> ## Documentation Index
> Fetch the complete documentation index at: https://funnelfox.com/docs/llms.txt
> Use this file to discover all available pages before exploring further.

# Analytics dashboard

> Track funnel performance. Monitor revenue, subscriptions, conversion rates, and experiment results in the FunnelFox dashboard.

The [Analytics page](https://app.funnelfox.com/analytics) gives you deep
insights into how your funnels perform. See what's working, identify
drop-off points, and make data-driven decisions to improve conversions.

<Warning>Subscriptions data is available in Charts and Cohorts starting from June 17, 2025.</Warning>

<Note>
  Analytics starts updating data daily at 00:00 UTC to ensure consistency across global teams.
</Note>

## Key benefits

FunnelFox **Analytics** shows exactly how users move through your funnels,
where they drop off, and what drives revenue.

<CardGroup cols={2}>
  <Card title="KPIs at a glance" icon="gauge">
    The Overview tab surfaces nine headline KPIs for any period — revenue,
    subscriptions, sessions, and conversion — each with its change versus the
    previous period.
  </Card>

  <Card title="Measure what converts" icon="chart-line">
    Track conversion rates at every step, from the first screen to paywall,
    checkout, and upsell.
  </Card>

  <Card title="Understand revenue" icon="dollar-sign">
    Break down Net Revenue, <Tooltip tip="Average Revenue Per User">ARPU</Tooltip>,
    and <Tooltip tip="Average Revenue Per Paying User">ARPPU</Tooltip> by
    funnel, product, or payment method.
  </Card>

  <Card title="Drill into any metric" icon="layer-group">
    Open any metric in Charts, group it by dimension, and explore the
    breakdown in a sortable, exportable table.
  </Card>
</CardGroup>

## Overview

The **Overview** tab is the default tab of your [Analytics page](https://app.funnelfox.com/analytics).
It gives you a high-level, zero-setup snapshot of how your funnels perform.

<Frame>
  <img src="https://mintcdn.com/funnelfox/_eX2Mv3SRKtjLnNC/assets/dashboard-analytics.gif?s=a757dfdc0f368deefe27260e71ea96cf" alt="Dashboard" width="1908" height="984" data-path="assets/dashboard-analytics.gif" />
</Frame>

The Overview is built around one active metric. Select a KPI card at the top,
and the trend chart and breakdown table below update to show that metric.

The KPI cards are grouped into two rows:

* **Totals**: Net Revenue, New Subscriptions, Active Subscriptions, Sessions.
* **Rates & averages**: ARPU, ARPPU, Churn Rate, Start → Purchase,
  Acceptance Rate.

Below the cards, the trend chart plots the active metric over time. The breakdown table
splits the active metric by a dimension you choose in **Group by**, where you
can show the **Top 5**, **Top 10**, or **All** rows, sort any column, and
export the view as a CSV file.

From here you can:

* [Filter](/docs/dashboard/analytics#filters) your data.
* Choose the time range.
* Set the granularity to **Daily**, **Weekly**, or **Monthly**.
* Hover over any chart point to see more details.

Learn more about [metrics](/docs/dashboard/analytics#metrics-explained).

## Charts

To explore a single metric in depth, go to **Analytics > Charts**.

<Frame>
  <img src="https://mintcdn.com/funnelfox/8nJ3KfoEvsvsZIAZ/assets/charts-tab.png?fit=max&auto=format&n=8nJ3KfoEvsvsZIAZ&q=85&s=c554ddc599073e4d28c5ae9e08b4357d" alt="Charts" width="1920" height="989" data-path="assets/charts-tab.png" />
</Frame>

The **Charts** tab is the deep-dive view. Pick one metric from the selector on
the left, and the main area plots it as a time series.

