Customer Funnel
The funnel shows where your customers are in their relationship with the program right now. Nine stages run from top to bottom, and each shows how many customers are in it and what percentage of the total that is. Use it to spot where people stall, and to see whether a campaign moved people deeper into the program.
Before you start
Funnel data needs the premium analytics plan. Without it, the page fills with sample data under a banner that reads "This is what your data could look like", so you can see the layout before you upgrade. A fresh program with no customers yet shows "Your funnel starts here." until the first customers join.
Read the funnel
The stages, in order, are Awareness, Engagement, Conversion, Retention, Loyalty, Advocacy, Support, Lapse and Inactive.
Select a stage to expand it. A panel under the funnel then shows that stage's customer count and share. Select it again, or press Escape, to clear it. You can move between stages with the arrow keys, and Home and End jump to the first and last.
Filter by cohort
The Cohort filter (UTC) picks which customers are included, based on when they were acquired, not on what they've done lately:
- All customers (no cohort filter): a snapshot of every current customer. This is the default.
- Acquired in last 7 days, 30 days, 90 days or 1 year.
Changing the cohort clears any stage you had selected.
Compare cohorts
Turn on Compare to draw the previous period behind the current one. If your cohort is the last 30 days, the comparison is the 30 days before that. The toggle only works with a time-based cohort, so it switches off when you choose All customers. Comparison outlines show whether a stage grew or shrank.
Ask AI about this
Ask AI about this opens the assistant with your current cohort and the largest stage already filled in, and asks it to interpret the shape of the funnel. It's part of the premium plan.