> For the complete documentation index, see [llms.txt](https://docs.360dialog.com/360pilot/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.360dialog.com/360pilot/funnels-dashboard/funnels-dashboard-reference.md). # Funnels Dashboard Reference Use this page to understand the numbers in the Funnels dashboard and its detail views. {% hint style="info" %} New to funnels? Start with [Understanding the Funnels Dashboard](/360pilot/funnels-dashboard/understanding-the-funnels-dashboard.md). It explains journeys, entry points, and attribution. {% endhint %} {% columns %} {% column width="50%" %} #### Start here Read [**Table columns**](#table-columns) to learn what each number means. {% endcolumn %} {% column width="50%" %} #### Need the rules? Read [**Metric calculations**](#metric-calculations) for formulas, costs, and special cases. {% endcolumn %} {% endcolumns %} ## Table columns | Column | What it shows | How it is calculated | | ------------------------- | --------------------------------------------------------------------------------------------------- | ------------------------------------------------------------------------- | | **Funnels** | The funnel's conversion type. | Not calculated. | | **CVR %** | Conversion rate. This is the share of the audience that converted. | `Converted` ÷ `Audience` × `100` | | **Invested** | The money spent on the journeys in the row. | See [Invested](#invested). | | **CPA** | Cost per acquisition (CPA): the cost of each converted lead. | `Invested` ÷ `Converted` | | **Audience** | How many people or clicks the row's entry points reached. The unit depends on the entry point type. | See [Audience](#audience). | | **Conversations started** | The number of journeys in the row. | Count of journeys. A CTWA journey starts after the first message is sent. | | **Cost / Conv. started** | The cost of each started conversation. | `Invested` ÷ `Conversations started` | | **Converted** | The number of converted journeys in the funnel. | Count of converted journeys. | | **Avg Journey Length** | The average number of steps a lead takes to convert. | `Total converted steps` ÷ `Converted` | | **Entrypoints** | The number of distinct entry points in the row. | See [Entry Points](#entry-points). | {% hint style="info" %} Entry point and campaign views use **Start Conversation**. It means the same as **Conversations Started**. {% endhint %} ## Metric calculations ### CVR % {% code title="Formula" %} ``` CVR % = Converted ÷ Audience × 100 ``` {% endcode %} This formula applies to every row and chart. 360Pilot uses the row totals. It does not average rates from other rows. For CTWA, CVR shows conversions per ad click. For Organic, it shows conversions per started conversation. ### CPA {% code title="Formula" %} ``` CPA = Invested ÷ Converted ``` {% endcode %} CPA shows a dash (`–`) when nobody converted. It also shows a dash without cost data. ### Cost / Start Conv. {% code title="Formula" %} ``` Cost / Conv. Started = Invested ÷ Conversations Started ``` {% endcode %} Cost / Conv. Started shows a dash (`–`) when cost data is unavailable. ### Avg Journey Length Avg. Journey Length is the average number of steps it takes to convert. {% code title="Formula" %} ``` Avg. Journey Length = Total steps in converted journeys ÷ Converted ``` {% endcode %} Only converted journeys count. A step can be a customer action or business message. The entry point and conversion also count as steps. For example, three journeys convert in 5, 2, and 10 steps. The average journey length is `(5 + 2 + 10) ÷ 3 = 5.67` steps. {% hint style="info" %} Use this metric to compare journey complexity. A lower number means fewer steps before conversion. {% endhint %} ### Audience Audience is the sum of the audience of each entry point in the row. What 360Pilot counts depends on the entry point type: | Entry point type | What Audience counts | Source | | ------------------------------------------------- | ---------------------------------------------------------------- | ------------ | | CTWA | Clicks on the ad that started the journey during the date range. | Meta ad data | | CTWA ads without Meta data (Other CTWA Campaigns) | The same value as Conversations Started. | Journey data | | Paid Messages | Unique recipients of the paid message. | Message data | | Organic | The number of journeys started from the entry point. | Journey data | ### Entry Points | Row | What 360Pilot counts | | -------------------------- | ----------------------------------------------------------------- | | Funnel row | Distinct entry points with at least one conversion in the funnel. | | Non-Attributed Funnels row | Distinct entry points among the row's journeys. | 360Pilot counts each CTWA ad, each paid message template, and each organic first message as one entry point. ### Invested Invested uses four kinds of cost: | Cost | Definition | | ----------------------- | ------------------------------------------------------------------------------------------ | | Ad set spend | What Meta reports as spent for a CTWA ad set in the date range. | | Paid message cost | The approximate cost of the paid messages in the journey. | | Cost per click | The cost of one click on a CTWA ad: ad spend ÷ ad clicks, as reported by Meta for that ad. | | Service message charges | The charges for service messages, included since October 1, 2026. | Organic messages have no cost of their own.
