Funnel Builder
The Funnel Builder page (/funnel-map) gives you a complete visualization of your conversion funnel, from first interaction to final sale. It's divided into three tabs: Metrics, Pipeline, and Prospect.
Permission Required
This page requires the funnel_map permission or a plan that includes it. If you don't have access, contact your account manager.
Overview
The top of the page displays a visual representation of your complete funnel:
Impressions -> Clicks -> Leads -> Applications -> Bookings -> SalesBetween each stage, the conversion rate is displayed. This lets you immediately identify where prospects leave the journey and where to focus your optimization efforts.
Metrics Tab
The Metrics tab presents detailed KPIs for each stage of your funnel.
Per-Stage KPIs
| Stage | Displayed Metrics |
|---|---|
| Impressions -> Clicks | Volume, CTR |
| Clicks -> Leads | Volume, conversion rate |
| Leads -> Applications | Volume, conversion rate |
| Applications -> Bookings | Volume, conversion rate |
| Bookings -> Sales | Volume, close rate |
Comparison vs Previous Period
Each metric displays a trend indicator compared to the previous period. An increase or decrease is visually flagged, letting you quickly detect if your funnel is improving or deteriorating.
Pipeline Tab
The Pipeline tab displays your opportunities distributed by sales process stage.
Pipeline Stages
| Stage | Description |
|---|---|
| Prospect | Identified contact, not yet qualified |
| Contact | First exchange completed |
| Proposal | Offer sent, awaiting response |
| Negotiation | Discussion in progress on terms |
| Won | Sale closed |
| Lost | Opportunity closed without sale |
Each opportunity shows the prospect name, potential value, and time spent in the current stage.
Stagnant Opportunities
Watch for opportunities that stay in the same stage for a long time. A prospect in "Proposal" for more than 2 weeks probably deserves a follow-up.
Prospect Tab
The Prospect tab gives an individual view of each prospect in your funnel.
Displayed Information
| Column | Description |
|---|---|
| Name | Prospect name |
| Funnel position | Current stage in the conversion journey |
| Source | Original acquisition channel |
| Last interaction | Date and type of most recent event |
| History | Chronological list of all interactions |
Click a prospect to see their complete interaction history: forms submitted, appointments booked, calls made, and decisions taken.
Funnel Segmentation
The Funnel Builder lets you segment your funnel along multiple axes to identify which channels and campaigns generate the best results.
Segmentation Axes
| Segmentation | What It Reveals |
|---|---|
By source (utm_source) | Which channel (Meta, Google, organic) generates the best prospects |
| By campaign | Which campaign has the best overall conversion rate |
| By product | Which product converts best through the funnel |
Identify Your Best Channel
Compare funnels by source to see if, for example, Meta generates more leads but Google generates leads that convert better into sales. Volume alone doesn't tell the whole story: the conversion rate at each stage is equally important.
Conversion Time
The Conversion Time section displays the average delay between each stage of your funnel.
| Transition | What It Measures |
|---|---|
| Lead -> Booking | Time between first interest and appointment booking |
| Booking -> Sale | Time between appointment and sale close |
| Lead -> Sale | Total sales cycle duration, from first contact to purchase |
These delays help you plan resources and set realistic expectations. If the average Lead -> Sale time is 14 days, you know a campaign launched today probably won't generate sales for two weeks.
INFO
Conversion times are calculated on the period selected in your filters. For a representative view, select a period of at least 30 days.