What is FunnelFlux?

FunnelFlux is a cloud-based tracking and routing platform for performance marketers. If you run paid advertising campaigns and need to control where visitors go, split test pages, track conversions, and optimize ROI, this is the tool that ties it all together.

Unlike traditional trackers that are campaign-based (one campaign per traffic source), FunnelFlux uses a funnel-based architecture. You build a funnel once as a visual flowchart, then generate tracking links for any traffic source. The same funnel can accept traffic from unlimited sources simultaneously.

What FunnelFlux Does

At a high level, FunnelFlux handles four things:

1. Receives incoming clicks from traffic sources like Facebook Ads, Google Ads, TikTok, push networks, native ad platforms, and more
2. Routes visitors through a sequence of pages based on rules you define in a visual funnel builder
3. Tracks every step of the visitor's journey -- page views, click-throughs between pages, conversions, and custom events
4. Reports on performance -- showing metrics like cost, revenue, ROI, conversion rates, and click-through rates, broken down by traffic source, campaign, page, country, device, and many other attributes

FunnelFlux can also send conversion data back to traffic source platforms (like Facebook CAPI or Google Ads) so their algorithms can optimize delivery based on your results.

What FunnelFlux Does NOT Do

This is equally important to understand:

• Not a page builder. You create and host your own landing pages and offer pages elsewhere. FunnelFlux controls where visitors are sent, but does not build or host pages.
• Not an ad platform. It does not create, manage, or bid on ads. Ad management happens in your traffic source platforms.
• Not a web analytics tool. It does not passively observe all website traffic like Google Analytics. You define specific funnels, and FunnelFlux tracks those defined paths.
• Not a payment processor. Revenue data comes from external conversion events. FunnelFlux records this data for reporting but does not handle payments.
• Not an email sender. It can track traffic from email sources and pass data to email platforms, but does not send emails itself.

The 6 Core Entities

Before you build funnels, you set up these foundational entities:

Traffic Sources

A traffic source represents where your visitors come from -- Facebook Ads, Google Ads, a push network, an email list, etc. Each configuration defines which URL parameters to capture (like campaign name and click ID) and how conversion data gets sent back to the platform.

Offer Sources

An offer source represents where your offers come from -- an affiliate network, CPA network, or your own product platform. Offer sources provide shared templates for data passing and conversion tracking that your offers inherit, reducing repetitive setup.

Offers

An offer is a revenue-generating destination -- a checkout page, affiliate link, or product page. Each offer has a base URL and can inherit configuration from its offer source. In FunnelFlux, an "offer" does not have to be a third-party page -- it can be your own. The distinction from a lander is about categorization and where you expect revenue events.

Landers

A lander (landing page) is typically a pre-sell page, advertorial, squeeze page, or quiz -- any intermediate step before an offer. Landers can also track conversions and custom events. The main difference from offers is how they are categorized in reporting.

Page Groups

A page group is a container that holds one or more landers or offers for rotation and split testing. Put three landers in a page group, and FunnelFlux distributes visitors across them based on the weights you set. Page groups can be local (one funnel only) or global (reusable across funnels).

Funnels

A funnel is a visual flowchart that connects all the above into a tracking path. You drag and drop nodes onto a canvas, connect them with actions, and define the logic for how visitors move through your pages. Funnels can include conditional routing (by country, device, etc.), percentage-based rotation, and AI-powered optimization nodes.

How Tracking Works

Here is the high-level flow from ad click to conversion:

1. Visitor clicks your ad

The ad's destination URL is a FunnelFlux tracking link (either a redirect link that passes through FunnelFlux's servers, or a direct link that goes straight to your page with FunnelFlux's JavaScript handling the tracking).

2. FunnelFlux processes the click

FunnelFlux captures the incoming URL parameters, creates a visitor session, evaluates your funnel logic, and determines which page the visitor should see. With redirect tracking, FunnelFlux redirects the visitor to that page. With direct tracking, the JavaScript on your page handles this client-side.

3. Visitor navigates through your funnel

As the visitor clicks through your pages, they follow action links -- special URLs that tell FunnelFlux which button or path was taken. FunnelFlux looks up the funnel logic and routes to the next destination. Different buttons on a page can use different action numbers to lead to different places.

4. Conversion is tracked

When a conversion happens (a sale, lead, or signup), the external system sends data back to FunnelFlux via a postback URL (server-to-server request) or JavaScript on a confirmation page you control.

5. Data flows back to your traffic source

FunnelFlux optionally sends conversion data back to the original traffic source, so their optimization algorithms know which clicks are converting.

Redirect Tracking vs Direct Tracking

FunnelFlux supports two tracking approaches:

• Redirect tracking -- Your tracking link passes through FunnelFlux's server before the visitor reaches the destination page. This is the most straightforward method.
• Direct tracking -- Your tracking link goes straight to the destination page with no redirect. FunnelFlux's JavaScript on the page handles tracking. This is useful when traffic sources penalize redirects (like Facebook and Google).

Both approaches work with the same funnels and reporting. You choose per traffic source based on what works best for that platform.

Key Terms Glossary

These terms come up frequently throughout the platform and documentation:

Next Steps

Now that you understand what FunnelFlux is and how it works at a high level, you are ready to start setting up your account. The following articles walk you through the practical steps of creating your first traffic source, adding offers, building a funnel, and launching your first campaign.

Updated on: 05/05/2026