The metric selector groups every available metric into four categories:

* **Revenue**: Gross Revenue, Net Revenue,
  ARPU, ARPPU.
* **Activity**: Sessions, Unique Users, Leads (Emails).
* **Transactions**: New Subscriptions, Active Subscriptions, Churned, Churn Rate, Trials Started, Trials Converted, Purchases, Payment Attempts, Upsell Revenue, Upsells.
* **Conversion rates**: By Step, Start → 2nd Screen, 2nd Screen → Email, Start → Purchase, Start → Subscription,
  Start → Paywall, Paywall → Subscription, Checkout → Subscription,
  Trial → Paid, Sub → Upsell.

From here you can:

* [Filter](/docs/dashboard/analytics#filters) and [group](/docs/dashboard/analytics#grouping) your data. Grouping also unlocks
  the **Stacked bar** and **Stacked line** chart types.
* Choose the time range
* Set the granularity to **Daily**, **Weekly**, or **Monthly**
* Switch between **Bar** and **Line** chart types

Learn more about [metrics](/docs/dashboard/analytics#metrics-explained).

## Cohorts

To open cohort analysis, go to
**[Analytics > Cohorts](https://app.funnelfox.com/analytics/cohorts)**.

Cohorts group your users by when they started, then track how their
**Net Revenue**, <Tooltip tip="Average Revenue Per User">ARPU</Tooltip>, and
<Tooltip tip="Average Revenue Per Paying User">ARPPU</Tooltip> build up over
time. Use them to measure retention and monetization and to compare older
cohorts against newer ones.

<Frame>
  <img src="https://mintcdn.com/funnelfox/1fXoQWwUEH9PGL_m/assets/cohorts.gif?s=acd1ca52b43f251a3df7cd784b7f6202" width="1908" height="984" data-path="assets/cohorts.gif" />
</Frame>

A user joins a cohort based on the calendar period of their first event. For
Net Revenue, that is the first transaction; for ARPU and ARPPU, it is the
first session. Each cohort then fills in over equal periods after that
start: **daily**, **weekly**, or **monthly**.

<Warning>
  Learn how trials, renewals, one-time payments, upsells, refunds, and pauses
  affect [cohort attribution](/docs/dashboard/analytics#cohort-attribution).
</Warning>

### Cohort modes

The **Mode** dropdown is the master control for your cohorts. Each mode sets
two things at once: how period values accumulate and which metric they measure.
It drives both the chart and the table below it.

<Frame>
  <img src="https://mintcdn.com/funnelfox/1fXoQWwUEH9PGL_m/assets/cohorts-mode.png?fit=max&auto=format&n=1fXoQWwUEH9PGL_m&q=85&s=ee56ef8bd4c8fed60c58fc85bda8bb36" width="1352" height="822" data-path="assets/cohorts-mode.png" />
</Frame>

| Mode                      | Accumulation  | Metric                                                | LTV column | Summary row |
| ------------------------- | ------------- | ----------------------------------------------------- | ---------- | ----------- |
| **Cumulative (ARPU)**     | Running total | [ARPU](/docs/dashboard/analytics#param-arpu)               | Hidden     | Avg         |
| **Cumulative (ARPPU)**    | Running total | [ARPPU](/docs/dashboard/analytics#param-arppu)             | Hidden     | Avg         |
| **Cumulative (Revenue)**  | Running total | [Net Revenue](/docs/dashboard/analytics#param-net-revenue) | Shown      | Total       |
| **Revenue (Incremental)** | Per period    | [Net Revenue](/docs/dashboard/analytics#param-net-revenue) | Shown      | Total       |

**Accumulation** controls how each period column is calculated:

* **Cumulative**: Each period is a running total carried forward from Period 0,
  so the value only rises over time unless refunds pull it down. It answers
  "how much has this cohort delivered so far" and builds toward LTV.
* **Incremental**: Each period shows the value produced in that period alone.
  Values usually decline as renewals taper, and a period can go **negative**
  when refunds outweigh revenue. Incremental is available for **Net Revenue**
  only.

