How to Choose the Right Events When Building a Funnel
When creating a funnel report, the most important step is selecting the right sequence of events. A well-designed funnel should represent a clear customer journey or business process.
Before building a funnel, it helps to ask a simple question:
What customer behavior or business process do I want to analyze?
Once the objective is clear, the events can be arranged in the same order that the interaction normally happens.
Below are a few practical guidelines for choosing the right events.
Start With the First Customer Touchpoint
The first event in a funnel should represent the starting point of the interaction.
This is usually an action initiated by the business.
Examples of first events include:
Template Sent Message Sent Call Consent Received
This event establishes the base number of customers entering the funnel.
Follow the Natural Customer Journey
Each event in the funnel should represent the next logical step in the interaction.
For example, when analyzing a marketing campaign, the natural journey may look like this:
Template Sent → Template Delivered → Template Read → CTA Button Clicked → Message Received
Each event reflects a customer action that logically follows the previous step.
Keep Funnels Focused and Simple
Funnels work best when they represent a single clear objective.
For example:
If the goal is to analyze message engagement, the funnel might include only message events.
Message Sent → Message Delivered → Message Read → Message Received
If the goal is to analyze campaign performance, the funnel should focus on template events.
Template Sent → Template Delivered → Template Read → CTA Button Clicked
Keeping funnels simple makes the insights easier to interpret.
Use Funnels to Analyze Conversion
Funnels are most useful when they measure conversion between stages.
Conversion means the percentage of users who move from one event to the next.
For example:
If 903 templates were sent and 678 were delivered, the delivery conversion rate is approximately 75 percent.
This shows how effectively customers are progressing through the communication journey.
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