# 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.

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#### <mark style="color:$primary;">**Start With the First Customer Touchpoint**</mark>

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.

***

#### <mark style="color:$primary;">**Follow the Natural Customer Journey**</mark>

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.

***

#### <mark style="color:$primary;">**Keep Funnels Focused and Simple**</mark>

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.

***

#### <mark style="color:$primary;">**Use Funnels to Analyze Conversion**</mark>

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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