### Cohorts chart

Each mode draws one chart, titled after the mode. What it shows depends on
**Group by**:

<Frame>
  <img src="https://mintcdn.com/funnelfox/1fXoQWwUEH9PGL_m/assets/cohorts-chart.png?fit=max&auto=format&n=1fXoQWwUEH9PGL_m&q=85&s=22d42b982324ed3bb9b8f67a4f37dab0" width="1554" height="841" data-path="assets/cohorts-chart.png" />
</Frame>

* **Without grouping**: A single average line with a shaded band for the
  lowest-to-highest cohort spread. Hovering a period shows **Avg**, **Min**,
  **Max**, and, from Period 1 on, **Renewal %** and **Drop %** (`100 -
  Renewal`).
* **With grouping**: One line per group, with a **Top N** selector (Top 5, Top
  10, or All) to cap how many lines appear. The band and Renewal/Drop figures
  are hidden.

Cumulative curves climb as value builds toward LTV; incremental curves descend
as renewals taper and dip below zero in refund-heavy periods.

### Cohorts table

The table shows the same metric as the chart, one row per cohort, in the
cohort's currency. The left columns stay fixed while you scroll through
periods:

<Frame>
  <img src="https://mintcdn.com/funnelfox/1fXoQWwUEH9PGL_m/assets/cohorts-table.png?fit=max&auto=format&n=1fXoQWwUEH9PGL_m&q=85&s=6b8ae29c9f3704c8133feefa76a29818" width="1511" height="973" data-path="assets/cohorts-table.png" />
</Frame>

* **Cohort**: The start date (`Mon DD YYYY`, or `Mon YYYY` when monthly), or
  the **group name** when **Group by** is active.
* **Size**: The number of users in the cohort.
* **LTV**: Lifetime value per user, shown for **Net Revenue** only.
* **Period columns**: Labeled **D0 / W0 / M0**, **D1 / W1 / M1**, and so on.
  Period 0 is the start; a dash marks periods a cohort has not reached yet.

A pinned summary row aggregates every cohort (**Total** for Net Revenue, a
size-weighted **Avg** for ARPU and ARPPU).

Cell shading is a heatmap scaled to
the 95th percentile: neutral for cumulative modes, green for incremental, and
red for negative values.

### Cohort attribution

A user joins a cohort based on the calendar period of their **first recorded
event**.

For **Net Revenue**, that is the first **transaction of any kind**: a
purchase, one-time payment, trial start, renewal, or even a refund. For **ARPU**
and **ARPPU**, it is the first **session**, so a user with sessions but no
purchase is still a cohort member. The anchor never moves once set.

<Info>
  Amounts below are described per period, matching the **Incremental** mode. In
  a **Cumulative** mode, the same period shows the running total instead.
</Info>

Here is how specific transactions land in a Net Revenue cohort:

* **Free trials**: <Tooltip tip="Aug 1, 2025 free trial anchors the cohort (Period 0, $0); the first paid charge on Sep 1, 2025 lands $25 in Period 1.">The trial start anchors Period 0</Tooltip>, at \$0 when the
  trial is free. The first paid charge lands in a later period, and the user
  still counts toward the cohort's **Size** from Period 0. A trial-to-paid
  conversion is not itself counted in the chart's Renewal %.
* **Paid trials**: <Tooltip tip="Jun 20, 2025 paid trial $1 anchors the cohort (Period 0, $1); the subscription activates Jul 27, 2025 and lands $29 in Period 1.">The paid-trial amount lands in Period 0</Tooltip>; the later
  activation lands in its own period.
* **Renewals**: <Tooltip tip="Mar 5, 2025 first subscription $50 sets Period 0; a renewal on Apr 5, 2025 lands $50 in Period 1.">Each renewal lands in its own period</Tooltip>, and the user
  stays in the original cohort.
* **One-time payments and upsells**: <Tooltip tip="Oct 3, 2025 first subscription $40 sets Period 0; a Nov 15, 2025 upsell of $100 lands in the same cohort's Period 1.">They land in the period they occur</Tooltip>
  and never start a new cohort. If a one-time payment is the user's very first
  transaction, it anchors that cohort.
* **Refunds and chargebacks**: <Tooltip tip="Jun 10, 2025 first subscription $30 sets Period 0; a Jul 12, 2025 refund of -$30 lands in Period 1, reducing it and possibly pushing it negative.">They land in the period of the refund's own
  date</Tooltip>, not the original purchase period, and can push a period
  negative.
* **Subscription pauses**: <Tooltip tip="Sep 10, 2025 first subscription $60 sets Period 0; the pause leaves Period 1 and Period 2 at $0; a Dec 10, 2025 renewal of $60 lands in Period 3.">They leave the paused periods at \$0</Tooltip>; the
  resume charge lands in its period, and the user stays in the same cohort.

