Understanding our Reporting Metrics

FunnelFlux Pro is different to most performance marketing trackers, and so our reporting metrics differ a little bit as well.

In particular, you can build a funnel with many "nodes" and these nodes have their own metrics. Similarly, funnels have unique metrics that you won't really find in other tracking platforms.

You can access column settings to show different metrics by clicking this icon:

Or tapping the hotkey "S" for settings.

From there you can enable various columns:

These metrics can look quite simple but cause confusion later if you don't know how they are defined, so I will go through our key metrics in detail here.

Visitors and Visits

Visitors is a unique count of users who have entered your funnel.

Think of this as a count of distinct "people" who have been tracked in your funnel somewhere.

This value should always be lower than visits. To be technical, its a count of the unique "vid" values we have tracked (the values you see injected into our URLs, and that we use for keeping track of users).

Visits on the other hand are the entrances to your funnel created by visitors. One visitor can create many visits by re-entering your funnel.

Let's imagine this journey:

Traffic source ad --> tracking link --> lander --> action link --> offer

In this typical sequence, a single visitor creates only one visit, when they enter your funnel via your tracking link.

But if the same user stopped at the lander, later saw an ad again and clicked it, and had tracking cookies present, we would re-identify them and create a second visit but NOT a second visitor.

Likewise, they might leave the lander, then a day later come back to the lander and be tracked by JS. Would this create a new visit? Yes and no.

If they ended their journey on the lander, left, then came back to that lander, it would not be a new visit/entrance, but just a repeat lander view.

But if they went deeper into your funnel (lets assume there are more pages) and later loaded the lander directly, that lander might not be immediately connected to the last page/node they were on. In this scenario its like they re-entered the funnel from a new location, so we would count it as a new visit.

So in general, think of visits as instances where a visitor entered your funnel at some distinct point, whether it be from a tracking URL used in an ad, one used in a follow-up email, or them reloading a page some time later that is disconnected from their existing journey (i.e. they jumped to some new location).

Lander/Offer Views and Clicks

This is an area where many users can get confused since they are used to other tracking platforms that just have "clicks".

Remember in FunnelFlux you can build complex funnels with many landers, offers and other nodes in any sequence you want.

So we can't just say "clicks" like in other trackers, as a "click" could come from many different places.

These are however quite simple to define:

• View - a visit to a page. So a lander view is a view to a lander-type page, an offer view is a view of an offer-type page
• Click - the loading of an action link. If this action link came from a lander node, its a lander click. If it came from an offer node, it is an offer click.

In most other trackers offers are a "terminus" -- somewhere you send people that is controlled by a third-party, its not your page. So its not usualy to have "clicks" from these pages.

But in FunnelFlux Pro offers can be your pages too, so having clicks from them is not unusual.

For most simple scenarios where you have traffic > lander > offer, lander clicks would be equivalent to offer views and you would have no offer clicks (again, offer clicks does not mean clicks to an offer, it means clicks originatin from an offer page).

There's one additional nuance -- if you use our javascript on pages and link directly from one page to the other, and those pages are connected through an action (but you didn't load the action link), our system will simulate that the action happened and so will add a click to the reporting.

We do this so that we can track CTR and clicks on pages where you can't actually redirect through the tracker. So to be more precise, a "click" is when an action was executed, whether directly by loading the action URL, or added retrospectively by our system.

Clickthrough rate for landers and offers is then quite simply the (clicks / views) × 100 for whatever row you are looking at.

Unique Lander/Offer Views and Clicks

The idea of "uniqueness" in our system is also prone to misinterpretation, as we have so many flexible scenarios (i.e. funnels) that a user could move through.

Here's a general rule:

• The first time any unique visitor does something, it counts as a unique view or click. The second time they do it, no matter the history, it counts as non-unique

So for example if some person enters your funnel and views a lander then clicks, they create a unique lander view and click.

If they then refresh this page, they create a non-unique lander view. If they click again its a non-unique lander click. If they move forward to some other page and eventually navigate back to the same lander, it still counts as non-unique for both views and clicks.

