> For the complete documentation index, see [llms.txt](https://learn.doubletick.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://learn.doubletick.io/enterprise-analytics/introduction-to-funnel-report/breakdown-reports-and-detailed-customer-insights.md).
# Breakdown Reports and Detailed Customer Insights
#### **What is a Breakdown?**
When you run a funnel report, you see your overall numbers — how many templates were sent, delivered, read, and so on. But sometimes you need to dig deeper. You may want to know which agent is driving the most conversions, or whether one WhatsApp number is performing better than another.
That is exactly what Breakdown is for. It **splits your funnel data into smaller, more specific slices** so you can spot patterns you would otherwise miss.
DoubleTick gives you **three breakdown** options:
* **Date** — view results day by day
* **Team Member** — view results per agent
* **WhatsApp Number** — view results per WABA
You can use any one of these on its own, or combine them for even more detail.
#### **Date Breakdown**
Applying the **Date breakdown shows your funnel numbers for each day separately instead of as one combined total.**
This is useful when you want to understand how a campaign performed over time — for example, whether engagement dropped after the first day or picked up towards the end.
Here is what a date breakdown entry looks like:
16 February \
Templates Sent: 60\
Templates Delivered: 44\
Templates Read: 36 \
CTA Clicked: 10\
Messages Received: 5
#### **Team Member Breakdown**
Applying the **Team Member breakdown shows funnel performance grouped by each agent** on your team.
This helps you answer questions like: \
Which agent is closing the most conversations? \
Is one team member's response rate significantly lower than the rest? \
Use this breakdown during team reviews or when assessing individual performance.
#### **WhatsApp Number Breakdown**
Applying the **WhatsApp Number breakdown shows funnel performance grouped by each WhatsApp number (WABA).**
If your business runs campaigns across multiple WhatsApp numbers — for example, one for sales and one for support — this breakdown lets you compare how each number is contributing to the funnel.
#### **Combining Breakdowns**
You can **apply more than one breakdown at the same time. For example, combining Date and Team Member gives you a day-by-day view of each agent's funnel performance.** This level of detail is helpful when you want to track how individual performance changes over the course of a campaign.
***
#### **Viewing Detailed Reports**
Once you have applied a breakdown, you will see numbers in each row of the report. Clicking on any of those numbers opens a detailed report for that specific entry.
Inside the detailed report, you can see:
* **Customer name** and **phone number**
* **Timestamps** for each event in the funnel
* The **team member** assigned to that conversation
* The **template** that was used
* How long it took the customer to **move from one event to the next**
You can also click to open the actual WhatsApp conversation directly from this view, without having to search for it manually.
***
#### **View & Export Data with Custom Fields (New)**
When you click on any number in the report, a **Raw Data** pop-up opens showing the list of chats behind that metric.
In addition to the default chat details, you can now view your account’s **custom field data** directly alongside each chat.
**How to Add Custom Fields**
1. In the Raw Data pop-up, click **View Options** (top-right corner).
2. A searchable list of all custom fields will appear. Each field is tagged as:
* **Customer** → Customer-level attributes
* **Channel** → Channel-level attributes
3. Select one or more fields using the checkboxes.
4. Click **Add**.
The table will refresh and display your selected custom fields as additional columns.
**Exporting with Custom Fields**
Once you’ve added the required columns, click **Export** (next to View Options).
The downloaded file will include all visible columns — including the custom fields you selected.
***
#### **Funnel Outcome**
Every conversation in the detailed report shows a funnel outcome. This tells you how far the customer got before they stopped engaging.
The possible outcomes are:
* **Completed** — the customer went through the entire funnel
* **Dropped at Event 2** — the customer stopped after the first step
* **Dropped at Event 3** — the customer stopped midway
* **Dropped at Event 4** — the customer dropped near the end
Knowing where customers drop off helps you identify which part of your funnel needs attention — whether that is the message content, the timing, or the follow-up approach.
***
#### **Summary**
Breakdown reports give you a layered view of your funnel data that a top-level report cannot. Whether you are tracking day-wise trends, comparing agent performance, or evaluating results across multiple WhatsApp numbers, the breakdown options in DoubleTick let you get to the right level of detail quickly. Combined with the detailed report view, funnel outcomes, and export capability, you have everything you need to understand where your campaigns are working and where customers are dropping off — so you can make informed decisions and act on them.
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