Funnels

Funnels help you visualize the user journey from the first login to the final action on the website and in the app.

Funnels allow you to assess the traffic quality and explore the features of user interaction with your product:

• Where are you losing the most users?
• How are user steps varied by age, gender, country, or type of traffic?
• Which ads are your power users coming from?
• Where can you invest more budget, and where should you reduce it?

MyTracker funnels

MyTracker allows you to build funnels on your app or the entire project, add up to 10 steps, different event types, and up to 5 parameters for each event. You can add multiple events to a single step and combine conditions for the parameters =, >, Starts with, Not contains, etc.

To find out the features of MyTracker funnels, let's take a look at an app for playing and purchasing music.

Order of funnel steps

MyTracker funnels imply a specified steps order. Let's consider a funnel that contains 3 steps:

• Step 1 — Track search
• Step 2 — Play music
• Step 3 — Purchase the album

To be part of the funnel, users should fire the first step. If users complete all the steps in the specified order, and they may fire other random events. Then MyTracker will consider them converted if users complete all the steps in the specified order, and they may fire other unexpected events.

Let's look at the step sequence of 5 different users:

User 1 has completed the conversion. The user fired all events in the specified order.

User 2 has completed the conversion. The user repeated twice Step 2, but MyTracker will only count one of them because it does not matter how many times the steps are repeated to guide through the funnel, as long as all steps have been fired.

User 3 has completed the conversion. The «Favorites» step is not part of the funnel, so that MyTracker will ignore it.

User 4 did not complete the conversion. The user skipped Step 1, i.e. the funnel sequence is broken.

User 5 did not complete the conversion. The user fired only Step 1.

Total: only 3 of 5 users completed the conversion, so the conversion rate is 75%. For more details, refer to the Funnel analysis section

Funnel events

For websites, funnel steps can be system events, custom events, and page views. For mobile apps — system and custom events.

Regular events:

• App First Launch.
• Launch. For a mobile app, a launch is considered a new one if the app has been inactive on a device for 30 seconds (by default). For example, it happens when the app is launched 30 seconds after the phone is locked or the app goes into the background mode.
  For a website, a new launch is a view when more than 30 minutes have passed since the last view.
• Registration. To log the Registration events, you need to configure SDK for iOS, Android, Unity, Flutter, React Native, Web platforms, or send events via S2S API.
• Authorization. To log the Authorization events, you need to configure SDK for iOS, Android, Unity, Flutter, React Native, Web platforms, or send events via S2S API.
• Payment. It's purchases, subscription and renewal payments (excluding trial), and custom payments passed to MyTracker via the S2S API. For more details/ refer to the Revenue tracking section.

Custom events are specific to your product. For example:

• Track search
• Play music
• Purchase the album

For custom events, you can specify up to 5 parameters. For example, you can specify a genre and what track percentage is listened to for the Play music event.

To build a funnel with custom events, you need to configure SDK for iOS, Android, Unity, Flutter, React Native, Web platforms, or send events via S2S API

Page View is site-only event. The steps of the funnel can include user transitions from one page of your website to another.

Audience type

MyTracker builds a funnel based on different types of audiences:

• Devices — funnel by physical devices (smartphones, laptops, etc.). For example, playing music on a specific device.

Remember that users can have one and more devices, and some switch or upgrade their devices.

• Users — funnel by user account. For example, playing music by a specific user

If your app supports authorization, you can pass user IDs to MyTracker and track the user by smartphone and laptop, and keep tabs on the exact number of your customers even if they switch devices. To learn more, see the User tracking section.

• Platform users — funnel by user account in the app on platforms such as VK Play and VK Mini Apps. For example, playing music by a specific user in the app on the VK Mini Apps platform.

For details, refer to the Platform user tracking section

The type of audience is indicated in the funnel list by letters d, u, p written in superscript.

How to share a funnel

In MyTracker, you can share the funnel with colleagues who have access to the account.

You can copy a link from your browser address bar and pass it on to your colleague. The link will access saved funnel settings: general information, steps, filters, and grouping. To view the funnel chart and result table, a colleague should run the calculation.

Note that you can share only a saved funnel, not a draft.

For more details on granting access rights, refer to Account