What is a funnel?

Funnel is a type of analysis that visualizes how players move through a series of events. With funnels you can see how players progress in your game and determine their conversion rate and fallout at any point of their journey.

Example of INFINARIO funnel:

Why should you use them?

You should use funnels whenever you need to check the conversions within a series of events, for example to see if the tutorial in your game is too hard or long, if players buy a boost after they fail a level or how many players you lose during the first 5 missions.

Advanced usages include drill-downing funnels and comparing conversions by country, game versions or calculating revenue for different segments of players who complete each step of your funnel.

How funnels work?

Funnels take a series of steps (events) and then compute how many players completed each step in a given order.

Suppose you want to see how many players started your game and then built a gold mine. You would create a 2 step funnel with first step being an event game start and second being an event building created. Funnels will then calculate the conversion rate in real-time from all your data.

For more advanced questions on how are funnels calculated please see the Advanced section.

Creating a basic funnel

Create new funnel

You can create a new funnel by clicking the Create new button in the Funnels section of Analyses. If you don’t see the button you haven’t tracked any data yet and you should complete the basic integration of your game first.

Adding and removing steps

After creating a new funnel you see the edit window. You always start with a single step.

You can now click into the event picker and select an event you want to pick as a first in the series. In the event picker you see only events that you have already tracked.

To add another step click the Add step button. 

To remove a step click the thrash bin button. 

To duplicate a step click the duplicate button.  


  • number of steps is unlimited
  • steps in the funnel are not required to happen during a single session (funnels are computed for the whole time interval you specify)
  • to match the sequence of events player has to have selected events during the time interval you specified

To learn more about how funnels are calculated see the Advanced section.

Modifying and rearranging steps

You can rename a step by clicking the pencil icon  in the step title.

You can rearrange steps by dragging the step by  icon.

Choosing a time interval

Without specifying a time interval funnels are calculated on all events since the start of the tracking until now. Take a look at How are funnels calculated to understand how time intervals affect funnels.

It is possible to limit this interval to calculate the funnel for example only for the last week or between two specific dates.

You can turn on the time filter by clicking the date icon.  

You should now see an empty date filter:

There are two possible time interval filters you can use. Only events that happen during the specified time interval are taken into account when calculating the funnel.

Absolute date filter:

Relative time filter:

To learn more about time filters please visit the Time filters page.

Limiting the time frame of a funnel

It is possible to limit the time frame within which all steps of the funnel must be completed. For example if you want to see how many players bought an item within 24 hours after their first session, you would use the time frame limit.

You can turn on the time frame limit by clicking the clock icon.  

After turning the filter on you should see the filter:

Filtering events

You can filter any event step by clicking the filter icon.  

Events can be filtered by their attributes. After turning the filter on for an event you should see an attribute picker.

After picking the desired attribute you can set up the condition for the event.

This filter will match only players who had an event match with attribute elixir stolen taking values greater than 50 000.

Filtering players

Without specifying a player attribute (like age, segment or aggregate) funnel is calculated for all players in your game. By adding a player filter you filter player who enter the funnel calculation.

You can add a player filter by clicking the plus icon   after clicking the player filter bar.

Previewing and saving


You can preview the funnel by clicking the preview button  inside the analysis header.

This will show you the funnel chart and table under the funnel definition. If you don’t see the funnel chart, try scrolling the page.

Previews are always calculated from all the data in real time. We don’t precompute funnels and you always see the actual state. Please note that we don’t redraw the funnel once the preview is shown.

To learn how to read funnels please refer to the section Understanding funnels.


After you name your funnel you can save it for future viewing or editing by clicking the save button  inside the analysis header.

You can view all saved funnels in the funnel list in the Funnels section.

Save As

To duplicate existing (saved) funnel you can use Save as function located near the regular save button inside the analysis header.

You will be prompted to name the duplicated funnel. After you confirm the name you can find the funnel in the Funnel list.

Viewing funnels

Funnel list

After opening the section Funnels from the menu you are either shown the Welcome screen (if you have no funnels) or the funnel list (if you have created and saved at least one funnel).

Funnel list with one saved funnel:

You can open funnels by clicking on the appropriate row or you can go straight to the editing by clicking the edit icon.

It is also possible to delete created funnels by clicking the thrash bin button. Be careful when deleting though – this action is not reversible. However deleting a funnel only deletes the definition of the funnel – you can’t delete players or events when inside the funnel list.

