Results
Measure Funnel reach, conversion, revenue, and verified Grow, Save, and Convert outcomes without double-counting journeys.
Results is the consolidated reporting surface for Funnels. It answers whether customer journeys reached the right accounts, produced action, and resulted in verified commercial or retention outcomes.
Open Results, then choose a reporting window. Filter by Funnel, objective, or attribution role when you need a narrower view.
Headline journey metrics
| Metric | Meaning |
|---|---|
| Opportunities | Distinct account-level Funnel journeys detected in the selected window. |
| Impressions | Customer-visible Funnel exposures. A render that was never visible is not an impression. |
| Clicks | Meaningful customer interactions with a Funnel step or CTA. |
| Click-through rate | Clicks divided by impressions for the same reporting scope. |
| Conversions | Distinct verified goals that remain current after reversals. |
| Revenue | Authoritatively verified recurring or one-time value attributed under the selected reporting role. |
Hover metric labels for definitions and caveats. Explanations stay in tooltips so the report remains compact.
Grow, Save, and Convert
Every Funnel has one primary objective:
- Grow — upgrades, expansion, add-ons, annual conversion, additional capacity, or top-ups.
- Save — churn prevention, contraction save, payment recovery, or another verified retained-revenue outcome.
- Convert — signup, trial-to-paid, free-to-paid, checkout completion, subscription, purchase, or lead/opt-in conversion.
Objective reporting is a lens over verified outcomes, not a separate total. For example, trial-to-paid MRR appears under Convert and in the recurring-revenue breakdown; it should not be added twice.
Conversion breakdown
Use the conversion breakdown to distinguish New Subscriptions, Purchases, Opt-ins or Leads, Upgrades, Annual Conversions, and Saves.
Upsell and downsell describe where an offer appeared in the journey. The resulting outcome may be an upgrade, add-on, subscription, purchase, annual conversion, or save. Keeping offer position separate from outcome type prevents double-counting.
Revenue breakdown
Results can separate:
- New MRR from trial-to-paid, free-to-paid, or new recurring subscriptions.
- Expansion MRR from upgrades, add-ons, seats, or additional recurring capacity.
- Retained MRR from verified Save outcomes that remain valid after the maturity window.
- One-time revenue from purchases, credit packs, or other non-recurring transactions.
- Net revenue after verified reversals, refunds, contraction, or churn attributed to the selected scope.
Retained is a quality measure for outcomes where durability matters. It is not a universal headline metric and does not apply naturally to every opt-in or one-time purchase.
Attribution and reversals
Results distinguishes direct, assist, and influenced attribution. It never labels exposure alone as causal lift. Use a holdout or controlled experiment for incremental claims.
Workspace totals de-duplicate the same verified result when it appears in more than one Funnel. Reversals remain in the evidence history but are excluded from current conversions and current revenue.