> 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-non-attributed-funnels.md).

# Understanding Non-Attributed Funnels

Learn what the Non-Attributed Funnels row shows and how to use its data.

### What this row shows

**Non-Attributed Funnels** shows entry points that have not created a conversion in any funnel. It includes all conversations from those entry points.

A funnel is based on a conversion event type. An entry point joins a funnel after it creates a conversion of that type. All journeys from that entry point then count in the funnel, including journeys that do not convert.

Entry points with no conversions do not belong to a funnel yet. Their journeys appear in this row. An entry point with at least one conversion never appears here.

{% hint style="info" %}
Use this row to see traffic and spend that have not led to a conversion yet.
{% endhint %}

<figure><img src="https://1320299547-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FA9K5ywaAjJL8mhR3e4GI%2Fuploads%2FuoMpGaOoO7JPjddfhJMG%2Fimage.png?alt=media&amp;token=f8c42823-e6f2-4bfb-8ddc-5c19274c6742" alt="The Non-Attributed Funnels row in the Funnels table"><figcaption><p>Find this row at the bottom of the Funnels table.</p></figcaption></figure>

### Why some values are empty

{% columns %}
{% column %}

#### Conversion values

* **Converted** and **CVR %** show `0`.
* **CPA** and **Avg. journey length** shows a dash (`–`).
  {% endcolumn %}

{% column %}

#### Conversion charts

The **CPA** and **Conversion Rate** charts are empty.
{% endcolumn %}
{% endcolumns %}

{% hint style="success" %}
This is expected behavior. It does not indicate a data error.
{% endhint %}

### How to read the data

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

#### Audience

The number of people or clicks these entry points reached.

#### Conversations Started

The number of conversations that started without leading to a conversion.
{% endtab %}

{% tab title="Spend and entry points" %}

#### Invested

The spend on these journeys. It excludes ads and ad sets already counted in a funnel row.

#### Entry points

The number of unique ads, templates, and organic messages in this row. Ads can come from Click-to-WhatsApp or Google Click-to-Message (CTM) campaigns.
{% endtab %}
{% endtabs %}

### Use this row to take action

* Find ads or messages that start conversations but create no conversions.
* Measure traffic and spend that no funnel currently captures.
* Check the conversion event when you expect an entry point to convert.

For conversion-event setup, see [Understanding Conversion Detection](/360pilot/funnels-dashboard/understanding-conversion-detection.md).

### CTWA campaigns in this row

When you open Click-to-WhatsApp (CTWA) campaigns, a note appears below the table:

> *These campaigns started conversations that never converted in this funnel. Their spend may already appear in another funnel. That happens when the same ad set contributed to a journey but was not its entry point.*

Funnels can share ad sets. An ad set can start journeys that do not convert. It can also appear later in journeys that convert in another funnel.