Reading the funnel
Use the marketing funnel to set goals and track drop-off at each pipeline stage.
The Marketing Funnel screen (labelled "Goals" in the sidebar) shows your end-to-end pipeline as four sequential stages, side by side, with period comparison built in. It is where you set targets and measure how efficiently visitors become customers.
The period comparison picker
Unlike the dashboard's single-period picker, the funnel uses a current vs compare picker at the top right. You set two separate date ranges:
- Current period — the window you want to evaluate (e.g., this month).
- Compare period — the benchmark you're comparing against (e.g., last month).
Both ranges drive every number on the page simultaneously.
Stage cards
The four stage cards run left to right: Visits → Leads → Deals → Won. Each card shows:
| Element | What it tells you |
|---|---|
| Stage name | The pipeline milestone |
| Current value | The count or value in the current period |
| Delta | Change vs the compare period, shown as a number and a directional arrow |
| Sparkline | A miniature trend line across the current period |
| Target | The goal you set — shown as a horizontal rule on the sparkline and as a percentage reached |
A delta shown in green means the current period is ahead of the compare period. Red means it is behind.
Reading drop-off between stages
Drop-off is the percentage of sessions or contacts that did not advance to the next stage. It appears as a connector between adjacent cards.
To see the underlying contacts or sessions at any stage, click the card to open the stage detail drawer.
Stage detail drawer
Clicking a stage card slides in a drawer from the right. The drawer shows:
- A list of the contacts (or anonymous sessions for Visits) counted in that stage during the current period.
- For each record: name or session ID, entry date, and the source that brought them in.
- A delta summary comparing the count to the same stage in the compare period.
Use the drawer to identify specific contacts who stalled at a stage — for example, leads who did not convert to a deal within the period.
Setting goals
Click the Set goals button (top right, primary button) to open the goal editor modal.
Select which stage you are setting a target for: Visits, Leads, Deals, or Won.
Type the numeric target for the current period. For the Won stage you can enter either a count or a revenue figure.
Click Save. The target appears immediately as a rule on the sparkline and as a percentage-reached label on the stage card.
Next steps
Return to The dashboard for a combined KPI and funnel overview, or explore Form & page analytics to investigate the traffic sources feeding the Visits stage.
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