# Events Funnel Report

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{% tabs %}
{% tab title="Why is it useful" %}
While some Retail brands may have little use for this report, anyone with a measurable multi-step conversion funnel will be able to use it to understand how customers behave when they are brought into the funnel by various Partners, and thus which Partners are best at driving users to complete the most valuable actions in your funnel.

* You can filter data by creation date and compare two time periods.The maximum data you can pull is 366 days, but you can use the Year-over-Year reporting feature to compare with the previous year.
* For more than 366 days, run the report multiple times with different date ranges. Data older than 2 years may be archived periodically.
  {% endtab %}

{% tab title="Possible uses" %}

* The Funnel report essentially shows the “conversion rate” at each step of the funnel, for each partner. For instance, it might show you a given Partner drove 1,000 customers to complete page 1 of a lead form, and of those, 500 continued on and filled out page 2, and only 200 completed the entire lead form.
* Credit card issuers and other lenders can track applications begun vs submitted vs approved.
* App-based brands can see how many people install their app vs take their first valuable action within it.
* Subscription-based services can see how many free trials turn into purchases.
* Travel brands can see how often booked travel is being consumed.

  <div data-gb-custom-block data-tag="hint" data-style="info" class="hint hint-info"><p><strong>Note:</strong> Ensure you have an action tracker set up for each step you want to track, such as app install, email verification, and in-app purchase. To learn more, check out our <a href="../../event-types/event-types-explained">Action Tracker Setup guide</a>, or reach out to your CSM.</p></div>

{% endtab %}
{% endtabs %}

#### Access Event Funnel Report

![](https://4048883401-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FwMLlMoFBtKJa8ptd3zaw%2Fuploads%2Fgit-blob-ce68cfb317a0bdf2b9e82f3df63b400f7764cbf2%2F6b9ec025210c2878ab8e126697a41af04cef94403a452d5dee89cf87e9f2cf2d.svg?alt=media) This feature is only accessible to specific impact.com editions or add-ons. [Contact us](https://app.impact.com/support/portal.ihtml?createTicket=true) to upgrade your account and get access!

Learn more about [Optimize Essentials & Pro](https://help.impact.com/brand/platform-features/cross-channel-performance-insights/compare-optimize-essentials-and-pro-tiers).

1. From the left navigation bar, select ![](https://4048883401-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FwMLlMoFBtKJa8ptd3zaw%2Fuploads%2Fgit-blob-1e02b2659c94fa0756772cc6c1880977fc9aba73%2F6ad16bf9b7edb0a28ab3574d313014f32392aa7f9508686b63bfacfafc7a9735.svg?alt=media) **Optimize** → **Funnels** → **Events Funnel**
2. Filter for the data you want to view. View the *Filter reference* table below for more information.