<Info>
  Cohort totals can differ from the Overview and Charts tabs. Cohorts include
  only users first seen within the selected range and re-bucket revenue by
  period-since-start, while Overview and Charts sum every in-range transaction
  by calendar date. Upsells and refunds are included in both.
</Info>

### Example

Here is how one cohort fills in, using the **Net Revenue** metric at weekly
granularity:

<Steps>
  <Step title="A cohort forms">
    Every profile whose first transaction lands in the week of June 2,
    2025 forms one cohort. Say 200 users join, and their first charges
    total \$4,000. This is Period 0 (W0).
  </Step>

  <Step title="Later periods fill in">
    In W1, renewals add \$1,200. In W2, renewals add \$1,000 but a \$200
    refund also lands, so W2's own revenue is \$800. Cells show a dash for
    any period the cohort has not reached yet.
  </Step>

  <Step title="Incremental vs. cumulative">
    In **Revenue (Incremental)**, each period shows its own value: \$4,000,
    \$1,200, \$800. Switch to **Cumulative (Revenue)** and the same periods
    show the running total: \$4,000, \$5,200, \$6,000.
  </Step>

  <Step title="Read the LTV">
    LTV divides total net revenue by cohort size: \$6,000 ÷ 200 users =
    \$30 per user. The LTV column appears in the Net Revenue modes only.
  </Step>
</Steps>

## Metrics explained

Analytics tracks the following metrics across the **Overview** and **Charts**
tabs. The Charts selector groups them into four categories.

### Revenue

<ParamField path="Gross Revenue">
  Total revenue from all purchases before any refunds, chargebacks, or fees
  are deducted.
</ParamField>

<ParamField path="Net Revenue">
  Gross Revenue minus refunds and chargebacks. Refunds can arrive up to 30
  days after purchase, so recent amounts may adjust.
</ParamField>

<ParamField path="ARPU">
  Average Revenue Per User. Total revenue divided by unique users who started
  the funnel, including both paying and non-paying users.
</ParamField>

<ParamField path="ARPPU">
  Average Revenue Per Paying User. Total revenue divided by unique paying
  users — how much each paying user spends on average.
</ParamField>

### Activity

<ParamField path="Sessions" type="number">
  Total number of sessions (visits) in the period. One user can have multiple
  sessions.
</ParamField>

<ParamField path="Unique Users" type="number">
  Distinct users who opened the funnel at least once. Deduplicated by user
  identifier across sessions.
</ParamField>

<ParamField path="Leads (Emails)" type="number">
  Email addresses captured through funnel forms. Counted once per unique email
  per period.
</ParamField>

### Transactions

<ParamField path="New Subscriptions" type="number">
  New paying subscriptions started in the period. Includes converted trials
  and direct purchases.
</ParamField>

<ParamField path="Active Subscriptions" type="number">
  Total subscriptions currently active (paid and trial). Snapshot at the end
  of each interval.
</ParamField>

