Funnels and campaigns

Two pages are about what the site is for rather than how it performs. Frontend → Funnels shows how many visitors get from one step to the next. Marketing → Campaigns shows where visitors came from.

Funnels

A funnel is two to eight steps. Each step is either:

• a page path, matched exactly, or as a prefix when it ends in *, such as /product/*; or
• a custom event you send with rum('event', 'purchase', value).

Press + New funnel, then add steps with + Page and + Custom event.

A funnel is walked per session, strictly in order, from the first arrival at each step. A visitor who paid and then looked at the cart is not counted as having gone from the cart to payment. For every step the page shows how many reached it, as a share of those who entered and of the previous step, plus the conversion from first step to last.

Funnels are saved per organisation. A mobile app has no page paths, so funnels belong to websites.

Example

1. /cart                    page
2. /checkout                page
3. /checkout/payment*       page (prefix)
4. purchase                 custom event

Send the event from the code that confirms the order, so the last step means a purchase and not just a visit to the thank-you page:

rum('event', 'purchase', order.total, { currency: order.currency });

Campaigns

The campaign page decides where each visit came from, in this order:

1. a utm_source on the landing URL;
2. a click id an ad network added;
3. the in-app browser that opened the page, from its user agent;
4. an external referrer;
5. otherwise, direct.

A referrer on the same registrable site counts as internal, and that visit is direct. Visits fall into channels: paid, email, social, search, AI, direct and referral.

Click ids that mark a visit as paid are gclid, gbraid, wbraid, ttclid, msclkid, twclid, li_fat_id, epik and sccid. fbclid and igshid are recorded but not treated as paid. Only the kind of click id is kept, never its value.

The page shows:

• tiles for visits from outside, social (organic and paid), the share of tagged links, and the number of campaigns;
• arrivals over time;
• channels, and how each visit's source was known;
• social visits with no campaign on the link;
• which source led to which page;
• sources and campaigns, with sessions, visitors, bounce and time on site;
• visits opened inside an app, and click ids;
• where outside visits land, and when they arrive.

Every row opens its sessions.

Link builder

The Link builder at the bottom writes a tagged URL from a few questions: the page, where the link will be posted, whether it is paid, the campaign, and optionally which post or placement. Visits from that link are then attributed by name rather than guessed from a referrer.

The same campaign facts are available as filters in User sessions, so you can watch the replays of one campaign's visitors.