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      How to use the FunnelVision Report

      This document is for Media Buyers, Brand Marketing Directors and Brand Owners optimizing ad spend using the FunnelVision Report.

      Video Walkthrough of FunnelVision

       

      What Is FunnelVision

      FunnelVision is a revolutionary report to help users see how their marketing is performing across their entire funnel.  This view of the data takes clicks from across the entire customer journey so that credit can be divided up amongst all relevant clicks from the Top of Funnel (TOF), Middle of Funnel (MOF) and Bottom of Funnel (BOF).  All those important clicks that would have gotten lost in the attribution black hole are now able to show value to ad buyers.

      There is easier access to revenue from new customers vs. repeat customers and a high level breakdown of one-time sales and revenue vs. subscription sales and revenue.

      Why You Need This

      To do proper analysis in current marketing attribution solutions, you need to understand and select the attribution model relevant to your campaign intent.  Often you need to do analysis in more than one attribution model and piece-meal the data together.  We've simplified marketing attribution into one report so you never need to worry about attribution models again.

      FunnelVision is the most robust attribution reporting available anywhere because we’re allowing all relevant clicks across the funnel (TOF, MOF and BOF) to get credit for revenue.

      Specific Facebook Data is pulled in daily for easy comparisons between Wicked Reports and Platform data.  Click here to see which columns are available

      How To Use The FunnelVision Report

      FunnelVision buckets every click in the customer journey into the appropriate part of the Funnel (TOF, MOF and BOF) before any calculations are done

      TOF Clicks

      FunnelVision has two options for how we determine Top Of Funnel (TOF) clicks.

      • First Click Only:  Only the First Click will be considered to Top of Funnel (TOF) Click.  This option is recommended for business who do not have a focus on lead generation.  This will allow retargeting clicks to warm traffic to be considered MOF or TOF clicks based on time window settings.  This option will make your Top of Funnel (TOF) very similar to using First Click Attribution.
        • any duplicate click within 2 hours of the First Click will be ignored and will not be used toward the Middle of Funnel (MOF) clicks or Bottom of Funnel (BOF) clicks.
      • Contact Creation:  All clicks that occur prior to a contact being added to the CRM.  There is no limit to how many clicks can be considered TOF.  As long as the click occurs prior the contact being created, FunnelVision will consider the click a Top of Funnel (TOF) Click.  This option is recommended for business who do have a focus on lead generation as any click prior to their first optin is considered a TOF click.

      BOF Clicks

      BOF clicks happen AFTER a contact is created and before an Order happens.  The user will set their defined Bottom of Funnel (BOF) Time Window.  The BOF Time Window will be between 1 and 90 days prior to an sale.  Any click that occurs within the defined BOF Time Window, will be considered a BOF click.

      BOF Time Window: 1-90 Days

      MOF Clicks

      MOF clicks happen AFTER a contact is created and before the BOF Time Window.  The user will set their defined Middle of Funnel (MOF) Time Window.  The MOF Time Window will be between 1 and 90 days prior to the BOF Window.  Any click that occurs within the defined MOF Time Window, will be considered an MOF click.

      MOF Time Window: 1-90 Days

      MOF and BOF are mostly unique for every order

      Every order has it's own Middle of Funnel and Bottom of Funnel.  Once a customer places an order, the MOF and BOF starts over for that customer and their future orders.  

      ex. An MOF Click for Order #1 cannot be an MOF click for Order #2, even if the click falls within the MOF time window of Order #2.  Once order #1 happens, a new MOF and BOF window begins for Order #2

      MOF and BOF Time Window Examples

      BOF Window: 30 Days

      MOF Window: 30 Days

      BOF Window: 7 Days

      MOF Window: 21 Days

       

      BOF Window: 30 Days 

      MOF Window: 30 Days (cut off at 8 days because MOF/TOF cannot overlap)

      NOTE: Contact is created within the MOF Window, so MOF Window is cut short at TOF

      BOF Window: 7 Days (cut off at 3 days because BOF/MOF/TOF cannot overlap)

      MOF Window: 21 Days (ignored in below scenario)

      NOTE: Contact is created within the BOF Window, so BOF Window is cut short at TOF and MOF Window is IGNORED

       

      BOF Window: 7 Days (ignored in below scenario)

      MOF Window: 21 Days (ignored in below scenario)

      NOTE: Contact is created at time of order, so BOF Window and MOF Window are IGNORED

      Important: In the scenario where a customer makes their first click and then immediately makes a purchase, since the click occurs prior to contact creation, this click is considered a Top Of Funnel (TOF) click and the order will represented that way in FunnelVision.

