Funnel (A/B)
The Funnel tab compares the variants inside one campaign — every combination of preland, PWA and offer the traffic went through — down the full funnel, from impression to deposit, with push metrics and cost per step. It's where you see which variant actually converts.
Open a campaign (Campaigns → a campaign) and switch to the Funnel tab. Every row is one variant; the table recalculates for the period selected at the top of the page, and every column sorts.
How rows are grouped
Each row is a unique combination of:
- Type — the variant type (for example PWA + offer, landing + offer, whitepage).
- Preland — the landing page the traffic hit (empty if none).
- PWA — the PWA used (empty if none).
- Offer — the offer sent to (empty if none).
Variants with no activity in the period, and incomplete variants (missing the offer or PWA the type requires), are left out.
Traffic and money
- Ads — number of ads feeding this variant.
- Spend — ad spend.
- Revenue — attributed revenue.
- Profit — revenue minus spend.
- ROAS — revenue ÷ spend.
The funnel, stage by stage
The core of the tab — the same visitor followed from the ad to the deposit:
- Impressions — ad impressions from the traffic source.
- Clicks — ad clicks.
- CTR — clicks ÷ impressions.
- Unique Visits — unique visitors who landed on the preland or PWA.
- PWA Opens — unique visitors who reached the install prompt.
- Installs — unique visitors whose app install was confirmed.
- Regs — registrations.
- Deps — deposits.
Conversion rates
Stage-to-stage conversion, so you can see where a variant leaks:
- C2R — clicks → registrations.
- C2I — clicks → installs.
- C2D — clicks → deposits.
- I2R — installs → registrations.
- I2D — installs → deposits.
- R2D — registrations → deposits.
Cost per step
- CPC — cost per click.
- CPM — cost per 1,000 impressions.
- CPI — cost per install.
- CPR — cost per registration.
- CPD — cost per deposit.
Push metrics
If the variant sends push, the same row carries the full push funnel:
- Push sent — notifications sent.
- Push shown — notifications actually shown on the device.
- Deliverability — shown ÷ sent.
- Prompt shown — push permission prompts shown.
- Push subs — visitors who subscribed to push.
- Push allow — permission allows.
- Push deny — permission denials.
- Push dismiss — prompts dismissed without a choice.
- Push ignore — prompts ignored.
- Push consent — subscribers ÷ (subscribers + denials).
- Push clicks — clicks on a received push.
- CTR (shown) — push clicks ÷ push shown.
- Push expired — notifications that expired without interaction.
- Push active — active subscribers still reachable.
Compare two variants row against row: the same spend with a higher C2D or lower CPD tells you which preland/PWA/offer chain to scale.