Reading the dashboard

The dashboard at app.retafunnel.com has fourteen pages grouped in the left sidebar: Overview, Results (Funnels, Ads, Sales, Leads), Visitors (Behaviour, Sessions), Retargeting (Segments, Audiences), Testing (Experiments, Compare) and Setup (Sites, Integrations, Settings). Until your setup is complete, Overview also shows a Getting started checklist with the seven steps from first site to first sale, each with a button to the right place. This guide says what each page is for, how to read its numbers, and how the filter bar at the top changes all of them at once.

The filter bar#

The bar at the top applies to every report page. Its settings live in the page address, so a link you copy to a colleague opens with the same filters.

• Date range: presets (today, 7, 14, 30, 90 days…) or two dates. Days are counted in UTC. Default: the last 30 days.
• Site: all sites of the workspace, or one. Use it when one workspace has several domains.
• Variant: only sessions that carry a given experiment variant (A, B, control…). Appears once at least one session had a variant. Lets you look at, say, the video retention of variant B alone.
• Compare: compares with the previous period of the same length. Every number gets a delta (an arrow with the change), time charts get a dashed "previous" line, tables get a Δ column.
• Show test data: when on, every page shows only test sessions (visits made with ?_rf_test=1, in site test mode, or by a simulation). The demo workspace's data is test data. When off, you see live data only. If a page says "No live data yet", this switch is the first thing to check.

The two icons on the right switch the colour theme and sign you out.

Overview#

The health check of a workspace.

• KPI tiles: Sessions (visits), Visitors (distinct browsers), Leads (visitors who gave an email or phone), Bookings, Purchases, Revenue, Lead rate (leads ÷ sessions), Average active time (seconds the tab was visible and the person was moving the mouse or scrolling, not wall-clock time).
• Daily trend: sessions and leads per day. The small markers are annotations: a funnel launch, an experiment start, a page change. Click a point to add one yourself.
• Top campaigns: by leads, then sessions, with the lead rate meter and revenue. Source, medium and campaign come from the UTM parameters of each session's first page. Click a source to open the matching sessions.

Empty states: "No sites yet" (create a site), "No live data yet" (nothing live in the range: install the tag, widen the range, or turn on Show test data).

Funnels#

A funnel is an ordered list of steps (pages, events, video milestones, leads, outcomes). The list page shows every funnel with its status (draft, live, paused) and the number of steps.

Open a funnel:

• Step by step: one bar per step with the number of sessions that reached it. A session counts for a step only after completing all previous ones, in order. The red figure between bars is the drop-off: the share of sessions that reached the previous step but not this one. Reading it: the biggest red number is where you lose people; fix that page or that element first.
• Group by (UTM source, UTM campaign, device type, country): the five largest groups overlaid, so you can see that mobile drops at the video while desktop drops at the form.
• Pre-launch checklist: the list of required checks and warnings described in Getting started, with the Launch, Pause and Resume buttons.
• Edit: change steps. A step matches a URL pattern (/thank-you*), an event (click on cta_hero, quiz_step 3), a video percentage, "became a lead", or an outcome (booked_call, purchase).

Ads#

Your traffic broken down by campaign, ad set (ad group on Google) and ad, with names next to the ids, and, when the ad platforms are connected, spend, cost per lead and ROAS (revenue ÷ spend).

• Tabs switch the level (Campaigns, Ad sets, Ads) and the platform filter (Meta, Google Ads, TikTok, Other).
• The behaviour columns (video %, scroll %, lead rate) describe the sessions each ad produced.
• Ad URL templates (button at the top) shows the parameters to paste into Meta, Google and TikTok so every click carries both the ids (stable when you rename things) and the names. Without them, this page can only show what the UTMs say.
• A yellow banner lists ids whose names are still unknown; Sync names fetches them from the platforms (automatic every 6 hours), or type a name by hand.

Attribution on this page is last touch per session: a session belongs to the ad that brought it. Revenue follows the model chosen on the Sales page.

Experiments#

A/B tests. Your site assigns a variant to a visitor (a ?variant=B parameter, a data-variant attribute on the script tag, or a one-line call), and RetaFunnel measures each variant: sessions, leads, lead rate, bookings, purchases, revenue, the uplift against the first variant (the control) and a p-value.

How to read the p-value in one paragraph. The p-value is the probability of seeing a difference at least this large between the variants if, in reality, they performed the same. RetaFunnel uses a two-proportion z-test on the lead rate. Below 0.05 the difference is conventionally called significant: there is less than a 5% chance it is just noise. Above it, you have not proven anything yet, however large the uplift looks. The report refuses to compute a p-value before 100 sessions per variant and shows "not enough data yet"; do not stop a test early because one variant is ahead on day two. When a variant wins, Declare winner closes the experiment and adds a marker to the charts.

Compare#

Two funnels, or two pages, side by side with the deltas per metric. Pick A and B (the swap button exchanges them). For funnels you get the step-by-step reach overlaid; for pages you get sessions, lead rate, active time, the scroll heatmap, click ranking and the video summary. Useful after a redesign (old page vs new page) or between two offers.

Behaviour#

Four tabs about what people did on the pages of one site.

