The Funnelytics' Contribution Window feature is a game-changer for businesses with longer sales cycles. This tutorial provides insights into how this unique tool can help you understand the long-term impacts of your marketing strategies.
In the video, you'll learn:
How the Contribution Window feature enables you to trace back and predict the influence of past ads on current conversions.
How to apply this feature to specific steps, allowing you to focus on a particular set of users and their actions.
The functionality of forward and backward facing contribution windows, revealing the long-term effects of ads on conversions and vice versa.
How to compare the data with and without the contribution window, enabling you to quantify its impact on conversions.
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NOTE!
This feature requires Funnelytics tracking to be setup. Learn more here.
Detailed Tutorial
The Contribution Window lets you select specific groups of people and analyze their actions either in the future or in the past, looking beyond the set date range.
We'll walk you through how to set up and utilize this powerful feature to dive deeper into your analytics data.
Understanding the Contribution Window
The Contribution Window is designed to complement the Date Range filter and the Step Filter, which are the most powerful filtering tools in Funnelytics.
While the Date Range filter helps you analyze data within specific time periods and the Step Filter helps you see the path of a specific set of users, the Contribution Window allows you to go beyond the date range and analyze specific groups of people based on their interactions.
This feature is particularly useful for understanding customer journeys that span longer time frames, such as conversions occurring after a prolonged sales cycle.
Setting Up the Contribution Window
Step 1: Filter by Step First
To utilize the Contribution Window, start by selecting a specific step in your funnel using the "Filter by Step First" option. This step will act as the starting point for the Contribution Window analysis. Choose the step that represents the action you want to examine in the customer journey.
Step 2: Select the Contribution Window Settings
Once you have filtered by step, the Contribution Window settings becomes available. There are two primary settings:
Direction: This setting determines whether the Contribution Window should look forward (in the future from the end of the date range) or backward (in the past from the start of the date range). Select "Forward" if you want to examine actions that occur after the step(s) set in the step filter, and choose "Backward" if you want to analyze actions that occurred before the step(s) set in the step filter.
Duration in Days: Set the number of days for the Contribution Window to extend beyond the selected date range. For example, if you choose "Backward" direction and set the duration to 30 days, Funnelytics will analyze actions that occurred 30 days before the active date range.
Analyzing Contributions
Case 1: Forward Looking
If you choose the "Forward" direction, Funnelytics will analyze actions occurring after the selected step without adding “noise” to your data.
For example, you can analyze conversions that occurred after a specific event, even if they are outside the initial date range.
The Contribution Window will show you additional interactions made by the selected group of people in the specified duration.
Example Scenario:
Let's say you have an e-commerce funnel, and you want to analyze users who completed a purchase in the past but interacted with a promotional email in the subsequent 10 days.
By using the "Forward" Contribution Window with a duration of 10 days, Funnelytics will show you the additional actions taken by those users within the selected 10-day window.
Case 2: Backward Looking
If you choose the "Backward" direction, Funnelytics will analyze actions occurring before the selected step without adding “noise” to your data.
For instance, you can analyze interactions that happened before a purchase event, extending the analysis beyond the date range. The Contribution Window will provide insights into actions taken by the selected group of people in the specified duration leading up to the step.
Example Scenario:
Continuing with the e-commerce funnel, you might want to analyze users who made a purchase within the date range but interacted with a product page in the 15 days preceding the purchase.
By using the "Backward" Contribution Window with a duration of 15 days, Funnelytics will show you the additional interactions by those users in the specified 15-day period leading to the purchase.
Interpreting Contribution Results
The Contribution Window provides valuable insights into customer behavior, showing additional interactions made by specific groups of people beyond the initial date range. By understanding these contributions, you can gain deeper insights into user journeys and make data-driven decisions to optimize your funnels.
If you have any questions or need assistance, feel free to reach out to our support team using the chat widget that you can find in the bottom right corner of the page