Articles on: Dashboard

What does the Funnel widget do?

The Funnel widget visualizes your email conversion journey step by step, from Sent all the way through to Transactions, so you can instantly see where subscribers are dropping off. How to configure it:


  1. Drag the Funnel widget onto your dashboard.
  2. Select your Dataset and apply any Filters.
  3. Under Conversion metric, add the steps you want to track in order (e.g. Sent, Delivered, Opens, Clicks unique, Transactions). Drag to reorder them.
  4. Click Add item to include additional steps.


The widget renders each step as a column with the absolute count and conversion rate relative to the previous step, alongside a tapering funnel visualization that makes drop-off immediately visible.


A few examples to use the Funnel widget

  • Map the full journey from Sent to Transactions to understand your end-to-end conversion rate in one view.
  • Compare Delivered vs. Opens to identify deliverability issues that may be suppressing engagement before recipients even see your message.
  • Focus a funnel on Opens to Clicks unique to Transactions for revenue-focused campaigns, isolating exactly where commercial intent breaks down.



Find the leak, fix the funnel

Every percentage point lost between steps is revenue left on the table. The Funnel widget shows you precisely where subscribers are falling off so you know exactly where to focus your optimization efforts.


Customize your steps. You're not locked into a fixed set of stages. Add, remove, or reorder conversion metrics to match the specific journey you're analyzing. A transactional flow might need fewer steps; a nurture sequence might need more.

Updated on: 08/03/2026