> ## Documentation Index
> Fetch the complete documentation index at: https://docs.mention-me.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Analyse the funnel

> Find out where you are losing people in the referral flow.

**Question**: "Where are we losing people between seeing the offer and becoming a new customer?"

The referral funnel has five key steps. A funnel chart shows drop-off between them.

## Fastest path: Funnel Performance template

The [Funnel Performance template](/knowledge-v2/referral/reporting/reference/templates-catalogue) is built exactly for this. Create a dashboard from it and the funnel chart is there, alongside per-stage metrics.

## Build it yourself

### 1. Add a funnel chart

1. **Add tile** → **Chart** → chart subtype **Funnel**.
2. Add these metrics in order (widest to narrowest):
   * Impressions
   * Sharers
   * Share Responses
   * Incented Friends
   * New Customers
3. Save.

<Frame caption="Funnel chart showing drop-off at each stage">
  <img src="https://mintcdn.com/mentionme/8q3ChbAON-y-ILjT/images/knowledge-v2/reporting/tiles/funnel-with-dropoff.png?fit=max&auto=format&n=8q3ChbAON-y-ILjT&q=85&s=027dfd195d7fa2e5eb88f252edfacd6f" alt="Funnel chart showing drop-off at each stage" width="723" height="510" data-path="images/knowledge-v2/reporting/tiles/funnel-with-dropoff.png" />
</Frame>

Each bar shows the raw count, and hovering shows the conversion rate from the previous step.

<Frame caption="Hovering a funnel bar reveals conversion tooltips">
  <img src="https://mintcdn.com/mentionme/8q3ChbAON-y-ILjT/images/knowledge-v2/reporting/gifs/funnel-hover.gif?s=e3592551851b8741d0ff5c72e95072a0" alt="Hovering a funnel bar reveals conversion tooltips" width="1176" height="720" data-path="images/knowledge-v2/reporting/gifs/funnel-hover.gif" />
</Frame>

### 2. Read the drop-off

* Impressions → Sharers tells you whether your offer is landing. Under 2% usually points at placement; above 6% means the offer copy is working.
* Sharers → Share Responses tells you about the content of shares and the recipient's interest.
* Share Responses → Incented Friends tells you how well the landing experience converts.
* Incented Friends → New Customers tells you whether the incentive is strong enough to close.

The biggest drop-off is usually the thing worth fixing first.

## When to reach for a breakdown

A funnel chart itself doesn't support breakdowns. To see whether drop-off is worse for certain campaigns or markets, add a separate chart or table tile next to the funnel:

* Line chart of **Share Rate** broken down by **Campaign**.
* Table of **Share Rate**, **Purchase Rate**, and **Overall Conversion Rate** broken down by **Market**.

Where one cell stands out, that's the segment worth drilling into.

## Next

* [Metrics glossary](/knowledge-v2/referral/reporting/reference/metrics-glossary) for what each funnel metric counts.
* [Comparisons](/knowledge-v2/referral/reporting/building-dashboards/comparisons) to compare each stage's conversion rate to the industry benchmark (for eligible metrics).
* [Track campaign performance](/knowledge-v2/referral/reporting/common-tasks/track-campaign-performance) once you know which stage is leaking.