# Read your funnel analytics

Source: https://sofunnels.com/guide/funnel-analytics
Last updated: 2026-10-05

soFunnels shows where your funnel wins and where it leaks. The dashboard gives the big picture: visitors, leads, sales and revenue, plus a live map of who is on your pages right now. Each funnel's analytics break that down by step, by traffic source and by ad campaign. Revenue only ever counts money you actually collected.

- **Plan:** Every plan; Basic and Pro include full analytics and advanced UTM attribution
- **Where:** Dashboard, and Funnel Analytics on each funnel
- **Date ranges:** Last 7, 30, 90 or 365 days

## 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. **Find the biggest drop-off.** The step where the most people leave is usually the best one to work on first.
2. **Compare sources, not just totals.** A channel that sends fewer visitors but more buyers deserves more of your budget.
3. **Watch 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. **Change one thing at a time.** Use a [Traffic Split](https://sofunnels.com/guide/conditions-splits-and-delays) 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).

## Frequently asked questions

### Are my own visits counted?

No. Visits from your own browser while you are signed in to soFunnels are left out of your page views.

### Why does Stripe show a different total?

Stripe shows every payment, including ones made outside your funnels and before refunds. soFunnels counts only funnel orders, net of refunds.

### How soon do numbers update?

Visits, leads and sales appear within moments. The live audience map refreshes continuously.

## Related guides

- [Track ads with Meta Conversions API, Google Analytics 4 and Microsoft Clarity](https://sofunnels.com/guide/ad-tracking.md): Send leads and purchases to Meta and Google from the server so ad blockers cannot hide them, with no double counting, plus Microsoft Clarity heatmaps.
- [Branch, A/B test and delay your funnel](https://sofunnels.com/guide/conditions-splits-and-delays.md): Use Condition, Traffic Split and Delay steps in soFunnels to send buyers and non-buyers different ways, A/B test pages, and time follow-up emails.
- [Track orders, refunds and disputes](https://sofunnels.com/guide/orders-and-refunds.md): Find every order in soFunnels, understand each order status, issue refunds through Stripe, handle disputes and export your orders to CSV.

---

Part of the [soFunnels user guide](https://sofunnels.com/guide.md). The whole guide in one file: https://sofunnels.com/llms-full.txt