> 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/understanding-entry-points.md).

# Understanding Entry Points

Learn how to compare funnel results by entry point and explore each entry point's details.

{% hint style="info" %}
Need help opening a funnel? See [How to View Performance by Entry Point](/360pilot/funnels-dashboard/how-to-view-performance-by-entry-point.md). For metric definitions and formulas, see the [Funnels Dashboard Reference](/360pilot/funnels-dashboard/funnels-dashboard-reference.md).
{% endhint %}

## Entry points at a glance

An entry point is how a customer's journey begins. Every journey has one entry point.

{% columns %}
{% column width="50%" %}

#### CTWA

A customer clicked a Click-to-WhatsApp ad.
{% endcolumn %}

{% column width="50%" %}

#### Paid Msg

Your business sent a paid marketing, utility, or authentication template.
{% endcolumn %}
{% endcolumns %}

{% columns %}
{% column width="50%" %}

#### Organic

A customer started a conversation through a link, button, QR code, or another unpaid source.
{% endcolumn %}

{% column width="50.000000000000014%" %}

#### Google CTM

A customer tapped the WhatsApp message button on a Google Click-to-Message (CTM) ad.
{% endcolumn %}
{% endcolumns %}

Comparing these types helps you see which sources create conversions.

### Track results over time

At the top of a funnel, you can see CPA and Conversion Rate charts. They combine every entry point in the funnel for your selected date range.

<figure><img src="https://1320299547-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FA9K5ywaAjJL8mhR3e4GI%2Fuploads%2F2EXaUcd7lHeB1CTBJf8g%2Fimage.png?alt=media&amp;token=3f6c58c6-3629-49de-9625-15667c95b1dc" alt="CPA and Conversion Rate charts for a funnel"><figcaption><p>Use the charts to spot changes in cost and conversion performance.</p></figcaption></figure>

| Chart               | What it shows                                                         |
| ------------------- | --------------------------------------------------------------------- |
| **CPA**             | Your cost per acquisition over time.                                  |
| **Conversion Rate** | The share of the audience that converted: Converted ÷ Audience × 100. |

#### How data is grouped

| Selected date range | Each chart point represents |
| ------------------- | --------------------------- |
| Fewer than 28 days  | One day                     |
| 28 days or more     | One week                    |

#### Read the chart header

Each chart header shows the latest value, the change from the previous period, and the trend for the selected range.

The trend compares the latest value with the average value. Empty periods are not included.

{% hint style="success" %}
Green means the result improved. Red means it declined.

For **CPA**, lower is better. For **Conversion Rate**, higher is better.
{% endhint %}

Hover over a point to see its exact value. Changing the date range updates the charts and indicators. A range with one point shows only that value.

{% hint style="info" %}
Non-Attributed Funnels have no conversions. Their CPA and Conversion Rate charts are empty.
{% endhint %}

### Compare entry point types

The table below the charts has one row for CTWA, Paid Msg, Organic, and Google CTM (if connected). Each row shows totals for journeys that began with that entry point type.

<figure><img src="https://1320299547-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FA9K5ywaAjJL8mhR3e4GI%2Fuploads%2FPm6vHXCbWzzHq9N2mqXo%2Fimage.png?alt=media&amp;token=d53f0180-3f39-418a-bbb3-ff04f589a89f" alt="Entry point type comparison table"><figcaption><p>Select a row to open its detailed view.</p></figcaption></figure>

{% hint style="warning" %}
**Invested** does not add up across these rows.

For Paid Msg and Organic, it includes CTWA clicks made later in a journey. The Funnels dashboard uses ad set spend instead. Learn more about [Invested](https://docs.360dialog.com/360pilot/funnels-dashboard/funnels-dashboard-reference#invested).
{% endhint %}

### Explore a detailed view

Select an entry point type to explore its results. The view changes based on the type.

{% tabs %}
{% tab title="CTWA" %}

#### Campaign hierarchy

The CTWA view matches your Meta campaign structure.

{% stepper %}
{% step %}

#### Campaign

Expand a campaign to see its ad sets.
{% endstep %}

{% step %}

#### Ad set

Expand an ad set to see its ads.
{% endstep %}

{% step %}

#### Ad

Review the results for an individual ad.
{% endstep %}
{% endstepper %}

**Invested** is the amount Meta reports as spent during the selected date range. **Converted** and **Start Conversation** only count the ad that began the journey. This prevents the same journey from being counted twice.
{% endtab %}

{% tab title="Paid Msg" %}
The table has one row for each paid message template. It includes paid message costs and any CTWA clicks later in those journeys.
{% endtab %}

{% tab title="Organic" %}
The table has one row for each customer's first message. Long text messages are shortened.

Non-text first messages, such as images, audio, locations, or buttons, appear in **Non-text entrypoints**. This row is always at the bottom. Expand it to see each message type.

Invested includes the cost of CTWA clicks later in these journeys.
{% endtab %}

{% tab title="Google CTM" %}
**Campaign hierarchy**

The Google CTM view matches your Google Ads campaign structure.

1. Campaign (expand a campaign to see its ad groups).
2. Ad group (expand an ad group to see its ads).
3. Ad (review the results for an individual ad).
   {% endtab %}
   {% endtabs %}

### Understand special CTWA rows

#### Other CTWA Campaigns

360Pilot shows **Other CTWA Campaigns** when Meta cannot provide campaign details. This can happen when an ad was deleted or your permissions do not include it.

The row appears at the bottom of the CTWA table as **Aggregated (no details)**.

| Metric or action | What to expect                                       |
| ---------------- | ---------------------------------------------------- |
| Expand the row   | Not available                                        |
| Invested and CPA | A dash (`–`), because Meta did not provide cost data |
| Audience         | The same value as Start Conversation                 |
| CVR %            | The usual conversion rate calculation                |

### Use Pilot Tips to find outliers

In the CTWA table, colored dots identify rows with unusually high or low conversions.

| Dot                                         | Meaning                                          |
| ------------------------------------------- | ------------------------------------------------ |
| <mark style="color:green;">**Green**</mark> | At least twice the average number of conversions |
| <mark style="color:red;">**Red**</mark>     | Half the average number of conversions, or fewer |
| No dot                                      | Close to the average                             |

The average uses the Converted values for visible rows. **Other CTWA Campaigns** are not included. Hover over a dot to see how far the row is above or below the average.

<figure><img src="https://1320299547-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FA9K5ywaAjJL8mhR3e4GI%2Fuploads%2F1NSq0sgpUng2VOaCfQfL%2Fimage.png?alt=media&amp;token=822266c5-2c57-4106-a144-6d2bf61605e3" alt="Pilot Tips conversion outlier indicator"><figcaption><p>Hover over a dot to compare a row with the average.</p></figcaption></figure>