Cumulative Funnel Analytics

Konektor Ads Analytics uses a cumulative funnel. Each step shows the total number of leads who ever reached that step, not how many are currently there.

When to Use the Funnel

Use the funnel to:

• See drop-off at each step.
• Compare campaign performance from start to finish.
• Understand lead quality across channels.

Funnel vs Pipeline Snapshot

If you need the current status distribution (for example, how many are still in contacted), use the Leads view.

How Konektor Calculates It

For each step:

• Konektor counts all leads that reached that step, including those who moved beyond it.
• In practice, this equals summing the step and all later steps.

Simple Example

If today:

• Pageview: 100
• New Lead: 50
• Purchase: 30

The funnel shows 100 → 50 → 30. The gaps show drop-off clearly.

How to Read the Numbers

• Values will not increase from left to right.
• The gap between steps is the drop-off for that step.
• Smaller gaps indicate better stage performance.

Calculating Conversion Rate

You can calculate a simple conversion rate between two steps:

• Conversion Rate = (Step B ÷ Step A) × 100%

Example: New Lead 50 from Pageview 100 means a 50% conversion rate.

Best Practices

• Keep lead statuses consistent with your funnel definition.
• Compare campaigns using the same date range.
• Pair with Ads Spend to read ROAS more accurately.

Why Numbers Can Differ

Common reasons:

• Different date filters from other pages.
• Status changes after the lead entered.
• Event deduplication removing duplicates.

Summary

• Funnel = cumulative for drop-off insight.
• Pipeline = snapshot for current status.

Next Steps

• Ads Spend Management
• Conversion Dashboard
• Customer Journey & Lead