Funnel

The Funnel report shows you exactly how merchants move through your app’s lifecycle - from first discovery to loyal subscriber and beyond. Think of your funnel as a map of your customer’s path - each stage is a unique milestone on their way to becoming a satisfied long-term user.

Beyond basic conversion rates

This report tracks every key step in your customer’s lifecycle:

When they discover your app listing
The instant they click “Install”
When they start their trial
The big win - when they become a subscriber
And the ongoing relationship - upgrades, resubscribes, additional purchases

Understanding your funnel

The story in stages

Each funnel event is distinct and unique. For example, a reinstalled customer won’t appear in the “Installed” event, but will instead show up only in the “Reinstalled” event. This granular tracking gives you a clear picture of each customer’s individual path.

Those percentage changes between stages show you exactly where to focus your optimization efforts.

Your funnel visualization shows the critical touch points:

App listing page views - merchants who discovered your app
Add app button clicked - merchants who showed interest
Installed - merchants who installed your app
Trial started - merchants who started a trial
Trial converted - merchants who converted from trial to paid
Subscribed - merchants who became subscribers
Unsubscribed - merchants who ended their subscription
Reinstalled - merchants who reinstalled after uninstalling
Resubscribed - merchants who resubscribed after a period of inactivity
Upgraded - merchants who upgraded to a higher tier
Downgraded - merchants who downgraded to a lower-cost plan
One-time charges - merchants who made one-time purchases

The numbers change at each stage, telling you something about how merchants perceive your app’s value - and where you have opportunities to improve their experience.

Diving into the details

The real power lies in the ability to click into each event and see the individual customers who make up these numbers. From there, you can dive into each customer’s profile to see their unique timeline of events and how they map to their progression through your funnel. This granular view turns abstract data points into actionable insights about real customer behavior.

Tracing individual customer paths through your funnel gives you insight into where merchants find value - and where you could make your app even more essential.

Custom usage events in your funnel

The standard funnel stages paint a clear picture of your customer’s journey, but your app’s unique features and workflows deserve their own place in that story. Mantle’s usage events let you add any trackable customer action to your funnel analysis, integrating them seamlessly with platform events.

Adding usage events to your funnel means tracking:

Key feature activations
Important customer milestones
Specific workflow completions
New feature adoption

These custom events appear right alongside the standard funnel stages, transforming generic platform data into a funnel that truly represents your customer’s journey with your app. Each usage event you track adds another layer of insight into how merchants engage with your unique features and value propositions.

By connecting usage data directly to your funnel, you’ll see exactly how specific features and actions influence customer progression. This combined view helps identify which features drive conversion, what successful customers do differently, and where you might have opportunities to improve engagement.

💡 Pro tip: Start by tracking the key actions that show customers are getting real value from your app - these often make the most impactful funnel stages.

The implementation guide in our usage events documentation walks through the technical details of sending these events to Mantle.

Measuring your funnel

Average CLV (Lifetime value)
Total CLV from each stage
Average AMR (Average revenue per user)
Maximum AMR
Total AMR

These numbers reveal not just who converts, but who gets the most value from your app over time. Use these insights to fine-tune your pricing and packaging to attract more high-value users.

📊 Metrics that matter

While every number tells a story, these are the top three to watch:

Overall conversion rate: The percentage of app listing visitors who become subscribers. This is your big-picture health indicator.
Trial to paid conversion rate: How many trialists turn into paying customers? This shows the stickiness of your app.
Upgrades vs downgrades: The ratio of users moving up and down your pricing tiers. This helps gauge your tiers’ value alignment.

Making sense of your data

Analyzing your funnel

The funnel can be analyzed through multiple dimensions:

App: See how different parts of your product perform. Great for prioritizing development efforts.
Shopify plan: Compare conversion rates across merchant tiers. Understand how different segments behave.
Tags: Track specific customer segments. Spot patterns among your most engaged users.
Industry: Find your most promising market segments. Tailor your messaging and features accordingly.
Country: Understand geographical trends. Identify top markets and spot localization opportunities.
Uninstall reason: Learn why some merchants leave. Turn churn insights into product improvements.

These filters help you spot patterns in your most successful full-funnel conversions.

