Analytics update continuously as visitors interact
with your funnels. All times are displayed in UTC+00:00 for consistency across
global teams.
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.
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.
- Totals: Net Revenue, New Subscriptions, Active Subscriptions, Sessions.
- Rates & averages: ARPU, ARPPU, Churn Rate, Start → Purchase, Acceptance Rate.
- Filter your data.
- Choose the time range.
- Set the granularity to Daily, Weekly, or Monthly.
- Hover over any chart point to see more details.
Charts
To explore a single metric in depth, go to Analytics > Charts.
- 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, Upsell Revenue, Upsells, Acceptance Rate.
- Conversion rates: By Step, Start → Purchase, Start → Subscription, Start → Paywall, Paywall → Subscription, Checkout → Subscription, Trial → Paid, Sub → Upsell.
- 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
Cohorts
Cohorts is being redesigned. Updated documentation is coming soon!
Cohorts table
- Cohort Start: The launch date of the cohort when users made their .
- Absolute Start: The cohort’s initial size at launch (subscriptions or revenue). Available only when Value Type = Relative (%).
- Total: Cumulative revenue for the cohort across all periods you’re viewing. Available only when Value Type = Absolute.
- LTV: Lifetime Value per user for the cohort. Calculated as Total ÷ Cohort size. Available only when Metric Type = Revenue.
- Periods (Week or Month): 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.
- Switch between Revenue 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 weekly or monthly using the Select Sample dropdown.
- Add filters.
- Export the current cohorts view as a CSV file.
Cohorts charts
Below the table, you’ll find two visualization options for analyzing cohort performance.Cohort Retention Over Time
Shows each cohort from its launch and aligns their timelines (Week/Month 1, 2, 3…). Use this to see how subscriptions or revenue for each cohort change over time and spot retention/renewal trends.
Cohort Retention Trends
The X-axis lists cohorts; each series represents a specific period (Week/Month 1, 2, 3…). Use this to compare cohorts at the same point in their lifecycle (e.g., Week 4 across cohorts) and quickly spot improvements or regression.
Cohort attribution
By default, data is attributed to a cohort once user made their first transaction (subscription, one-time payment or free trial). Here’s how specific transactions impact cohort attribution:- Free trials: even if the subscription is paid in the next week/month.
- If the subscription is paid in the next week/month, 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.
- Paid trials: even if the subscription starts in the next week/month. The paid-trial start = Period 0 and the user is retained there.
- Renewals: Credited to the matching Period n.
- One-time payments & upsells: and are attributed to the same cohort in the week/month they occur.
- Refunds & chargebacks: Reduces the revenue for the cohort period when the refund took place.
- Subscription pause: Periods while paused show $0 revenue.
Subscriptions and revenue data in Cohorts may differ from the Analytics Dashboard and Charts due to the way upsells are attributed.
Example
Here’s what happens inside a cohort table: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.
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.
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.
Metrics explained
Analytics tracks the following metrics across the Overview and Charts tabs. The Charts selector groups them into four categories.Revenue
Gross Revenue
Total revenue from all purchases before any refunds, chargebacks, or fees
are deducted.
Net Revenue
Gross Revenue minus refunds and chargebacks. Refunds can arrive up to 30
days after purchase, so recent amounts may adjust.
Refunded Revenue
Total amount refunded in the period. Includes full and partial refunds
processed by the payment provider.
Number of individual refund transactions. One purchase can generate multiple
partial refunds.
Refunded revenue divided by gross revenue for the period. Higher rates may
indicate product or billing issues.
ARPU
Average Revenue Per User. Total revenue divided by unique users who started
the funnel, including both paying and non-paying users.
ARPPU
Average Revenue Per Paying User. Total revenue divided by unique paying
users — how much each paying user spends on average.
Activity
Total number of sessions (visits) in the period. One user can have multiple
sessions.
Distinct users who opened the funnel at least once. Deduplicated by user
identifier across sessions.
Email addresses captured through funnel forms. Counted once per unique email
per period.
Transactions
New paying subscriptions started in the period. Includes converted trials
and direct purchases.
Total subscriptions currently active (paid and trial). Snapshot at the end
of each interval.
Subscriptions that ended in the period. Includes voluntary cancellations and
involuntary payment failures.
Churned subscriptions divided by active subscriptions for the period. Lower
is better. Voluntary = the user cancelled; involuntary = the payment failed.
New trial subscriptions started. Counted when the trial begins, regardless
of whether it later converts.
Trials that converted to a paid subscription. Counted on the date the first
paid charge succeeds.
All successful purchase transactions, including initial subscriptions,
renewals, and one-time payments.
Upsell Revenue
Revenue generated from upsell offers accepted after the initial purchase.
Number of upsell offers accepted. Each accepted upsell counts once
regardless of amount.
Unique users who completed a purchase divided by unique users who reached
checkout or paywall. Group by Payment Method for actionable insights.
Conversion rates
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.
Unique users who completed a purchase divided by unique users who saw the
first screen. How well your funnel converts traffic into paying customers.
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.
Unique users who reached the paywall divided by unique users who saw the
first screen. Shows how effectively early steps drive users toward pricing.
New subscribers divided by users who reached the paywall. Measures how well
your pricing page converts interested users.
Completed subscriptions divided by users who started checkout. Measures
payment form completion rate.
Trials converted to paid divided by total trials started. How well your
trial experience converts to paying customers.
Unique users who accepted an upsell divided by unique users who started a
subscription. Measures upsell conversion among subscribers.
Set up tracking
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.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.
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.
Grouping
Grouping splits your data by a dimension so you can compare segments. Both the Overview breakdown table and the Charts tab support grouping, with different sets of dimensions. On the Overview tab, group the breakdown table by:- 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
- Funnel
- Project
- Experiment
- Currency
- Country
- Payment Provider
- Billing Reason
- Product
Each dimension applies only to relevant metrics. Options that don’t apply to the selected metric are disabled.
Troubleshooting
No data showing
No data showing
- Check that your funnel is published (draft funnels don’t track).
- Note that subscriptions data is available in Charts and Cohorts starting from June 17, 2025.
- Republish older funnels since funnels published before December 24, 2024 have basic tracking only.
Incorrect metrics
Incorrect metrics
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.
Missing conversion data
Missing conversion data
- Set screen types properly in the Editor.
- Republish funnel after changes.