Basic view

When you open an existing funnel from the funnel list you are presented with the basic view of the funnel. To learn how to read the funnel please refer to the section Understanding funnels.

There are few things to do in the basic view. You can continue to the editing by clicking on the edit button in the header of the analysis.

You can click on the Refresh button to re-calculate the funnel with the most recent data.

You can click on the Compare button to go into Compare view.

You can also do various Actions on funnels.

Please note that even though we allow you to for example drill down the funnel you can’t save the drill-downed funnel from the basic view . To save the changes you must be in the editing mode.

Compare view

When in the basic view it is possible to compare one funnel in two different time ranges or with two different player filters. Comparing funnels is useful for understanding if people in one country differ in conversion rates compared to players in other countries or how conversion rates evolve in time.

To compare funnels simply click on the Compare button on the top right of your screen in the basic view. This will split your funnel into two views with their own player and time filter.

To change the player filter click on the respective Player filter and choose a player attribute (i.e. country) to compare conversion rates for two different segments of players.

To change the time interval simply pick the time range you desire for both views. You can also turn off the time interval so the funnel is calculated for the whole time being.

These filters work the same way as they work in the editing mode.

Understanding funnels

If you clicked preview in the edit mode or if you opened the funnel from the funnel list you should see two parts of the funnel – the chart and the table.

Example funnel:

The chart tells you conversion rates (between event steps) and numbers of players who completed the steps so far. So in above example, 84 872 players have event installation. From these players 49.3% have event session_start after event installation.  Again from these 41 808 players 62.2% have started a match after they had event session_start. To learn more how the order of events is taken into account please scroll down to How are funnels calculated?

Additionally if you hover over the column you can see more information, for example the average time it took players to move from one step to the other or the total conversion rate from the first step.

Hovering over the last event step:

The table contains funnel information in concise form. Table is more useful when using advanced funnel features like drill-downs.

Actions on funnels

While viewing a funnel you can click on any event step (represented by a column) with left mouse button to show a context menu. There are 4 basic actions you can take. There is also a drill-down by player attribute available from the top row of the funnel table.

Showing players

When you click on Show players you will be shown all players that matched all steps from the first step until the step you clicked.

So if I click on the event step installation from the above example, I will be shown 84 872 players. On the other hand if I click on the last step, I will be shown only players who completed all three steps of the funnel – 25 992 players.

Showing only players that matched the funnel:

I can now view every single player that matched the funnel by clicking on him. It is also possible to download a .csv file with a list of these players with their attributes or to delete these players.


With drill-downs you can split every funnel into greater detail. This is extremely useful when you want to compare conversion rates between various segments of players. It is possible to drill-down funnels based on player attributes (i.e. country or level) or based on event attributes (e.g. difficulty chosen by player at the start of the game).

Example of a drill-down by a player attribute country.

Drill-downing by a player attribute

To drill-down the funnel by a player attribute you need to pick the attribute from the player attribute picker in the top row of the table right under the chart.

After picking a player attribute and clicking Apply the drill-down is immediately calculated.

To see how to read the drill-downed funnel please continue to Understanding drill-downs.

Drill-downing by an event attribute

To drill-down the funnel by an event attribute you have to click on the event step. In the context menu you will see the option Drill down by… Here you can pick the desired attribute. 

Immediately after clicking on the attribute the drill-down is calculated. In this example we drill-downed the funnel by attribute platform from the event game started.

To see how to read drill-downed funnels please continue to Understanding drill-downs.

Please note that it is important on which event you start the drill-down from. To learn more please read How are funnels calculated.

Understanding drill-downs

When you drill-down a funnel either by a player attribute or by an event attribute you should see the funnel split into several flows. Let’s have a look at the example from before.

Here we have drill-downed the funnel by clicking on the event step game started and by choosing attribute platform. This way we can compare conversions and numbers for two different groups of players.

The flow of the group is indicated by color.  Players in the first group (blue) had the event game start with attribute platform set to Android. The other group (red) had also the event game start but this time the attribute platform was set to iOS.

In the drill-down these groups are compared so you can see how many players completed each step and what was the conversion rate. For example to simply compare conversions we can switch to percentage view by clicking on the % button in the header of the table.

We can see that conversion rates are almost identical – there is not a big difference between players playing on either platform.

