Funnel analysis

Understand the funnel analysis report

The funnel analysis report in Klaviyo helps you visualize how your customers and prospects are moving through different conversion paths, or funnels. Learn how to build and customize the funnel analysis report so you can identify where you are losing your audience.

Feature walkthrough

Note: The funnel analysis report is available to users in 2 ways: through Marketing Analytics and the intelligence section of Klaviyo Advanced KDP. Since you have purchased Marketing Analytics, you will find this feature in your own account under Analytics > Advanced.

This demo video shows the feature located under CDP > Intelligence. The location in the side panel is the only difference; all feature details and capabilities outlined in the video should match what you see in your account.

Create 3 core funnels

While the funnel analysis report can include metric data from all over your tech stack, we recommend getting started with 3 basic funnels that help you track key conversion paths that matter to you. Note that when you apply a filter to a particular step of the funnel, it does not automatically apply to all subsequent steps. If you want to track performance based on a particular message or flow, you will need to add a filter to each step related to message interaction.

Email to purchase

Funnel steps:

1. Received email
2. Opened email
3. Clicked email
4. Added to cart
5. Placed order

If you’re using other channels like SMS or mobile push notifications, you should build additional funnels for each channel.

Lead ad to purchase

Funnel steps (using Facebook Advertising as an example):

1. Filled out lead ad
2. Received email (filter to specific lead ad flow email)
3. Clicked email (filter to specific lead ad flow email)
4. Added to cart
5. Placed order

When you’re spending money on paid social ads to acquire leads, you want to make sure that these leads aren’t dropping out of the funnel before they purchase. Add a filter to the Received email step and specify that you only want to view the impact of your designated lead-magnet flow email. Apply the same filter to the subsequent Clicked email step so that you will only see folks who clicked that specific message. Then, you can see the journey of how many recipients added to cart and placed an order after engaging with the lead ad flow.

Organic web to purchase

Funnel steps:

1. Active on site
2. Added to cart
3. Started checkout
4. Placed order

Build a segment that isolates customers who have never opened an email. Then, apply a segment filter to this funnel report so you are only looking at this group of customers who have never engaged with your messaging. This will help give you a clear idea of who is coming to your site and organically making a first purchase with no assistance from email.

Note: We recommend avoiding the use of the Active on Site metric and Viewed Product metric within the same funnel chart. Due to the nature of how these events are tracked through onsite JavaScript, these metrics are recorded asynchronously and there is no guarantee that the Active on Site metric will be recorded before the Viewed Product metric. Using these metrics together within one chart may produce confusing and inaccurate results.

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Filter your funnel reports by segment

Every funnel report can be filtered down to look at a specific segment. We recommend using the RFM group segments (Champion, Loyal, Needs Attention, At Risk, Recent) as filters for your funnels. This will allow you to understand differences in customer behavior between RFM groups, and will help you identify where to focus your attention for improvement.