Funnel Visual

Funnel visuals enable us to explore user behavior across a sequence of discrete time-stamped events, specifically how sessions drop off; they are a very good way to measure conversion.

Funnels are an implementation of a Sankey plot: blocks represent individual events, and the width of the connection is proportional to the size of the measurement connecting any two events.

For contrast, see Flow Visuals.

The following steps demonstrate how to create a new funnel visual on a dataset Campaign. This dataset is based on data previously imported into Arcadia from the datafile campaign.csv.

1. Start a new visual based on dataset Campaign; see Creating Visuals.

2. In the visuals menu, find and click Funnel (row 3, column 4).

   

3. Note that the shelves of the visual changed. These are:
   • Time sorts events by the value of the timestamp.
   • Session uses the unique identifier, such as user ID, to track the events of a session.
   • Path specifies the series and order of the events; in this article, we use events that were previously defined in Events of the Campaign Dataset.
   • Measure aggregates the measure that controls for the thickness of the 'flow' connections, such as Record Count.
   • Filters selects for particular conditions.
   • Top K selects the top N number of entries.

   All shelves, except Filters and Top K, are mandatory.

   

4. Populate the shelves from the available Fields:

   • Under Dimensions, select timestamp and place it on the Time shelf.
   • Under Dimensions, select user_id and place it on the Session shelf.
   • Under Events, select Start and place it on the Path shelf. Similarly, add to the right All events and Purchase, in that order.
   • Under Measurements, select Record Count and place it on the Measure shelf.
   • Leave Filters and Top K empty.

5. Click Refresh Visual.

   The funnel visual appears.

   

6. Note that each connection has at most two segments, which does not model the real business case.

   To model more of the path that satisfies the event conditions, add more copies of the intermediate event, All non-purchase application events, to the Path shelf.

   In the following funnel visual, we added a total of 5 instances of the All non-purchase application events to the shelf.

   

7. You may wish to examine a particular business case scenario. To see this path, simply click on a flow leading to the first card impression, and the flow highlights the entire path.

   If the path is complicated, you can change the order of the nodes in any step of the flow visual, simply by clicking on that node and dragging it up or down.

   

   In the following visualization, we arranged the nodes to place all purchases at the top of the funnel steps.

   

8. Click (pencil icon) next to the title of the visualization to edit it, and enter the new name.

9. Change the title to Campaign - Funnel.

10. At the top left corner of the Visual Designer, click Save.