The Analytics page gives you deep insights into how your funnels perform in real time. See what’s working, identify drop-off points, and make data-driven decisions to improve conversions.
Subscriptions data is available in Charts and Cohorts starting from June 17, 2025.
Analytics update continuously as visitors interact with your funnels. All times are displayed in UTC+00:00 for consistency across global teams.

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Key benefits

You can’t improve what you don’t measure. FunnelFox Analytics shows exactly how users move through your funnels, where they drop off, and what drives revenue.

Spot Problems Fast

Identify bottlenecks instantly. See where visitors abandon your funnel and fix issues before they cost you sales.

Measure What Works

Track conversion rates at every step. Know which screens, offers, and messages resonate with your audience.

Revenue Attribution

See exactly which funnels generate revenue. Understand your and optimize for profitability.

Data-Driven Decisions

Replace guesswork with facts. Every change you make is backed by real user behavior data.

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Dashboard

The analytics Dashboard is the main tab of your Analytics page and provides pre-configured charts to analyze your funnel performance. This tab gives you a quick, high-level view of your core metrics and trends without any setup. From here you can apply filters, choose the time range, and access only the following metrics:
  • Total Revenue
  • CR: Start to Purchase
  • CR: Start to 2nd Screen
  • CR: Start to Paywall
  • CR: Paywall to Purchase
  • Purchase to CTA
  • ARPPU
  • ARPU
Learn more about metrics.
Dashboard

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Charts

To access the full view of your metrics, go to Analytics > Charts. The Charts tab provides deep insights into your funnel’s performance to see exactly where your funnel wins or loses. From here you can:
  • Select metrics on the left pane. All metrics explained in the Metrics section are available here
  • Filter and group your data
  • Choose the time range
  • Customize graphs to view data daily, weekly, monthly, quarterly, or yearly using the Select Sample dropdown
Charts

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Cohorts

To access the cohorts analysis, go to Analytics > Cohorts. With cohorts, you can track how each cohort’s subscriptions and revenue perform after launch to measure retention and monetization. The cohorts table groups subscriptions or revenue by when they started (launch date) and shows how each group performs over equal time periods after launch. Here’s what the cohorts table columns mean:
  • Cohort Start: The launch date of the cohort when the subscription is paid
  • Absolute Start: The cohort’s initial size at launch (subscriptions or revenue)
  • Periods: Columns to the right show how each group performs over equal time periods after launch (with Period 0 = launch). The next periods show revenue from renewals and renewed subscriptions of the launched cohort.
    • Cell color intensity (heatmap) is scaled against the maximum value in the table you’re viewing.
Learn how refunds, trials, one-time payments, upsells and cancellations impact cohort attribution.
Cohorts
To manage the cohort view, you can:
  • Switch between Revenue analysis and Subscriptions in the Metric Type dropdown
  • Choose Relative and Absolute values in the Value type dropdown
  • Choose the time range
  • Customize rows to view cohorts daily, weekly, monthly, quarterly, or yearly using the Select Sample dropdown
Compare older vs newer cohorts to see if changes to your funnel, pricing, or campaigns improved retention and revenue.

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Cohort attribution

By default, data is attributed to a cohort once a subscription is paid (purchase is completed). Here’s how other transactions impact cohort attribution:
  • Refunds & chargebacks: Not included. No negative adjustments to any cohort/period
  • Renewals: Stay in the original cohort. Credited to the matching Period n
  • Paid trials: Anchored to the cohort at the paid-trial start even if the subscription starts in the next period. The paid-trial start = Period 0 and the user is retained there
  • Free trials: Anchored to the cohort at the free-trial start even if the subscription is paid in the next period
    • If the subscription is paid in the next period, Period 0 has $0 revenue, Period n shows the revenue, but the user counts as retained and no new cohort is started at the charge date
  • One-time payments & upsells: Do not create a new cohort and are attributed to the same cohort in the period they occur
  • Subscription pause: Stay in the same cohort. Periods while paused show $0 revenue

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Example

Here’s what happens inside a cohort table:
1

Period 0 — Launch

A new row is created for everyone who paid the subscription in the chosen time window (day/week/month). Period 0 is the launch: in Relative (%) it’s always 100%; in Absolute it shows the actual amount for that period.
2

Period 1 — Next time unit

One time unit later, the next cell appears. It shows either the % of the launch value (Relative) or the raw amount (Absolute). 0%/0 means nothing happened; — means no data available yet.
3

Periods 2+ — Keep going

As time passes, more cells fill in to the right. Darker shading indicates higher values, lighter indicates lower values. Newer rows have fewer filled periods until they age.
4

Compare cohorts

Use Relative (%) to compare cohorts fairly (each starts at 100%). Switch to Absolute to see actual amounts and identify the highest-earning cohorts.

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Metrics explained

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Revenue metrics

What it measures: Gross income generated from all funnel transactionsWhy it matters: Shows overall funnel performance and business growthHow to use it:
  • Track daily/weekly/monthly revenue trends
  • Compare performance across different periods
  • Identify seasonal patterns or campaign impacts
The chart breaks down revenue by billing reason:
  • Initial purchases: First-time customer transactions
  • Renewals: Subscription recurring payments
  • Upgrades: Plan changes to higher tiers
  • One-time charges: Additional purchases or fees

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Conversion Rate metrics

Conversion rates show the percentage of users who complete specific actions:
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Start to Purchase
percentage
Overall funnel conversion rate. The most important metric — shows what percentage of visitors become paying customers. A purchase is only recorded when the user successfully completes the transaction.
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Start to 2nd Screen
percentage
Initial engagement rate. Measures if your first screen captures attention and motivates visitors to continue.
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Start to Paywall
percentage
Interest qualification rate. Shows how many visitors reach your offer or pricing page, indicating genuine interest.
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Paywall to Purchase
percentage
Offer conversion rate. A critical metric that shows how well your pricing and offer convert interested visitors into customers. A purchase is only recorded when the user successfully completes the transaction.
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Purchase to CTA
percentage
Post-purchase engagement. Measures how many customers take additional actions after buying (upsells, referrals, etc.).

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Set up tracking

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Screen type

For conversion rate analytics, mark your screen types in the editor:
Funnels published before December 24, 2024 may have limited tracking. Republish your funnels after configuring screen types to enable full analytics capabilities.
1

Open funnel editor

Edit your funnel and select each screen
2

Set screen type

In screen settings, choose the appropriate type:
  • Default
  • Auth
  • Checkout
  • Finish
  • Paywall
  • Upsell
3

Republish funnel

Save and publish your funnel to activate tracking

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CTA tracking

For Purchase to CTA conversion tracking, ensure CTA buttons have the CTA property set to Yes for the Go to external link action.
CTA tracking

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Filters

To narrow results to those that matter for your decisions, data on all Analytics page tabs can be filtered by time range. For Dashboard and Charts tabs you can also filter data by:
  • Payment provider
  • Funnel
  • UTM
  • Currency
  • Funnel version
  • Funnel locale
  • Product ID
  • Session created date

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Grouping

Grouping is available for the Charts tab only. To compare data with specific criteria, you can group data by:
  • Funnel
  • Product ID
  • Experiment (A/B)
  • Currency
  • Country
  • Payment provider
  • Billing reason

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Troubleshooting

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Next steps

Set up Experiments to test improvements.