> 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-the-funnels-dashboard.md).

# Understanding the Funnels Dashboard

Learn what the Funnels dashboard shows and how it assigns results to each funnel.

{% hint style="info" %}
Use this page to understand your results. For metric definitions and formulas, see the [Funnels Dashboard Reference](/360pilot/funnels-dashboard/funnels-dashboard-reference.md)
{% endhint %}

## What the Funnels dashboard shows

The Funnels dashboard opens when you sign in to 360Pilot. It shows WhatsApp performance in one table.

Each funnel row represents one conversion goal. A goal might be a booked appointment or a purchase. The table also includes **Non-Attributed Funnels** and a **Summary** row.

<figure><img src="https://1320299547-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FA9K5ywaAjJL8mhR3e4GI%2Fuploads%2FhTE8rFwK3R7X3GuZq4fv%2Funknown.png?alt=media&amp;token=62fd313e-936b-409e-bb95-9bedb5fa7375" alt="Funnels dashboard showing funnel performance"><figcaption><p>Use the dashboard to compare funnel results at a glance.</p></figcaption></figure>

Use the dashboard to answer questions such as:

* Which conversion goal brings the most results?
* How much did each conversion cost?
* How many people started a conversation, and how many converted?
* Which entry points bring leads into each funnel?

For each funnel, the table shows CVR, invested amount, CPA, audience, conversations, cost per conversation, conversions, journey length, and entry points.

## Key concepts

### Journey

A journey is one lead's path through a WhatsApp conversation. It starts at an entry point, such as an ad click. It ends when the lead converts or the attribution window closes.

Each journey can have one conversion. Every lead action and message counts as a step. Messages from your business also count. 360Pilot uses these steps to calculate **Avg Journey Length**.

### Entry Point

An entry point is where a journey starts. Each journey has one entry point.

{% tabs %}
{% tab title="CTWA" %}
A lead clicked a Click-to-WhatsApp ad. 360Pilot identifies the entry point by the ad.
{% endtab %}

{% tab title="Paid Messages" %}
Your business sent a paid template message. This may be a marketing, utility, or authentication message. 360Pilot identifies the entry point by the template.
{% endtab %}

{% tab title="Organic" %}
A lead started the conversation without a paid source. This may be a link, button, or QR code. 360Pilot identifies the entry point by the lead's first message.
{% endtab %}
{% endtabs %}

For Organic entry points, 360Pilot groups messages that differ only by technical details. Examples include invisible characters and random codes. This keeps the same message in one row.

### Conversion Event and Funnel

A conversion event is when a lead reaches your goal. For example, an automation might confirm a booking with “Your test drive is booked.” Each conversion event creates a funnel with the event's name.

Every conversion event has a type: Appointment, Subscription, Lead Acquisition, or Purchase. 360Pilot uses this type to compare your funnel with similar businesses.

360Pilot can find conversion events in several ways, from a message you define to conversions that your own systems send. To learn how each one works, see [Understanding Conversion Detection](/360pilot/funnels-dashboard/understanding-conversion-detection.md).&#x20;

## How attribution works

Attribution decides which funnel owns a journey. 360Pilot uses the journey's entry point.

* **Each conversation has one entry point.** This is the ad, paid message, or organic message that started it.
* **An entry point belongs to the funnel where its journeys convert.** All journeys from that entry point count in that funnel. This includes journeys without a conversion.
* **Each entry point belongs to one funnel.** If it converts in several funnels, it belongs to the funnel with the most conversions.
* **Entry points that never convert appear in Non-Attributed Funnels.** An entry point with at least one conversion never appears there.
* **A click in the middle of a journey adds cost, not attribution.** If a lead clicks a CTWA ad during a journey that started somewhere else, the ad's cost is added to that journey. The journey keeps its original entry point.
* **Funnels can share ads and spend.** That's why the funnel rows can add up to more than the Summary row.
* **Text Pixel conversions count from when you create them.** A new Text Pixel does not apply to past conversations.

### Attribution windows

An attribution window is how long a journey can remain open. If the lead does not convert before it closes, the journey ends without a conversion.

Each entry point type has its own window. The defaults are:

| Entry Point Type  | Default Attribution Window |
| ----------------- | -------------------------- |
| **CTWA**          | 28 days                    |
| **Paid Messages** | 7 days                     |
| **Organic**       | 2 days                     |

{% hint style="warning" %}
You can set each window from 1 to 90 days for each business phone number. A change affects new journeys only. 360Pilot does not recalculate existing journeys.
{% endhint %}

To change a window, see [How to Change Attribution Windows](/360pilot/funnels-dashboard/how-to-change-attribution-windows.md).

## The Summary row

The **Summary** row shows account totals for the selected date range. It is not the sum of the rows above.

360Pilot calculates **Converted**, **Conversations Started**, **Invested**, and **Entrypoints** once across all journeys. Shared ads, ad sets, and templates count only once. **CVR %** and **CPA** come from those totals, not from an average.

## The Non-Attributed Funnels row

The **Non-Attributed Funnels** row lists ads and messages that never converted in a funnel. It includes all conversations from those entry points. Its conversion values are always zero.

Learn more in [Understanding Non-Attributed Funnels](/360pilot/funnels-dashboard/understanding-non-attributed-funnels.md).

## Benchmarks

An arrow next to a funnel name compares the funnel's conversion rate with similar businesses. An up arrow means your funnel converts better than the benchmark. A down arrow means it converts worse.

Learn more in [Understanding CVR Benchmarks](/360pilot/funnels-dashboard/understanding-cvr-benchmarks.md).

## Date range and data freshness

The date range selects journeys by their start date. Every table metric uses those journeys.

Last updated shows when your data was last refreshed. See [How to Check Data Sync Status](/360pilot/funnels-dashboard/how-to-check-data-sync-status.md).

## What you can do from the dashboard

{% stepper %}
{% step %}

#### Create a funnel

{% content-ref url="/pages/APd5RmF0mUBkKaf2qzkQ" %}
[How to Define a Funnel with a Text Pixel](/360pilot/funnels-dashboard/how-to-define-a-funnel-with-a-text-pixel.md)
{% endcontent-ref %}
{% endstep %}

{% step %}

#### Explore entry point performance

* View Performance by Entry Point: [How to View Performance by Entry Point](/360pilot/funnels-dashboard/how-to-view-performance-by-entry-point.md) or&#x20;
* Filter by Entry Point Type: [How to Filter by Entry Point Type](/360pilot/funnels-dashboard/how-to-filter-by-entry-point-type.md).
  {% endstep %}

{% step %}

#### Adjust or export your data

* Change Attribution Windows: [How to Change Attribution Windows](/360pilot/funnels-dashboard/how-to-change-attribution-windows.md) or&#x20;
* Export Leads [How to Export Leads](/360pilot/funnels-dashboard/how-to-export-leads.md).
  {% endstep %}
  {% endstepper %}