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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

FunnelFox Analytics shows exactly how users move through your funnels, where they drop off, and what drives revenue.

KPIs at a glance

The Overview tab surfaces nine headline KPIs for any period — revenue, subscriptions, sessions, and conversion — each with its change versus the previous period.

Measure what converts

Track conversion rates at every step, from the first screen to paywall, checkout, and upsell.

Understand revenue

Break down Net Revenue, , and by funnel, product, or payment method.

Drill into any metric

Open any metric in Charts, group it by dimension, and explore the breakdown in a sortable, exportable table.

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Overview

The Overview tab is the default tab of your Analytics page. It gives you a high-level, zero-setup snapshot of how your funnels perform.
Dashboard
The Overview is built around one active metric. Select a KPI card at the top, and the trend chart and breakdown table below update to show that metric. The KPI cards are grouped into two rows:
  • Totals: Net Revenue, New Subscriptions, Active Subscriptions, Sessions.
  • Rates & averages: ARPU, ARPPU, Churn Rate, Start → Purchase, Acceptance Rate.
Below the cards, the trend chart plots the active metric over time. The breakdown table splits the active metric by a dimension you choose in Group by, where you can show the Top 5, Top 10, or All rows, sort any column, and export the view as a CSV file. From here you can:
  • Filter your data.
  • Choose the time range.
  • Set the granularity to Daily, Weekly, or Monthly.
  • Hover over any chart point to see more details.
Learn more about metrics.

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Charts

To explore a single metric in depth, go to Analytics > Charts.
Charts
The Charts tab is the deep-dive view. Pick one metric from the selector on the left, and the main area plots it as a time series. The metric selector groups every available metric into four categories:
  • Revenue: Gross Revenue, Net Revenue, Refunded Revenue, Refunds, Refund Rate, ARPU, ARPPU.
  • Activity: Sessions, Unique Users, Leads (Emails).
  • Transactions: New Subscriptions, Active Subscriptions, Churned, Churn Rate, Trials Started, Trials Converted, Purchases, Payment Attempts, Upsell Revenue, Upsells.
  • Conversion rates: By Step, Start → 2nd Screen, 2nd Screen → Email, Start → Purchase, Start → Subscription, Start → Paywall, Paywall → Subscription, Checkout → Subscription, Trial → Paid, Sub → Upsell.
From here you can:
  • Filter and group your data. Grouping also unlocks the Stacked bar and Stacked line chart types.
  • Choose the time range
  • Set the granularity to Daily, Weekly, or Monthly
  • Switch between Bar and Line chart types
Learn more about metrics.

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Cohorts

To open cohort analysis, go to Analytics > Cohorts. Cohorts group your users by when they started, then track how their Net Revenue, , and build up over time. Use them to measure retention and monetization and to compare older cohorts against newer ones.
A user joins a cohort based on the calendar period of their first event. For Net Revenue, that is the first transaction; for ARPU and ARPPU, it is the first session. Each cohort then fills in over equal periods after that start: daily, weekly, or monthly.
Learn how trials, renewals, one-time payments, upsells, refunds, and pauses affect cohort attribution.

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Cohort modes

The Mode dropdown is the master control for your cohorts. Each mode sets two things at once: how period values accumulate and which metric they measure. It drives both the chart and the table below it.
Accumulation controls how each period column is calculated:
  • Cumulative: Each period is a running total carried forward from Period 0, so the value only rises over time unless refunds pull it down. It answers “how much has this cohort delivered so far” and builds toward LTV.
  • Incremental: Each period shows the value produced in that period alone. Values usually decline as renewals taper, and a period can go negative when refunds outweigh revenue. Incremental is available for Net Revenue only.

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Cohorts chart

Each mode draws one chart, titled after the mode. What it shows depends on Group by:
  • Without grouping: A single average line with a shaded band for the lowest-to-highest cohort spread. Hovering a period shows Avg, Min, Max, and, from Period 1 on, Renewal % and Drop % (100 - Renewal).
  • With grouping: One line per group, with a Top N selector (Top 5, Top 10, or All) to cap how many lines appear. The band and Renewal/Drop figures are hidden.
Cumulative curves climb as value builds toward LTV; incremental curves descend as renewals taper and dip below zero in refund-heavy periods.

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Cohorts table

The table shows the same metric as the chart, one row per cohort, in the cohort’s currency. The left columns stay fixed while you scroll through periods:
  • Cohort: The start date (Mon DD YYYY, or Mon YYYY when monthly), or the group name when Group by is active.
  • Size: The number of users in the cohort.
  • LTV: Lifetime value per user, shown for Net Revenue only.
  • Period columns: Labeled D0 / W0 / M0, D1 / W1 / M1, and so on. Period 0 is the start; a dash marks periods a cohort has not reached yet.
A pinned summary row aggregates every cohort (Total for Net Revenue, a size-weighted Avg for ARPU and ARPPU). Cell shading is a heatmap scaled to the 95th percentile: neutral for cumulative modes, green for incremental, and red for negative values.