<details>

<summary>Filter reference</summary>

| Filter           | Description                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  |
| ---------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ |
| Date Range       | <p>Filter data by when it was created. You can also compare two periods of time against each other.</p><p>You can pull a maximum of <strong>366 days</strong> of data. However, you can still perform Year-over-Year reporting by selecting <img src="https://4048883401-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FwMLlMoFBtKJa8ptd3zaw%2Fuploads%2Fgit-blob-b5e1740618ed6571d97b8fed7c25a7678f85d375%2F299632fb6f4f91fbf9847471754cc6180e4284a65b4960af4c4ea472a159f552.svg?alt=media" alt=""> <strong>\[Unchecked box]</strong> <strong>compare to {Previous year}</strong>.</p><p>If you want to pull more than 366 days of data, you will need to create multiple reports.</p> |
| Insight Level    | Choose how you want to view the data: by Partner, Ad, Channel, Customer Status, Deal, or Partner Group.                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      |
| Interaction Type | Select the participating partners role in the conversion path.                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               |
| Evaluated Period | The number of days after a customer’s first conversion that you want the report to consider when analyzing customer value.                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   |
| Measure Type     | Measure type is either number of customers or action during the evaluated period.                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            |
| Participated     | Use this ![](https://4048883401-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FwMLlMoFBtKJa8ptd3zaw%2Fuploads%2Fgit-blob-c2cb550b55c51ea1eeff0acbd6f437a03b621a2c%2F60d033ae8a04c14498d5229c3c0160ac05feea7f605dbd770741793c900469f0.svg?alt=media) **\[Drop-down menu]** to filter for specific partners to see if they participated in the action lifecycle based on the insights level and interaction type you've selected.                                                                                                                                                                                                                                                         |
| Step 1-3         | Your event types that are in the conversion path.                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            |
| Show             | <p>This data point will get added to the table report under the graph after you select <img src="https://4048883401-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FwMLlMoFBtKJa8ptd3zaw%2Fuploads%2Fgit-blob-26956d35e17c61868ca8dba76097721fd6066ab4%2F69945c787eb2db89761c82e0cd32fb31d2fc690bfb8592d9a08b7e7983b7445b.svg?alt=media" alt=""> <strong>\[Search]</strong>.</p><p>• <strong>Count:</strong> The average number of events the partner participated in the conversion paths.</p>                                                                                                                                                                                          |

</details>

3. Add or remove columns from the report table using the ![](https://4048883401-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FwMLlMoFBtKJa8ptd3zaw%2Fuploads%2Fgit-blob-55f9a4ba17f1edde22510bc766728b311864c461%2Feaf620c7b74ff071d06c5e1b12bb1bd184361280cdc0ea896c3f8058c11b8532.svg?alt=media) **\[Columns]** icon at the top-right of the report.

<details>

<summary>Column reference</summary>

| Column         | Description                                                                                                                                                                                                              |
| -------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ |
| Insight Level  | The number of Insight Levels that generated data for a given row, such as different partners if "Partner" was chosen as the Insight Level filter, would represent the various partners that generated contribution data. |
| Step 1         | The number of users who completed the action you have selected as Step 1, during the defined date range.                                                                                                                 |
| Step 2 Dropoff | The number of users who completed step 1, this is the percentage who failed to go on to complete the action you have selected as step 2.                                                                                 |
| Step 3 Dropoff | The number of users who completed steps 1 and 2, this is the percentage of users who failed to complete the action you have selected as step 3.                                                                          |

</details>

2. Optionally, use the icons at the top-right of the page to ![](https://4048883401-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FwMLlMoFBtKJa8ptd3zaw%2Fuploads%2Fgit-blob-5ae35f9d2ff08496e254620e601d52ceffd9391a%2Fad91577d3ed687f56c0f5bb06cff853eea7a8162dcf69f5dc9eb6088f9057d62.svg?alt=media) **pin**, ![](https://4048883401-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FwMLlMoFBtKJa8ptd3zaw%2Fuploads%2Fgit-blob-7070e72a8d497ffde3602091fa48633d850d0a43%2Ff493360e9d7b38e0cff201cc5a573d136b9f843ef66f900b7339cef47feb6bf4.svg?alt=media) **schedule**, ![](https://4048883401-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FwMLlMoFBtKJa8ptd3zaw%2Fuploads%2Fgit-blob-de3058ae3a3c86b169bc08341fbcc556bbc756fa%2Fd42a12155a89473d2208a78afa2273542e3df8bf59e67efb0d4d5984158d06a6.svg?alt=media) **download** (in PDF, Excel, or CSV format).

   <div data-with-frame="true"><figure><img src="https://4048883401-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FwMLlMoFBtKJa8ptd3zaw%2Fuploads%2Fgit-blob-7bea1d6135a9c00ffb7c936501be30726d49c711%2Ffccdf6b5c2a9696a96c928301a64dbb898fef7d0046ec38c31061564c2cee922.png?alt=media" alt=""><figcaption></figcaption></figure></div>
