Funnel Position

Overview

Rockerbox Funnel Position helps you better understand the behavior of your marketing funnel, answering questions including:

  • What role does each channel play in your funnel?
  • What is your channel mix at each step in the funnel?

How does Funnel Position work?

Rockerbox precisely determines each step your customers take on their path to conversion, and then summarizes this in the Funnel Position analysis. For example, consider the following path to conversion:

Path Sequence

Channel

1

Linear TV

2

Display

3

Email

4

Paid Search

In this example

  • Linear TV, as the first in the path, is the First Touch
  • Paid Search, as the last in the path, is the Last Touch
  • Both Display and Email, while on the path but neither First nor Last Touch, are each considered Middle Touch

Funnel Position summarizes each channel and the role it plays in the path.

Analysis Options

Select from several options to analyze your marketing funnel:

  • Conversion (default = Featured Conversion)
  • All, New, or Repeat Customers (default = All)
  • Channel Mix or Channel Role. More on these options below.

Filters

Select from the following filters:

  • Anywhere in the Path. Conversion must include at least one of the selected Channels on the path to conversion.
  • First Touch. Conversion must include at least one of the selected Channels as the First Touch.
  • Middle Touch. Conversion must include at least one of the selected Channels as a Middle Touch.
  • Last Touch. Conversion must include at least one of the selected Channels as the Last Touch.
  • Minimum Number of Steps. The number of touchpoints for a conversion must be greater or equal to the selected option.

A Conversion must meet all of the filter conditions to be included in the analysis.

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Minimum Number of Steps must be 2 or greater

Conversions with a single touchpoint are excluded from this analysis. That touchpoint would play the role of both First and Last Touch, and would skew the results.

If you select a Middle Touch option, then the Minimum Number of Steps must be at least 3, since a 2-step Conversion will not have a Middle Touch.

Channel Mix at Each Stage of the Funnel

Select this option to examine the role of each channel at each stage of the funnel (first, middle, last). In the example below, you can see that while Affiliate is often considered a Last Touch channel, in this case, it still plays a significant role in First and Middle Touch.

Role of Each Channel Across the Funnel

Select this option to see for a given channel how often it is a First, Middle, or Last Touch event. In the example below, at a glance, you can see that:

  • Referral is almost always First Touch
  • Influencer are never Last Touch
  • Paid Social is Last Touch more commonly than any other Channel

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