Funnel Analysis

Funnel analysis helps businesses trace users’ journeys as they perform a series of activities that lead toward a defined goal. It helps investigate the activities performed by users, estimates the duration it takes for a user to perform an activity, tracks conversion time from one activity to another, and much more. It is essentially analyzing your core customer activities over time.

To enable funnel analysis, we will be using the Activity Schema. Activity schema makes it reasonably simple to perform funnel analysis, given the complexity of building more straightforward funnels through SQL.

🗣 Points to Consider

1. Base entity ‘activity stream’ is connected to Entity 1 and has a 1:N relationship with Entity 1
2. Base entity ‘activity stream’ is extended to create Entity 1 and Entity 2

Let’s deep dive into different funnel analysis scenarios

Funnel Scenarios

Theme	Lens YAML	Brief	Entity 1	Entity 2	Relationship
First Ever	First Ever Lens	Identifying the first ever ‘campaign visit’ of all the users who have performed ‘product checkout’	visited_campaign	checked_out_product	1:N
Last Ever	Last Ever Lens	Identifying the last ever ‘campaign visit’ of all the users who have performed ‘product checkout’	visited_campaign	checked_out_product	1:N
First Before	First Before Lens	Identifies the first time ‘campaign visited’ occurred only if it happened before ‘checked_out_product’	visited_campaign	checked_out_product	1:N
Last Before	Last Before Lens	Identifies the last time ‘campaign visited’ occurred given that it should have happened before ‘checked_out_product’	visited_campaign	checked_out_product	1:N
First in Between	First in Between Lens	Identifies the first time the ‘campaign visited’ activity happened before the next ’checked_out_product’ activity	visited_campaign	checked_out_product	1:N
Last in Between	Last in Between Lens	Identifies the last ‘campaign visit’ that happened before the next ‘checked_out_product’ activity	visited_campaign	checked_out_product	1:N
Aggregate in Between	Aggregation in Between Lens	Calculates an aggregation of all the ‘campaign visit’ activity that happened in between consecutive ‘checked_out_product’ activities.	visited_campaign	checked_out_product	1:N
Aggregate all Ever	Aggregate all Ever Lens	Calculates an aggregation of all the ‘campaign visit’ activity that occurred to date regardless of when ‘checked_out_product’ occurred.	visited_campaign	checked_out_product	1:N
Aggregate Before	Aggregate Before Lens	Calculates an aggregation of all the ‘campaign visits’ that occurred before the checked_out_product’ activity happened	visited_campaign	checked_out_product	1:N
Aggregate After	Aggregate After Lens	Calculates an aggregation of all the ‘campaign visits’ that occurred after the checked_out_product’ activity happened	visited_campaign	checked_out_product	1:N