Funnel report
The Funnel report turns the whole journey — from a player loading to a completed sale — into one chart, so you can see exactly which step leaks the most viewers.
Where to find it
Open the Analytics workspace and select Funnel. It aggregates across the videos in your current scope. The stage rows summarize the funnel but are not clickable drill-down controls.
The five stages
| Stage | What it counts |
|---|---|
| Impressions | Player loads. |
| Plays | Smart autoplay engaged or the viewer pressed play. |
| Pitch reached | Watched past the offer reveal. |
| CTA clicked | Hit a programmable CTA. |
| Converted | Completed a purchase or sign-up. |
Each bar shows its percent of impressions, its absolute count, the step conversion from the previous stage, and the viewers lost between steps. A "-X% drop" label sits between every pair of stages.
Headline KPIs
Four cards summarize the funnel:
- End-to-end CR — Impression → conversion.
- Play rate — Impression → play.
- Pitch reach — Share of plays that reached the offer.
- CTA CTR — Share of pitch viewers who clicked.
Stage-by-stage drop-off and device splits
Below the funnel, the stage-by-stage panel breaks each stage into device splits (mobile / desktop / tablet) so you can spot where a specific device underperforms — for example, mobile dominating impressions but converting worse at the CTA step.
The current screen displays Compare segments and Add stage, but those two buttons do not have production handlers yet. Do not rely on them to change the report.
Top conversion paths
The Top conversion paths table lists the most common journeys ending in a purchase — for example Meta Ad → VSL v6 → Pitch → Checkout — with the count, revenue, and CR for each path. This connects traffic sources to outcomes.
Best practices
- Fix the biggest leak first. The step with the largest drop is usually the highest-leverage place to test.
- Read device splits before re-editing. A funnel that looks healthy overall can hide a broken mobile experience.
- Pair with retention. If pitch reach is low, the problem is upstream in the retention curve, not the CTA.
Related docs
- Analytics workspace overview
- Retention report
- Revenue attribution
- Traffic sources & filters
- A/B testing overview
Frequently asked questions
What's the difference between an impression and a play?
An impression is a player load; a play is when playback actually starts. The ratio is your play rate — see the Metrics glossary.
Can I add my own funnel stage?
Not in the current production implementation. Add stage and Compare segments are visible, but they do not currently execute an action.
Why does mobile convert worse at the CTA?
Open the stage device splits to confirm, then run a mobile-only CTA test to fix the specific surface rather than the whole video.