Drill-down views

When using drill-downs it is possible to choose different visualization of the funnel steps. By using the controls on the top right of the table you can show/hide the unique total count and you can also show/hide individual values from the drill-down.

Default (quantity) view

This is the default view that will be shown every time you create a new drill-down. In the table player quantities are shown.

Percentage view

You can show this view by clicking the % button. Conversion rates between two consecutive steps are shown as percentages.

View with total unique players per step

You can show total unique column by toggling the chart button in the first row of the table.

View with non-stacking columns

By toggling the stacked column button  you can display the non-stacked view where every individual value has its own column.

Advanced: A/B testing drill-downs

To truly understand which group of players (for example drill-downed by country) has better conversion rates it is important to take into account not only conversion rates but also the number of players who have converted.


Suppose that your conversion rate from the first session to payment is 4.4% for American players. Now if you have only two players from small country like Uganda and both of them make a payment, you would see 100% conversion rate for players from Uganda. If you were to compare only conversion rates you would learn that players from Uganda have 100% conversion rate and are outperforming USA players by quite a margin. While this is true, the conversion is calculated from statistically insignificant number of players – two players can’t be compared to thousands of players you have in America.

That’s why we have created a simple tool to compare conversion rates even on such disproportionate data.

To compare conversion rates between two event steps you have to click and choose AB test on both steps.

This will automatically compute the conversion and confidence percentages and show them in the table. Additionally we will show you a message above the table with information on if there is a strong, weak or no winner.

In this example conversion rates are fairly close, no clear winner could be decided from the data.

Summarizing event attributes

Sometimes you want to see how much revenue you have made from players starting your game with different difficulty or coming from different sources.

To summarize event attribute in the funnel you can use the Summarize option from the context menu after clicking on the event you want to summarize.

This will add a single column denoted by a ∑ sign. In this column there will be a sum of all values from the picked event attribute.

In this example there were 5017 players in our game who completed this funnel and in total made purchases worth $35 340.

It is also possible to summarize event attributes when using drill-downs for more detailed information.

By drill-downing the event step installation by attribute country we can see that we have made $8462 from players in the United States.

Sending a campaign

It is possible to target players in a campaign by clicking on an event step (or drill-downed flow).

This will open a new scenario where you will see one condition matching the chosen event or segment of players from the drill-down. In this example a condition that will match players who had event hard purchase after installation was automatically created.

To learn more about sending campaigns please visit the Scenarios guide.

Advanced: How are funnels calculated?

Funnels take a series of steps (events) you define and then compute how many players completed each step in a given order.

Loose order

Your players must complete funnel steps in a loose order. This means that a player can do other actions (events) between funnel steps, as long as he completes funnel steps in a given order.


Let’s assume our funnel has five steps in this order: A > B > C > D > E. Let’s have a look at few cases:

  • The player does steps A > B > C > D > E in the exact order. This player will be counted in every funnel step.
  • The player does steps A > B > F > C > D > E. This player will be counted in every funnel step. The fact that he did step F between B and C doesn’t matter because of the loose ordering.
  • The player does steps A > B > C > E. This player will be counted only in the first three funnel steps. He will not appear in the step D as he didn’t do this step. He will also not appear in the step E because he didn’t do step D. Only players who have completed previous step can continue to the next.
  • The player does steps A > B > C > E > D > E. This player will be counted in every funnel step. At first this player did step E before step D, but later he did step E again. Because of the loose ordering he have completed the whole funnel, even though later.

Unique players, not event totals

Even though Infinario funnels are calculated from events, total event count is not shown in the funnel. The number you see for a step in a funnel is the number of players who completed that step of the funnel. Players are also counted only once throughout the funnel even if they complete the funnel multiple times.


Let’s assume our funnel has three steps in this order: A > B > C. If a player does events A > B > C > A > B > C he will be counted in every step of the funnel only once.

How setting a time interval affects the funnel?

By default the time interval filter is turned off and funnels are calculated for the whole time span since the start of the tracking until now.

By turning the time interval on you will limit the time span a player has to complete funnel steps. Only events that fall into the selected time interval will be taken into account.


Let’s assume our funnel has two steps in this order: A > B. If we limit the time interval to the last 30 days, only players who did steps A > B in the last 30 days will be counted in both steps of the funnel. If a player does events A > B but the first step A didn’t happen in the last 30 days, this player will not be counted in the funnel.