Top Funnels: EPC per funnel

Your biggest funnel by traffic sits at the top of the list, so it looks like your best one. But a funnel can pull twice the visitors of another and still earn less from each of them, and with views and revenue in separate columns you had to do the division yourself to see it.

The enemy is ranking funnels by traffic and calling that performance.

The Top Funnels card now has an EPC column, right after Revenue. EPC is earnings per click: the funnel's gross revenue divided by its unique click sessions in the selected period. It puts views and revenue on one scale, so you see what each visitor to each funnel is worth, and what you can afford to pay for a click to it. In the example above, the quiz funnel leads on views but earns $1.10 per visitor, while the VSL funnel behind it earns $2.46.

The column shows once at least one funnel in the period has an EPC, and only for roles that can see the EPC metric. A funnel with no clicks or no revenue in the period shows a dash, and so does the Unattributed row, because its revenue is mostly orders that arrived with no session, so a per-click figure would mean nothing there. Hover the EPC heading for the definition. The card keeps its other columns too: AOV, MOV, UOV, conversion rate and views.

Try it: open Analytics and look at the Top Funnels card near the top of the dashboard. On a dashboard you built yourself, click Customize layout, then Add widget, and pick Top Funnels.