Read your funnel analytics

The dashboard

• Funnel performance: page views and unique visitors per day, and completed order value per day.
• Where your traffic comes from: visits grouped into channels such as Facebook, Instagram, Google, YouTube, TikTok and email.
• Busiest steps: the pages that get the most traffic in the period.
• Live audience: a map of visitors seen in the last 5 or 30 minutes, by approximate country.
• Live sales pulse: the newest leads and sales as they arrive.

A funnel's report

Open a funnel and press Funnel Analytics, or choose a funnel on the Analytics page. You see:

• Drop-off waterfall: how many visitors reach each step and how many leave between steps.
• Step-by-step breakdown: page views, unique visitors, conversion rate, revenue and earnings per visitor for every step.
• Traffic channels and referrers: which sites and platforms send visitors.
• Ad and UTM attribution: leads and purchases by campaign, ad creative and search keyword.
• Leads and purchases: each one with the source that brought it.
• Next actions: suggestions drawn from your own numbers about what to fix first.

Select any step on the flow builder to open its own analytics, including the most clicked elements on the page and where those clicks led. Email steps show how many people received them and how many clicked.

How to read the numbers

1. 1Find the biggest drop-off. The step where the most people leave is usually the best one to work on first.
2. 2Compare sources, not just totals. A channel that sends fewer visitors but more buyers deserves more of your budget.
3. 3Watch earnings per visitor. Revenue divided by visitors tells you what each click is worth, which is the most you can pay for one and still profit.
4. 4Change one thing at a time. Use a Traffic Split to test a new headline or offer against the current one.

What counts as revenue

Revenue includes only orders where money was collected: paid, processing and disputed orders, minus any refunds. Abandoned checkouts, declined cards and cancelled payments never count, and neither do declined upsells. A free order still counts as an order, with no revenue.

Tag your links for better attribution

soFunnels groups traffic automatically, so "fb", "facebook.com" and "meta" all count as Facebook. For campaign-level detail, add UTM tags to your ad and post links: utm_source (the platform), utm_medium (such as paid or social), utm_campaign (the campaign name) and utm_content (the ad or creative).