Creating Conversion Funnel Reports

Campaigns are any marketing initiative for which you would like to track results. You can create custom reports to track the success of your campaigns.

The Conversion Funnel report will let you visualize how your campaigns are performing with regard to your opportunity statuses and the goals you have for your opportunity statuses.

In this article, you’ll learn how to create custom campaign conversion funnel reports.

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Article Contents

• Building Sensible Funnels
• Understanding System Conversion Events
• Creating Reports
• Exporting Report Data
• Reports As Dashboard Displays

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Building Sensible Funnels

When building a conversion funnel, consider the top of the funnel as the first step. Every step thereafter has to be sequential, or the lead or opportunity will not be counted.

Correct Funnel Sequence Example

Consider the following funnel sequence, in order from the initial goal to the final goal:

1. Lead created between July 1st, 2020 and July 31st, 2020
2. Webinar sign-up via form (custom goal)
3. Demonstration scheduled (custom goal)
4. Opportunity created
5. Demonstration attended (custom goal)
6. Opportunity won

Click to enlarge.

This sequence follows a logical progression. The lead is initially created during the set date. The lead then signs up for a webinar by way of filling out a form. After viewing the webinar, the lead schedules a demonstration. At this point, the lead becomes associated with an open opportunity. The lead then attends the demonstration. Finally, the lead is converted, and the opportunity is changed to closed-won.

If the lead's Life of the Lead follows those events in order they will be included in each step of the funnel. There are, of course, other events that could happen along this lead's particular Life of the Lead, but the funnel is focusing on these six goals. The point of conversion goals is to highlight important events that you want to target and track. 

Incorrect Funnel Sequence Example

Conversely, if you build a funnel that does not follow a logical, natural progression then the funnel will not function as intended.

Consider an incorrect version of the previous funnel, again in order from the initial goal to the final goal:

1. Lead created between July 1st, 2020 and July 31st, 2020
2. Webinar sign-up via form (custom goal)
3. Demonstration scheduled (custom goal)
4. Lead created
5. Demonstration attended (custom goal)
6. Opportunity won

Click to enlarge.

In this funnel, the sequence correctly goes through the lead creation, webinar form, and demonstration scheduling goals. However, the fourth goal would disrupt the funnel entirely. This is due to a few reasons, such as how the lead creation goal was already used. Even if the lead creation goal were not used at the start of the funnel, using it where it is that far down the funnel would disqualify results. The opportunity creation goal is what would be needed between certain events, such as demonstrations, and setting an opportunity as closed-won.

Even one misplaced conversion goal in a funnel will yield inaccurate or incomplete results. Make sure that your conversion funnels follow a logical progression.

Understanding System Conversion Events

For conversion funnel reports, you can display information on certain conversion events. These represent key actions or events that occur during the course of an opportunity's business cycle.

The available default system conversion events are as follows:

Creating Reports

Campaign attribution information is best displayed through a custom report. This information can be broken down by various metrics, such as conversion goals or attribution methods. To create these reports, you can use various campaign report widgets.

To create campaign attribution reports create a new, or edit an existing, custom report from the Analytics page in the left toolbar.

1. Click    Widgets in the toolbar.
2. Drag and drop the Conversions Funnel widget onto the canvas.
   
   

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3. Double-click on the name of your report to update it. 
4. Click the    Edit button to open the Filters window and edit the report widget filters.
5. Enter a name for your widget. 
6. Select a Cohort. This is the starting point within the lifecycle that you want to track. 
7. Select a Date Range for the widget. 
8. Select the Users or User Tags that you want to apply to this widget. 
9. Choose the pipeline you want to apply to the widget in the Conversion Funnel Pipeline field.  
   
   

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10. Select the Campaign(s) you want to track with this widget, in the Campaign field. 
11. Select any Campaign Tag(s) you want to track with this widget in the Campaign Tags field. 
12. Decide if you’d like to Respect page-level filters for this widget or if you want this widget isolated from page-level filters. 
13. Select the Conversion Funnel or the endpoint within the lifecycle you want to track. 
14. Click Save. 
    
    

    Click to enlarge.

Exporting Report Data

You have options when exporting custom report data. Custom reports can export the entirety of their data, or they can export data from individual widgets. 

Exporting Entire Reports

Once a customized report has been configured and saved, it can be exported as a .PDF file. To export customized reports, ensure that you have a saved customized report and navigate to the Custom Report Editor.

1. Click    Saved Reports in the toolbar.
2. Open the desired customized report.
   
   
   Note: Set filters as desired if they were not previously set.
3. Click    Options > Export PDF.
   
   

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4. Review the .PDF file in the browser tab that opens. 
5. Save the customized report .PDF file to your local machine.
   
   
   Note: The export file will be downloaded to your web browser's file download location.
   
   

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Different web browsers or .PDF viewing programs have different means of saving, downloading, or printing a .PDF file. Refer to their help documentation for more information.

Exporting Widget Data

You can export data from individual widgets. Exported data will be saved to your computer as a .CSV file. To export widget data, create or edit a customized report.

1. Click    Widgets in the toolbar.
2. Add any needed widgets to the canvas. 
3. Set filters as desired if they were not previously set.
4. Click    Options > View.
   
   

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5. Hover over the widget and click    Export .CSV.
6. Click Export Manager in the information box that appears.
   
   

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   Note: The information box will not disappear until it is closed or you click the Export Manager link.
   
   
7. Click the exported customized report widget file to download it to your computer. 
   
   
   Note: The export file will be downloaded to your web browser's file download location.Be aware that exported widget data will only cover that widget and not the customized report as a whole.

Reports As Dashboard Displays

Created reports can be saved to display as individual dashboards on the Launchpad. These then can be set to be what you see when you first log in to Lead Gen & CRM during a given day. 

Additionally, you can share your customized dashboards. They are shared through Cloud Dashboards, which are preset displays that are broadcasted to external monitors or televisions. Shared dashboards can be accessed via URLs that are unique for each individual dashboard.

Refer to Launchpad Overview for more information on setting and sharing report dashboards through the Launchpad.