<ParamField path="Churned" type="number">
  Subscriptions that ended in the period. Includes voluntary cancellations and
  involuntary payment failures.
</ParamField>

<ParamField path="Churn Rate" type="percentage">
  Churned subscriptions divided by active subscriptions for the period. Lower
  is better. Voluntary = the user cancelled; involuntary = the payment failed.
</ParamField>

<ParamField path="Trials Started" type="number">
  New trial subscriptions started. Counted when the trial begins, regardless
  of whether it later converts.
</ParamField>

<ParamField path="Trials Converted" type="number">
  Trials that converted to a paid subscription. Counted on the date the first
  paid charge succeeds.
</ParamField>

<ParamField path="Purchases" type="number">
  All successful purchase transactions, including initial subscriptions,
  renewals, and one-time payments.
</ParamField>

<ParamField path="Upsell Revenue">
  Revenue generated from upsell offers accepted after the initial purchase.
</ParamField>

<ParamField path="Upsells" type="number">
  Number of upsell offers accepted. Each accepted upsell counts once
  regardless of amount.
</ParamField>

### Conversion rates

<ParamField path="By Step" type="percentage">
  Drop-off rate at each funnel step. Shows what percentage of users advance
  from one step to the next:

  * Bars show conversion relative to the initial screen.
  * The line shows conversion relative to the previous screen.
  * By default, the chart reflects the latest published funnel version.
</ParamField>

<Info>By Step will be replaced by a dedicated funnel-analytics page.</Info>

<ParamField path="Start → Purchase" type="percentage">
  Unique users who completed a purchase divided by unique users who saw the
  first screen. How well your funnel converts traffic into paying customers.
</ParamField>

<ParamField path="Start → Subscription" type="percentage">
  Unique users who started a subscription divided by unique users who saw the
  first screen. Measures end-to-end conversion from first visit to
  subscription.
</ParamField>

<Tip>For conversion rates, purchase means completing a checkout and includes trials and one-time payments, while Start → Subscription includes only subscription starts and excludes trials and one-time payments.</Tip>

<ParamField path="Start → Paywall" type="percentage">
  Unique users who reached the paywall divided by unique users who saw the
  first screen. Shows how effectively early steps drive users toward pricing.
</ParamField>

<ParamField path="Paywall → Subscription" type="percentage">
  New subscribers divided by users who reached the paywall. Measures how well
  your pricing page converts interested users.
</ParamField>

<ParamField path="Checkout → Subscription" type="percentage">
  Completed subscriptions divided by users who started checkout. Measures
  payment form completion rate.
</ParamField>

<ParamField path="Trial → Paid" type="percentage">
  Trials converted to paid divided by total trials started. How well your
  trial experience converts to paying customers.
</ParamField>

<ParamField path="Sub → Upsell" type="percentage">
  Unique users who accepted an upsell divided by unique users who started a
  subscription. Measures upsell conversion among subscribers.
</ParamField>

## Set up tracking

### Screen type

For conversion rate analytics, mark your
[screen types](/docs/editor/overview#param-screens) in the Editor. The
fastest way is to prompt AI Chat in Editor. Manual settings still work
if you prefer.

<Warning>
  Funnels published before December 24, 2024 may have limited tracking.
  Republish your funnels after configuring screen types to enable full
  analytics capabilities.
</Warning>

<Steps>
  <Step title="Open the funnel in the Editor">
    Open your funnel and either prompt AI Chat in Editor (e.g.,
    "Set this screen as a Paywall") or select each screen manually.
  </Step>

  <Step title="Set screen type">
    Available types:

    * **Default**
    * **Auth**
    * **Checkout**
    * **Finish**
    * **Paywall**
    * **Upsell**
  </Step>

  <Step title="Republish funnel">
    Save and publish your funnel to activate tracking.
  </Step>
</Steps>

## Filters

To narrow results to those that matter for your decisions, you can filter data
on every **Analytics** tab by time range.

