> 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-your-funnels-dashboard.md).

# Understanding Your Funnels Dashboard

### Overview

A funnel represents the journey users take from first contact to completing a specific action (conversion). Each funnel is automatically created when you define a conversion event and that event is triggered at least once.

Example: If you set up a conversion event called "Appointment", 360pilot will create an Appointment funnel that tracks all conversations that led to appointment bookings.

### Reading Your Metrics

The main table shows one row per funnel. Here's what each column means:

| Metric                  | What It Tells You                                                                                                                                    |
| ----------------------- | ---------------------------------------------------------------------------------------------------------------------------------------------------- |
| **Audience**            | Total unique users who started a journey from entrypoints that contributed to this funnel. One person counts once, even with multiple conversations. |
| **Start Conversation**  | Total conversations initiated. This is your conversion rate denominator—how many conversations had the potential to convert.                         |
| **Conversions**         | Number of conversations that completed the conversion event. This is your success count.                                                             |
| **CVR %**               | Conversion Rate = (Conversions ÷ Audience) × 100. Higher is better.                                                                                  |
| **Invested**            | Total spend on CTWA campaigns plus paid messages that contributed to this funnel.                                                                    |
| **CPA**                 | Cost Per Acquisition = Invested ÷ Conversions. How much you pay for each conversion. Lower is better.                                                |
| **Avg. Journey Length** | Average number of steps between first message and conversion. Shorter journeys usually mean less friction.                                           |
| **Entrypoints**         | Number of distinct channels (ads, widgets, etc.) that drove at least one conversion. Click to see the breakdown.                                     |

### The Non-Attributed Funnels Row

At the bottom of the table, you'll see a row called Non-Attributed Funnels. 

This shows all conversations that started but never converted. CPA, CVR, and Conversions will always be zero here — that's expected as end-users did not convert.

Use this row to understand your total traffic volume and identify how many potential customers dropped off before converting and adapt your strategy, if necessary. 

### Entrypoints

Click the entrypoints count on any funnel row to see a detailed breakdown. This view shows the same metrics, but segmented by each entrypoint (Instagram ad, Google ad, website widget, etc.).

Use this to identify which channels are performing best and where to focus your budget.

### Data Sync Status

The dashboard shows when data was last updated. Hover over the sync indicator to see when the next update will occur. This helps you understand how fresh your metrics are.

### Formulas

| Metric                         | Formula                                  |
| ------------------------------ | ---------------------------------------- |
| **Conversion Rate (CVR)**      | (Conversions ÷ Start Conversation) × 100 |
| **Cost Per Acquisition (CPA)** | Invested ÷ Conversions                   |

#### Tips for Analysis

* [x] Compare CVR across funnels to identify which conversion goals are easiest to achieve.
* [x] Watch your CPA trend over time to ensure you're not overpaying for conversions.
* [x] Check average journey length if it's high, look for ways to simplify your conversation flow.
* [x] Use the entrypoints breakdown to double down on high-performing channels and cut spend on underperformers.


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