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, or lack of them.
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 that connects any two events.
Funnel visuals are built by defining a path through time-stamped events. To define events for the dataset, see 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. For an overview of shelves that specify this visual, see Shelves for Funnel Visuals.
In the visuals menu, find and click Funnel.
All shelves, except Filters and Top K, are mandatory.
Populate the shelves from the available Fields:
timestamp
and place
it on the Time shelf.user_id
and place it
on the Session shelf.Record Count
and
place it on the Measure shelf.Click Refresh Visual.
The funnel visual appears.
Note the highlighted path towards a purchase event, and the drop-off percentages on each segment: 39% for the first segment, and 60% for the second segment.
Click (pencil icon) next to the title of the visualization to edit it, and enter the new name.
Campaign - Funnel
.At the top left corner of the Visual Designer, click Save.
On the Path shelf, add an additional instance of the All
non-purchase application events
field, from the Events
menu.
Repeat until you have a total of 5 instances of that event type on the Path shelf. Remember that Purchase should be the last event on the shelf.
The funnel visual appears, showing a multi-step path towards a
Purchase
outcome.
Note that you can see both the purchase outcome path (highlighted) and the drop-off: 43%, 30%, 11%, 4.8%, 2.7%, and 8.6%.