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These are the core concepts of FunnelFox funnels, whether you build it by prompt with AI Chat in Editor or manually on the canvas.

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Core Concepts

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Organization

An organization is the top-level account structure in FunnelFox. An organization can contain multiple projects. Think of it as your company account where you manage billing.

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Project

A project is a container for your funnels. You might have separate projects for different apps, brands, or products. Each project gets its own unique domain project.fnlfx.com and shares team members, configuration settings, and analytics data.

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Project context

Project context is your product profile (identity, brand, voice, and audience) that grounds every AI agent funnel edit and generation. It’s captured from your App Store, Google Play, or website link, and you can edit it on the Context page of your FunnelFox dashboard. Learn more about project context.

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Funnel

A funnel is a website flow built in the Editor. Each funnel consists of screens (also called steps), actions, and conditions that guide users from landing to conversion. Every funnel gets a unique URL path like project.fnlfx.com/funnel-name where users can access it.

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Experiment

An experiment is an A/B test that compares multiple funnel variants. FunnelFox automatically splits traffic between variants and tracks performance metrics, helping you identify which version converts best. You can test completely different funnels or specific elements within them.

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Profile

A profile is a unique visitor to your funnel. FunnelFox creates a profile for each user to track their journey, behavior, and conversion status across multiple sessions. Profiles help you understand user patterns and optimize your funnels accordingly.

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Session

A session is a single visit to your funnel by a user. Sessions track user activity from entry to exit (or conversion). Multiple sessions from the same user are linked to their profile, giving you insights into returning visitor behavior.
A Profile represents a unique person who visits your funnel, while a Session represents a single visit. One profile can have multiple sessions. For example, if someone visits your funnel today and returns tomorrow, that’s one profile with two sessions. This helps you track both unique visitors and returning visitor behavior.

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Payment & Subscriptions

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Payment Service Provider (PSP)

A Payment Service Provider (PSP) is a company that processes online payments (like Stripe, PayPal, or Adyen). FunnelFox integrates with multiple PSPs, letting you accept payments, manage subscriptions, and handle refunds directly within your funnels.

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Customer

A customer is a user who has completed a payment through your funnel. FunnelFox provides a unified view of all customers across different PSPs, including their subscription status and payment history.

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Editor

The Editor is FunnelFox’s canvas interface for building funnels. Build by prompt with AI Chat in Editor, or manually on the canvas, all without code.

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AI Chat in Editor

AI Chat in Editor is the chat panel on the left of the Editor. It edits any element, screen, or the whole funnel from a plain-English prompt. The agent understands your product, niche, and what converts in your category, so anyone on your team can compose screens and full funnels without builder training. Learn more about AI Chat in Editor.

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Step or Screen

A step (also called a screen) is an individual page within your funnel. Each screen represents a stage in the user journey, such as a landing page, form, checkout, or thank you page. Screens are connected by actions and conditions to create the complete flow.

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Element

An element is a component you can add to your funnel screens, such as forms, buttons, images, text blocks, or payment forms. Elements are pre-optimized for conversion and work seamlessly across all devices.

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Reply

A reply is a piece of information a user provides in your funnel. Replies can be:
  • Text entered in input fields
  • Selected options
  • Values calculated by custom scripts
Replies are stored and can be used in conditions, actions and received on your side.

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Condition

A condition is a rule that determines when elements should be shown or hidden. Conditions help create personalized experiences by adapting the funnel based on user behavior. Common conditions include:
  • Previous user replies
  • URL parameters
  • Custom calculations

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Action

An action is a configurable behavior that triggers during specific funnel events. Actions let you create dynamic, interactive experiences without code. Common actions include:
  • Navigate to the next screen when a button is pressed
  • Show a popup when a user cancels a payment
  • Hide/show elements based on user selections and more.