      Filters and Settings

      • Revenue Breakdown Linear or Full Impact (see below)
      • Date Range date range for reports in which to find orders, leads, costs and clicks
      • Compare to period a toggle for selecting a previous date range to compare the selected Date Range.  When on, you will be able to select a previous date range and Wicked will provide % changes from Compare to Period to Date Range [Learn to use Compare to period]
      • Compare to Date range When Compare to period is On, this is the Date range you want to compare to the selected Date Range [Learn to use Compare to period]
      • Channel Quick Filter marketing channel to report on.  Overall will provide channel level reports
      • View-Through Confidence When in Overall or Facebook Channels, this is the percentage of Facebook View-Through Conversions to include from Facebook [Learn More about Facebook View-Through Conversions]

      • TOF Time Window is either the First Click Only or all clicks up until the contact is created in the CRM
      • MOF Time Window 1-90 Days representing how long the Middle Of Funnel should be (see above)
      • BOF Time Window 1-90 Days representing how long the Bottom Of Funnel should be (see above)
      • Ignore Organic Clicks If Yes is selected the entire report will ignore Organic clicks for.  All reporting on the screen will "pretend" that any of the Organic clicks NEVER occurred.  No will include organic clicks.
        • Linear attribution will be more impacted by including Organic clicks because there will be more clicks to divide every order by.  We recommend ignoring organic clicks.
      • Product Include or Ignore any set of products or a specific product from the reporting
      • Gross or Net Gross will include all sales, revenue and customers before removing discounts, failed payments and refunds.  Net will show show sales, revenue and customers after removing discounts, failed payments and refunds.
      • Range Filtering Only include in the reporting, rows where Costs, New Leads or Clicks are less than, equal to or greater than a specific value.
      • Include Recurring Subscription Revenue
        • New Subscription Payment 1 on a New Subscription
        • Recurring Subscription Payment 2 - x on a Subscription.  All payments after the first payment of a subscription.
        • If Yes, the reports will include sales and revenue from New and Recurring subscription payments.  
        • If No, the reports will EXCLUDE all recurring subscription sales and payments.  New Subscriptions are still included.

      Revenue Breakdown

      Linear

      With the Linear Revenue breakdown, every order and it's revenue is divided among all the eligible TOF clicks, MOF clicks and BOF Clicks.

      If there are 5 eligible clicks across the customer journey from first click to purchase, then every one those clicks will get .2 (20%) of the sale.

      Example:

      Every order will be divided appropriately into the proper clicks so no sale will be counted more than once.  This is why including organic clicks can dilute the value of your paid clicks...more clicks will share credit for a sale.

       

      Full Impact

      With the Full Impact Revenue breakdown, every eligible click will get credit for an entire order across the funnel.  For each click, the order will be divided among the parts of the funnel the click occurred in (TOF, MOF, and BOF).

      If any given Ad was clicked in multiple parts of the Funnel, that Ad will receive credit for a sale and the sale will then be divided into the relevant parts of the funnel for that Ad.

      Example:

      Across different Channels, Campaigns, etc, any given order may be counted more than once.  For any specific Channel, Campaign, etc, an order can only be counted once.

      Sales Conversions

      All the attributed orders are shown by the part of the funnel in which they are attributed.  This view gives you a quick and easy way to see what percentage of sales is being driven by each part of your funnel.

      Because Full Impact Revenue Breakdown allows multiple clicks to get full credit for the same sale across the Top, Middle and Bottom of the funnel, there will be a % value showing funnel overlap.  This overlap is how much revenue is being "over-counted" across the funnel.

      Revenue Section

      Total Revenue is a De-Duplicated sum of the revenue from the sales during the selected time period and filters. 

      When in Full Impact, the Total Revenue will NOT match the Funnel Breakdown revenue chart due to the Funnel Breakdown allowing the same sale to be counted multiple times across the funnel.

      The Pie Chart is a De-Duplicated breakdown of revenue from New Sales vs. Repeat Sales.  See at a glance what percentage of sales are a customer's first sale or a repeat sale.

      When in the Overall Channel and hover over the Total Revenue, there will be a breakdown of Attributed Revenue, Unattributed Revenue and Pre-wicked Revenue.

