Create a funnel

  • Updated
ODP Lite is not available to new customers as of May 1, 2024.

Funnels allow you to see how customers engage across events and channels. When you are not getting the conversions you expect, funnels help you understand where and why customers are dropping off of an engagement pipeline.

Understand a funnel in Optimizely Data Platform (ODP) Lite

A funnel is a set of steps that you want to see customers go through in a particular order. The output of a funnel tells you how many customers accomplished each step and where they dropped off of a timeline sequence.

An example includes:

  • Email conversion – Email Sent > Email Open > Email Click > Order Line item Purchase
  • On-site conversion – Product Detail View > Add to Cart > Order Line item Purchase

ODP Lite collects data from your different channels and combines it into one timeline for a customer. This consolidation allows you to have funnels that contain steps from different channels. These hybrid funnels allow you to uncover more specific drop-off points than if the channels were separated.

For example, combining the email and on-site funnels into a single funnel provides more insight into the customer's journey and a higher chance of capturing the actual drop-off point.

  • Email and on-site conversion – Email Sent > Email Open > Email Click > Product Detail View > Add to Cart > Order Line item Purchase

Types of funnels

Not all businesses have the same customer engagement cycles. Some have entire cycles in one visit, while others have many month-long sales cycles. To view how customers engage within visits and across visits, ODP Lite allows for two different funnel calculations and time windows:

  • Within visit – How many customers completed the funnel within a visit. If a customer has two distinct visits, both visits could be counted. Each visit resets the funnel.
  • Across visits – How many customers completed the funnel irrespective of visits. A customer is only counted once.

Create a funnel

To create a funnel: 

  1. Go to Customers > Funnels.
  2. Specify the funnel's parameters via the Show User Funnels expression. For example, you can use the date range parameter to specify the dates in which you want all the steps to occur.
  3. Add the desired steps.
  4. Click Apply to display the funnel visualization.
  5. Click New Funnel.
  6. Enter a name for the funnel and click Save.


Edit a funnel

To edit an existing funnel:

  1. Go to Customers > Funnels.
  2. Click the funnel name at the top right to expand the drop-down list, select the funnel you want to edit and make the desired changes.
  3. Click Apply to display the funnel visualization.
  4. Click Save to overwrite the existing funnel with your changes (or expand the Save dropdown menu and click Save as New Funnel if you want to save your changes as a new funnel).
  5. Complete the Name and Visibility fields on the SAVE AND SHARE window that displays.


Delete a funnel

You must contact support to delete an existing funnel. As an alternative, you can edit the funnel using the instructions above and save it with an updated name.

Copy or share a funnel

You can copy or share the structure of a funnel between ODP Lite accounts so that you can use the same funnel in each. To create a copy or share your funnel with another account:

  1. Go to Customers > Funnels.
  2. Expand the funnel name dropdown menu.
  3. Click the copy icon next to the funnel you want to copy.
  4. Select the Account and Scope with which you want to share the funnel.
    Select the current account to create a copy or select a different account to share.
  5. Click Copy.