The **Overview** and **Charts** tabs share the same set of filters:

* Country
* Language
* Device
* OS
* Funnel
* Product
* UTM Source
* UTM Medium
* UTM Campaign
* Payment Provider
* Payment Method
* Currency
* Transaction Type

<Info>On the Charts **By Step** view, the **Funnel** filter is replaced by a dedicated funnel selector.</Info>

The **Cohorts** tab uses its own filter set, and which filters are available
depends on the selected [mode](/docs/dashboard/analytics#cohort-modes):

* **Cumulative (ARPU)** offers 8 filters: Country, Language, Funnel, Device,
  and OS (multi-select), plus UTM Source, UTM Medium, and UTM Campaign (free
  text).
* The **ARPPU** and **Net Revenue** modes add 5 more: Product and Currency
  (free text), Payment Provider (Stripe, Paddle, PayPal, Billing, Solidgate),
  Payment Method (free text), and Transaction Type (Renewal, Direct
  Subscription, Trial Conversion, Free Trial, Paid Trial).

<Note>
  Cohorts no longer filter by billing period. The closest equivalent is the
  **Transaction Type** filter, available in the ARPPU and Net Revenue modes.
</Note>

## Grouping

Grouping splits your data by a dimension so you can compare segments. The
**Overview** breakdown table, the **Charts** tab, and the **Cohorts** tab all
support grouping, each with its own set of dimensions.

<Accordion title="Grouping options available on the Overview tab">
  * Billing Reason
  * Browser
  * Browser (with version)
  * Card Type
  * City
  * Country
  * Currency
  * Device
  * Experiment
  * Funnel
  * Language
  * OS
  * Payment Method
  * Payment Provider
  * Product
  * Project
  * UTM Campaign
  * UTM Medium
  * UTM Source
</Accordion>

<Accordion title="Grouping options available on the Charts tab">
  * Browser
  * Browser (with version)
  * City
  * Device
  * Funnel
  * Language
  * Project
  * Experiment
  * Currency
  * Country
  * Payment Provider
  * Billing Reason
  * Product
  * OS
  * UTM Campaign
  * UTM Medium
  * UTM Source
</Accordion>

<Accordion title="Grouping options available on the Cohorts tab">
  Cohort grouping depends on the selected
  [mode](/docs/dashboard/analytics#cohort-modes). "No grouping" is always
  available.

  The **Cumulative (ARPU)** mode offers 12 dimensions:

  * Country
  * Language
  * Funnel
  * UTM Source
  * UTM Medium
  * UTM Campaign
  * Device
  * OS
  * Browser
  * Browser (with version)
  * City
  * Experiment

  The **ARPPU** and **Net Revenue** modes add 6 more:

  * Card Type
  * Currency
  * Payment Method
  * Payment Provider
  * Product
  * Transaction Type
</Accordion>

<Info>Each dimension applies only to relevant metrics. Options that don't apply to the selected metric are disabled.</Info>

## Troubleshooting

<AccordionGroup>
  <Accordion title="No data showing">
    1. Check that your funnel is [published](/docs/editor/publishing) (draft funnels don't track).
    2. Note that subscriptions data is available in **Charts** and **Cohorts** starting from June 17, 2025.
    3. Republish older funnels since funnels published before December 24, 2024 have basic tracking only.
  </Accordion>

  <Accordion title="Incorrect metrics">
    Check the time zone. Analytics starts updating data daily at 00:00 UTC to ensure consistency across global teams.
  </Accordion>

  <Accordion title="Missing conversion data">
    1. [Set screen types](/docs/dashboard/analytics#screen-type) properly in the Editor.
    2. Republish funnel after changes.
  </Accordion>
</AccordionGroup>

## Next steps

Set up [Experiments](/docs/dashboard/experiments) to test improvements.

Explore [FunnelFox Radar](/docs/radar/overview) to see how the rest of your
market is advertising.