Funnel reports

Funnel reports measure the number of users who pass through or drop off each step in a funnel you define. Funnel steps can be campaign link clicks, website visits, or app events.

Tapstream automatically performs cohorts analysis on users who complete each funnel, giving you 1-, 3-, 7-, and 30-day average revenue per user and retention for survivors of your funnels.

Funnel report results are typically one to six hours behind real time.

Defining funnel steps

To define a funnel, click the Funnels tab from the main Tapstream dashboard navigation. Then, press Create Funnel.

Give your funnel a human-readable name.

Decide whether to anchor your funnel. The 'Start Anchored' and 'End Anchored' toggles allow you to force the funnel to only match users whose first action is the first step of the funnel, and whose last action is the last step of the funnel.

Now, add steps to your funnel. Funnels are composed of 'hits' (campaign clicks and website visits) and 'events' (in-app events tracked by the Tapstream SDK).

Adding hit steps to your funnel

Add a hit step to your funnel if you want to match timelines that include a click on a certain campaign or a visit to a certain website.

Press the + Add another hit button. By default, the new step will match any campaign click or website visit. To narrow its scope, change the match type dropdown from 'Any' to 'Exact'. This will allow you to choose a specific campaign that this step should match.

For more match types, press the Advanced button.

Adding a funnel hit step with advanced options

From here, you can match hit steps based on several fields. To satisfy this funnel step, a hit must match all of the definitions you provide here.

  • Campaign Name: The 'friendly name' of the campaign, defined in the Tapstream dashboard.
  • Slug: The unique API path of the campaign URL. If you use a custom domain with Tapstream, the slug is the path of the campaign URL on your custom domain.
  • Short Link: The unique shortener path of the campaign URL. For example, in the short link http://taps.io/xyz, the Short Link refers to xyz.
  • Referrer: The HTTP referrer of the campaign click or website visit.
  • Title: For website visits, the visited page's <title>.
  • Path: For website visits, the visited page's path (the part of the page URL after the domain, before the query string)

You can match each of these fields on one of several match types.

  • Any: Matches on everything.
  • Exact: Matches on the exact string you provide. Case sensitive.
  • Starts with...: Matches if the field's value starts with the string you provide.
  • Ends with...: Matches if the field's value ends with the string you provide.
  • Contains...: Matches if the field's value contains the string you provide.
  • Regular Expression: Matches if the field's value is a match for a regular expression you provide.

Adding event steps to your funnel

Add an event step to your funnel if you want to match timelines that include a certain event type being triggered by your app.

Press the + Add another event button. As with hits, the new step will match any event by default. You can narrow its scope by clicking the 'Any' dropdown and changing it to a different match type.

Choosing the 'Exact' match type will present you with a dropdown of all of your event types. The other match types are defined in the table above, and require you to enter a string to be matched against.

Adding a funnel event step with the Exact match type

Strict and loose step links

Funnel steps can be strictly or loosely linked.

Define your step links as strict if you want to only match timelines that have the exact same sequence of steps as in your funnel definition.

Define your step links as loose if you want a funnel to match a timeline even if other hits and events occur between steps.

Funnels overview

The Funnels overview screen is accessible from the main Tapstream navigation. It provides two views of your funnel reports: Performance, which shows the length of the funnel, funnel entrances, and funnel completions, and Cohorts, which shows you ARPU and retention metrics for the users who completed your funnels.

Both of these views respect the date range you set in the top-right of the dashboard.

The Funnels overview screen

Funnel details

Each funnel has a Details page. This page shows detailed performance and cohort data scoped to an individual funnel. Your funnels' details pages are accessible by clicking on a funnel's name in the funnels overview screen.

The funnel details page also contains links for editing and deleting the funnel.

Funnel details, Performance

The Performance tab of the funnel's details screen shows you a funnel chart and table, displaying the number of completions and dropoffs at each funnel step.

The funnel chart on a funnel's details screen

Funnel details, Cohorts

The Cohorts tab of a funnel's details screen shows you the average revenue per user and retention of users who completed the funnel. Users who did not complete your funnel will not appear here. This makes the funnel reports a powerful tool for creating arbitrary cohort definitions.

The funnel chart on a funnel's cohorts screen