      • Unattributed sales all the sales in which no tracked clicks fall in the TOF, MOF or BOF windows
      • Pre-wicked sales all sales from leads that were acquired prior to using Wicked Reports

      Along the Top-Right, is a breakdown of One-Time Revenue (and Sales), New Subscription Revenue (and Sales) and Recurring Subscription Revenue (and Sales)

      At the Top is a LTV.  This customer LTV is calculated by taking all the Customers from the time-frame and filters selected and providing an Avg. lifetime value from those specific customers.

      Summary Stats

      Costs: Total costs based on the selected time-frame and filters

      Leads: Total Leads based on the selected time-frame and filters.  Hover for Tool-tip breakdown of New Leads vs. Re-Engaged Leads

      Total Sales: Total Sales based on the selected time-frame and filters.  When in Overall Channel, hover for Tool-tip breakdown of Attributed, Facebook View-Through, Unattributed and Pre-wicked sales counts.

      When in Facebook Channel, hover for Tool-Tip breakdown of Attributed and Facebook View-Through sales counts

       

      Customers: Total count of de-duplicated customers based on the selected time-frame and filters. Hover for Tool-tip breakdown of New Customers vs. Repeat Customers.

      ROI / ROAS: ROI and ROAS based on the selected time-frame and filters.

      • ROI:  (Total Revenue - Costs) / Costs (as a %)
      • ROAS: Total Revenue / Costs (as a decimal)

      Clicks: Clicks based on the selected time-frame and filters.

      Grid

      The Grid shows the detailed results of the selected time-frame and filters

      When using the Compare To functionality, the Grid will show the Up/Down trend information comparing the Compare to Period to the selected date range.

      Columns can be hidden or shown and moved around using the Manage Columns button above the grid

      Available Columns

      • Channel Only in Overall Channel
      • Campaign name Ad Campaign Name or utm_campaign value
      • Source (hidden by default) Channel Name or utm_source value
      • Medium (hidden by default) ppc or utm_medium value
      • Ad Set / Ad Group/ Term (hidden by default) Facebook Ad Set Name, Google Ads Ad Group Name, etc or utm_term value
      • Ad Name / Keyword / Content (hidden by default) Facebook Ad Name, Google Ads Keyword, etc or utm_content valuev
      • Costs total costs for the given row for the selected time-frame and filters
      • Clicks total clicks for the given row for the selected time-frame and filters
      • Total Sales total sales for the given row for the selected time-frame and filters
        • Total Sales = Total TOF Sales + Total MOF Sales + Total BOF Sales
        • Clicking Total Sales will provide a popup of the Sales details filtered for All Sales
      • Total Revenue Total revenue for the given row for the selected time-frame and filters
        • Total Revenue = Total TOF Revenue + Total MOF Revenue + Total BOF Revenue
        • Hover Tool-tip will provide a breakdown of One-Time revenue, New Subscription revenue and Recurring Subscription revenue
      • ROI ROI for the given row for the selected time-frame and filters
        • (Total Revenue - Costs) / Costs
      • ROAS ROAS for the given row for the selected time-frame and filters
        • Total Revenue / Costs
      • New Leads New leads acquired for the given row for the selected time-frame and filters
        • Clicking New Leads will provide a popup of the Leads details filtered for New Leads
      • Re-Engaged Leads Re-Engaged leads for the given row for the selected time-frame and filters
        • Clicking Re-Engaged Leads will provide a popup of the Leads details filtered for Re-Engaged
      • Total Leads Total Leads for the given row for the selected time-frame and filters
        • New Leads + Re-Engaged Leads
        • Clicking Total Leads will provide a popup of the Leads details filtered for All Leads
      • CPL Costs per New Lead for the given row for the selected time-frame and filters
        • Costs / New Leads
      • CPC Costs per click for the given row for the selected time-frame and filters
        • Costs / Clicks
      • Facebook Columns 

      When in the Facebook Channel, these Facebook fields are available in the grid

      for Facebook data through yesterday

      FacebookDataPulledDaily-1

      When released (June 1, 2023), accounts are seeded with 30 days of historical Facebook data.  If you need more than 30 days, please contact support about importing more historical data. 

