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Funnel reports
Follow people from an email, through the website, into a loan application, and out the other side as a funded loan — and see exactly which step loses them.
Analyticsabout 6 min
By the end you'll be able to
- Read a funnel: who entered, who reached each step, and where the drop-off is
- Build your own funnel out of Zenia’s email, website and loan-application stages
- Turn any variable on the contact into a step, matched against when they first reached it
- See the conversion funnel for one email or a whole campaign
- Open the actual people who reached any step
Walk through it
0 of 8 steps done0%
Funnels lists five starting points, including "Email to funded loan" — sent, opened, clicked, on the website, application started, completed, accepted, funded. Add one and it becomes yours: every step is editable and it never changes back.
Good to know
- Steps are ordered, not just counted. Somebody only counts at a step if they did it *after* the step above — an application started last month does not become a conversion because they opened an email today.
- One event per person per step, and it is the earliest qualifying one. Five page views are one person.
- Older emails work too. A funnel joins people up by who they are, not by the tracking on the link, so an email sent long before link tracking existed still reports its applications and funded loans.
- The website step counts a click through to one of your own sites as well as a page view, which is what keeps it honest for older sends — the click was recorded when the link was followed, whether or not the page view ever reached us. It needs your website domains to be known: set them under Settings → Tracking code.
- Website steps count people Zenia can put a name to. A recipient who clicks through from one of your emails is recognised automatically; someone browsing anonymously only joins once they identify themselves, so website numbers can understate real traffic.
- Opens exclude the ones Zenia can tell were mail-scanner bots, so they read lower than raw open counts.
- Application steps need the loan events flowing in from the lending system. Without them the funnel stops at the website.
- A funnel needs at least two steps, and can have at most ten. Past that the chart is unreadable and it is probably two funnels.
- "Equals", "is in a list" and their opposites on a "variable reached a value" step match exact text, so check the spelling and capitalisation a connector actually uses — open the contact and use its History button to see real recorded values for that variable. "Contains" and "does not contain" match a substring and ignore case.
- Only "is in a list" and "is not in a list" take several comma-separated values. "Equals", "contains" and their opposites take one whole value, so a comma in it — "Auckland, NZ" — is part of the value, not a separator.
Common questions