Using our reporting to understand your data

Reporting is likely where most users spend the majority of their time -- trying to understand their data and figure out how to optimise.

Below I'll go over the reporting page and how to use it. Also, see our Quickstats and Campaigns Analysis article, as quite often these reports are faster and get you to the basic data you need.

How reporting works

FunnelFlux Pro reporting is highly flexible and lets you group into a tree with very few limitations.

On the reporting page, you can choose your date/time range then add attributes in order that you'd like to group by:

You can also load a preset from Views > System Reports (or My Saved Views if you've saved your own):

Then, click Apply to load the report.

You can expand the tree as needed to drill down into the data.

All data will lazy-load as you expand. This is done so that data is loaded quickly in small parts, rather than trying to generate a huge single report.

The downside is that you can't export the full report to Excel/CSV directly, but we will provide a dedicated export function for this later.

Setting columns and displayed metrics

To set columns to display, click Columns in the toolbar or Column Settings in the table footer:

The panel is split into Common Metrics, Page-level Metrics, Costs and Revenue, Conversions, Custom Events, Calculated Metrics, Unique Visitors, and Flow Metrics.

You can browse through the different tabs to find columns you would like to display.

You can drag the table's column headers to move them into a different order.

Note that the abbreviation for each metric is displayed beside it, e.g. Cost per Visitor | CPV -- in the table, we will display "CPV" as the column name, not "Cost per Visitor". This is done to keep the columns narrow, otherwise the table can become unnecessarily wide.

Also note that in FunnelFlux, landers and offers are two separate types of pages, each having their own view and click metrics.

As such, a lander row will always show zeroes in the offer view/clicks columns and vice versa. If you have a funnel with your own offer pages in it (as opposed to a typical affiliate funnel where the end page is an offer you don't control), then you may need to look at offer view, click and CTR columns.

Filtering options

There are two different filtering UIs, depending on which page you're on.

On most table pages -- Assets, Funnels, Campaign Analysis, and similar -- use the footer Filter toggle. That turns on a per-column filter row that filters as you type:

You can type in multiple columns. For number columns, you can use operators e.g. >1000, <1000, 1000-25000.

On the Report Builder itself there is no inline filter row. Use Filters in the toolbar instead -- that opens the Data Filtering panel, with Include Only toggles per field:

Here for example, I can decide to filter to only the continent Europe, even though continent is not in my groupings:

Now on clicking Apply, it will then reload the report, giving:

Notice how only European countries remain (Germany, France) -- the entire report is only showing data from continent = Europe.

How journey attributes work

The "Journey" reports are unique to FunnelFlux and are necessary to display complex funnel data in a table format.

Firstly, for basic reporting, you might find the visual heatmaps in funnels either -- so be sure to check there.

Now, in FunnelFlux, unlike most trackers, there is no prescribed sequence of pages.

In many trackers there are a few specific sequences only:

• Traffic > offer
• Traffic > lander > offer
• Traffic > prelander > lander > offer

There is no such requirement in FunnelFlux. Your funnel can do any sequence, users can start anywhere. There is no requirement for a lander or offer to exist before or after anything in particular.

For example, your user might go Traffic > offer > lander > offer > lander > lander

Because of this, we cannot provide a "Lander + offer" attribute. It is simply non-sensical.

It would be like asking people on the street what their "single lunch food item + single drink item is", requiring them to have eaten the food first, then a drink, only one of each, and in that exact sequence.

Instead, we offer the Journey attributes, with a few variations that remove certain node types to make the tree simpler.

Note: if you try to group lander and offer attributes together, we will automatically collapse these into Journey.

These are available as five attributes under Journey Mapping -- Journey (full), Journey (pages only), Journey (groups and pages), Journey (full w/ actions), and Journey (pages w/ actions):

They are all actually doing a full report, but with post-filtering to remove nodes like rotators if desired.

Use this journey reporting to understand the sequence users go through and the visits, revenue per view, etc. at each level.

Make sure to always group by funnel first, else the data may not make sense.

Example:

Here you can see Sample Load Test Funnel expanded: traffic hits the Traffic rotator, then Lander Group A and Lander Group B. Expanding a group shows the page that was served (Load Test Page 1).

When a group only has one page in the journey tree, we collapse it down into one line -- with multiple pages it becomes a nested tree.

In Journey reports, RPVi (revenue per visit) is probably your most valuable metric for understanding the money per visit to that node/level.

Otherwise the revenue per offer view (RPOV) will show you the earnings per offer view, indicating performance of the offer directly.

For flow through the tree -- % of visits that reached this level versus the top or the parent -- use the Flow Metrics columns. See Using flow metrics.

Breaking down by URL data (e.g. keywords)

A common question is, "how do I see keyword data".

All data like this that comes from traffic sources is passed via URL parameters, as defined in your traffic source config in FunnelFlux.

To group by these there are two methods. Firstly, click Add URL Fields to open the URL Tracking Fields panel, pick a traffic source, then add the fields you want (c1, c2, etc. -- you can see these IDs in your traffic source config):

Note when you do this it will limit all further choices to that source only in the dropdown.

This is because its non-sensical to group by URL parameter 1 of traffic source A, then URL parameter 2 of traffic source B. Users cannot be from two traffic sources simultaneously, so such a grouping would never work.

Alternatively, and this is usually much easier, use the URL Fields > Values attribute (under Tracking Field Data):

This is a compound attribute that groups by traffic source then all tracking fields, showing their names and IDs. This makes it much easier to break down multiple traffic sources and their fields together.

Lastly, you may also want to consider using quick stats to drill into the specific traffic source on its own, or the campaign analysis page.

On the campaign analysis page you can open a reporting overlay for a specific traffic source campaign and switch between tracking field breakdowns from the link icon.

This will often be much faster than manually building reports every time. Learn to leverage quickstats, they are usually... quick!

Updated on: 15/10/2026