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Cohort attribution

A user joins a cohort based on the calendar period of their first recorded event. For Net Revenue, that is the first transaction of any kind: a purchase, one-time payment, trial start, renewal, or even a refund. For ARPU and ARPPU, it is the first session, so a user with sessions but no purchase is still a cohort member. The anchor never moves once set.
Amounts below are described per period, matching the Incremental mode. In a Cumulative mode, the same period shows the running total instead.
Here is how specific transactions land in a Net Revenue cohort:
  • Free trials: , at $0 when the trial is free. The first paid charge lands in a later period, and the user still counts toward the cohort’s Size from Period 0. A trial-to-paid conversion is not itself counted in the chart’s Renewal %.
  • Paid trials: ; the later activation lands in its own period.
  • Renewals: , and the user stays in the original cohort.
  • One-time payments and upsells: and never start a new cohort. If a one-time payment is the user’s very first transaction, it anchors that cohort.
  • Refunds and chargebacks: , not the original purchase period, and can push a period negative.
  • Subscription pauses: ; the resume charge lands in its period, and the user stays in the same cohort.
Cohort totals can differ from the Overview and Charts tabs. Cohorts include only users first seen within the selected range and re-bucket revenue by period-since-start, while Overview and Charts sum every in-range transaction by calendar date. Upsells and refunds are included in both.

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Example

Here is how one cohort fills in, using the Net Revenue metric at weekly granularity:
1

A cohort forms

Every profile whose first transaction lands in the week of June 2, 2025 forms one cohort. Say 200 users join, and their first charges total $4,000. This is Period 0 (W0).
2

Later periods fill in

In W1, renewals add $1,200. In W2, renewals add $1,000 but a $200 refund also lands, so W2’s own revenue is $800. Cells show a dash for any period the cohort has not reached yet.
3

Incremental vs. cumulative

In Revenue (Incremental), each period shows its own value: $4,000, $1,200, $800. Switch to Cumulative (Revenue) and the same periods show the running total: $4,000, $5,200, $6,000.
4

Read the LTV

LTV divides total net revenue by cohort size: $6,000 ÷ 200 users = $30 per user. The LTV column appears in the Net Revenue modes only.

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Metrics explained

Analytics tracks the following metrics across the Overview and Charts tabs. The Charts selector groups them into four categories.

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Revenue

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Gross Revenue
Total revenue from all purchases before any refunds, chargebacks, or fees are deducted.
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Net Revenue
Gross Revenue minus refunds and chargebacks. Refunds can arrive up to 30 days after purchase, so recent amounts may adjust.
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Refunded Revenue
Total amount refunded in the period. Includes full and partial refunds processed by the payment provider.
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Refunds
number
Number of individual refund transactions. One purchase can generate multiple partial refunds.
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Refund Rate
percentage
Refunded revenue divided by gross revenue for the period. Higher rates may indicate product or billing issues.
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ARPU
Average Revenue Per User. Total revenue divided by unique users who started the funnel, including both paying and non-paying users.
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ARPPU
Average Revenue Per Paying User. Total revenue divided by unique paying users — how much each paying user spends on average.

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Activity

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Sessions
number
Total number of sessions (visits) in the period. One user can have multiple sessions.
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Unique Users
number
Distinct users who opened the funnel at least once. Deduplicated by user identifier across sessions.
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Leads (Emails)
number
Email addresses captured through funnel forms. Counted once per unique email per period.

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Transactions

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New Subscriptions
number
New paying subscriptions started in the period. Includes converted trials and direct purchases.
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Active Subscriptions
number
Total subscriptions currently active (paid and trial). Snapshot at the end of each interval.
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Churned
number
Subscriptions that ended in the period. Includes voluntary cancellations and involuntary payment failures.
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Churn Rate
percentage
Churned subscriptions divided by active subscriptions for the period. Lower is better. Voluntary = the user cancelled; involuntary = the payment failed.
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Trials Started
number
New trial subscriptions started. Counted when the trial begins, regardless of whether it later converts.
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Trials Converted
number
Trials that converted to a paid subscription. Counted on the date the first paid charge succeeds.
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Purchases
number
All successful purchase transactions, including initial subscriptions, renewals, and one-time payments.
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Upsell Revenue
Revenue generated from upsell offers accepted after the initial purchase.
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Upsells
number
Number of upsell offers accepted. Each accepted upsell counts once regardless of amount.