See how each view calculates Invested | View and row | How Invested is calculated | | ---------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | **Funnels table, funnel row** | The spend of every ad set that had an ad in the funnel's journeys, as the entry point or as a click in the middle of a journey. Each ad set counts once. Plus the paid message cost of the funnel's journeys. | | **Funnels table, Non-Attributed Funnels row** | The same rule, without the ad sets and ads already counted in a funnel row. | | **Account Cards** | Calculated once across all journeys in the date range. Each ad set counts once. | | **Entry point types, CTWA row** | Ad set spend, as in the funnel row, for the funnel's CTWA journeys. | | **Entry point types, Paid Msg row, and the Paid Messages table** | Paid message cost plus the cost per click of each CTWA click in those journeys. | | **Entry point types, Organic row, and the Organic table** | The cost per click of each CTWA click in those journeys. | | **CTWA campaign, ad set, and ad rows** | What Meta reports as spent for that campaign, ad set, or ad in the date range. | | **Other CTWA Campaigns row** | No cost data. Shows a dash (–). |
{% hint style="warning" %} Funnel rows use ad set spend. Entry point type rows use cost per click. A funnel's Invested will not equal the sum of its entry point type rows. {% endhint %} For example, one Organic journey includes a click on Ad A. Ad A spent $1,000 on 10,000 clicks. Each click costs $0.10. The Organic row shows $0.10 as Invested. ## Dashes and Zero Values | Situation | What you see | | -------------------------- | ---------------------------------------------------------------------------------------------------------------------- | | No cost data | Invested, CPA, and Cost / Conv. Started show a dash (–). | | Converted is 0 | CPA and Avg Journey Length show a dash (–). CVR % shows 0. | | Non-Attributed Funnels row | Converted and CVR % are 0. CPA and and Avg. Journey Length shows a dash (–). The over-time charts show an empty state. | {% hint style="info" %} #### Currency * Every cost metric uses your account currency. Each Meta ad account has a currency. One business phone number can link to multiple ad accounts. * 360Pilot selects your account currency from those linked accounts. It uses USD or EUR when available. If both are available, it uses USD, and if neither is available, it uses the first available currency. * Other currencies are converted using the daily exchange rate before showing or adding amounts. {% endhint %} ## Entry Point Types | Type | Tooltip | | ------------ | ------------------------------------------------------------------------------------------ | | **CTWA** | Conversation started via Click-to-WhatsApp ad | | **Paid Msg** | Conversation started via paid messaging (marketing, utility, and authentication templates) | | **Organic** | Conversation started organically | ## CTWA Hierarchy {% stepper %} {% step %} #### Campaign The top-level ad campaign in Meta. {% endstep %} {% step %} #### Ad Set A group of ads within a campaign. {% endstep %} {% step %} #### Ad An individual ad. {% endstep %} {% endstepper %} ## Attribution Windows | Entry point type | Default | Allowed values | | ----------------- | ------- | -------------- | | **CTWA** | 28 days | 1 to 90 days | | **Paid Messages** | 7 days | 1 to 90 days | | **Organic** | 2 days | 1 to 90 days | Windows are set for each business phone number. A change applies to new journeys only. {% hint style="info" %} #### Conversion Types Appointment · Subscription · Lead Acquisition · Purchase {% endhint %} ## Pilot Tips: Conversion Outliers Pilot Tips flag rows that convert much more or much less than the other rows in the CTWA table. | Signal | Condition | | ----------------------------------------------- | --------------------------------------- | | **Green dot** | Converted is at least 2 × the average. | | **Red dot** | Converted is at most 0.5 × the average. | | **No dot** | Converted is between the two. | * [x] The average is the middle Converted value in the current view\.The average is the mean of the Converted values in the current view. * [x] For an even number of rows, it is the average of the middle two. * [x] Aggregated rows, such as Other CTWA Campaigns, are excluded. * [x] Pilot Tips appear only in the CTWA table. ## Over-Time Charts | Element | Rule | | ------------------------------- | -------------------------------------------------------------------------------------------------------------------- | | **Periods** | Daily for date ranges under 28 days. Weekly for 28 days or more. | | **Header value** | The value of the latest day or week. | | **Change from the last period** | (Latest value − Previous value) ÷ Previous value × 100 | | **Trend** | (Latest value − average of the period) ÷ average of the period × 100. The average leaves out empty and zero periods. | | **Colors** | Green means better for your business, red means worse. A lower CPA is green. A higher CVR % is green. |