Pro tips for funnel analysis

Here are some effective ways to get more from your funnel data:

Compare changes: Look at how your funnel performs before and after product updates or pricing changes
Track features: See how specific features influence customer progression through your funnel
Monitor timing: Understand how long customers spend in each stage, especially during trials
Study groups: Look at how different cohorts of customers move through your funnel over time

What your funnel reveals

Your funnel data tells you:

Which stages need attention (look for big drop-offs)
How different segments behave in your funnel
Which customer types are most likely to convert
What makes certain users more valuable than others
Where you’re losing potential long-term customers

Every gap between stages is an opportunity to enhance your users’ experience and keep them engaged.

The Funnel report helps you understand your customer’s complete lifecycle, from first touch to long-term loyalty. Dive in and explore the individual customer stories behind the data.

Frequently asked questions

How do the funnel events work in this report?

The funnel events show a cohorted customer journey. For example, if the report shows 1,000 app listing views and 200 installs, this means that 20% of the merchants who viewed your listing continued on to install your app. The system uses complex logic to track user progression through each stage, ensuring each customer is counted in the correct sequence of events.

What's the difference between 'Installed' and 'Reinstalled' in the funnel?

Each funnel event is distinct and unique. A customer who reinstalls your app won't appear in the 'Installed' event - they'll only show up in the 'Reinstalled' event. This granular tracking gives you a clear picture of each customer's individual path and helps you understand different types of engagement patterns.

How are usage events integrated into the funnel?

Custom usage events appear alongside standard platform events in your funnel, letting you track key feature activations, important milestones, or workflow completions. These are configured in your organization settings and appear as additional funnel stages that you can include in your analysis.

How does the system handle anonymous visitors vs identified customers?

The funnel combines data from two sources: identified customers (who installed your app) and anonymous visitors (who viewed your listing but never installed). Page views and button clicks include both groups, while post-install events (subscribed, upgraded, etc.) only include identified customers. This gives you the complete picture of your acquisition funnel.

Why do my numbers in Google Analytics look different from this report?

Your numbers might look different, and that's okay. While Google Analytics shows every page view, we focus on unique views. If someone views your listing 80 times but only 50 are new visits, we'll show 50 in the Viewed listing count - giving you a clearer picture of your true reach.

Why do my funnel event counts look different from the Activity report?

The Funnel report shows unique app installations that experienced each event, while the Activity report shows raw event counts. For example, if 2 customers were each reinstalled 3 times, the Activity report would show 6 reinstalls, but the Funnel report would show 2 unique installations that were reinstalled. This gives you two different perspectives: the Funnel report helps you understand how many unique customers experienced each event (great for conversion analysis), while the Activity report shows the total volume of events happening in your app.

Why do my numbers look different from the Traffic Source report?

The Funnel and Traffic Source reports use different data aggregation methods. The Funnel report focuses on installed customers and their journey through your app lifecycle. It queries customers who completed installations and traces their events backward to include pre-install activities. The Traffic Source report shows all visitor activity regardless of whether they installed your app or not. Think of it this way: Traffic Source shows your complete acquisition funnel including all visitors, while Funnel shows the journey specifically for users who became customers.

What should I focus on when analyzing my funnel?

Watch these key metrics:
• Overall conversion rate: Percentage of app listing visitors who become subscribers (your big-picture health indicator)
• Trial to paid conversion rate: How many trialists turn into paying customers (shows app stickiness)
• Drop-off points: Large decreases between consecutive stages that indicate friction

The chart also shows average time between stages in tooltips, helping you understand timing patterns in customer progression.

How can I use the funnel filters effectively?

Use filters to spot patterns in your most successful conversions:
• Customer segments: Compare how different merchant types progress through your funnel
• Date ranges: Understand seasonal patterns or the impact of changes
• Event selection: Focus on specific parts of the customer journey

The 'Change event order' button lets you reorder funnel stages to analyze different progression paths.

Can I drill down into individual customers from the funnel?

Yes! Click on any funnel stage to select it, then view either:
• Customers tab: See individual customers who reached that stage, including their AMR and lifetime value
• Insights tab: Build custom reports to analyze customer behavior at that funnel stage

This lets you understand not just the numbers, but the actual customers behind each conversion.

What's the 'Time (avg)' shown in funnel tooltips?

This shows the average time it takes customers to progress from the previous funnel stage to the current one. For example, if 'Trial Started' shows 'Time (avg): 2 days', it means customers typically start their trial 2 days after installing your app. This helps you understand timing patterns in customer behavior.

How do I track the impact of product changes on my funnel?

Use the comparison feature to compare funnel performance across different time periods. This helps you see how product updates, pricing changes, or marketing campaigns affect conversion rates at each stage. Look for changes in both conversion percentages and timing between stages.

Updated December 2 2025

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