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Conversion rates

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By Step
percentage
Drop-off rate at each funnel step. Shows what percentage of users advance from one step to the next:
  • Bars show conversion relative to the initial screen.
  • The line shows conversion relative to the previous screen.
  • By default, the chart reflects the latest published funnel version.
By Step will be replaced by a dedicated funnel-analytics page.
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Start → Purchase
percentage
Unique users who completed a purchase divided by unique users who saw the first screen. How well your funnel converts traffic into paying customers.
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Start → Subscription
percentage
Unique users who started a subscription divided by unique users who saw the first screen. Measures end-to-end conversion from first visit to subscription.
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Start → Paywall
percentage
Unique users who reached the paywall divided by unique users who saw the first screen. Shows how effectively early steps drive users toward pricing.
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Paywall → Subscription
percentage
New subscribers divided by users who reached the paywall. Measures how well your pricing page converts interested users.
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Checkout → Subscription
percentage
Completed subscriptions divided by users who started checkout. Measures payment form completion rate.
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Trial → Paid
percentage
Trials converted to paid divided by total trials started. How well your trial experience converts to paying customers.
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Sub → Upsell
percentage
Unique users who accepted an upsell divided by unique users who started a subscription. Measures upsell conversion among subscribers.

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Set up tracking

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Screen type

For conversion rate analytics, mark your screen types in the Editor. The fastest way is to prompt AI Chat in Editor. Manual settings still work if you prefer.
Funnels published before December 24, 2024 may have limited tracking. Republish your funnels after configuring screen types to enable full analytics capabilities.
1

Open the funnel in the Editor

Open your funnel and either prompt AI Chat in Editor (e.g., “Set this screen as a Paywall”) or select each screen manually.
2

Set screen type

Available types:
  • Default
  • Auth
  • Checkout
  • Finish
  • Paywall
  • Upsell
3

Republish funnel

Save and publish your funnel to activate tracking.

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Filters

To narrow results to those that matter for your decisions, you can filter data on every Analytics tab by time range. The Overview and Charts tabs share the same set of filters:
  • Country
  • Language
  • Device
  • OS
  • Funnel
  • Product
  • UTM Source
  • UTM Medium
  • UTM Campaign
  • Payment Provider
  • Payment Method
  • Currency
  • Transaction Type
On the Charts By Step view, the Funnel filter is replaced by a dedicated funnel selector.
The Cohorts tab uses its own filter set, and which filters are available depends on the selected mode:
  • Cumulative (ARPU) offers 8 filters: Country, Language, Funnel, Device, and OS (multi-select), plus UTM Source, UTM Medium, and UTM Campaign (free text).
  • The ARPPU and Net Revenue modes add 5 more: Product and Currency (free text), Payment Provider (Stripe, Paddle, PayPal, Billing, Solidgate), Payment Method (free text), and Transaction Type (Renewal, Direct Subscription, Trial Conversion, Free Trial, Paid Trial).
Cohorts no longer filter by billing period. The closest equivalent is the Transaction Type filter, available in the ARPPU and Net Revenue modes.

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Grouping

Grouping splits your data by a dimension so you can compare segments. The Overview breakdown table, the Charts tab, and the Cohorts tab all support grouping, each with its own set of dimensions.
  • Billing Reason
  • Browser
  • Browser (with version)
  • Card Type
  • City
  • Country
  • Currency
  • Device
  • Experiment
  • Funnel
  • Language
  • OS
  • Payment Method
  • Payment Provider
  • Product
  • Project
  • UTM Campaign
  • UTM Medium
  • UTM Source
  • Browser
  • Browser (with version)
  • City
  • Device
  • Funnel
  • Language
  • Project
  • Experiment
  • Currency
  • Country
  • Payment Provider
  • Billing Reason
  • Product
  • OS
  • UTM Campaign
  • UTM Medium
  • UTM Source
Cohort grouping depends on the selected mode. “No grouping” is always available.The Cumulative (ARPU) mode offers 12 dimensions:
  • Country
  • Language
  • Funnel
  • UTM Source
  • UTM Medium
  • UTM Campaign
  • Device
  • OS
  • Browser
  • Browser (with version)
  • City
  • Experiment
The ARPPU and Net Revenue modes add 6 more:
  • Card Type
  • Currency
  • Payment Method
  • Payment Provider
  • Product
  • Transaction Type
Each dimension applies only to relevant metrics. Options that don’t apply to the selected metric are disabled.

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Troubleshooting

  1. Check that your funnel is published (draft funnels don’t track).
  2. Note that subscriptions data is available in Charts and Cohorts starting from June 17, 2025.
  3. Republish older funnels since funnels published before December 24, 2024 have basic tracking only.
Check the timezone. Analytics update continuously as visitors interact with your funnels. All times are displayed in UTC+00:00 for consistency across global teams.
  1. Set screen types properly in the Editor.
  2. Republish funnel after changes.

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Next steps

Set up Experiments to test improvements.