiences. If your program uses email capture, it counts in the registered event.

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The Events

Use the Events section to get a count of events, such as shares. Select a step_name and name the output column. Attribution type refers to whether you want to see referral-related events, events that are not referral-related, or all events.

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The Formulas

Using the column names defined in the People and Event sections, you can create formulas that define relationships between those columns. Your columns must be defined first — in the People Count or Event Count section — before you can use them in a formula. You have two options: percentages and ratios. For example, Advocate Click Through Rate = (Promotion Clickers ÷ Impression Viewers) × 100. To track progress toward a goal, toggle on Include Goal, enter a numerical goal, and name the column that tracks your progress.

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Report Output

In the output, you see the information you specified with the filters:
  • Period Start and End Time: The start and end time of a given period
  • Period: How the data is grouped
  • Program Label: The label of the program for the corresponding data
  • Campaign Id: The id of the campaign for the corresponding data
You also see the column names you specified in the People Count, Event Count, and Formulas sections. For a formula that includes a goal, the goal shows as [Column Name] Benchmark. Using the example above, the output columns are: Totals are off by default. To add a Total row that sums your data, toggle on Include Totals in the Advanced section. The Advanced section is also where you set your dimensions. The default dimensions group by Program Label and Campaign Id, but you can also group by dimensions such as Language or Country.