        • Date Created The Date when this campaign, ad set or ad was newly created
        • Status (On/Off) The current Status of the Ad/Ad Set/Campaign you are looking at. 
          • The Status is updated every hour.
        • Website adds to cart The number of add to cart events tracked by the pixel or Conversions API on your website and attributed to your ads.  
          • Note: In some cases, this metric may be estimated
        • Meta Add to Cart The number of add to cart actions within Meta technologies (such as Pages or Messenger) and attributed to your ads.
        • Cost per add to Cart The average cost of each add to cart
          • Note: In some cases, this metric may be estimated and reported by a third-party API
        • Website Purchases The number of purchases events tracked by the pixel or Conversion API on your website and attributed to your ads
          • Note: In some cases, this metric may be estimated
        • Website Purchase Conversion Value The total value of website purchases conversions
          • Note: In some cases, this metric may be estimated
        • Meta Purchases The number of purchases made within Meta technologies (such as Pages or Messenger) and attributed to your ads
        • Meta purchase conversion value The total value of purchase conversions on Meta technologies
        • Website Purchase ROAS The total return on ad spend (ROAS) from purchases on your website
          • Note: In some cases, this metric may be estimated
        • Impressions The number of times your ads were on screen
        • CPM The average cost for 1,000 impressions
        • Outbound Clicks The number of clicks on links that take people off Meta technologies
        • Outbound Click Through Rate The percentage of times people saw your ad and performed an outbound click
        • Cost Per Outbound Click The average cost per outbound click
      • Top Of Funnel
        • Total TOF Sales Total attributed sales to the Top Of Funnel for the given row for the selected time-frame and filters
        • Total TOF Revenue Total attributed revenue to the Top Of Funnel for the given row for the selected time-frame and filters
        • ROI TOF ROI for the given row for the selected time-frame and filters
          • (Total TOF Revenue - Costs) / Costs
        • ROAS TOF ROAS for the given row for the selected time-frame and filters
          • Total TOF Revenue / Costs
      • Middle Of Funnel
        • Total MOF Sales Total attributed sales to the Middle Of Funnel for the given row for the selected time-frame and filters
        • Total MOF Revenue Total attributed revenue to the Top Of Funnel for the given row for the selected time-frame and filters
        • ROI MOF ROI for the given row for the selected time-frame and filters
          • (Total MOF Revenue - Costs) / Costs
        • ROAS MOF ROAS for the given row for the selected time-frame and filters
          • Total MOF Revenue / Costs
      • Bottom Of Funnel
        • BOF Sales attributed sales to the Bottom Of Funnel for the given row for the selected time-frame and filters
        • BOF Revenue attributed revenue to the Bottom Of Funnel for the given row for the selected time-frame and filters
        • FB View-Through Conversions Facebook View-Through Conversions for the given row for the selected time-frame and filters (multiplied by the Facebook View-Through Confidence Score)
        • FB View-Through Revenue Facebook View-Through Conversion Revenue for the given row for the selected time-frame and filters (multiplied by the Facebook View-Through Confidence Score)
        • Total BOF Sales Total BOF Sales for the given row for the selected time-frame and filters
          • BOF Sales + Facebook View-Through Conversions
        • Total BOF Revenue Total BOF Revenue for the given row for the selected time-frame and filters
          • BOF Revenue + Facebook View-Through Revenue
        • ROI BOF ROI for the given row for the selected time-frame and filters
          • (Total BOF Revenue - Costs) / Costs
        • ROAS BOF ROAS for the given row for the selected time-frame and filters
          • Total BOF Revenue / Costs
      • New Customer Count count of New Customers from the sales for the given row for the selected time-frame and filters
        • Clicking New Customer Count will provide a popup of the Customer details filtered for New Customers
      • Repeat Customer Count count of Repeat Customers from the sales for the given row for the selected time-frame and filters
        • Clicking Repeat Customer Count will provide a popup of the Customer details filtered for Repeat Customers
      • Total Customers count of all customers from the sales for the given row for the selected time-frame and filters
        • New Customer Count + Repeat Customer Count
        • Clicking Total Customer will provide a popup of the Customer details filtered for All Customers
      • CAC cost to acquire new customers for the given row for the selected time-frame and filters
        • Costs / New Customer Count
      • All Customer CAC cost to acquire all customers for the given row for the selected time-frame and filters
        • Costs / Total Customer Count
      • LTV Avg. Lifetime value of all customers from the sales for the given row for the selected time-frame and filters
        • we take all the customers based on filter criteria and get their lifetime values and then provide the avg. of those values.
      • EPC Earning Per Click for the given row for the selected time-frame and filters
        • Total Revenue / Clicks
      • EPL Earning Per New Lead for the given row for the selected time-frame and filters
        • Total Revenue / New Leads
      • First Click Date Earliest date a tracked click was recorded for the given row for the selected time-frame and filters
      • Last Click Date Most recent date a tracked click was recorded for the given row for the selected time-frame and filters
      • One-Time Sales count of one-time sales for the given row for the selected time-frame and filters
        • Clicking One-Time Sales will provide a popup of the Sales details filtered for One-Time Sales
      • New Subscription Sales count of new subscription sales for the given row for the selected time-frame and filters
        • Clicking New Subscription Sales will provide a popup of the Sales details filtered for Subscription Sales
      • Recurring Subscription Sales count of recurring subscription sales for the given row for the selected time-frame and filters
        • Clicking Recurring Subscription Sales will provide a popup of the Sales details filtered for Subscription Sales

