Using Visitor Journey Reporting

FunnelFlux Pro has one important difference versus most conventional performance marketing trackers (like Voluum, Redtrack, Binom, etc.):

  • The path the user can take has virtually no restrictions.

This has some important consequences on reporting:

  • We can't show "lander + offer" as a combo grouping, because there is no requirement for users to go to a lander first, followed by one offer

In fact, there's no requirement for users to go through page types in any sequence whatsoever.

As a product owner, you might have users go to a pre-lander > a sales page lander > a checkout offer page > an upsell offer page > a thank you lander.

In this situation, you can hopefully see the "lander + offer" attribute is a bit nonsensical, hence why we don't have it.

Instead we have a special attribute called Visitor Journey.

This attribute shows the full path a user went through as a tree. You should also notice if you try to group by a lander attrribute then an offer attribute, we will automatically merge those attributes into just a single visitor journey one.

Here's what visitor journey might typically look like:

Notice here that the node type is shown via the icon -- blue pages being lander, green being offers, as you'll see in the funnel builder.

Here I am looking at the FunnelFlux website tracking. You can see that there are three starting points for user's journeys:

  • FunnelFlux Homepage
  • FunnelFlux Pro Homepage
  • FunnelFlux Pro (STM)

From the FunnelFlux Homepage, people click through to the FunnelFlux Pro homepage (which a large number of people also directly started at).

This page is a lander, so we can look at lander CTR to see the homepage > pro homepage CTR, which is around 34%.

From the FunnelFlux Pro Homepage, people may also visit a video onboarding page, which you may remember being redirected to on finishing your checkout. The FunnelFlux Pro Homepage is an offer, so we can see the CTR of this page under the offer CTR column.

We show lander and offer CTR as separate columns -- the reason for this is that if you are not grouping by lander or page type, the reporting would then show lander and offer CTR merged together, which can give odd reporting that you don't expect.

Another page is the FunnelFlux Pro (STM) page, which is one of our partner pages that people might be directly referred to.

This visitor journey can go infinitely deep and lets you understand the exact sequence users go through.

Important Notes

  1. If a user goes from some lander > offer, then goes back to the previous lander, we don't make another level in the tree. Instead we just make a repeat lander view on the existing level. This is to prevent infinite nesting where a user creates a tree like lander > offer > lander > offer > lander etc., which is not very helpful for analysis!
  2. The tree always starts at the "entrance" a user made, which is what gives a new visit in the visit column. If you see starting points that are unexpected, its probably because some user is loading a page in your funnel where you have javascript tracking (e.g. loading a previously loaded URL, bookmark, or a tracking disconnect where they start a new journey).
  3. The tree will show rotator and condition nodes, so you can understand how a user was routed. We will soon add the ability to name rotators, and will be adding them to conditions inside each route so you can even see how a user was routed (i.e. what condition route they matched). For now, you could manually add rotators at the end of every route if you want to label them (advanced!).
  4. Lander and offer groups are shown with a double page icon like this:

This means that the user loaded the group's internal rotator, which then decided on which page to serve (test lander 2B or test lander 1). We show this group level as it lets you understand what group node was loaded, and the overall metrics of that group rather than just individual pages (you could for example be split-testing two different groups against eachother and want to see the group-level metrics).

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