Even if that visitor gets an email from you with a link, with the "vid" passed in the link, or they click another ad from your traffic source that comes to the same funnel (and we re-indentified them with cookies), their lander views/clicks on the same page would be non-unique.

Of course, if they visited a different lander or offer page (or node), those views and clicks would be unique.

Similarly, if the user clicks action 1 on a lander, then action 2, 3, etc., these are all unique clicks because they are to different actions. So on an offer wall page for example, the CTR will be inflated (and potentially over 100%) unless you break down the reporting by "action number".

With Clickthrough rate (unique), we do [clicks (unique) / views (unique)] × 100, so the unique lander/offer CTRs are in fact doubly unique, as they come from only the unique views and clicks.

Conversion Metrics

There are many conversion metrics available in FunnelFlux Pro, these are the common ones you may use often:

Conversions is a raw count of conversion events that have occured in the current funnel. This includes conversions with all transaction IDs -- so if you send two conversions, one with tx=sale and another with tx=lead, this will count as two conversions, not one.

How Event Attribution Works Across Report Types

An important distinction in FunnelFlux is how conversions, custom events, and revenue are attributed depending on what you are reporting on. The behavior differs between offers, landers, and journey reports.

Offers: Explicit Events Only

When you report on offer-level attributes (Offer, Offer Group, Offer Category, Offer Source, Offer Source Category), conversions and revenue shown are only the events that occurred directly on that offer.

If a conversion fires on Offer A, only Offer A's row shows that conversion. This is direct, explicit attribution -- you see exactly where each event happened.

Landers: Attributed (Downstream) Events

When you report on lander-level attributes (Lander, Lander Group, Lander Category), the behavior is different. Landers show attributed events -- meaning conversions and revenue that occurred downstream of that lander.

If a user views Lander X, then clicks through to Offer A and converts, that conversion and its revenue are attributed to Lander X. This lets you evaluate lander performance by the downstream outcomes they produce, which is what you typically want when optimizing landing pages.

Journey Reports: Full Attribution

When using the Visitor Journey attribute, the system uses full attribution. Every level in the journey tree shows the correct revenue, conversions, cost, ROI, and P&L for that node and everything downstream.

This means that at the top level of a journey tree (e.g. a funnel or traffic source entrance), you see the full picture -- total cost in, total revenue out, and accurate ROI. As you drill deeper into the tree, each node shows the revenue and conversions attributed to users who passed through it.

This is important because it ensures financial metrics like ROI and P&L are correct and useful at every level of the tree, not just at the leaf nodes where conversions occur.

Why This Matters

This distinction means the same conversion may appear differently depending on which report you are looking at:

• An offer report shows it once, on the specific offer where it fired
• A lander report shows it attributed to whichever lander(s) the user passed through before converting
• A journey report shows it at every level of the path the user took, so that ROI calculations are accurate throughout

Understanding this helps you interpret your data correctly -- offer reports tell you where events happen, lander reports tell you which landers drive results, and journey reports give you the full financial picture at every step.

Calculated Metrics

Within column settings you'll also find all our calculated metrics.

Note that these display with their short forms e.g. "CPV" in the column headers, so use the column settings as a reference for these abbreviations.

They follow a standard format:

• CP = cost per
• RP = revenue per
• V = visitor
• LV = lander view
• OV = offer view
• LC = lander click
• OC = offer click
• CV = conversion per
• (U) = denotes the metric is for the unique version of the denominator in the calculation, e.g. CPLV (U) = cost per unique lander view

Once you know how to read these, reading the short column titles will be easy, we do this to save space otherwise the tables would be very cluttered.

For each of these, the calculations are exactly as stated, and specific to the row you are looking at.

So on any row, for revenue per lander view, we would take the revenue listed on that row and divide by the lander view count in that row, giving a $ RPLV value.

Likewise for any conversion rates, we take ( conversions / events ) × 100 and express as a perecentage.

You should mix and match whatever columns you want in order to show what works for you. The column settings are unique and persistent per page.

Updated on: 05/05/2026