      Wicked Tools Options

      Every row in the FunnelVision Grid has 3 dots which are the Wicked Tools options

      • Tracking Validator Tool to validate the URLs found for the selected row
      • Any Click Search Opens the Customer LTV report using Any Click search for the selected Row
        • Answers the question: "Find me all sales where this row was clicked anytime prior to a sale"
      • Facebook Ad Preview When looking at Facebook Ad Rows, this will show you the most recent ad creative for the given Facebook Ad

      Frequently Asked Questions (FAQ)

      • How do I make the FunnelVision Report Match the ROI Report?

      They won’t.  There is no setting to get them to match.  They are calculated completely different, using a completely different set of clicks and the reason to use FunnelVision is because it won't match and should allow for more sales to be attributed than the ROI Report

      • When in the Overall Channel using Linear Revenue Breakdown, why doesn't my Total Revenue equal the sum of the rows for Total Revenue column?

      This is because we do not show unattributed revenue in the FunnelVision grid.  Hover over the Total Revenue in the summary section and you will see how much revenue is shown as unattributed.  The sum of Total Revenue column in the grid should match what the Tool-Tip shows as Attributed Revenue.

      • What does "Ignore Organic Clicks?" Do?

      Organic clicks are any clicks recorded without any UTMs or tracking parameters.  These are clicks we've bucketed into organic campaigns "Direct", "Organic Search", "Referral" and "Social".

      When Ignoring Organic Clicks, FunnelVision will process the reports as though these clicks never occurred.  Using Full Impact Revenue Breakdown, there won't be much difference in the reporting.  Using Linear is where there's likely a bigger difference.  Linear Revenue Breakdown splits credit for a sale among all the eligible clicks that occurred in the TOF, MOF and BOF.  If you include Organic clicks, there are more clicks used in the calculation and can dilute the credit your paid ads, emails and sms will get for a sale.  This is why when analyzing paid marketing, we recommend ignoring Organic clicks.

      • Why does New Customer Cohort not match FunnelVision New Customers (within a channel)?

      For any given channel, the amount of sales (and customers) is calculated differently, as mentioned above.  Cohort is using ROI style (First Click First Optin, Last Click and Re-Optin) So, unless you are in Overall Channel, you should not expect New Customer Cohort to match FunnelVision New Customers

      • Which is more accurate?  FunnelVision or ROI Report?

      ROI Reports attribution using at most, 4 specific clicks in the customer journey (First Click, First Optin, Last Click and Re-Optin).  FunnelVision provides attribution using a broader set of clicks than the ROI Report.  This means that more clicks along the customer journey can get credit for a sale.  So, from an accuracy perspective, FunnelVision will likely show more sales and provide a more accurate representation of which clicks are actually having a true impact on customer buyign decisions.

      • Why doesn't the Facebook Columns data match what I see in Facebook?

      Facebook columns are pulled in once daily.  This means that are NOT live.  Be sure to NOT include today, in your Facebook date range.

      Also be aware that when the Facebook data columns were added to Wicked Reports, only 30 days worth of data was imported.  So, if you are going back before May 2023, the data may not be complete.  Note: If you need more data imported, please contact support and they can help you get more Facebook data into your Wicked Reports account

      • How do I compare two date ranges?

      To compare multiple date ranges, toggle the Compare to period option in the filters and select a previous time period to compare.  After you apply the changes, you will see the up/down trend for the data points.  If you hover over the up/down trend, you will see the value from the previous period to show why the trend is up/down.  

      [Click Here To Learn More About Using Compare To]