Funnel report

Mantle’s funnel chart is a visual representation of the customer journey within your app, from initial interest to final conversion. It’s a valuable tool for monitoring and analyzing how users interact with your application over a specified time frame. Here’s what each part of the funnel indicates:

Stages of the funnel:

• App listing page view: This initial stage shows the number of views your app listing has received. It’s the first point of contact with potential customers and an indicator of initial interest.

• Installed: The number of installations signifies how many users have proceeded to download and install your app after viewing the listing.

• Trial started: This stage reflects users who have started a trial of your app. It’s a critical engagement point that can lead to a full-fledged adoption of your service.

• Trial converted: The final stage of the funnel represents users who have converted from a trial to a paid subscription, signifying a successful acquisition.

• Subscribed: This new stage tracks users who have committed to your app with an active subscription, reflecting a successful conversion and the beginning of potential long-term value.

Table overview:

Below the funnel, a detailed table provides a granular view of each customer’s journey. This includes:

• Name: The store or customer name associated with the event.

• Date of event: When the specific event (like installation or trial start) occurred.

• Average monthly revenue: An estimate of the monthly revenue generated by each customer.

• Lifetime value: The total revenue a customer is expected to generate over their lifetime as a user.

Usage:

Use this funnel chart to identify where users are dropping off and to determine which stages of the customer journey may need improvement. By analyzing the conversion rates at each stage, you can make informed decisions to enhance the user experience, streamline the acquisition process, or adjust your marketing strategies.

Insights

The funnel chart in Mantle is enhanced with a dynamic insights feature, providing a deeper analytical layer to the acquisition funnel. This feature allows users to customize the data table below the chart with key metrics such as Lifetime Value (LTV) and Average Revenue Per User (ARPU). By adding these insights, you can:

• Measure LTV: Assess the average and total Lifetime Value of customers to understand long-term profitability.

• Understand ARPU: Determine the Average Revenue Per User, both the highest value (Maximum ARPU) and the collective average, to gauge revenue trends and per-user value.

This enriched data view aids in segmenting customer cohorts and identifying patterns that can inform strategic decisions, optimize marketing efforts, and ultimately drive growth.

Pivot table

The pivot table feature within the Funnel chart enhances your data analysis by allowing for multidimensional views of your customer journey metrics. This versatile tool enables you to cross-reference various data points such as app types, subscription plans, and user demographics against key performance indicators like Lifetime Value (LTV) and Average Revenue Per User (ARPU).

Customizing with Pivot Tables:

• Segmentation: Break down metrics by specific categories like app type, user plan, or other attributes to pinpoint trends and patterns.

• Comparison: Compare different segments side-by-side to evaluate performance across various customer groups.

• Detailing: Drill down into data with finer granularity, such as by country or reason for uninstalling, offering a detailed lens on user behavior.

By integrating pivot tables into your funnel analysis, you can unlock a comprehensive understanding of how different segments interact with your app, leading to informed decision-making for targeted marketing strategies and product improvements.

Next: Churn