• Scroll depth: a vertical heatmap per page. Each 5% band of the page is coloured by the share of sessions that scrolled at least that far ("reached at least X%"). Read it top to bottom: the colour fades where people stop. If 80% reach the headline but 20% reach the price, the content between the two is where you lose them. It is built from the exact scroll position the tracker sends every 15 seconds, so it does not need a screenshot.
• Video retention: a curve per video with the share of viewers still watching at each milestone (10, 25, 50, 75, 90, 100%). A steep fall at 10% means the opening does not hold; a plateau means the people who stay, stay. The dashed line is the previous period when Compare is on.
• Quiz drop-off: one bar per quiz step with the sessions that reached it, the same way as the funnel chart.
• Clicks: every tracked element ranked by clicks and by click rate (clicks ÷ sessions that saw the page), with the text of the element. Elements named cta_… are your calls to action.

Each tab has a page selector; the Compare toggle inside Behaviour puts two segments or two periods next to each other.

Sessions#

The raw list of visits, filterable by site, landing path, country, source, device, scroll %, video %, whether the person became a lead, booked or bought, and any other fact. Click a session to see its timeline: every event in order (page views, scrolls, clicks with the element name, video milestones, quiz answers, form start and submit, identify), the attribution (UTMs, campaign, ad set and ad, click ids, variant) and the outcomes attached. This is where you check "what exactly did this person do". Test sessions are highlighted.

Leads#

Every identified person (someone who submitted an email or phone), with status lead, booked or customer, first-touch and last-touch attribution and the outcomes. Filters by status and source. Buttons: Import sales CSV and Export leads (a CSV you can reconcile with your CRM). Open a person to see the touch timeline: all their sessions in order with the ad that produced each one, what they watched and clicked, where they became a lead, and which model credits which session. Mark sale records a purchase by hand. Details in Sales, CRM and attribution.

Sales#

Revenue and number of sales by source, campaign, ad set, ad or variant, under the three attribution models, with leads, cost (when spend is synced) and ROAS per row.

Attribution models in one paragraph. A sale is credited not to a click but to a person, and then to that person's sessions in the attribution window (90 days by default, up to 180 in Settings). First touch gives all the credit to the person's first session in the window: the ad that brought them in; read it to judge prospecting budgets. Last touch gives all the credit to the session where the lead was captured (or, failing that, the last session before the sale): the ad that closed; read it to judge retargeting. Linear splits the credit equally across every session: every touch counts. Totals are identical under every model; only the split between rows changes, and the credit shift column shows how much moved from first to last touch, which is exactly the budget your retargeting is taking from your prospecting.

Segments#

A segment is a saved rule over behaviour ("visitors in the last 30 days with video ≥ 50% and not a lead"). The list shows the name, target (session, visitor or person), the live member count and which platforms it syncs to. New segment opens the builder: pick conditions from the facts (scroll %, video %, quiz step, clicked elements, forms, UTMs, device, country, lead/booked/customer flags, custom values), combine them with all / any / not, choose the target and window, preview the count, save. Templates loads the proven pools (VSL non-leads, quiz abandoners, high-intent non-converters, leads without booking, bookers without purchase, checkout abandoners, returning non-leads, webinar no-shows).

On a segment's page: the sync panel (Meta, Google Ads switches, Dry run, Sync now, recent sync log) and a sample of members. Build retargeting pools on visitor (works for anonymous traffic through Meta) and suppression or Customer Match lists on person. Reference: Segments.

Audiences#

Every segment with a sync enabled: live size, last sync, platform, status, and the full sync log (every call made to Meta or Google with its result and error text). Buttons to retry a failed sync. If a connection breaks, this is where you see it first. Standard events (Lead, Schedule, Purchase) are logged here too.

Sites#

One site per domain or group of pages sharing a script tag. Open a site for four tabs:

• Install: the script tag with a copy button, the site key, Install health (last event, sessions and events in 24 h by type, tracker versions seen) and the tracking settings (consent mode, raw PII).
• Pages: the registered pages with their type (landing, VSL, quiz, opt-in, checkout, thank-you) and the elements found on them. The checklist and the test plan use this list.
• Test mode: site-level test mode (on for N minutes), the page under test, the test plan (expected events), Start watching for live test sessions with received / missing / malformed per event, Simulate a session when you have no browser at hand, and Purge test data.
• Settings: name, domain, allowed origins, consent mode, raw PII, and delete.

Integrations#

Where the outside world is connected. The AI setup link card (see Set up with an AI agent), the four provider cards Meta (guide), Google Ads (guide), Stripe and Calendly (guide), each with a collapsible "How to set this up", and API keys for Zapier, Make or your developer. Credentials are encrypted when saved and never displayed again; the cards show connected, error with the last error text, and the last sync time.

Settings#

• Workspace: name, timezone (used for daily rollups and date pickers), raw event retention in days (7 to 730; the detailed event rows are deleted after that, the per-session facts and daily totals are kept), default consent mode for new sites, and the raw-PII switch.
• Sales attribution: the attribution window in days (default 90, up to 180).
• Members: add people by their user id with a role. Owner: everything, including deleting the workspace. Admin: configuration, keys, integrations, members. Member: read-only dashboard.
• Annotations: the markers shown on charts; add, edit or delete them.
• Danger zone: purge test data for every site; delete the workspace (owner only, removes everything).

Common problems#

Numbers differ between pages. Check the filter bar: a page opened from an old link may carry another date range, site or the test switch. Overview counts sessions; Funnels counts sessions in order; Ads counts sessions with ad ids; Sales counts people and attribution.

A campaign shows as "(direct)". Its clicks arrived without UTM parameters. Add the Ad URL templates to the ads.

Experiments shows "not enough data yet". Fewer than 100 sessions in a variant. Keep the test running.

Behaviour tabs are empty. Pick the right site and page in the selectors; videos need a data-video-id, quizzes need the data-quiz attributes (Instrumentation guide).