A Funnel report shows a specific sequence of events performed by a user (also called a funnel). It enables you to understand how many users progressed through different stages. A Funnel report enables you to understand how users behave over time and to find sequences of events that lead to a goal (for example, when a user either makes a purchase or drops out).

Funnel reports also enable you to slice events by various population segments and event properties and to compare them. For example, in order to perform A/B testing in which you compare the steps (events) performed by users from different countries before they purchase.

A Funnel report can describe up to five sequential events.

To create a new Funnel report:

  1. In the CoolaData Administrator console, click Reports reports.

– OR –
In the Dashboard window, click the Add Reports 6-15 button.
A list of reports is then displayed.


  1. Click the + button to add a new report. A dropdown menu of report types is displayed. Select Funnel.


  1. In the Completed funnel by field, select the time range by which the funnel of events is to be completed.

User Lifetime and Single Session

    • Single Session – The entire funnel must start and complete within a single user session.
    • User Lifetime – The entire funnel must start and complete within the date range of the report, meaning that it may extend over multiple user sessions.

Both these options show all the events in the funnel regardless of whether the funnel completed within the time range of the report. This means that some of the data in the report reflects events belonging to funnels that were not completed, so that some events of the funnel might not have taken place at all or some events might not have taken place within the date range of the report.
These two options do not enable you to filter by the value of event properties.
Note – Only events that have the Include in Path option checked are included in the report.
Note – The User Lifetime and Single Session options retrieve data from the CoolaData’s aggregated Sessions Table.

1 Day, 2 Days – 60 Days

The 1 Day, 2 Days – 60 Days options specify the amount of time in which the entire sequence of events (funnel) must occur. Each funnel is given the same amount of time to complete, meaning that the day(s) starts being counted from the first event.


Only the sequence of events that starts and completes within this time range is included in the report. For example, if 1 Day is selected and the funnel consists of three events, it means that all three events must occur within any 24-hour period within the report’s time range. This means that if one of the events happened before the first event or more than 24 hours after the first event, then that entire funnel of events is not included in the report. All these events are also not included in the report, if any of them are outside the time range of the report.

Tip – In order to ensure that only complete funnels are included in the report, use one of the Days options and not the User Lifetime and Single Session options.

Note – The 1 Day, 2 Days – 60 Days options retrieve data from the CoolaData Events Table, which provides information based on the value of event properties. These options may respond slightly slower to a request than using the User Lifetime and Single Session options, which only relate to the existence of events – and not to its properties.

  1. Now, define the first event of the funnel. In the Did field, in the Select Events field select one of the names of the events already sent to CoolaData. The most frequently occurring events appear at the top of the dropdown menu.


In the As field, specify the label (display name) to appear for this event in the report.


[Optional] – If one of the Day options is selected in the Complete funnel by field, then you can define the value of a property of an event to be included by selecting the arrow on the right >.


A Where condition is then displayed, as shown below –


From the Select the property dropdown field, select one of the properties of the events that were sent to CoolaData.


From the Select an operator dropdown field, select an operator to be applied to this property and then select/enter a value.


Note – The Where option does not appear for the User Lifetime and Single Session options.

  1. In the Followed by field, in the Select Events field, select an event name that occurs after the event selected in the Did field occurred.


  1. To define additional events in the funnel sequence, add an additional Followed by field by clicking the + on the right.

Note – Multiple events can be defined in the Did field and in the Followed by field. You can define an AND relationship or and OR relationship between them.

  1. Type in the name of the report in the top-left corner of the page.
  2. [Optional] – To break down the display of events according to the value of a specific property, select a property in the Breakdown by field.


Note – If any of the events match more than one of the criteria, then the total number of events represented in the report may be greater with a breakdown than without.

  1. Define the report’s date range and define the report’s filter if you would like it to be different than the dashboard in which it appears.
  2. In the Description field, fill in any description of the report.
  3. Click Apply and then click the Compute button to display an example of the results of this query, as shown below –


A chart partition is shown for each event. Each part of the chart is broken down (and color-coded) according to the values of the properties in the report and displays a number representing the quantity of events in the report. For example, the view_doc event has 100 occurrences of N/A and 11 occurrences of 1, and the widget_sent_query event has 99 occurrences of N/A and 11 occurrences of 1.

The percentages displayed at the bottom of each chart indicate the proportion of each property value.

  1. By default, the report displays all values as one group, even when a breakdown has been defined. In order to display the breakdown, after you click the Compute button, select the Change Breakdown Selection 6-33 tool that appears under the Compute button. Then, select the values to be shown as a breakdown. Other values do not appear in the report.


Select all the values by which you want the report to be broken down.

  1. Set the visualization options and sliders that appear underneath according to your preference.


As you select various visualization options, the chart appears at the bottom of the window accordingly –

    • Present Funnel Date Range/Present Conversion Window – Shows or hides this information in the report.
    • Present Step Duration – Displays an indicator over which you can hover to see the amount of time it takes to complete the two events to the right and left of the indicator. Each color of the indicator represents a different property value.


  1. To publish this report –


    • Click the three dots in the top-right corner of the page to display a toolbar.
    • Select the Publish option.


    • Fill out the window to specify the recipients to receive this report, the frequency and the time of day.

The new report now appears in the Dashboard and is sent to the specified recipients daily.

  1. Click Save.


The funnel report provides the ability to view a set of ordered actions and the numbers of users that progress through these actions towards a specified goal. The funnel will help you see how your users progress through the actions, where they are most likely to drop off, which options served the conversion goal better, and so on.

To setup the report you need to define a sequence of events; by default, the editor opens with placeholders for two events. You may use up to five events per funnel. The last event in the sequence is treated as the global conversion goal. Click ‘+‘ to add events to the funnel sequence.

For each step, select an event. You can customize the display by editing the event name alias. You can also define conditions which will apply only to the specific step by expanding the step filters from the “>” icon (these conditions work in unison with the report/dashboard filters).

Then define the time required to complete the funnel. This requires the user to perform the first event within the date range of the report and the last event within the specified conversion window. For example, if the first event occurred in the last day of the funnel date range, the user will only have one day to complete the funnel. Note: if you define the conversion window in days, users who have not had enough days to complete the funnel till the end of the report date range will not be counted as part of the funnel.

Last, you can choose to breakdown the results by any property. If, for example, you’ve set up an A/B test and sent the test ID as a property, breaking the results down by the test ID will show you which option converted better. After you compute the report, choose the groups to display from the icon at the top right of the preview area.

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